Sell It Before You Stock It

There’s something exciting about having a big new project on the horizon. A beautiful kit, an upcoming sew-along, or a subscription customers can look forward to month after month can create plenty of buzz in the shop—and preselling gives customers a chance to get in on that excitement before the first box ever arrives.

​For larger offerings, preselling can also help answer an important question: How many customers are excited enough to actually commit?

Instead of guessing how much inventory to bring in, start the conversation with customers first. Build the excitement, gather the commitments, and then place an order based on what customers are ready to buy.

The goal isn’t simply to sell something before it arrives. It’s to give customers a chance to reserve what they want while giving the shop a clearer picture of how much to order.

​Start Building the Excitement

The best presales begin with something customers genuinely want.

Start sharing what’s coming and give customers a reason to get excited. Show the finished project for a larger kit, introduce the theme and schedule for a sew-along, or give customers a sneak peek at what they can expect from a subscription.

Social media, email newsletters, classes, in-store displays, and personal conversations can all help get the word out.

Think of this as the “coming soon” stage. Customers get to discover what’s on the horizon, and the shop gets to start a conversation about who wants to be part of it.

Give Customers a Way to Say “I Want One”

Once customers are excited, make it easy for them to raise their hands.

An interest list, online form, in-store sign-up sheet, or reservation process can turn casual excitement into something the shop can actually use.

There’s an important difference between a customer saying, “That is so cute!” and saying, “Please reserve one for me.”

Both are valuable, but a reservation gives the shop a much clearer picture of demand.

For larger kits, sew-alongs, and subscriptions, consider taking a deposit or payment to secure a reservation. This gives the customer a guaranteed spot while giving the shop a stronger understanding of how many customers are ready to commit.

Let Your Customers Help Build the Order

This is where preselling gets especially useful.

Rather than deciding how many kits or subscription spots to order based entirely on a best guess, customer reservations can help shape the order.

Maybe 10 customers reserve a larger kit. Maybe 18 customers want to participate in a sew-along. Maybe 12 customers commit to a subscription.

Those commitments give the shop a much clearer starting point for the order.

For a product with a minimum order quantity, the shop can even make that part of the customer invitation: ” We’re opening 15 spots for this sew-along. Once we reach our minimum, we’ll place the order!”

Now customers know what they’re committing to, the shop has a clear goal, and the order is being built around actual customer demand.

Make the Commitment Easy to Understand

The bigger the commitment, the more important it is to make the details clear. 

For a large kit, show the finished project and explain exactly what is included.

For a sew-along, share the project, timeline, number of installments or lessons, and what customers can expect along the way.

For a subscription, give customers the big picture. How many installments are included? What will they receive? When will each installment arrive? What is the payment schedule?

Customers are much more comfortable committing when they can see the entire experience. A customer may be more excited to commit when they can see where the project is going rather than simply being asked to purchase the first installment.

Give Customers a Reason to Decide

A clear deadline helps keep the excitement moving.

Instead of leaving reservations open indefinitely, give customers a date to work toward: reserve yours by Friday,  sign up by October 15, we’re taking reservations through the end of the week, of help us reach our 15-person minimum!

A deadline creates momentum and gives the shop a natural point to review commitments and place the order.

It also gives the team an opportunity to communicate along the way. If the goal is 15 participants and the shop has reached 10, let customers know! A little momentum can encourage those who have been thinking about joining to make the leap.

Keep the Excitement Going

The presale doesn’t have to end once the order is placed.

Continue sharing sneak peeks, project inspiration, behind-the-scenes updates, and reminders that the kits or subscription boxes are on their way. Customers who reserved their spot will enjoy watching the anticipation build, while customers who missed the initial presale may decide they want to participate after seeing the excitement.

By the time the product arrives, the shop has already started building its customer base.

And for sew-alongs and subscriptions, that ongoing communication can be especially valuable. The excitement isn’t just about the product—it’s about the experience customers are going to have together.

Sell It Before You Stock It

​Preselling can be more than a way to plan inventory. It can be a way to build excitement, connect with customers, and let customer demand help shape a larger order.

The next time a large kit, sew-along, or subscription catches the shop’s eye, start the conversation before placing the order:

Create excitement → Capture interest → Secure commitments → Place the order → Keep the excitement going

When customers have a chance to tell the shop what they want before the order is placed, everyone benefits. Customers get the projects and experiences they’re excited about, and the shop can order with a much clearer understanding of what its customers are ready to buy.

Sometimes the best way to know how much to order is simply to ask the customers who are excited to participate.