Etsy :: The Storque :: How-To :: The Art of Pricing: Bundle Up on Your Way to Higher Sales

The Art of Pricing: Bundle Up on Your Way to Higher Sales


Story by bethela Published on November 21, 2007 in How-To	Photo by atwhim

A product bundle is when several items are sold as one combined product. For example, we see this at McDonalds and other fast food restaurants that bundle meals, such as the “Value Meal,” where multiple items are sold for slightly less than the items individually. In this example, the psychological cost of purchasing all those items is lowered and the buyer feels like they are getting a great deal. A bundle can go by many names: gift sets, package deals, collections, a set, etc.

So why does bundling work? Many times buyers approach their shopping with a price range in mind. For example, Ms. Etsy is willing to pay up to $90 for a handbag and $50 for a super cute hat. TeenAngster, on the the other hand, will gladly spend as much as $120 for the handbag and up to $20 for the hat. Ms. Etsy is willing to pay more for the hat, but is also interested in the handbag. TeenAngster is willing to pay more for the handbag, but is also interested in the hat. Using a bundle you can create an attractive package for both Ms. Etsy and TeenAngster. In this example you could offer a $10 discount to buyers who purchase both a hat and a handbag, creating a bundle priced at $130. This will increase your sales because both TeenAngster and Ms. Etsy would both buy a handbag and a hat. It can be challenging to anticipate all buyers' needs, but creating combinations like can make more of your products sell.

Bundled pricing can also be viewed as a service to customers. Bundles can be used to simplify the purchasing decision, coordinating the purchase of related or like items. Many people don’t want to expend the effort to make these decisions and would gladly pick the item that is already coordinated. For example, here you can see a bracelet and earrings set.

Another example is when multiple products work best together. By combining the onsie, yoga pants, bib, and burp cloths, the seller helps the buyer pick items that work well together.

Or in this example, a pair of pants and a top — while they could we worn separately — has a whole different look worn together.

Now that it is around the holidays, we see many gift bundles. This is a great way to market to the harried shoppers trying to shop efficiently for special gifts. This could be something like 2 handmade bars of soap and a cream, maybe at a 10% discount to the items sold separately, maybe at a slight premium because of the wrapping and presentation.

A value bundle, such as buy two get one free, or free gift may be used to draw the buyer in when they might be on the fence to purchase the item. The example below combines the concept of simplifying the purchase decision with the coordinating pants and top, with the concept of the free gift as well.

Bundled pricing is a strategy to attract a large range of buyers: buyers looking for deals, buyers looking for convenience, or buyers looking for advice on items that compliment each other. Bundled pricing may be accompanied with a discount, but it doesn’t have to be. As a seller of handmade goods, you can save your shipping efforts by selling more items together. As a marketer of handmade goods, you can use bundling to maximize your sales from each customer you attract.

Beth is an admin at Etsy on the Business Operations Team. She is writing about pricing in a multi-part series, so ask her your questions in the comments below.

Tags	Art of Pricing, bundling, business, discounts, How-To, HOW-TO, marketing, pricing, Seller Handbook, selling

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bethela

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88 comments Login to add your own!

Nov. 21, 2007 at 5:24 p.m.

hellome

Great article, Bethela. I'm actually working on some accessories for my bags and have been thinking about making a "bundling" offer with the purchase of a bag. Except now I have a word for it! Thanks for the timely advice.

Nov. 21, 2007 at 5:27 p.m.

ChristineRenee

You read my mind! I just started bundling items because of the holidays -- I have a few different zombie-related items that I package together as a set. And that's going remarkably well. So I've been trying to think of other things I can bundle together. After reading this article I feel like I'm on the right track. :)

Nov. 21, 2007 at 5:49 p.m.

SpaTherapy

Great advice! Putting a gift set together makes shopping easier for buyers and who doesn't love easy? :)

Nov. 22, 2007 at 8:04 a.m.

TheLittleStitcher

Wonderful and helpful. Thank you.

Nov. 22, 2007 at 8:53 a.m.

Timeless

I just listed this breakfast set:

http://www.etsy.com/view_listing.php?...

Nov. 22, 2007 at 2:03 p.m.

onegirlsopinion

I'm offering items at $5.00 each 5 for $20.00 but I'm not sure how to process the check out.

Nov. 22, 2007 at 4:47 p.m.

photolove

onegirls, you could get them to buy four and then tell you what else they would like in the 'notes to seller'. Or you could refund the extra money after they've paid.

Nov. 27, 2007 at 7:17 p.m.

FeralGlass

As you can see in my avatar, my sculptures look very cool when in small herds. But I did not know how to encourage purchasing multiples. I will now devise small, medium and large herds of Feral Glass (pick any 3,5, or 7). I'll let you know how it goes.

Thanks for sharing.

Nov. 28, 2007 at 3:45 a.m.

blancahelga

Thanks for the article, very useful. But I´ve a question, I was just doing that bundling with some of my drawings: 8$ one, but if you take four then 20$. But I was not sure how to make the adverstistment and at last I added an extra item in my selling list with the four drawing together (paying more for that).
Is there another way of doing it, without the extra item?
I was also offering an especial free customized wraping for christmas, but I dont know where to advise it. (In the item? In the head of my shop?) Any tip?
Thanksin advance....

Nov. 28, 2007 at 10:55 a.m.

laurabucci

Very useful article for those of us that are not sales people. I just started making felted wristlets (not on etsy yet, but on laurabucci.com) and accidentally realized that as soon as you put a flower pin on them, the whole look changes -- which can appeal more to some. So the flower pin is an excellent accessory to the wristlet. I will be trying this sales/marketing technique at an upcoming live market. I never really thought of bundling before, so thanks!

Nov. 28, 2007 at 3:05 p.m.

harmonyvanlue

So THAT's what bundling is! I've been thinking of doing this with some of my prints - this has definitely convinced me to take the leap and give it a shot!

Dec. 10, 2007 at 8:46 p.m.

FeralGlass

Bundling works... i liked the article and decided to give it a try in my store.
I created a "Small Herd of Free Range Glass". The buyer could pick ANY 3 of my tall (25") Garden Spirit sculptures, and save 15% off the price.

It worked. Someone bought two "Small Herd"s, a total of six sculptures. They sved a bit of $$, but I got six sales in the place of one or two had I not made the tempting offer.

Try bundling some of your creations. See if you can find a combination that works for you.

Jan. 22, 2008 at 7:58 p.m.

onesweetpeach

Thanks for the great ideas......

Jan. 23, 2008 at 3:48 p.m.

alkemystic88

I am going to try it. I'll offer three afrolady earrings for the price of two.

Jan. 29, 2008 at 11:42 a.m.

tropicalbomb

Thanks for the ideas! I am going to get started today!

Feb. 20, 2008 at 12:35 p.m.

JoelleDolceBebe

I realy appreciate this article!
actually all the advice. im just starting out selling & new to reading in these forums!
Thank you so much for all the info.
Now im going to rethink things, offer smaller items, under $20/ 10 gifts etc... so I will Think harder now trying to figure out what to create with all this in mind.
Hopefully it will generate business/exposure for me, give me more ideas & create smaller items to work with the bigger $ items.
Thank you : )

March 13, 2008 at 11:19 p.m.

jadazaine

I really think your article is very helpful. I just have a question for you: I've noticed that some photographers list a photo for sale at lets say, $25, but also inform their customers that it's available for a smaller size at lets say, $15 and to just convo them if they'd prefer a different size. My question is, is there a way for the customer pay the price difference through paypal, or do you have to create a listing specific to the customer's order, for them to pay the correct price?

thank you for your time. I hope this makes sense.

July 11, 2008 at 3:44 p.m.

trachelle1974

I have been on etsy since Sept 2007 but I am just now reading some of the articles. I love the idea of bundling and also giving buyers a discount on multiple purchases. I am unclear on how the check out would work since my buyers have been using paypal. Is there a section or article that explains how this would work?

Thanks so much for the useful information. I never thought I could turn a hobby into income while sharing my creations!

July 22, 2008 at 6:09 p.m.

ArelelDesigns

Wonderful article...thanks for sharing.

July 23, 2008 at 4:41 p.m.

yellowwalls

So helpful! I'm offering discounts on jewelry sets now. We'll see how they sell.

July 30, 2008 at 4:32 p.m.

dogties

Awesome.
Thanks

July 30, 2008 at 6:55 p.m.

SASjewelrycreations

Great article! Is there another article or other information somewhere on Etsy that explains how to manage "check-out" process when customers redeem a gift certificate or wish to take advantage of a sale with a certain % off. As a seller do you just need them to pay the full price and then do a refund? Have not done a refund yet, any helpful tips?

Aug. 1, 2008 at 2:13 p.m.

soapychica

very helpful article, I am glad I found it, as I was thinking over seasonal gift sets for my shop!

Aug. 4, 2008 at 5:50 p.m.

villavillakula

ooooh. I like how your thinking. This is so true. Sometimes when I see a package deal I end up getting another item I didnt origanally want just cause the package deal looks tempting. Great advice

Aug. 13, 2008 at 9:50 a.m.

PottersVision

Thanks for the great information. Just tried it for the first time on Etsy. Hope it works for us.

Aug. 15, 2008 at 3:04 a.m.

EarringsGetASpare

Thanks for the article. Confirms my pricing for my bracelet & earring sets.

Aug. 16, 2008 at 12:03 a.m.

Janaration

Thank you - I was wondering how I could increase sales. This article was very helpful!!

Aug. 22, 2008 at 12:39 a.m.

JetWhitePonytail

clever.

Aug. 22, 2008 at 1 p.m.

erinschock

Why didn't I think of that?! Great advice. I will try it out. Thanks.

Aug. 31, 2008 at 12:21 a.m.

YMDesires729

I just joined Etsy.com yesterday and I make beaded jewelry and small percussion instruments such as shekeres and maracas. I appreciate this article because it gives me a little more insight as to go about selling my jewelry sets.

Sept. 14, 2008 at 2:15 a.m.

misfitchic

Such a great idea! Thanks for the inspiration article (cogs moving...)

Sept. 15, 2008 at 7:15 a.m.

limelightglass

This is the first in exploring what Etsy has to offer as a seller. Very impressive. Will be giving this bundling technique a try. I often make coordinating pieces but only offer them separately, now I'm going to offer special deals for sets. Will see how it goes.

Sept. 18, 2008 at 4:36 p.m.

CoolSunshine

oh, i see - can't wait to try it!

Sept. 20, 2008 at 2:43 a.m.

OyVeyCafe

I sell vintage so sometimes it is hard to bundle things together....but I would love to try and keep my eyes out for any pairs that could be sold together! Thanks Storque ;)

Oct. 19, 2008 at 5:38 p.m.

croppingal

Oh this is super advice!! Thank you!!!

Nov. 7, 2008 at 10:56 p.m.

SethandSherrie

Very interesting. I may be trying that on my photography prints. Thank you!

Nov. 16, 2008 at 10:18 p.m.

lemondropbay

I'm new to etsy and recently had my first sale!Woohoo!
My ? is ... when to decide to have a sale. Seeing as how
the sale was so recent would the buyer feel snubbed be-
cause they paid full price and now the item is on sale or
bundled? How do you handle this?

Nov. 19, 2008 at 12:04 p.m.

sweetcreekherbs

I would think you would list your bundles as a separate item? Is this right? Could even have a section in your store entitled: "Gift Sets" or something like?

I think it is a great idea. Thank you.

Dec. 19, 2008 at 9:48 a.m.

LJNixonartist

Thank you for the insight of combining items.

Dec. 23, 2008 at 7:42 a.m.

pixiepotions

I just wanted to say how cute the photo is of the baby in the tub reaching for the bath products is. Too cute!

Dec. 30, 2008 at 8:50 p.m.

rozzie

Wow these articles are very good with great advice... wish I discovered them earlier!! ;P

Jan. 13, 2009 at 3:33 p.m.

PreciousPoses

Thanks for all the great advice. I am very new to Etsy and have only today finally put my photo prints into "sections." Now that I've done that, it will make it easy for me to see what prints could make a cute wall-hanging set and then discount the grouping appropriately so that the buyer feels they are getting a bargain --especially in this economy. I am still waiting to feel the excitement of my very first sale but since my infant/toddler prints are for decorating, I may have to wait for the "Spring Sprucing-Up" season or a great "Baby BOOM"!

Jan. 27, 2009 at 1:27 p.m.

rabbithorns

The selling info on Etsy says you cannot mention your free item in the title or tags of the product but it's in an example above. Can someone be more clear about this rule? I found the Freee with Purchase rules here: http://www.etsy.com/dosdonts.php.

Jan. 28, 2009 at 1:32 p.m.

isdesigns

Hello Beth,
Thank you for all the tips on bundling sales. I have a question about my latest item Precious Pods, I have given a discount if you buy more then one pod ...could you take a look and let me know if this works or if you have any other suggestions. I am relatively new to Etsy and selling my items is all new to me and I would love some feed back about pricing or other things I could improve on my site.
Thanks for you time.
Idolly

Feb. 5, 2009 at 11:27 p.m.

smilingbluedog

Thanks for the great ideas!!
I'm new too and especially to the
marketing side. These tips are such
timesavers! It would take me a long time
to figure it out for myself.
Do appreciate.

Feb. 6, 2009 at 12:38 a.m.

TheBearAffair

Thanks for the great advise and as always your articles are wonderful.

Feb. 7, 2009 at 10:36 a.m.

wristcandycreations

Terrific tips! As a newbie I will put this info to good use!

Feb. 16, 2009 at 3:18 p.m.

ChickenDogHastings

good idea will give it a go. x

Feb. 20, 2009 at 12:19 p.m.

1CardCreator

Great idea, thanks for the tips.

Feb. 22, 2009 at 2:09 a.m.

juiceglass

It would really be great if someone would come back and answer the nitty gritty about offering "free" in a listing, or how to deal with the pricing to make a bundle as smooth as possible.

Feb. 23, 2009 at 4:38 p.m.

JBMoods

I was wondering when to do a sale on my store.This was a great article, I'm going to sit down and think of something I can put on sale and try this. Because sales started out good when I first started my store but hae slacked off. Thanks for the tips. Maybe I should even do a showcaseand keep my fingers crossed.

Feb. 27, 2009 at 8:33 a.m.

TalismanStudios

I've been toying with the bundling idea for my shop as well and have employed it in one spot which has gotten more views than other items. But that's because it is promo goods, which I do NOT want to sell in single units, as it would(I feel) draw a customer to choosing those items which - though they are nice - would change the energy of my shop if they were *competing* with my more expensive items.

I do have a whole LOT of small hair accessories that would be great for multiple mini ponytails and those will definitely be bundled. But I need to get better with my photography first. Still - I had better get going on that task, as the inventory is growing....my apartment is being taken over by vintage buttons!!!!

Feb. 27, 2009 at 8:47 a.m.

TalismanStudios

blancahelga asked: But I was not sure how to make the adverstistment and at last I added an extra item in my selling list with the four drawing together (paying more for that).
Is there another way of doing it, without the extra item?

I was also offering an especial free customized wrapping for christmas, but I dont know where to advise it.

1) For the 4 items - I would add a "trailer" to ALL my descriptions, offering this option along with instructions as to how to proceed(ex: Some Catchy line like "Create a gallery view! - Choose your 4 items and contact me. I'll make a "Reserved Listing for you".

I'd create a few photos showing groupings of 4, and have that as one of the photos(not the main one, of course). You could even add a text overlay at the bottom tying in your catchy "Gallery View" slogan.

I'd ALSO still do a separate listing, and relist whenever it sold. Choose the 4 you think would make a great statement, and photograph nicely in situ. "Create a Gallery View!" title, and explain the deal in the description. Add that this listing is for the 4 items in the photo - but customers can choose ANY 4 items, convo you and you'll create the Reserved Listing.

That allows people who want to buy, pay, and be done with it an option and also leaves the door open for those who want to mix their own choices.

2) For the special wrapping - I would create a listing and put it as one of my featured items(the middle one, if I had one option. If I had 2, then I'd do the 2 side ones, leaving the middle to highlight a product item).

Gorgeous photos needed, of course, since these will be the first things a viewer sees in the shop. I'd have text on the photo - "Wrap It Up!" or "Under Wraps!" or something appropriate (but short). And then detail the info in the description. If you have several wrap choices, you could make photos "A," "B," "C," etc. or name them(text on photo for clarity).

Feb. 27, 2009 at 9:23 a.m.

zray

I'm now going to start stategic groupings. Thanks for the help.

Feb. 27, 2009 at 9:27 a.m.

rikkicondon

Ah..simple suggestion that could have a big impact! Will give it a try..Thank you.

Feb. 27, 2009 at 9:35 a.m.

zozca

I was thinking about running a sale like this in my store and walah, an article about it!! Thanks about the article.

Feb. 27, 2009 at 9:36 a.m.

WeeCuteTreasures

Thanks for the article. My sons have suggested this in the past but I 'poo-poo'ed it. Time for a rethink! Thanks again.

Feb. 27, 2009 at 9:49 a.m.

BlueTerracotta

I've noticed this in other shops but somehow didn't think it would work for art. But I think I'll try it! Thanks!

Feb. 27, 2009 at 10:05 a.m.

brownbunnybyiris

Always great ideas

Feb. 27, 2009 at noon

marykerran

This totally makes sense to me. Thanks. I'll give it a try.

Feb. 27, 2009 at 1:41 p.m.

thoughtfulhands

Thanks this is a great idea and I too am new to Etsy and thought about giving a discount when purchasing matched jewery items but was not sure how I would give the discount with Paypal. I thought about either free shipping or % discount... HELP:)

Feb. 27, 2009 at 3:36 p.m.

ZoeFletcherGallery

Thanks for the reminder, Bethela. Got to get some bundles posted once I've loaded in enough singles.

Feb. 27, 2009 at 6:55 p.m.

TwinDreamCreations

Great idea...I'm going to give it a try.

Feb. 28, 2009 at 2:52 a.m.

CherrynMillerDesigns

I am going to give it a try. This makes sense to me.

Feb. 28, 2009 at 6:05 a.m.

lailakujala

I like the idea especially for my jewelry.

Feb. 28, 2009 at 11:33 a.m.

KidsHaus

I love you guys for posting such helpful content for us Etsy sellers! You raise so many topics that I wouldn't have otherwise thought of!

Feb. 28, 2009 at 1:34 p.m.

bellasparty

Great article. I’ll start doing it right now with some children's items and also bags and clutches. Thanks!

March 1, 2009 at 9:51 p.m.

agmode

Great idea! I need to add more items to my shop and I'll give it a try! Thanks

March 2, 2009 at 9:59 a.m.

yourcreativeoutlet

I have learned so much from this article! Thank you!!!

March 2, 2009 at 10:12 a.m.

firedancing

THANK YOU I JUST "BUNDLED" A NECKLACE WITH MATCHING EARRINGS. now lets see.....

March 2, 2009 at 11:58 p.m.

FlutterbyFibers

Great tips! I think I'll "bundle" some coordinating yarns! : )

March 3, 2009 at 9:24 p.m.

reginasstudio

AWESOME ADVICE!! THANKS

March 4, 2009 at 10:55 a.m.

ManoCelebrates

great idea, believe me I had in my mind, but was not sure how to put it to work. again thanks for all this information.

March 8, 2009 at 10:40 a.m.

yellowhandkerchief

thanks, I'm going to try this out soon!

March 10, 2009 at 1:29 p.m.

tunkel

anyone have any suggestions on how to bundle big items with big price tags - like furniture? any suggestions are much appreciated

March 14, 2009 at 5 p.m.

chubbycheeksweaters

Good article, thank you!

March 15, 2009 at 7:11 a.m.

SarikArt

its a great idear? Im going to combine earings as a bundle and offer a discout if the two paires are bought!
Great stuff!

March 22, 2009 at 1:02 a.m.

Buildforfun08

Thank-you for the Great Advice! I love etsy!!

April 16, 2009 at 7:09 p.m.

DalkullanJewelry

Thanks for the article bethela! Very informative.
I know when I'm shopping I always appreciate a good bargain. Tunkel, I wonder if offering a discount if two or more items were purchased, or maybe a shipping discount, would work.

April 20, 2009 at 11:15 p.m.

valpoling

Great advice. I often bundle several theme related (fragrance or color or for specific holiday) items together. I would really like some ideas on creative ways to bundle up my specific items. I have bath items, soaps, lotions, hair care, etc. I also have some cute trendy scarves, lariats, and jewelry. Any ideas on a creative way to put some items from different categories together? Or besides baskets, some trendy ideas for putting items together? I have tried mugs, bowls, baskets, crocheted bags, etc.

May 7, 2009 at 6:03 p.m.