How to run a limited product drop that sells out
Updated
To run a product drop, pick a limited quantity of one product, announce a start time, and sell it in a short window. A falling-price drop adds tension: the price drops live for everyone, so fans buy early and the rest decide what it's worth. Tell your audience in advance, then share one link.
What is a product drop?
A product drop is a limited release sold at an announced time: a sneaker colourway, a batch of prints, a seasonal item, a sealed box. Instead of sitting in a catalog, the product goes on sale in one window and sells until it's gone. Done well, a drop turns a product launch into an event your customers plan around.
Step 1: Choose the product and the quantity
Drops work best for products people already want and can't get any time: new releases, limited colours, restocks of something that sold out, one batch of something special. Make the quantity smaller than the demand. A drop that sells out in minutes makes the next one bigger; one that's still available tomorrow teaches people there's no rush. If you're unsure, start with about as many units as you have highly engaged customers.
Step 2: Set the price
A fixed-price drop is a guess. A falling-price drop lets demand set the price. Start near full retail, set a private floor at the lowest price you'd be happy with, and let the price fall live. Fans who show up on time buy early at a higher price; the rest decide what it's worth to them. See how to set a floor price for the numbers.
Step 3: Announce it before it happens
Hype is built before the drop, not during it. Three to seven days ahead:
- Tell your email list and SMS subscribers the exact start time, with time zone.
- Post a teaser on Instagram, TikTok or wherever your customers are, with the link in your bio.
- Pin the date in your Discord or community, if you have one.
- Send a reminder an hour before, and a "live now" message when it opens.
Use one link for everything. On Freefall, that's your store page (freefall.app/your-store) or the drop's own page.
Step 4: Go live
At the start time, the drop opens and the price starts falling. Every shopper sees the same price tick at the same moment, with a live count of how many people are watching. A shopper locks the price they want, which holds it while they pay. Limit how many units one person can buy, so more of your fans get one.
Step 5: Fulfil and follow up
Ship orders quickly; a drop's buyers are your most engaged customers. Then share the result: "Sold out in 14 minutes" is the best advert for the next drop. Look at when people bought and at what prices to tune the next one: if it sold out in seconds, start higher or release fewer units; if it reached the floor, start lower or announce it more widely.
How often should you run drops?
Regularly enough to build a habit, rarely enough to stay special. Many brands run one a week or one a month on the same day and time, so customers know when to show up.
Frequently asked questions
How many units should a drop have?
Fewer than you think you'll sell. A drop that sells out builds demand for the next one; one with stock left over teaches people there's no rush. Start with roughly the number of your most engaged customers.
How long should a drop last?
Short enough to feel live: an hour to a day for most stores. On Freefall, each fall lasts a random 5 to 15 minutes by default, and a drop keeps falling and resetting until it sells out or you end it.
Where should I announce a drop?
Wherever your customers already are: your email list, SMS, Instagram, TikTok, Discord and your website. Give the exact start time and one link, and remind people an hour before.
Will my products sell below the price I'm comfortable with?
No. You set a floor price for every drop and the price never goes below it. Shoppers never see the floor, only the live price and the retail price you choose to show for comparison.