TODAY'S DEEP DIVE STORY
Your Merch under the 🎄 (+ 💰 In Your Pocket) This Season
The holiday season is one of the most lucrative times of the year, and as a musician, you’re uniquely positioned to turn your merch and music into cherished gifts for fans and their loved ones.
But in order to do that, you MUST be intentional. I know you have a lot to think about musically, but to make this successful, marketing can't be an after thought.
So I'm giving you some easy-to-adopt and non-sales-y tactics you can start using right away to make sure your merch is under more trees this Christmas.
Remember, this doesn't have to feel like a sales pitch. In fact, you are doing your fans a favor!
You can take a heavy load off of your fans' shoulders by providing the perfect gift for their hard-to-buy-for family and friends.
And you can give them something to say when their mother-in-law (who knows nothing about their taste in anything) asks what they want for Christmas. Then make it easy for her to buy it for them!
1. Talk Abot Your Merch as Gifts at Gigs
Your live performances are the perfect platform to plant the idea that your merch and music make excellent holiday gifts. Fans already love your music, but they might not have thought of your merch as an option for Christmas gifts. I know the idea seems obvious to you, but it's not to them. Why do you think advertising is a 733 BILLION dollar industry? People need direction.
How to Do It Effectively:
- Mention It On Stage: During your set, take a moment to say something like, "If you're looking for a gift for the music lover in your life—or that friend who’s impossible to shop for—our merch table has you covered!"
- Storytelling: Share a quick story about how someone gave your merch as a gift and how much it meant to them. Personal stories resonate with audiences and make your pitch feel genuine (cause it is!).
- Don't Just Mention It Once: Mention your merch several times throughout the show in different contexts. Be sure to mention it before the last song so they don't forget (cause they really want to visit the merch table but they've been distracted by a million thoughts since you last mentioned it). You're not being a pest, I promise. Repetition is just good marketing.
- Follow Up After the Show: When you’re interacting with fans at the merch table, remind them that your items make great gifts. You can even suggest specific ideas, like pairing a T-shirt with a vinyl record for a thoughtful bundle.
- Make It Fast & Easy For Them To Buy: Be sure to have the proper change for cash purchases. Offer credit card payment or Venmo, Apple or Google Pay or whatever your fans are most likely to use.
2. Offer Pre-Wrapped Gifts at Gigs
Make holiday shopping as easy as possible for your fans. Offering merch that’s already wrapped in festive packaging removes one more hurdle for buyers.
What You’ll Need:
- Christmas-Themed Packaging: Use eco-friendly wrapping paper or gift bags in holiday colors. Add a branded sticker or tag for a personalized touch.
- Gift Labels: Include blank tags where fans can write "To" and "From."
- Display Ready-to-Go Options: At your merch table, have some pre-wrapped items on display. Make it clear that fans can grab them and go—no wrapping required!
- For Extra Credit: Include a card or flyer in each gift with your website, newest release info, etc. so if the gift is going to someone who has not heard your music before, they know how to get more info and join your email list.
Pro Tips:
- Holiday Themes for Limited Edition Items: Consider creating a seasonal design or special edition of your merch that’s only available during the holidays. This creates urgency and makes the gift feel exclusive.
- Bundle Savings: Offer a discount on pre-wrapped bundles to incentivize buyers.
3. Create Holiday Bundles on Your Website
For fans who can’t make it to your gigs, your website can become their go-to shop for unique holiday gifts.
Bundle Ideas:
- Music + Merch Combo: Pair your latest album (digital download or physical copy) with a T-shirt or hoodie.
- Exclusive Fan Bundles: Include items not available individually, such as a signed photo, a handwritten lyric sheet, or a personalized thank-you card.
- Stocking Stuffer Sets: Smaller items like stickers, keychains, and guitar picks can be grouped into affordable, gift-ready packs.
How to Promote Them:
- Email Campaigns: Send an email to your mailing list with subject lines like “Make This Holiday a Musical One!” or “Unique Gifts for the Music Lover in Your Life!” or "All your gifts taken care of!"
- Social Media: Create posts showcasing your bundles. Use festive imagery and captions like “🎁 Don’t know what to get your dad? How about a signed album and cozy hoodie from [Your Band Name]?”
- Countdown Deals: Offer time-sensitive discounts to encourage early shopping. For example, "Order by December 10th to guarantee delivery by Christmas!"
4. Encourage Fans to Add Your Merch to Their Own Wish List
Sometimes the best way to get your fans’ loved ones to buy your merch is by making sure fans themselves drop a hint.
Strategies:
- Wish List Feature: If your online store allows, add a wish list feature so fans can share their favorite items with friends and family.
- Amazon Wish List: Encourage them to add your items to their wishlist on Amazon. You don't have to offer items on Amazon for them to add your merch to their list.
- Gift Guides: Publish a holiday gift guide on your website or social media, highlighting your merch. Include sections like "For the Superfan," "Under $25," or "Cozy Winter Picks." Then send fans to your gift guide through email and social media posts.
- Social Media Series: Highlight a different gift idea each day during the season on your reels or stories. You could do something like "The 12 Days Of Gift Giving Ideas".
5. Tap Into the Spirit of Giving
Remind fans that by purchasing your merch, they’re supporting your music journey—and that’s a gift in itself. When people are spending money during the holidays, it's a great incentive to know their money is going to a worthy cause - helping you create more valuable art in the world.
You can even give them a sneak peak into what you'll be doing with your music next year so they know what their dollars are going to support.
How to Frame It:
- Make It Personal: Tell a story about something you're excited about doing next year with your music so they feel connected to the mission.
- Charitable Tie-In: Consider donating a portion of your holiday sales to a cause that resonates with your audience. Fans will feel good knowing their gift gives back in more ways than one.
Wrapping Up (Pun Intended!)
When I was performing live often, I used many of these strategies. They doubled, if not tripled, my income during December!
By making your merch festive, accessible, and personal, you can turn your music into something fans are proud to give—and thrilled to receive.
Start implementing these strategies now to maximize your holiday sales and spread a little musical cheer! 🎄🎶 You've still got time!