How should I market and launch a new gift shop or merch section on my website?

Start teasing the launch well before it’s ready—if you’re launching in early-to-mid July, begin hinting in mid-June. Don’t reveal everything at once. Create anticipation by posting that you’ve been working hard on a project and will reveal it after your vacation, telling followers to turn on notifications and stay tuned. As the launch date approaches, gradually reveal more details. When you finally launch, run a sale to incentivize immediate visits and purchases—something like 15% off everything in the merch store for 2-3 days using a specific promo code. Execute a full campaign: announcement email, reminder email, and last-chance email. Also create reels, stories, and cover all channels with the announcement, reminders, and final call-to-action. Ramp up content frequency during launch week—post daily or multiple times daily. After the sale ends, remind people the shop is still open and to stay tuned for future promotions.

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Asked by an artist launching a gift shop · Answered by Indra · Office Hours · 2026-06-18