A strong merch table isn’t just about what you sell — it’s about how you sell it.
Promotions are a proven way to:
Get more fans to buy
Encourage bigger baskets
Create loyalty moments
Move old stock or accessories without hurting sales
Use this guide to pick the Promotion best for your goals, venue size, and artist and fan profiles.
Step 1: Start with Your Goal
Boost Conversion (get more fans to buy): → % off
Fans who redeem discounts spend ~15% more overall.
Avoid small discounts (<5%); stronger offers (10%+) drive noticeable change.
Increase Basket Size (get fans to add one more item): → $5–10 off $50+ or freebie
Spend-threshold offers have delivered a 20%+ lift in average spend at mid-to-large shows.
Build Loyalty / Create Moments: → Free exclusive items (bandannas, posters, location-specific)
Posters tied to specific cities or shows see the highest adoption.
Clear Stock: → Freebie promos tied to older or accessory inventory
Patches, and keychains move well without affecting overall spend per head.
Step 2: Consider the Venue Size
Fan behavior shifts by scale. These promo types are typically most effective:
Small Cap (<500): Fans are most loyal and buy multiple items ($/head often highest).
✅ Effective: Free or exclusive items (posters, patches)
Mid Cap (500–1,500): Strong spend (~$9–10 $/head), but baskets flatten. Rock & Hip-Hop fans often lead ($16–18).
✅ Effective: $5–10 off $50+ or similar spend-threshold promos
Large Venues (3,000–10,000): Less intimacy, single-item purchases dominate (shirts lead sales).
✅ Effective: Simple % off across the board
Stadium / Major Tours (10,000+): Spend rises again with scale. K-Pop/global fanbases lead with the highest $/head.
✅ Effective: $10+ discounts or spend-threshold freebies tied to fan passes
Step 3: Match to Artist & Fan Profile
Promo resonance also depends on what fans value. Examples by genre:
Pop / K-Pop:
High merch variety → fans love accessories and exclusive freebies.
Hip-Hop / Rap:
Strong accessory culture → bandanas, keychains, hats do well.
Rock / Metal / Hard Rock:
Premium hoodies, vinyl, and jackets → dollar-off promos resonate.
Country:
Koozies and practical items → great for freebies.
Indie / Folk:
Zines, unique art pieces → perfect free add-ons.
Step 4: Choose the Right Promo Type
Percentage Off
Best when: You want a universal, no-friction boost in conversion.
Where it shines: Large shows, simple merch lines, first-time promo testing.
Dollar-Off (spend threshold)
Best when: You want to push higher baskets with premium items.
Where it shines: Mid-to-large cap shows, artists with vinyl/hoodie-heavy lines.
Free Item
Best when: You want to build loyalty, create a collectible moment, or move inventory.
Where it shines: Small-cap shows, niche/genre acts, location-specific events.
Step 5: Guardrails & Pitfalls
Albums must remain above Luminate’s minimum price.
Avoid album-specific promos (no “buy album, get a shirt”).
Keep it simple for staff and fans (1 condition, clear signage).
Only one promo runs at a time in atVenu Register.
Quick Cheat Sheet
Goal | Venue Size | Artist/Fan Profile | Best Promo |
Boost conversion | Large venues | Any | 10% off all merch (avoid <10%, no behavior change) |
Increase basket size | Mid-size venues | Rock, Hip-Hop, Metal | $5–10 off $50+ (drives 20%+ spend lift) |
Build loyalty | Small shows | Indie, Pop, Folk | Free poster/patch (location-specific wins) |
Clear inventory | Any | Artists with many SKUs | Freebie tied to accessories or older stock |
Maximize stadium scale | Stadiums (10k+) | K-Pop / Global fans | $10+ off or spend-threshold freebie w/ fan pass |
Final Tip
Every promotion delivers value — whether it’s lifting conversion, driving bigger baskets, or creating a loyalty moment fans remember. This guide points you to the option that best fits your goals, venue, and fans — but even outside the “typical” playbook, promotions still work. The key is alignment: choose the offer that feels right for your outcome and audience, and you’ll see the impact.