1. Plan Ahead

Don’t be reactive—be proactive. Planning your sale in advance gives you the time to choose the best possible time strategically. You'll also have time to build a marketing schedule to maximize the sale’s impact.

2. Make a Schedule

Turn your sale into a well-organized campaign. Tease the sale in the days leading up, and decide whether it will run for a day, a week, or longer. Consider offering a "bonus day" extension for even more excitement. Know who will promote the sale and where, from your website to social media.

3. Offer Something for Free

Create an "event" atmosphere by offering something extra. Whether it’s a free compilation, a test pressing giveaway, or surprise stock with each order, these gestures build reciprocity with your fans. You can also do something like 20% off merch, with free digital downloads for one day.

4. Create a "Shock and Awe" Component

Don’t be shy—be generous. Steep discounts create a sense of urgency and excitement. When fans feel like they’re getting a special deal, they’re more likely to engage. Think of how Bandcamp Fridays allow artists to keep 100% of revenue—aim to create a similarly compelling incentive.

5. Use a Multi-Channel Approach

Promote your sale on every platform available: your email list, Bandcamp, social media, and even video platforms. Not all channels may seem equally effective, but visibility is key. Fans may see your message in different places, which will reinforce awareness.

6. Give the Campaign Its Own Brand

Make your sale stand out with a unique name and look. You could stick to seasonal themes like "New Year Sale" or craft something more personal to your label. A memorable, branded event will make it more recognizable in the future.

7. Have a Secondary Goal

In addition to boosting sales, use the campaign to build brand awareness or capture data (such as collecting email addresses). These secondary motives help your label grow beyond just the immediate revenue from the sale.

8. Make It Easy

Don’t complicate the experience for your fans. Use straightforward coupon codes or manually adjust prices. Avoid making fans jump through hoops, like requiring sign-ups or excessive steps. Keep the process simple and seamless.

9. Avoid Cannibalizing New Releases

While regular sales are great, timing is everything. For example, if you're dropping a new album around Black Friday or New Year, you may want to avoid launching a sale at the same time. Focus your audience's attention on one event at a time. Planning sales in advance will help avoid these conflicts.

10. Reuse Your Template

If you’ve created branding, graphics, and messaging for this sale, save them! There’s no need to reinvent the wheel every year. Fans won’t notice or care that you reused last year's assets. The key is consistency and ease—by having a reusable system, you can ensure that running sales becomes a sustainable part of your marketing.