Success Strategy: How to Harness the Power of Scarcity

How to Fix a Lagging Preorder Using Scarcity Success Strategy

“I’m running a preorder, but my apparel sales are lagging.”

This is the equivalent of a client saying, “I eat healthy foods but I can’t lose any weight.” There are many factors that go into weight loss—and the same goes for running a successful preorder. Use this checklist below to fix your lagging preorder with a scarcity success strategy:

1. Clearly Communicate the Deadline

The deadline is the most important part of the preorder. If you do not clearly communicate the deadline, members will buy the item “when they get around to it.” Set a deadline, make it clear, and explain what happens if they do not take action by the deadline.

For example:

The deadline to reserve your new hoodie is November 1st at 11:59 PM! If you do not preorder it, (the price increases to _____”) or (we can’t guarantee we’ll stock your size). Don’t be left out! This is the only time we’re ordering hoodies for the entire year.

2. Keep Your Preorder Window Short

Your preorder should not be open too long. We recommend no more than 10 days, ideally 7 days. Some gyms keep a preorder open for 6 weeks—but this is counterproductive. The purpose of a preorder is to spur action. Longer windows = fewer sales. Shorter windows = more sales. This is the essence of the scarcity success strategy: create urgency to drive action.

3. Benefits of a Short Order Window

Keeping a shorter order window also benefits you as a business owner. You’ll have more energy and enthusiasm to promote something for 7-10 days vs 20 days.

If you’re unsure how to promote apparel effectively, check out this guide on What Is a Good Order Size? A Complete Guide for Buyers for actionable tips.

4. Choose the Right Launch Day

Running a gym can sometimes feel like living in a casino: “What day is it and what time is it?” People are always around! Make sure your preorder announcement does not coincide with major holidays. If your members work typical corporate hours, off-days are rare and precious—they’ll focus on maximizing time off, not preordering a new tee or tank.

Frequently Asked Questions (FAQ)

Q1: What is the most important factor in a successful preorder?
Clearly communicating the preorder deadline is critical to create urgency and encourage members to take action.

Q2: How long should a preorder window be open?
Ideally, 7–10 days. Shorter windows create scarcity, boost urgency, and increase overall sales.

Q3: Can I run a preorder during holidays or busy periods?
It’s not recommended. Preorders during holidays or major events may get ignored, reducing sales and engagement.