How to Run a Merch Pre-Order Campaign as an Unsigned Band

Merch is one of the few ways an unsigned band can generate real income - but getting it right is tricky. Too much stock? You waste money. Not enough? You miss out. That’s why pre-orders are a game-changer. They reduce risk, create hype and give fans something to get excited about.

Here’s how to run a simple but effective merch pre-order campaign that makes your unsigned band look pro - and gets results.

Why Pre-Orders Work So Well

• You get money up front to cover printing costs

• You know exactly how many items to order

• You can offer custom or limited designs without long-term commitment

• It builds momentum around your release or tour

It’s smarter, cleaner and gives fans the feeling they’re getting something exclusive.

Step 1: Decide What You’re Selling

Start with one or two items - not a full range. T-shirts and tote bags are easiest. Hoodies work too if you’ve got a solid fanbase.

Make sure the design is strong. Simple, bold graphics with a clear band name or lyric line tend to sell best. Offer a few sizes and be clear about fit (slim, unisex, oversized, etc.).

Step 2: Set Your Timeline

A 2-week window works well. Long enough to build buzz, short enough to create urgency.

Example schedule:

• Day 1: Launch announcement

• Day 3: Behind-the-scenes of the design

• Day 5: Fan shoutouts or first orders

• Day 10: “Last chance” reminder

• Day 14: “Pre-orders close tonight”

You can post across social media, email and even mention it at gigs.

Step 3: Choose Your Platform

Use what’s easiest for you:

• Big Cartel or Shopify (set as pre-order items)

• Bandcamp (works well if fans already buy your music there)

• Linktree with a payment form (PayPal or Stripe)

• Instagram story highlights with direct payment instructions

Whatever you use, make sure you clearly state:

• What the item is

• Price + shipping

• When it will be shipped

• That it’s a pre-order (with estimated delivery date)

Step 4: Build the Buzz

Use photos, mock-ups and videos - not just text. Show the design on real people. Share early support. Post stories showing the item being packed, signed or printed.

You can even offer bonuses for early buyers - like stickers, handwritten notes or a free download.

Step 5: Keep Fans in the Loop

Once pre-orders close:

• Confirm the order with a thank-you message

• Let fans know when printing begins

• Share photos when items arrive

• Post when everything has shipped

• Encourage fans to tag you wearing their merch

This turns customers into promoters - and builds momentum for your next launch.

Start Small, Build Fast

Even if you only sell 15 shirts, that’s proof of concept. You’re learning what designs work, what sizes sell and how your fans like to buy.

Repeat the process with new designs, bundles (CD + shirt) or seasonal drops. The goal isn’t just to sell stuff - it’s to build a system your unsigned band can rely on.