The Secret to Selling More Apparel: Why Timing Matters

As gym owners, one of the most common questions I get from new clients is: "What’s the secret to selling more apparel?" There are many small strategies that contribute to a successful apparel campaign—everything from design to marketing. But if you want to make a significant impact on your apparel sales, there’s one crucial factor you can’t overlook: Timing.

Timing Is Everything

You can have the best designs in the world, but if you offer them at the wrong time, your sales will suffer. A prime example? Trying to launch a hoodie order in February.

Sure, February is often the coldest month of the year, but by then, most people are already thinking ahead to Spring. Post-holiday spending has slowed down, and few members are going to drop $60 on a hoodie when warmer weather is right around the corner. The data is clear—launching hoodies too late in the season will drastically reduce your sales.

The 5-Week Window for Hoodies

When it comes to fleece items like hoodies, zip-ups, and crewnecks, there’s a specific 5-week window that’s ideal for getting those “instant yes” responses from your members. If you offer hoodies outside this window, your order size could be 15-30% smaller than if you had timed it right.

So, what’s the right time?

• October 14th to November 15th is the perfect window to run your hoodie campaign.
• This is when people are loosening up their budgets for holiday spending, making it easier for them to justify purchasing a new hoodie.

Why This Timing Works

• Holiday Spending: People are naturally inclined to spend more in the weeks leading up to the holidays. By running your hoodie campaign during this time, you tap into that increased willingness to spend.
• The “New Hoodie” Effect: Let’s face it—everyone loves a good hoodie. While we all have hoodies that last for years, there’s something exciting about breaking in a new one each season. People are ready to invest in fresh apparel when the timing is right.

Avoid the Black Friday Trap

One final word of advice: Avoid Black Friday at all costs. After November 15th, people’s attention shifts to hunting for discounts and deals. Unless you plan on steeply discounting your apparel (and why would you?), there’s little benefit to participating in Black Friday sales. By then, the focus is on deep discounts, which can undermine the value of your premium products.

Wrapping It Up

In summary, if you want to sell more apparel, especially fleece items, timing is everything. Launch your hoodie project between October 14th and November 15th, stay clear of Black Friday, and give your members the chance to buy when they’re most likely to say “yes.”