Seemingly out of nowhere, the holidays are upon us yet again, marking the arrival of sweater season, PSLs (love ‘em or hate ‘em), and all things cozy. But just when many are feeling the urge to go into hibernation mode, the biggest e-commerce sales weekend all year is just around the corner. The 2021 U.S. holiday shopping season saw the strongest retail growth in 20+ years, bringing in over $1.2 trillion with the lion’s share coming in over Cyber Monday, Black Friday, and Thanksgiving. 2022 is expected to be another strong holiday season for spending – especially for e-commerce, which is forecasted to climb 15.5% over last year.
While creators tend to approach the holiday sales season differently than big box retailers and brands, orienting around content creation and community engagement, they’re no exception to seasonal trends: In Q4 2021, Fourthwall creators sold almost 2x as much as they did in Q3 2021, with over half of all sales taking place in the month of November.
With so much to do, where to begin? First, take a deep breath 🧘Then, start by asking yourself these questions:
Staying organized and working backwards from key dates and deadlines is more important than ever this time of year. Make a calendar and set reminders to help yourself stay on track. If you have the time, getting an early head start on tasks (i.e. drafting social media posts so you can copy and paste when the time comes to publish, setting up promo codes, etc) can help keep stress levels in check.
Keep these dates in mind when putting together your game plan:
Now that you have clarity on your bandwidth, goals, and timeline, it’s time to decide what holiday strategy is right for you and your shop.
Use this checklist to help guide you:
☐ Add new products or designs to your shop
☐ Choose your store type (evergreen, drop, or hybrid)
☐ Decide what promotions you want to offer (and when)
Let’s take a deeper look at each of these elements:
Whether you’re just starting out or you already have a shop, offering new products is a great way to build hype around the holidays. The Fourthwall Catalog makes it easy to keep things fresh by applying your existing designs to new items. Is your launch coming together last minute? Select instantly available products to get your shop ready for showtime in minutes.
We recommend focusing your shop’s offerings for optimal results – 4-8 products is ideal. Some of the top selling items this time of year include beanies, socks, long-sleeve shirts, hoodies, sweatpants, leggings, mugs, stickers, blankets, and pillows.
There are two kinds of stores: evergreen and drop-style. The right choice depends on your unique brand, community, and goals.
The evergreen or “always on” approach makes the most sense if you’re selling on-demand products – supporters can purchase at any time and receive their orders quickly without much risk of selling out. Evergreen shops are a great choice for creators selling merchandise for the first time because they’re simple to manage, can bring in consistent revenue throughout the holidays and beyond, and don’t require a ton of time and effort to launch. With a steady drumbeat of promotion and regular refreshes, your shop can generate solid demand and community love!
Drop-style shops are available for a limited time or until a certain amount of inventory is sold. Items are “dropped” at a certain date and time for maximum hype. Because they’re timed releases, drops are great if you want to generate a lot of hype around your products while limiting the promotion you’ll have to do to a specific window.
But drops come with some risk, too. They tend to rely heavily on minimum order quantity (MOQ) products and have upfront costs. Enter the hybrid drop strategy – the best of both worlds and perfect for the holiday season. Hybrid shops let you dial up a sense of urgency, exclusivity, and FOMO while ensuring an adequate and continuous stock of in-demand items. What’s more, the demand created around drops is a high tide that can lift all boats: the lift generated from a single drop can increase sales of always-on products by 20 percent 🤯
This could be the perfect time to add one or two limited-edition items to your shop to offer your community something special to close out the year. What a great segway to the next section…
Once you’ve landed on what products you plan to offer and how you’ll approach your launch, it’s time to decide how you want to reward and incentivize your supporters. Data show that deep discounts are key to holiday sales – people expect incredible, limited-time only deals, so the offer needs to be compelling.
Here are our tips for creating promotions that strike a balance between smart and hype:
The final piece to the holiday promotion puzzle is deciding which holidays you want to focus on. Are you going to run a big sale or unveil a mystery item on Black Friday, or is Small Business Saturday more your vibe? Maybe you want to opt for a Cyber Monday-only deal. Whatever you choose, make sure your supporters know when to expect it so they can show up and show love!
You’ve put in the work to make your shop dope, now it’s time to share it with the world! Here are our top tips for promoting your shop in the run up to the holiday weekend:
Finally, beware of burnout! Your health and happiness comes first, always. So be sure to check in with yourself and see if you need to slow down, switch gears, or take a break.
Check out all the ways you can connect with us and our creator community this season
Ready for a challenge? Join other creators on a quest to unlock massive rewards this November. Whether you’re still deciding if we’re the right fit for you, or you’re a Fourthwall pro, you can jump in and join the fun.
Share your progress in #fourthwall-battlepass, or just come to connect with our team and fellow creators on everything from design help to pet pics 🐶
Tune in to twitch.tv/fourthwallhq on Monday, November 7 at 5pm PT for the first edition of our brand new Office Hours series. Fourthwall team members and partners will explore what’s possible on the platform, answer questions, share ideas, and hang with chat.
Check out help.fourthwall.com for resources, how-to guides, and troubleshooting tips anytime.
There are no monthly fees, no upfront costs, and no contracts to use Fourthwall. You set your prices and choose your own margins. Here is how our pricing and splits work when you sell:
Additionally, all US-based credit card transactions have an added 2.9% + $0.30 payment processing fee (same as Shopify). Fees vary for PayPal and other providers. Learn more.
Product costs are listed directly in our product catalog.
If a t-shirt is listed in our catalog at a $10 cost, we will automatically deduct that amount from your profits whenever you make a sale. You can sell products for any price you want.
For example, if you sell the shirt for $22, you'll make $12 in profit on each unit sold. If you sell it for $50, then you'll make $40 in profit on each unit sold.
Yes! Fourthwall works with manufacturing & fulfillment partners around the globe in the US, UK, EU, Canada, Mexico, Australia, and Japan.
Shipping rates are dynamically determined by the size of package and destination. We work with most major carriers and pass through the true cost of shipping. That means that you can offer low-cost, fast shipping to your fans. Most items have a delivery window of 5-8 days.
Be sure to browse our product catalog to find products that are fulfilled out of your target regions to provide the fastest & cheapest shipping for your community.
Fourthwall operates as the "Merchant of Record", which means that we're responsible for handling all sales taxes. This includes nexus registration, collecting sales tax, and remitting this to US states & other countries.
That way you can focus on designing products and promoting your shop, not taxes.
Yes. You can connect a custom domain or subdomain on Fourthwall. Learn More.
If you need help finding an artist or designer, check out our design community.
This is a vetted network of exceptional designers that can help you make great quality designs for your audience. We also recommend tools like Canva or Kittl.
Yes. For any product from our product catalog, we'll handle all customer support for you.
From answering general order questions to making address changes, our team is there to ensure that your buyers are treated with the same level of care that you would personally give them. We have a 12-hour or less average reply time, including nights and weekends.
For any items that you source on your own and ship from home, however, you'll need to do customer support.
Yes! Over 200,000 sellers use Fourthwall to power their storefronts. This includes creators, podcasters, artists, musicians, startups, non-profits, and more.
Get inspired and browse all examples sites.
Fourthwall supports many free integrations, including:
There are no requirements to join Fourthwall! Sign up now.