You’ve been running print on demand for six months. Three of your designs sell consistently, you have 800 Instagram followers who actually engage with your posts, and you’re tired of 20% margins and 10-day shipping times. You want to order bulk and improve your profit, but the manufacturer wants €2,500 upfront and you don’t have that kind of cash sitting around.
Pre-order solves that problem. Your customers fund production by paying upfront, you place the bulk order with their money, and everyone wins. You get better margins (35-45% instead of 20-30%), customers get better prices or exclusive designs, and you take zero inventory risk.
But most pre-order campaigns fail because founders underestimate the work required. You need an engaged audience, realistic timelines, clear communication, and operational discipline. Mess up any of those and you’ll spend months dealing with angry customers and refund requests.
This guide shows you how to launch a pre-order campaign the right way. You’ll learn how to validate your audience, choose the right products, find reliable manufacturers, build hype, and deliver on time without destroying your reputation.
Who this is for
This guide is for clothing brand founders who have already validated demand and now want to scale into better margins without risking their own money on inventory.
You’ll get the most value if:
- You have 300 to 1,000+ engaged followers (not just random accounts)
- You’ve already sold 50-100+ units through POD or have strong proof of concept
- You’re willing to communicate transparently with customers for 6-8 weeks
- You have €500 to €1,000 for samples, marketing, and initial setup
If you haven’t validated demand yet, start with print on demand first. Pre-order only works when you already know people want what you’re selling.
If you don’t have an audience, spend 2-3 months building one through social media marketing and community building before launching a pre-order.
Pre-order sits between POD and full inventory. It’s for brands ready to level up but not ready to bet their savings on untested bulk orders.
What is Pre-Order (and how it actually works)
Pre-order means you sell products before they’re manufactured. Customers pay upfront, you collect orders for 1-3 weeks, close the campaign, send confirmed quantities to your manufacturer, and deliver 4-8 weeks later.
Here’s the workflow:
- You announce a pre-order window (usually 1-3 weeks) with a clear delivery estimate (6-8 weeks from close)
- Customers order and pay immediately through your website or landing page
- You close the campaign when the window ends or you hit your target
- You send final quantities to your manufacturer (100 tees in size M, 75 in size L, etc.)
- Manufacturer produces and ships to you (or directly to customers if using a fulfillment partner)
- You deliver products 6-8 weeks after campaign close
Real numbers:
Typical pre-order conversion rates are 5-15% of your engaged audience if you’ve built trust. If you have 500 real followers (not bots or randos), expect 25-75 orders depending on price, hype, and how well you’ve nurtured the relationship.
MOQs (minimum order quantities) from manufacturers usually start at 50-100 units per design per colorway. So if you’re doing one design in three colors, you need 150-300 total orders to hit minimums. Your audience size needs to support that.
A basic tee produced in bulk costs €5-€8 including screen printing. Sell at €30, and your gross margin is €22-€25 per sale (73-83%). After platform fees, samples, and marketing, net margins are typically 35-45%, significantly better than POD (20-30%) but requiring more upfront work.
Shipping times:
Production takes 2-4 weeks depending on complexity and manufacturer workload. Shipping takes another 1-2 weeks. Add a 2-week buffer for delays and you’re looking at 6-8 weeks total from campaign close to customer delivery.
Underpromise and overdeliver. Tell customers 8 weeks even if you think it’ll be 6. Early delivery makes you a hero. Late delivery destroys trust.
For a full comparison of pre-order versus other models, see our guide on business models for clothing brands.
Step-by-step: launching your pre-order campaign
This framework walks you through every decision from audience validation to final delivery. Follow the steps in order and don’t skip ahead until you’ve completed the current one.
Step 1: Validate you have an audience
Pre-order only works if you have people ready to buy. “I think people will like this” doesn’t count. You need proof.
Minimum audience size:
You need at least 300-500 engaged followers to run a successful first pre-order. Engaged means they like, comment, share, or respond when you post. Not just ghost followers or bot accounts.
With 500 engaged followers and a 10% conversion rate, you get 50 orders. That’s enough to hit most MOQs for a single design in 2-3 colorways.
If you have fewer than 300 engaged followers, spend the next 1-3 months building your audience before launching. Use social media marketing, post consistently, engage with your niche community, and provide value beyond “buy my stuff.”
Engagement rate check:
Go to your last 10 Instagram or TikTok posts. Add up all likes and comments, divide by total followers, multiply by 10. That’s your engagement rate.
- 5%+ engagement: Strong audience, ready for pre-order
- 2-5% engagement: Decent audience, pre-order possible but build more hype first
- Under 2% engagement: Weak audience, most are inactive or not interested
If your engagement is low, don’t blame the algorithm. Give your audience better content. Show behind the scenes, share your brand story, ask questions, run polls, and actually reply to comments.
How to build audience before pre-order:
If you need to grow from 100 to 500 followers, here’s the fastest path:
- Post 5-7x per week with a mix of product teasers, lifestyle content, and niche-relevant posts
- Engage with 20-30 accounts daily in your niche (genuine comments, not “nice post” spam)
- Run a small giveaway (free tee for email signup + follow) to attract interested people, not prize hunters
- Collaborate with micro-influencers (1K-10K followers) who share your audience
Building 300-500 engaged followers takes 2-4 months if you’re consistent. Don’t rush it. A small, engaged audience beats a large, dead one every time.
For deeper tactics, see our guide on community building.
Step 2: Choose products and set MOQs
Not every design is pre-order material. You need products that are proven (already sold via POD or heavily requested) and align with manufacturer minimums.
How to decide which designs to pre-order:
Look at your POD sales data or audience feedback:
- Which designs sold 20+ units in the last 3 months?
- Which designs get the most comments, saves, or shares on social?
- Which designs have people explicitly asked “when will this be back in stock?”
Those are your pre-order candidates. Don’t launch something brand new unless you have overwhelming demand signals (hundreds of comments asking for it).
Understanding manufacturer MOQs:
Most manufacturers require 50-100 units per design per colorway for custom production. Some go as low as 25-30 for simpler items like basic tees, but expect to pay more per unit at lower volumes.
Example MOQ scenario:
- Design A in black: 50 units minimum
- Design A in white: 50 units minimum
- Design A in navy: 50 units minimum
- Total MOQ: 150 units across all colors
If you’re doing 2 designs in 3 colors each, you need 300 total orders to hit minimums. Make sure your audience size can support that.
Matching MOQs to audience size:
Run a conservative estimate:
- 500 engaged followers × 10% conversion = 50 orders
- 1,000 engaged followers × 10% conversion = 100 orders
If your MOQ is 150 units and you only have 500 followers, you either need to build more audience first or simplify your offering (1 design, 2 colors instead of 2 designs, 3 colors).
Sample ordering before campaign:
Before you announce anything publicly, order physical samples from your manufacturer. Check:
- Print quality (screen printing vs embroidery accuracy)
- Fabric weight and feel (does it match what you promised?)
- Sizing (does their “medium” fit like a standard medium?)
- Color accuracy (does the final product match your mockups?)
Samples cost €50-€150 depending on quantity and shipping. That’s cheap insurance against launching a campaign for products that don’t meet expectations.
Use samples for real product photography. Authentic photos convert better than digital mockups and set accurate expectations for customers.
Step 3: Find and vet manufacturers
Your manufacturer makes or breaks your pre-order campaign. A reliable one delivers on time with good quality. A bad one misses deadlines, ships defective products, and forces you to issue refunds while your reputation burns.
Where to find manufacturers:
Alibaba/Global Sources (overseas, typically China, Bangladesh, Vietnam)
- Pros: Low costs (€3-€6 per tee), wide product range, established suppliers
- Cons: Long shipping times (3-4 weeks), communication barriers, quality varies wildly
- Best for: Budget-conscious brands willing to order samples and vet thoroughly
Maker’s Row / Sewport (US/EU manufacturing)
- Pros: Faster shipping (1-2 weeks), easier communication, higher quality control
- Cons: Higher costs (€8-€12 per tee), higher MOQs sometimes
- Best for: Brands targeting local markets or positioning as “made in USA/EU”
Local manufacturers (search “[your city] screen printing” or “garment manufacturing”)
- Pros: You can visit in person, build relationships, get samples same-day
- Cons: Limited capacity, may not offer bulk pricing
- Best for: First-time pre-orders where you want hands-on control
Referrals from other brands
- Ask founders in your niche who they use. Most will share if you’re not direct competitors.
What to check when vetting manufacturers:
Quality samples
Order 2-3 samples of your exact product (fabric, print technique, colors). If they can’t get samples right, they won’t get bulk orders right.
Check stitch quality, print durability (wash it 3-5 times), color consistency, and sizing accuracy. If anything is off, move to another supplier.
MOQs and pricing
Get written quotes for your exact order:
- 50 units: €X per unit
- 100 units: €X per unit
- 200 units: €X per unit
Confirm whether pricing includes printing, tags, packaging, or if those are separate line items. Hidden costs kill margins.
Lead times
Ask for realistic production timelines:
- Sample to approval: how long?
- Bulk production after payment: how long?
- Shipping to you (or direct to customers): how long?
Add everything up and add 2 weeks buffer. That’s your real timeline.
Communication responsiveness
If they take 3-5 days to reply to simple questions now, they’ll be worse during production when problems come up. Reliable manufacturers respond within 24-48 hours.
Test them: ask detailed questions, request minor customizations, see how they handle it. If communication feels difficult before you pay, walk away.
Payment terms
Most require 30-50% deposit upfront, balance before shipping. Some offer net-30 terms after you’ve worked together a few times.
Never pay 100% upfront to a new supplier. If they disappear with your money, you’re done.
Red flags to avoid:
- No samples available or unwilling to send them
- Pushy sales tactics (“order now or price goes up”)
- Vague answers about timelines or quality control
- No clear refund or defect policy
- Communication only through one person (no team backup)
If you see two or more red flags, find another supplier. Don’t compromise on this step to save €1 per unit.
Step 4: Set timeline and pricing
Your timeline and price directly impact customer trust and your profitability. Get either one wrong and your campaign suffers.
Production timeline (internal):
Here’s what actually happens behind the scenes:
- Pre-order window closes: Day 0
- You finalize order details with manufacturer: Days 1-3
- Manufacturer produces bulk order: Days 4-24 (2-3 weeks typical)
- Shipping to you or fulfillment center: Days 25-35 (1-2 weeks)
- Quality check and individual shipping: Days 36-42 (if you’re handling it)
Total realistic timeline: 6-8 weeks from campaign close
Customer promise (external):
Never promise the absolute best-case scenario. Add buffer for delays.
- Internal estimate: 6 weeks
- Customer promise: 8 weeks
If you deliver in 7 weeks, you’re early and customers are happy. If you deliver in 8 weeks, you met expectations. If you deliver in 9 weeks because something went wrong, you only missed by one week and can explain transparently.
Communicate the timeline everywhere:
- Campaign page: “Estimated delivery: 6-8 weeks after pre-order closes”
- Order confirmation email: Repeat the timeline
- Weekly updates during production: “We’re on track for delivery by [date]”
Pricing for 35-45% margins:
Pre-order pricing should be better than POD but not so low that you kill profit.
Example calculation:
- Manufacturer cost per tee: €6
- Shipping per unit (bulk): €1
- Platform fees (3%): €0.90 (if selling at €30)
- Samples + photography: €150 total ÷ 100 units = €1.50 per unit
- Marketing (emails, ads, content): €200 total ÷ 100 units = €2 per unit
Total cost per unit: €11.40
Sell at €30:
- Gross profit: €18.60
- Net profit after all costs: €18.60 – €0.90 – €1.50 – €2 = €14.20 per sale
- Net margin: 47%
That’s healthy. You’re making more than POD (€11-€15 per sale) and funding production without personal risk.
Pricing psychology for pre-orders:
- Early bird discount: First 50 orders get €5 off to create urgency (“Pre-order price: €25, Regular price: €30”)
- Bundle deals: “2 for €50” or “Hoodie + Tee for €55” to increase average order value
- Exclusive colorways: Offer a color only available during pre-order to reward early supporters
Don’t discount so much that profit disappears. A €5 discount on a €30 item is fine. A €15 discount kills your margin.
For deeper pricing tactics, see our guide on pricing strategy.
Buffer for unexpected costs:
Always add 10-15% to your cost estimate for things that go wrong:
- Defective units that need replacement (5-10% defect rate is normal)
- Rush shipping if production runs late
- Customer service time (emails, refunds, problem-solving)
If nothing goes wrong, that buffer becomes extra profit. If something does go wrong (and it usually does on first campaigns), you’re covered.
Step 5: Build hype before launch
Pre-orders succeed or fail based on hype. You’re asking people to pay now and wait 6-8 weeks. That requires trust, excitement, and urgency. If you announce a pre-order cold without buildup, you’ll get crickets.
Pre-launch content (2-4 weeks before campaign opens):
Start teasing the campaign at least 2 weeks before you open orders. Give people time to get excited and plan to buy.
Week 1-2: Teasers and behind the scenes
- Show production samples without revealing final designs
- Share your brand story and why this drop matters
- Post behind the scenes content (design process, manufacturer visits, fabric selection)
- Use captions like “Something big coming soon” or “Pre-order opens [date]”
Week 3-4: Full reveals and urgency
- Reveal final designs with professional photos or videos
- Announce exact launch date and time
- Highlight what makes this pre-order special (exclusive colors, limited quantities, better price than future drops)
- Create countdown posts (3 days, 24 hours, 1 hour until launch)
Email list building:
If you don’t have an email list, start collecting emails immediately. Email converts 3-5x better than social media because you own the list.
Offer a small incentive:
- “Sign up for early access and get €5 off pre-order”
- “Join the waitlist and be first to order when we launch”
Send 3-5 emails during the campaign:
- Pre-launch: “Pre-order opens in 3 days, here’s what’s coming”
- Launch day: “Pre-order is live, here’s the link”
- Mid-campaign: “48 hours left, we’re at 60% of our goal”
- Final push: “Last 24 hours to pre-order”
- Post-close: “Thank you, here’s what happens next”
For email tactics, see our guide on email marketing.
Limited drop positioning:
Frame your pre-order as an exclusive event, not just “we’re selling shirts.”
- “Only available during this 2-week window”
- “Limited to 200 units, once they’re gone we won’t restock this colorway”
- “Pre-order price is €25, regular price will be €35”
Scarcity and urgency drive action. People who might buy “someday” will buy now if they think they’ll miss out.
Use tactics from our guide on limited drops to create urgency without feeling manipulative.
Social proof during buildup:
Show that others are excited:
- Repost customer comments asking for the drop
- Share DMs from people who say they’re ready to buy
- Create polls (“Which color should we offer?”) to get engagement and validate interest
Social proof reduces purchase anxiety. If 50 people are commenting “I need this,” newcomers feel safer buying.
Step 6: Launch and communicate
The campaign window is where you convert hype into sales. Stay visible, provide updates, and create momentum.
Campaign window (1-3 weeks typical):
1 week: High intensity, creates urgency, good for small audiences (300-500 followers) 2 weeks: Sweet spot for most brands, enough time to spread word-of-mouth without losing momentum 3 weeks: Only if you have 1,000+ followers and need time to hit higher MOQs
Longer windows dilute urgency. Most sales happen in the first 3 days and last 24 hours. The middle is slow unless you actively push.
Daily updates during campaign:
Don’t go silent after launch day. Keep posting:
Days 1-3: Celebrate launch, share early orders (screenshots with names blurred), thank supporters Days 4-10: Progress updates (“We’re at 40% of our goal!”), user-generated content (customers sharing their order confirmations), answer FAQs Days 11-14: Final push (“Only 3 days left”), urgency posts, last chance messaging
Post once daily minimum. More is fine if it’s valuable (customer testimonials, design details, size guides) and not just “buy now” spam.
What to show during campaign:
Progress toward goal
If your MOQ is 150 units, share milestones:
- “50 orders in! Halfway to making this happen”
- “100 orders! We’re going to hit our goal”
- “150 orders reached! Every order beyond this helps us do the next drop faster”
Transparency builds trust and creates FOMO. People want to be part of something that’s working.
Social proof
Repost customer stories:
- Screenshots of orders (blur personal info)
- Comments from excited buyers
- Photos of people wearing your POD versions (if you ran POD before pre-order)
Show that real people are buying, not just you talking into the void.
Urgency (final 48 hours)
Countdown posts, “last chance” messaging, highlight what they’ll miss if they don’t order now (exclusive colors, pre-order pricing, being part of the first batch).
Don’t fake urgency. If you say “last 24 hours,” stick to it. Your credibility dies if you extend deadlines because sales were slow.
Post-campaign communication plan:
Once the window closes, you’re not done communicating. You’re just starting a different phase.
Within 24 hours of close:
Send an email and post on social:
- “Pre-order closed! We hit [X] orders, thank you”
- “Here’s what happens next: production starts this week, estimated delivery is [date range]”
- “You’ll receive weekly updates via email”
Set expectations immediately so customers know what to expect.
Weekly updates during production (6-8 weeks):
Send emails and post on social every 7 days even if nothing major changed:
- Week 1: “Orders sent to manufacturer, production starting”
- Week 2: “Production in progress, everything on schedule”
- Week 3: “Printing complete, moving to quality check”
- Week 4: “Shipped from manufacturer, arriving at fulfillment center next week”
- Week 5: “Quality checking all units, preparing for individual shipping”
- Week 6-8: “Shipping out now, tracking numbers coming soon”
Consistent updates prevent anxiety. Silence makes people assume something went wrong.
If delays happen (they will):
Announce immediately, explain why, give revised timeline:
“Quick update: Production is running 5 days behind schedule due to a fabric delay. New estimated delivery is [date]. We’re staying in close contact with the manufacturer and will keep you posted weekly. Thanks for your patience.”
Honesty preserves trust. Hiding delays until customers start asking destroys it.
Step 7: Manage production and delivery
This is where most first-time pre-order campaigns mess up. The hype is easy. The logistics are hard.
Sending orders to manufacturer:
Once the campaign closes, finalize your order breakdown:
- Design A, black, size S: 15 units
- Design A, black, size M: 40 units
- Design A, black, size L: 30 units
- (Repeat for all designs, colors, sizes)
Double-check your numbers against actual orders. A mistake here means you’re short on popular sizes or stuck with extras nobody ordered.
Send payment (deposit or full, depending on terms) and confirm production start date in writing.
Weekly check-ins with manufacturer:
Don’t assume everything is fine. Email or message weekly:
- “What stage is production at?”
- “Any issues or delays I should know about?”
- “Estimated completion date still [X]?”
Stay polite but persistent. Manufacturers prioritize customers who follow up.
Quality check before shipping:
When bulk order arrives, inspect a sample from the batch before shipping to customers:
- Print quality (sharp, accurate colors, no smudging)
- Sizing consistency (measure a few units, confirm they match size chart)
- Fabric (check for defects, holes, inconsistent weight)
If you find problems, address them immediately with the manufacturer. Don’t ship defective products hoping customers won’t notice. They will, and refunds + bad reviews cost more than fixing it upfront.
Individual shipping:
If you’re handling fulfillment yourself:
- Pack orders within 3-5 days of receiving bulk shipment
- Include thank you cards, stickers, or small extras to delight customers
- Send tracking numbers via email as soon as orders ship
If using a fulfillment center, make sure they have your packaging, hangtags, and care labels ready to go.
Handling customer issues:
Even with perfect execution, some customers will have problems:
- Wrong size received
- Print defect
- Lost shipment
- Changed address
Respond within 24 hours, apologize sincerely, and solve it:
- Wrong size: Send replacement, let them keep the wrong one (cheaper than return shipping)
- Defect: Replacement or full refund, their choice
- Lost shipment: Wait 10 days, then send replacement or refund
Good customer service on a first pre-order builds loyalty for future drops. Poor customer service kills your brand before it starts.
Deel 4: Pre-order platforms + Common mistakes
Pre-order platforms and tools
The right platform makes managing pre-orders easier. The wrong one adds friction, confuses customers, or limits your options. Here’s what works for different situations.
Shopify + pre-order apps
How it works:
Use your existing Shopify store and install a pre-order app that handles inventory settings, countdown timers, and order management.
Popular pre-order apps:
- Pre-Order Now: Handles pre-order badges, inventory limits, partial payments, and delivery date estimates. €10-€30/month depending on features.
- Globo Pre-Order: Free tier available, upgrades for advanced features. Good for first campaigns on a budget.
- Purple Dot: More expensive (€50+/month) but robust for complex campaigns with multiple products and variants.
Pros:
- Professional storefront you already control
- Integrates with your existing branding and website
- Customers check out normally, you manage everything in one dashboard
Cons:
- Monthly app costs (but worth it for the automation)
- Requires existing Shopify store (€29/month minimum)
Best for: Brands already on Shopify or serious about building a standalone store. This is the cleanest, most professional option.
Kickstarter/Indiegogo
How it works:
Create a crowdfunding campaign where backers pledge money to fund production. If you hit your goal, you get the funds and fulfill orders. If you don’t, everyone gets refunded.
Pros:
- Built-in audience (people browse Kickstarter looking for products to back)
- All-or-nothing funding protects you from launching with insufficient orders
- Social proof and credibility (being on Kickstarter signals legitimacy)
Cons:
- Platform takes 5-10% of total funds
- Campaign page is rigid (less branding control than your own site)
- Requires significant upfront effort (video, detailed campaign page, press outreach)
Best for: Brands launching something innovative or niche where Kickstarter’s audience might discover you. Not ideal if you already have a strong following elsewhere.
Simple landing page + manual process
How it works:
Create a basic landing page (using Carrd, Google Forms, or a simple Shopify page) that collects orders manually. Accept payment via PayPal, Stripe, or direct bank transfer.
Pros:
- Lowest cost option (€10-€50 total for landing page + payment processing)
- Full control over messaging and design
- No monthly subscriptions
Cons:
- Manual order tracking (spreadsheet management)
- More room for human error (lost orders, double-charging, missed emails)
- Less professional appearance than automated systems
Best for: First-time pre-orders with small audiences (under 100 expected orders) where you want to test the concept before investing in full e-commerce infrastructure.
Example workflow:
- Customer fills out Google Form with size, color, shipping address
- Form triggers automated email with PayPal payment link
- You track payments in spreadsheet
- Send bulk order to manufacturer once campaign closes
- Manually send tracking numbers when products ship
It’s scrappy, but it works if you’re organized.
Recommendation:
If you’re serious about pre-orders as a repeating strategy, use Shopify + a pre-order app. The automation saves hours of manual work and looks professional to customers.
If you’re testing pre-orders for the first time with a small budget, use a simple landing page and upgrade to Shopify if it works.
Avoid Kickstarter unless you’re launching something truly novel that benefits from their discovery platform.
Common pre-order mistakes (and how to avoid them)
Pre-orders fail more often from poor execution than bad products. Here are the mistakes that cost the most time, money, and trust.
Unrealistic timelines
The mistake:
You promise 4-week delivery because you think that sounds better than 8 weeks. The manufacturer takes 3 weeks, shipping takes 2 weeks, and suddenly you’re late before you even started.
Customers who expected 4 weeks are now angry at 6 weeks. You’re apologizing, offering discounts, and dealing with refund requests instead of celebrating a successful campaign.
The fix:
Add buffer to every estimate:
- Manufacturer says 2 weeks? Tell customers 3 weeks.
- Shipping says 1 week? Plan for 2 weeks.
- Total internal estimate is 5 weeks? Promise customers 6-8 weeks.
Underpromise, overdeliver. If you deliver in 6 weeks when you said 8, you’re a hero. If you deliver in 5 weeks when you said 4, you’re late.
Poor manufacturer communication
The mistake:
You send the order, pay the deposit, then don’t hear from the manufacturer for 3 weeks. You assume everything is fine. Week 4, you check in and find out production hasn’t even started because of a “fabric delay” they didn’t mention.
Now you’re scrambling to explain to customers why delivery will be late, and you have no leverage because you already paid.
The fix:
Set communication expectations upfront:
- “I’ll check in weekly via email, please confirm production status”
- “If any delays happen, notify me within 24 hours”
Follow up every 5-7 days even if they don’t respond. A simple “Hey, checking in on production progress for order #[X]” keeps you in their inbox.
If they go silent for more than 10 days, escalate. Call, send urgent emails, threaten to cancel remaining payment (if you still have leverage). Don’t assume silence means progress.
No buffer for delays
The mistake:
Your manufacturer delivers exactly on time (rare), but 5% of the products have print defects. You didn’t budget for replacements, so you either ship defective products (bad reviews) or eat the cost of rush reorders (kills profit).
Or shipping takes 3 weeks instead of 1 because of customs delays, and you have no plan B.
The fix:
Build buffers into everything:
Time buffer: Add 2 weeks to your timeline estimate Cost buffer: Add 10-15% to your budget for defects, rush shipping, or unexpected fees Inventory buffer: Order 5-10% extra units to cover defects or lost shipments (if your budget allows)
Most first campaigns have at least one unexpected problem. Buffers turn problems into minor inconveniences instead of disasters.
Weak hype building
The mistake:
You announce “Pre-order opens tomorrow!” with zero buildup. Your audience hasn’t heard about this product, doesn’t know why they should care, and doesn’t have time to plan a purchase.
You get 10 orders in week one and panic because you need 100 to hit MOQs.
The fix:
Start building hype 2-4 weeks before launch:
- Tease designs without full reveals
- Share behind the scenes content about production
- Use storytelling to explain why this drop matters
- Create countdown posts leading to launch day
The campaign doesn’t start when you open orders. It starts when you start talking about it.
Use tactics from limited drops to create urgency and community building to make people feel like they’re part of something bigger than a transaction.
Going silent during production
The mistake:
Campaign closes, you send the order to the manufacturer, then disappear for 6 weeks. Customers start emailing “Where’s my order?” because they have no idea what’s happening.
Some file chargebacks. Some leave bad reviews. Some just quietly decide never to buy from you again.
The fix:
Send weekly updates via email and social media even if nothing major changed:
“Week 2 update: Production is underway, everything on schedule for [delivery date].”
People tolerate waiting if they know what’s happening. They don’t tolerate silence.
If something goes wrong (delays, defects, shipping issues), announce it immediately:
“Update: Production is running 1 week behind due to [reason]. New estimated delivery is [date]. We’re in constant contact with the manufacturer and will keep you posted.”
Transparency builds trust. Silence destroys it.
Deel 5: When to move beyond pre-order + Quick reference + Closing + FAQ
When to move beyond pre-order
Pre-order is a bridge between print on demand and full inventory. Once you’ve proven consistent demand, the next step is holding stock to improve margins and delivery speed.
Signs it’s time to switch to full inventory:
Consistent campaign success
You’ve run 2-3 pre-order campaigns and hit your targets every time. Customers keep buying, conversion rates are stable (5-15%), and you’re confident demand will continue.
Customer complaints about wait times
People love your products but consistently mention “wish it shipped faster” or “8 weeks is too long.” You’re losing sales to competitors who ship in 3 days.
Operational friction
Managing pre-orders every quarter is exhausting. You want to focus on design and marketing, not coordinating production timelines and sending weekly updates for 8 weeks straight.
Margin pressure
You’re reinvesting all profits into the next campaign and want more breathing room. Full inventory jumps margins from 35-45% to 40-50% and lets you ship faster, which increases conversion rates.
Transition path: Pre-Order → Partial Inventory → Full Inventory
Stage 1: Pre-Order (Campaigns 1-3)
Validate demand, build audience, prove you can execute campaigns without major issues. Fund production with customer money, minimize risk.
Stage 2: Partial Inventory (Campaigns 4-6)
Use profits from previous campaigns to order extra stock of your bestsellers. Hold 50-100 units of your top 2-3 designs for immediate shipping while continuing pre-orders for new or experimental products.
This hybrid approach gives you fast shipping on proven items while keeping risk low on new launches.
Stage 3: Full Inventory (After 6+ months)
Order 200-500 units of your core garments and hold them as permanent stock. Ship within 1-3 days, improve customer experience, and free up time previously spent managing pre-order campaigns.
Keep pre-orders for seasonal collections or limited drops to maintain hype and test new concepts.
Hybrid approach: Pre-order for drops, inventory for core items
The smartest brands don’t abandon pre-orders completely. They use both models strategically:
Full inventory for evergreen products:
- Tshirts and hoodies with your signature designs
- Products that sell consistently year-round
- Fast shipping (1-3 days) to compete with bigger brands
Pre-order for special releases:
- Seasonal collections (spring, summer, fall, winter)
- Limited colorways or collaborations
- New product categories you’re testing (jackets, accessories)
This gives you the best of both worlds: reliable revenue from stocked items and excitement from exclusive drops.
Calculate when to make the switch:
Before moving to full inventory, run the numbers:
Pre-order model:
- Profit per campaign: €2,000
- Campaigns per year: 4
- Annual profit: €8,000
- Time investment: High (8 weeks per campaign)
Full inventory model:
- Upfront investment: €3,000 for 300 units
- Profit per unit: €25
- Need to sell 120 units to break even (€3,000 ÷ €25)
- If you sell 300 units over 6 months: €7,500 profit
- Time investment: Lower (no campaign management, just reorder when stock runs low)
If your pre-order campaigns consistently sell 100+ units and you have €3,000-€5,000 to invest without financial stress, full inventory makes sense.
For a full breakdown of the transition, see our guide on business models for clothing brands.
Pre-order quick reference
Use this table to compare pre-order against other models and see where it fits in your growth strategy.
| Factor | Pre-Order |
|---|---|
| Startup cost | €500-€2,500 |
| Audience needed | 300-1,000 engaged followers |
| Profit margin | 35-45% net |
| Timeline (campaign to delivery) | 6-8 weeks |
| Risk level | Low to medium |
| Best printing techniques | Screen printing, embroidery |
| MOQs | 50-100 units per design/color |
| Inventory risk | Minimal (only produce what’s ordered) |
| Customer wait time | 6-8 weeks from order |
| Operational intensity | High (weekly updates, campaign management) |
| Best for | Brands with engaged audiences validating demand before bulk investment |
| When to move beyond | After 2-3 successful campaigns or when wait times hurt conversion |
For a side-by-side comparison with POD, full inventory, custom, and handmade models, see the full table in our business models guide.
Fund production with trust, deliver with discipline
Pre-order is the smartest way to scale from POD into better margins without risking your savings on untested inventory. Your customers fund production, you deliver great products on time, and everyone wins.
But pre-order only works if you’ve built trust through community building, social media marketing, and consistent delivery. You’re asking people to pay now and wait 6-8 weeks. That requires confidence in your brand, not just your products.
The brands that succeed with pre-orders treat them like a contract: clear timelines, transparent communication, and ruthless follow-through. They underpromise and overdeliver. They send weekly updates even when nothing changes. They admit delays immediately instead of hiding them.
The brands that fail treat pre-orders like free money: they overpromise, go silent during production, miss deadlines, and wonder why customers are angry.
If you have 300+ engaged followers, proven designs, and the discipline to communicate weekly for 8 weeks, pre-order is your next step. Use it to validate bigger production runs, improve margins, and build the foundation for holding inventory.
Start with one campaign. Hit your MOQs. Deliver on time. Collect feedback. Run it again with improvements. After 2-3 successful campaigns, you’ll have the capital, experience, and audience to move into full inventory if you choose.
Pre-order bridges POD and full-scale production. Use it wisely.
Frequently Asked Questions
How many followers do I need for a successful pre-order?
You need at least 300-500 engaged followers to run a first pre-order. Engaged means they like, comment, share, or respond when you post, not just ghost followers or bots.
With 500 engaged followers and a 10% conversion rate, you get 50 orders. That’s enough to hit most manufacturer MOQs for a single design in 2-3 colorways.
If you have fewer than 300 engaged followers, spend 1-3 months building your audience first through social media marketing and community building.
Engagement rate matters more than follower count. 300 real fans beat 3,000 inactive accounts every time.
What if I don’t hit my MOQ?
If you don’t hit your manufacturer’s minimum order quantity (usually 50-100 units per design/color), you have three options:
Option 1: Extend the campaign window
Add 3-7 days to the campaign and push harder with ads, influencer partnerships, or email marketing. Only do this if you’re close (80%+ of MOQ).
Option 2: Simplify the offering
Cut underperforming colors or designs and consolidate orders into fewer SKUs. Example: instead of 3 colors, offer just 2 and redirect customers to the available options.
Option 3: Refund everyone and cancel
If you’re nowhere close to MOQs and can’t simplify, cancel the campaign and issue full refunds. Apologize transparently, explain what happened, and offer a discount on your next attempt.
Option 3 hurts, but it’s better than forcing production on a failed campaign and losing money on unfulfilled MOQs.
To avoid this scenario, validate your audience size before launching (Step 1) and be conservative with how many designs/colors you offer.
How do I handle refunds if production fails?
If your manufacturer fails to deliver or delivers unusable products, you’re legally obligated to refund customers.
How to handle it:
- Announce immediately: Don’t hide it. Email customers explaining what happened, why, and that refunds are being processed.
- Issue full refunds within 5-7 business days: The faster you refund, the less angry people will be.
- Offer a bonus for future purchases: “We’re refunding everyone in full. As an apology, here’s a 20% discount code for our next drop.” This keeps some goodwill alive.
- Learn from it: What went wrong? Poor manufacturer vetting? Unrealistic timeline? Fix the root cause before trying again.
Protect yourself:
Never pay 100% upfront to a new manufacturer. Pay 30-50% deposit, balance on delivery. This gives you leverage if they fail.
Order samples before bulk production to catch quality issues early.
Have a backup manufacturer or plan B if your primary supplier falls through.
Can I run multiple pre-orders at once?
Technically yes, but it’s risky and usually unnecessary.
Why it’s risky:
- Splits your audience’s attention and budget
- Doubles operational complexity (two timelines, two manufacturers, two communication plans)
- Increases chance of mistakes (wrong orders, missed updates, confused customers)
When it makes sense:
- You have 1,000+ engaged followers and can hit MOQs on multiple products easily
- Products are complementary (hoodie + matching joggers) and share the same production timeline
- You’ve already run 3+ successful single-product campaigns and have systems in place
For most brands, focus on one pre-order at a time until you’ve mastered execution. Once you can run campaigns smoothly, consider bundling related products (tee + hoodie of the same design) rather than launching completely separate drops.
When should I switch to holding inventory?
Switch to full inventory when you’ve proven consistent demand and the downsides of pre-order outweigh the benefits.
Quantitative signals:
- 2-3 successful pre-order campaigns hitting 100+ orders each
- Consistent 5-15% conversion rate on campaigns
- €3,000-€5,000 available to invest without financial stress
Qualitative signals:
- Customers repeatedly mention wanting faster shipping
- You’re tired of managing 8-week campaigns every quarter
- Competitors ship faster and you’re losing sales because of it
Don’t switch just because holding inventory “feels” more professional. Switch when the data (sales volume, conversion rates, customer feedback) and your finances (capital available, profit margins) support it.
You can also run a hybrid model: hold inventory for your top 2-3 bestsellers and continue pre-orders for new or seasonal collections. This gives you fast shipping on proven items while keeping risk low on experimental products.
For guidance on making the transition, see our full guide on business models for clothing brands.
