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Nov 2, 2022
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9
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The Essential Creator Guide to Holiday Madness

Everything you need to know to survive and thrive through the holidays, from your friends at Fourthwall
Fourthwall holiday theme

Table of Contents

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. 

Fourthwall creator sales chart

Preparing for Holiday Madness 🗓️

With so much to do, where to begin? First, take a deep breath 🧘Then, start by asking yourself these questions:

  1. How much time do I have?

    Regardless of where you’re starting and how much time you can invest, there are plenty of ways you can prepare for the holidays. Try committing to at least one hour per week that you can spend on your shop strategy, and go from there.
  2. What are my goals?

    What are the most important things you’d like to accomplish before the end of 2022 when it comes to your shop? Do you have a number of sales in mind? An earnings milestone? Just want to create something that your most loyal community members love? Pick 1-2 goals to help you focus your time and energy. Remember that time moves quickly this time of year, and you won’t be able to do everything you’d like, so strike a balance between setting goals that are both ambitious and realistic.
  3. What will my community be excited about?

    You know your supporters better than anyone. Are there specific products they’ve been requesting? Do you need to add new products or just refresh designs? Or, can you repurpose existing designs on new products? If you’re not sure – check in! Your community will love being included in your process. You may also want to look to creators you admire for inspiration.

Get organized

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:

Key Dates & Deadlines table

Crafting Your Holiday Shop Strategy 🤔

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:

Add new products or designs to your shop

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.

Choose your store type

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…

Decide what holiday promotions you want to offer

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:

  • Go big, but limit your risk

    Offer supporters compelling and rare discounts (30-50%, BOGO, free shipping) paired with constraints (limited time, minimum order value required, category- or item-specific)
  • Incentivize early birds

    Getting a head start on holiday shopping is good for everyone – reward supporters for ordering before a certain date by throwing in a smaller discount like free shipping or 10% off
  • Reward your most loyal community members

    Try offering a special promo to your subs or past supporters to make them feel special and reward them for their continued support (i.e. exclusive early access or a VIP promo code)

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!

It’s hype-building time 🙌

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:

  • Start early and build anticipation

    If possible, you should have your holiday strategy locked in by early November so you have plenty of time to promote the goodness you have planned for your community across all of your social media and content channels. Try a countdown timer set to when your big sale drops, or ramp up by releasing one surprise per week.
  • Get in the holiday spirit with

    Twitch Gifting

    Use Fourthwall’s Twitch Gifting feature to get your community hyped – consider gifting one item for every X purchases to thank your supporters and spread the love!
  • Don’t forget email

    Socials are great, but email is a powerful tool for engaging community members. Promote your plans as part of your regular newsletter if you have one, or send out a one-off email to past supporters with a special promo code inside.
  • Model your merch

    Rocking your own products is a great way to boost awareness and demand – even better, send free samples to a few creator friends and see if they’re willing to help get the word out.
  • Make it personal

    The most successful campaigns are the ones that feel authentic and uniquely ✨you✨Have fun, get creative, and connect with your community by bringing them into your process.

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.

We’re here to help 💙

Check out all the ways you can connect with us and our creator community this season

Fourthwall Battlepass

Fourthwall battlepass

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.

Join our Discord community

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 🐶

Weekly Office Hours

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.

Design & sell custom products

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Frequently asked questions

How much does it cost to use Fourthwall?

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:

  • Products from our product catalog. All products in our product catalog have a publicly listed flat fee, which gets deducted from the selling price you set. There are no extra percentages/margins. You keep 100% of profits.
  • Products you ship yourself. No fee (0% fee)
  • Digital products. 3% flat fee
  • Subscription memberships. 5% flat fee

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.

How much money do I make on sales from the Fourthwall catalog?

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.

Does Fourthwall ship worldwide?

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.

Does Fourthwall handle sales tax?

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.

Can I connect a custom domain to Fourthwall?

Yes. You can connect a custom domain or subdomain on Fourthwall. Learn More.

Does Fourthwall offer artwork & design support?

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.

Does Fourthwall provide customer support for my orders?

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.

Can you show me examples of storefronts on Fourthwall?

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.

What integrations does Fourthwall have?

Fourthwall supports many free integrations, including:

  • YouTube Product Shelf (Merch Shelf)
  • TikTok Shop
  • Facebook and Instagram Shopping
  • Twitch Product Gifting
  • StreamElements and Streamlabs stream alerts
  • Zapier
  • Klaviyo
  • Mailchimp
  • And many, many more

See all apps & integrations.

Are there any requirements to join Fourthwall?

There are no requirements to join Fourthwall! Sign up now.