SAMPLE SALE SERIES: Sample Sales 101

What is a sample sale?

If you’re like me, the easiest visual for a sample sale is the Friends episode where Monica is fighting for her dream dress at Kleinman’s sale. Monica gives a pep talk to Rachel and Phoebe that there’s usually only one dress in one size, and they are to blow their whistle when they find it—solid game-plan. Naturally, physical and emotional chaos ensues. Although this is a dramatic illustration, there are bits and pieces of truth to pull out here. 

In the most basic sense, a sample sale is an event where your floor samples are sold at a steep discount—one dress, one size, one price. All sales are typically final—no refunds, returns, or exchanges. Sample sales promote a sense of urgency because they run on a first come, first serve basis for a limited time. 

Don’t worry, I’m not saying your sample sale will turn into the scene from Kleinman’s or resemble a Black Friday frenzy. But with the right prep before, during, and after the event, you can make sure everything runs smoothly and stays stress-free. 

How should I set my sample sale prices?

You have options! Some boutiques discount gowns on a percentage basis, other boutiques set fixed pricing tiers for gowns. Consider your clientele and set yourself up to be able to market your sample sale in multiple ways. Remember: Although a sample sale is known for discount deals, it’s a unique type of event. 

Dresses should be discounted individually based on their condition, designer, trend relevance, and past performance. Generally speaking, sample sale discounts can range anywhere from 20%-70% off with some boutiques even offering gowns up to 90% off.

Tune into the next blog in the series, SAMPLE SALE SERIES: Planning Your Sample Sale for Maximum Impact, for more on markdown strategies.  

Why host a sample sale?

Hosting a sample sale isn’t just about clearing inventory—the short and long term benefits can far exceed your expectations. 

Here’s why it’s a strategy worth considering:

• Inventory Management: Clear out gowns to make space for new collections or more relevant styles.
• Cash Flow Boost: Quick infusion of revenue, especially helpful in slower seasons.
• Customer Acquisition: Bring in brides who may not have found you otherwise—especially budget-conscious ones who still want the boutique experience.
• Marketing Momentum: Generate excitement, create buzz on social media, and increase foot traffic.
• Lead Generation: Even if they don’t buy a sample, many brides may return for full-price gowns or accessories later.

Talk about an all around win-win! The better question to ask yourself is “why not hold a sample sale?” Although your reasons will be fewer in number, your timing and frequency are everything. Sample sales can be a powerful strategy only when used at the right time.

When should I host my sample sale?

This question is of utmost importance—more so than any other event on your calendar, the timing of a sample sale has to be just right to maximize sales. Let’s start with frequency. Most bridal boutiques host sample sales twice a year—at the cusp of summer and in the midst of engagement season. As a bridal store owner, you need to be familiar with the seasonal trends in the industry. Check out our Hot Off The Press: Bridal Busy Season Is Extended blog for a breakdown of the must-know seasons in bridal.

Not only are both of these times of year centered around when new orders should arrive from March and August bridal markets, but they also are rooted in slower sales periods. What better way to increase foot traffic than to incentivize discount deals? A well-timed sample sale can turn a quiet season into a profitable one.

Common Misconceptions & Mistakes to Avoid

Before you begin planning your sample sale, there are a few stereotypes you need to shake and a few steps you need to take.

Do’s and Don’ts of Sample Sales

• DON’T have the mindset that a sample = worn out: Although conditions will vary—it’s important to remain honest and optimistic in your promotion.
• DO prep your staff properly: Make sure your team knows which gowns are on sale, where they are, and how to explain policies clearly.
• DON’T expect your sale to be a “free for all”: There are ways to structure your event to control crowds and eliminate chaos. 
• DO advertise early: Give yourself 3–4 weeks of promotion to build awareness and excitement. Check out our SAMPLE SALE SERIES: Marketing & Advertising Your Sample Sale blog for our top tips.
• DON’T undervalue the experience: Even discounted brides deserve the boutique feel—don’t sacrifice your brand image or reputation for a quick sale.

Now that we’ve covered the basics, you’re ready to start planning your event! Check out: SAMPLE SALE SERIES: Planning Your Sample Sale for Maximum Impact!

Not sure where to begin? Book a demo or start with our Get Started form and see how Poppy can help.