How to Launch Your Merch: A 2-Week Plan
By The Merch Counter team · Updated · 2 min read
A merch launch works best as a short campaign rather than a single post: two weeks of preparation while your samples are made, a clear launch day, and a week of follow-up. Set up your shop and order samples on day one, put your staff in them when they arrive, tease it on social, then launch with a post, an email and a QR code at the counter, and keep it visible with customer photos and reminders.
Week 1: set up and order samples
Day 1 — Set up your shop and order samples. Upload your logo, choose 3–5 products and set prices, which takes about 15 minutes on The Merch Counter. Don't share it yet. Then order one of each product as a test (at cost, with no fee and no markup); you can do that before the shop goes live. Samples are printed in about 2–5 business days and take another 3–6 days to reach you, so they'll arrive during week 2.
Day 2 — Pick a launch day at the end of week 2. A busy day of the week, ideally tied to something: your anniversary, a weekend event, the first cold day.
Day 3 — Print your QR card. Print the counter card and a sticker sheet from Share in your dashboard, and keep them out of sight until launch.
Day 4 — Tell your team. Explain what's launching, when, where the QR code will go, and what to say when customers ask.
Day 5 — Write the launch post and email, so launch day is just pressing publish.
Week 2: samples arrive
When the samples land — check them. Print, placement, fabric and fit. See How to Order a Sample Before You Launch for the checklist. Fix anything now, while nobody has bought yet.
Next day — Photograph them. Staff or regulars wearing the merch, in your space. These are your launch photos.
Three days before — Tease it. A Story: "Something's coming Friday 👀", with a close-up of the logo on fabric.
Two days before — Second tease. A poll: "Which would you buy first: the hoodie or the hat?"
The day before — Publish your shop and test the link and the QR code on your own phone.
Launch day
- Morning: your launch post (a carousel with people wearing the merch, "link in bio").
- Same time: add the link to your bio (Instagram's steps) and a Stories link sticker.
- In store: QR sign up, staff wearing the merch, a sample on display.
- Email or text: "We made merch" with a photo and the link.
- Google: a Business Profile post with a photo and a link to your shop.
- Throughout the day: reshare anyone who posts about it.
The week after
Day 1 — Thank people. A Story thanking the first buyers.
Day 2 — Show the details. Close-ups of the print, the fabric, the colors.
Day 3 — Your team. A photo of your staff in the merch.
Day 4 — Answer questions. Sizes, shipping times (usually 2–5 business days to print and 3–6 days for US delivery), returns.
Day 5 — Customer photos. Repost anyone wearing it.
Day 7 — Review. Check your dashboard: visits, orders, best sellers. What worked?
After that
- Keep the QR code up permanently.
- Mention merch at least once a week on social.
- Add a new design or product each season.
- Plan a holiday push in November. See Holiday Merch Ideas.
Launch checklist
- Shop set up with 3–5 products
- Samples ordered, arrived and checked
- Launch day chosen
- QR sign printed
- Team briefed
- Launch photos taken
- Teasers posted
- Shop published, link and QR code tested
- Launch post, bio link and Stories ready
- Email or text written
- Follow-up posts planned
Related: How to Sell Merch on Instagram · Your Customers Keep Asking for Shirts