If there’s one thing we know from years of experience, it’s that building a strong merchandise program isn’t about throwing a few products up on a store and hoping for the best. It’s about being strategic, thoughtful, and playing the long game. A successful merch program is well-planned, incorporates seasonality, takes advantage of key sales periods, and maintains a steady release schedule that keeps your store fresh and your audience engaged. Here’s how you can build a merchandise program that stands the test of time.
1. Plan for the Long Term
A successful merch program is a long-term strategy. You need to plan your releases well in advance, thinking not just about the next month, but the next year. Seasonality plays a big role here. Different times of the year bring different opportunities, and you need to be ready to capitalize on them.
Our Experience: We’ve seen that creators who plan their product releases around key seasons—like back-to-school, summer, or even specific holidays—see better sales. And of course, Black Friday and Christmas are absolute musts. These are the times when your audience is most likely to buy, so having strong, well-timed product drops is crucial.
What to do:
- Map out your product releases for the entire year. Think about when your audience is most likely to be in a buying mood and plan your biggest launches around those times. Be sure to give yourself a buffer as well. Often our releases don't stay on the schedule we think they will when we plan them.
- Don’t just focus on the big sales periods—think about how you can keep your store active and fresh year-round by continually adding new products, or generating sale events using discounts at random intervals throughout the year.
2. Maintain a Steady Release Schedule
Keeping your store fresh is key to keeping your audience engaged. If you’re only releasing new products once a year, you’re missing out on opportunities to keep your fans excited and coming back for more. Infact your store will likely die a slow death that way. A steady, but not necessarily rapid, release schedule not only keeps your store active but also gives you the chance to test different products, pricing, and messaging.
Our Experience: We’ve seen creators who release new products regularly—whether it’s monthly, quarterly, or tied to specific events—build stronger connections with their audience. This consistent engagement leads to better long-term success because your store is always top of mind. You'll see your sales grow consistently this way.
What to do:
- Set a schedule for product releases. This could be tied to content drops, seasonal events, or just a regular cadence that makes sense for you.
- Use these releases as opportunities to test new ideas, from product types to price points to promotional strategies. These releases also make great, easy content for your videos or posts.
3. Test, Learn, and Adapt
Testing is one of the most powerful tools in your merch arsenal. The reality is, not every product is going to be a hit, and that’s okay. What matters is learning from each release and using that data to improve your next one.
Our Experience: Over the years, we’ve learned that the best merch programs continually improve through adaptation. Creators who aren’t afraid to test different approaches, gather data, and adapt based on what they learn see the best results. It’s not about getting it perfect the first time—it’s about getting better with every launch.
What to do:
- Analyze the data from each product release. Look at traffic, conversion rates, and overall sales to see what worked and what didn’t.
- Be willing to make adjustments. If a product didn’t perform as well as you hoped, figure out why and use that knowledge to make your next launch even stronger.
4. Capitalize on Key Sales Periods
There are certain times of the year when people are primed to shop, and you need to be ready to take full advantage of these periods. Black Friday, Cyber Monday, and the holiday season are obvious examples, but don’t overlook other opportunities like back-to-school or even specific cultural events that resonate with your audience.
Our Experience: We urge all of our creators to absolutely release some sort of promotion on Black Friday through Christmas. These sales volumes are very significant and are an absolute must to any creators who are serious about their merchandise.
What to do:
- Plan your biggest promotions around these key periods. Offer limited-time discounts, exclusive products, or special bundles to entice buyers.
- Start building anticipation early. Use your content and social media channels to tease upcoming sales and get your audience excited.
Final Thoughts
Building a successful merchandise program isn’t about quick wins—it’s about setting yourself up for long-term success. By planning your releases, maintaining a steady schedule, constantly testing and adapting, and capitalizing on key sales periods, you’ll build a program that not only generates revenue but also strengthens your connection with your audience.
And remember, we’re here to help you every step of the way. If you have any questions or need advice on planning your merch strategy, don’t hesitate to reach out. We’re excited to see you succeed!