Chasing Passive Income, Americans Turn to Vending Machines
How candy and soda machines became an unlikely trending investment idea of the 2020s
How candy and soda machines became an unlikely trending investment idea of the 2020s
With a brick of cash in his hand and a grin on his face, Jaime Ibanez shows his half-million YouTube subscribers a path to earning money without burning many calories: Vending machines.
In videos with titles such as “This Is HOW MUCH My Vending Machines Made IN 7 DAYS!!” the swoopy-haired 23-year-old Texan makes the rounds to his 51 machines, stocking them and taking the profits.
His channel promotes the idea that with diligence and luck, anyone can go from snacks to riches.
Vending machines might seem an unlikely candidate for trending investment of the 2020s, but the idea has captured the imagination of Americans dreaming of easier money. Some pursue chips and soda as a side hustle because their regular paychecks aren’t enough for them to get by. Others bet on vending machines as a ticket to upward mobility, to quitting their jobs and becoming their own boss.
The startup cost is low and the formula simple. Buy a used machine for $1,500, load it up with products from Costco , charge a 100% markup and let the crinkled dollars roll in. But turning a profit takes real work, and the machines can be a losing proposition when stuck in locations without enough hungry foot traffic.
There is a fair amount of competition, too. America has three million vending machines, an $18.2 billion industry, with the average machine generating about $525 in monthly revenue, according to the National Automatic Merchandising Association.
More than half of operators bring in less than $1 million a year, according to trade publication Automatic Merchandiser. Many are individuals who have other jobs.
Social media has fuelled the notion of finding financial freedom in vending machines. Between 2019 and 2023, the number of posts or comments mentioning passive income and vending machines more than tripled on X and increased by a factor of six on Instagram, according to Sprinklr, a social-media management platform. Google search interest in passive income increased some 75% during that same period.
“There’s a real sense that doing things the so-called right way won’t necessarily land you in the middle class,” said Lana Swartz, a media-studies professor at the University of Virginia who researches financial technologies. “If the old rules no longer apply, then there’s a searching for new rules to get ahead or to get by.”
Some vending-machine newbies say they are on their way to building an automated empire. Others’ dreams get snagged like a bag of Funyuns on a faulty coil.
Last spring Rob Smith, a 30-year-old truck driver in Orlando, Fla., spent $4,000 on his first machine, a credit-card reader and a load of snacks and drinks.
He recently acquired his fourth machine, which is at an industrial bakery. His first three machines take up three to five hours of his week and bring in about $1,500 a month in revenue, which works out to roughly $750 in profit.
“I’ve made sales at four o’clock in the morning, when I was sleeping,” he said. “That machine is still working whether I’m there or not.”
He hopes to scale up to 30 machines and quit his job.
Smith started looking for extra income because his goal of buying a house felt out of reach with only his day job’s pay. He chose vending specifically after he witnessed a colleague complain about a malfunctioning machine at work and then use it anyway.
“He still put his $2 in,” Smith said. “I was like, ‘I need to get a vending machine as soon as possible.’ ”
Some budding vendors pay $300 or more for online courses to learn the trade. Smith relied on YouTube, Instagram and Reddit to get going.
At one point, he stocked a machine with orange soda against the advice he got in an online forum. When it didn’t sell, he and his family had to drink three dozen cans themselves.
Tom and Missi Hakes of Midway, Ala., started vending after Missi, 40, saw videos on YouTube about the business. The idea seemed more appealing than their stints driving for Uber, shopping for Instacart and trying to make it as YouTubers.
The Hakes, who both have full-time jobs in health insurance, scouted out locations in Atlanta, the closest big city and two hours away. After their best lead fell through, they paid a woman they found on Facebook Marketplace $500 to find a location for them.
She sent them to two spots that didn’t work out, including a cheerleading gym. The manager there was on board until she learned that the Hakes hadn’t operated a vending machine before.
Tom, 48, posted on a forum wondering how to address questions about their industry experience. At their next meeting, with the owner of a gym, they reluctantly followed some of the forum’s advice: They lied and said they had a few machines.
“We didn’t want to get another no,” said Tom.
He then spent a month repairing a used machine they bought for $1,400, staying up on some nights until 2 a.m.
When it was ready, Tom and Missi struggled to wrangle it into the 15-foot U-Haul truck they rented.
“Two people is not enough to move an 800-pound machine,” she said.
The Hakes spent about $2,500 on their vending business, as well as 20 to 30 hours a week for much of last fall.
They pay $50 a month to park it in the gym and it costs about $330 to fill up. It is currently grossing about $30 a week.
If anything, the income has been too passive, Tom said, “because it’s not really doing a lot of sales.”
If the machine isn’t selling more by summer, the Hakes will consider leaving the location, or perhaps vending machines overall.
Used vending machines of questionable quality sell online for as little as $500. More reliable ones cost in the range of $1,000 to $2,000, according to veteran vendors. A new machine with a touch screen and a robotic arm could cost upward of $7,000.
Many used machines have a maintenance issue about once a year, and they need to be cleaned. Cash is dirty, said Ben Gaskill of Everest Ice and Water Systems, a vending-machine maker. “Somebody digs around for coins in the bottom of their purse and it’s got grape jelly on it.”
Vendors shop warehouse stores like Costco and Sam’s Club to stock up. One machine’s worth of snacks or drinks can cost $200 to $300 a month. Owners then charge about twice what they paid for each product, or more. Prices of food from vending machines were up 10.6% year over year in January, according to Labor Department data.
The top-selling items in vending machines are cold drinks, snacks and candy, according to the latest data from Automatic Merchandiser magazine.
“No matter how healthy you try to make the machines, people are going to buy that Snickers bar,” said Lory Strickland, who sells courses and one-on-one coaching with her husband, Barry, under the name The Vending Mentors.
Selling online classes and coaching can sometimes be more lucrative than a given moneymaking idea itself, said Swartz, the University of Virginia professor.
In online forums, she said, “there’s the joke that if there are people making courses about it, then it’s already oversaturated as a side hustle.”
To capitalise on interest in vending, some experienced operators started selling their expertise to supplement the income coming in from their machines. Some transitioned primarily to training.
Hyping the vending-machine dream predates the internet, though. The first machines in the U.S. sold gum and appeared on train platforms in 1888.
In the 1940s, media outlets cautioned about “get-rich-quick schemes” promoted by “unscrupulous agents involving vending machines.” In 1960, the magazine now known as Kiplinger Personal Finance warned of “vultures in the business” who promised “that an $800 investment may produce $200 a month, and that only a few hours of work a week are required to enjoy such rich pickings.”
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Administration officials have spoken to the airline industry, which has voiced concerns about the rising costs.
Former New Hampshire Gov. Chris Sununu delivered a warning to Treasury Secretary Scott Bessent during a recent visit to Washington: Already-high airfares will surge if the war in Iran doesn’t end soon.
Sununu, a Republican who represents some of the biggest airlines as president of the industry group Airlines for America, has for weeks sounded the alarm to Trump administration officials about the economic fallout from high jet fuel prices. The war, Sununu has argued, must come to a close soon, or things will get worse.
Administration officials have gotten the message.
Privately, President Trump’s advisers are increasingly worried that Republicans will pay a political price for the rising fuel costs, according to people familiar with the matter. Many of those advisers are eager to end the war, hoping prices will begin to moderate before November’s midterm elections.
The fallout from the U.S.-Israeli attack in late February has slowed traffic through the Strait of Hormuz, a vital shipping lane, triggering a sharp increase in oil, gasoline and jet-fuel prices.
That means consumers are grappling with high costs ahead of the summer travel season, as they consider vacation plans.
Sixty-three per cent of Americans said they put a great deal or a good amount of blame on Trump for the increase in gas prices, according to a new poll conducted by NPR, PBS and Marist.
More than 8 in 10 Americans said struggles at the gas pump are putting strain on their finances.
Jet-fuel prices roughly doubled in a matter of weeks after the war began, and they have remained high. Airlines have said that will add billions of dollars of additional expenses this year, squeezing profit margins.
U.S. airlines spent more than $5 billion on fuel in March—up 30% from a year earlier, according to government data.
Carriers have been raising ticket prices, hoping to pass the cost along to consumers, and they are culling flights that will no longer make money at higher price levels.
In March, the price of a U.S. domestic round-trip economy ticket rose 21% from a year earlier to $570, according to Airlines Reporting Corp., which tracks travel-agency sales.
So far, airlines have said the higher fares haven’t deterred bookings and they are hoping to recoup more of the fuel-cost increases as the year goes on.
Earlier this week, Trump said the current price of oil is “a very small price to pay for getting rid of a nuclear weapon from people that are really mentally deranged.”
Secretary of State Marco Rubio told reporters that if Iran got a nuclear weapon, the country would have more leverage to keep the strait closed and “make our gas prices like $9 a gallon or $8 a gallon.”
Trump has taken steps in recent days to bring the war to an end. Late Tuesday, the president paused a plan to help guide trapped commercial ships out of the Strait of Hormuz, expressing optimism that a deal could be reached with Iran to end the conflict.
Crude oil prices fell below $100 a barrel on Wednesday, after reports that Iran and the U.S. are working with mediators on a one-page framework to restart negotiations aimed at ending the conflict and opening the strait.
Sununu said Trump administration officials are conscious of the economic fallout from the war: “They get it…and I think that’s why they’re trying to get through the war as fast as they can.”
But he cautioned that it could take months for prices to return to prewar levels.
“Ticket prices won’t go down immediately” after the strait is fully reopened, Sununu said. “You’re looking at elevated ticket prices through the summer and fall because it takes a while for the prices to go down.”
Since the initial U.S.-Israeli attack in late February, Sununu has met in Washington with National Economic Council Director Kevin Hassett, representatives from the Transportation Department and senior White House officials.
A White House official confirmed that Hassett and Sununu have discussed the effect of increased fuel prices on the airline industry. The official said the conversation touched on how the industry can mitigate the impact of high jet fuel prices on consumers.
“The president and his entire energy team anticipated these short-term disruptions to the global energy markets from Operation Epic Fury and had a plan prepared to mitigate these disruptions,” White House spokeswoman Taylor Rogers said, pointing to the administration’s decision to waive a century-old shipping law in a bid to lower the cost of moving oil.
Rogers said the administration is working with industry representatives to “address their concerns, explore potential actions, and inform the president’s policy decisions.”
A Treasury Department spokesman pointed to Bessent’s recent comments on Fox News that the U.S. economy remains strong despite price increases. The spokesman said Treasury officials have met with airline executives, who have reaffirmed strong ticket bookings.
“We’re cognizant that this short-term move up in prices is affecting the American people, but I am also confident, on the other side of this, prices will come down very quickly,” Bessent told Fox News on Monday.
The war has already contributed to one casualty in the industry: Spirit Airlines. Company representatives have said they were forced to close the airline because the sustained surge in jet-fuel prices derailed the company’s plan to emerge from chapter 11 bankruptcy.
The Trump administration and Spirit failed to come to an agreement for the company to receive a financial lifeline of as much as $500 million from the federal government.
Transportation Secretary Sean Duffy has argued that the Iran war wasn’t the cause of Spirit’s demise, pointing to the company’s past financial struggles, as well as the Biden administration’s decision to challenge a merger with JetBlue.
Other budget airlines have also turned to the federal government for help since the U.S.-Israeli attack. A group of budget airlines last month sought $2.5 billion in financial assistance to offset higher fuel costs, and they separately wrote to lawmakers asking for relief from certain ticket taxes.
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