When you’re running an online store, one of your biggest levers is pricing. And when it comes to pre-orders, that lever gets even more powerful, but also trickier. As a store owner, there’s a lot to consider when you look at this tool:
When should I offer pre-orders? Is a pre-order price cheaper by default? And if it is, should it be?
The answer isn’t so simple. Yes, offering pre-orders can boost cash flow, improve inventory planning, and help you gauge demand before launch. In the most impressive cases, they can recoup your development costs long before launch. But how do you price those pre-orders? That’s what separates the amateurs from the strategic sellers.
Learn exactly when pre-order pricing should be cheaper—and when it shouldn’t—so you can maximize profits and customer satisfaction.
Is a Pre-Order Price Typically Cheaper?
So, is it cheaper to pre-order? It depends on your strategy. Sometimes—but not always.
Many brands use pre-orders to offer early bird discounts and generate buzz. Others keep the price steady but throw in perks, or even increase the price post-launch to reward early buyers. Pre-order pricing should reflect perceived value, urgency, and your business goals. Lower prices can boost volume, but don’t assume discounts are the only way to win pre-orders.
What Is Pre-Ordering—and Why Offer It?
Pre-ordering means letting customers buy a product before it’s officially available. As a store owner, this is more than a hype tactic. It’s a smart tool for testing demand, smoothing cash flow, and forecasting inventory.
But pricing is where most brands slip.
Too often, people assume pre-order prices are cheaper. But discounting by default can undercut your brand—and your margins. Pre-orders thrive on urgency, scarcity, and FOMO (fear of missing out). When used correctly, these emotions allow you to hold or even increase prices while still driving conversions.
Ask yourself: does offering a discount really serve your long-term goals? Sometimes, “cheaper” creates momentum. Other times, it sends the wrong signal.
What Are Examples of Pricing Strategies for Pre-Orders?
There’s more than one way to price a pre-order, and not all involve slashing prices.
- Discounted Pre-Order Price
This works best for new stores, untested products, or crowdfunding-style launches where incentives drive early support. The discount helps reduce buyer hesitation.
- Full Price Pre-Orders with Bonuses
Instead of lowering the price, add value: early access, limited-edition extras, or bundled freebies. This protects your margins while creating excitement.
- Tiered Pre-Order Pricing
This is a favorite for drops and limited releases. Offer early birds the best price, then raise the price as the launch date nears. It’s a natural way to build urgency while rewarding your most engaged customers.
Are pre-orders more expensive sometimes? They can be, especially when exclusivity is the product. In short: a pre-order price is cheaper only when it makes sense for your brand.
How Do You Set the Right Pre-Order Price?
Smart pricing starts with knowing your customer, and the best way to achieve this is by using real data to guide you. Are they price-sensitive? Do they value exclusivity? Tailor your approach accordingly.
Next, use feedback from early customers to adjust your price—or your offer. A/B test if possible, and monitor conversion data.
Don’t fall into the fear trap. Too many sellers underprice out of insecurity. But your value matters. Consider your:
- Brand positioning (premium or budget?)
- Production costs and margin goals
- Demand forecasts
- Competitor pricing
Pre-order pricing isn’t a guess, it’s a signal. Use it wisely.
Explore Pre-Order Pricing for Your Business
Is a pre-order price cheaper? That’s up to you.
Here’s the real takeaway: strategic pre-order pricing isn’t about being cheaper. It’s about being smarter. You can absolutely win customers without a discount through perceived value, urgency, and a well-positioned offer.
If you’re using Shopify, tools like the Pre-Order Now app from Website On Demand make this process seamless. Whether you’re offering early bird deals, bonuses, or tiered pricing, this tool helps you do it without code or confusion.
Get started with Website On Demand’s Pre-Order Now app today!
