Common Mistakes to Avoid When Launching Your Merchandise Store

By Sarah from Brave Bird Lab (pictured above wearing a 'hope' cap from her client Karen Sutton's Merchandise Collection to help women find hope and light after loss) 

Launching merch is exciting. It's a creative, empowering move for your brand or business. But I’ve seen too many creators trip up on common mistakes that are totally avoidable.

If you want to launch merch that actually sells (and feels aligned with your message), here are the top things to avoid:

Mistake #1: Starting Without a Clear Brand Message

Your merch should tell a story and connect emotionally with your audience. Without a clear message or theme, your designs risk feeling generic. Whether it's bold, empowering, playful or personal — your message matters more than your logo.

Mistake #2: Overestimating Your Audience Size

You don’t need a massive following to succeed with merch. In fact, some of the most profitable launches I’ve supported came from small but highly engaged communities. Focus on the quality of your connection, not the quantity of followers.

Mistake #3: Ignoring Print-on-Demand Benefits

Ordering stock upfront can be risky, expensive, and overwhelming — especially when you’re just starting out. Print-on-demand lets you test products, experiment with designs, and scale without stress. I build stores around this model for a reason — it works.

Mistake #4: Skipping Quality Checks

First impressions count. Make sure you order samples before launching your merch. Check the print quality, fit, fabric, and packaging so your customers have a great experience from the start.

Mistake #5: Neglecting Marketing & Launch Plans

Don’t just drop your store link and hope for the best. Your merch launch deserves the same care as any product launch: teaser content, storytelling, pre-orders, email marketing, and maybe even a live reveal. If you don’t talk about it, no one else will.

Bonus Tip: Don’t Be Afraid to Ask for Help

There’s no shame in outsourcing the tech, the store setup, or even the strategy. That’s where I come in. I help creators and small brands build merch stores that actually feel like them, and make sales too.

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