Launching your school’s online merch store is a big step, but the real magic happens when you start promoting it. A well-run store can raise funds, build school spirit, and connect your community, but only if people know it exists. The good news? You do not need a big marketing budget or a full-time volunteer team to keep sales moving all year.
This guide walks you through simple, proven ways to promote your online school store across every season. Whether you are a PTA leader, booster club volunteer, or school staff member, these ideas will help you boost school merch sales without adding stress to your plate.
Why Ongoing Promotion Matters
Promoting your online school store is not a one-time task. The most successful school merch stores stay top-of-mind by consistently reminding families, staff, and students to shop. When done right, your store becomes a natural part of school life, not just something parents hear about during back-to-school week or spirit days.
Steady promotion leads to:
- More visibility
- Higher sales
- Stronger school spirit
- Ongoing fundraising income
And with Varsity Vault’s on-demand merch model, there is no need to worry about inventory or order deadlines. Your store is always open, which means your promotion strategy can run year-round.
1. Launch With Impact
The first announcement matters. When you open your school merch store, make it feel like a big moment. Send out a clear message explaining what the store is, how to access it, and why it matters.
How to Do it:
- Send a dedicated email blast to your school community with a direct link to the store.
- Add a promo flyer to take-home folders or backpack mail.
- Ask teachers to announce it during class or homeroom.
- Include it in PTA or booster club newsletters and minutes.
- Announce it on your school’s social media channels.
Consider running a limited-time launch promotion like 10% off or free shipping. This gives families a reason to check it out right away.
2. Create a Strong Homepage Link
Make it easy for people to find your online school store. If they have to dig through menus or scroll for links, they might give up.
Where to Place Your Link:
- The school homepage — ideally in the main navigation or header.
- The PTA or booster club page, with a clear call to action.
- Your school’s mobile app, if applicable.
- Any event registration pages or digital newsletters.
Use buttons or banners that say “Shop Our Spirit Wear” or “Visit the School Merch Store” to make the link stand out.
3. Use Social Media Strategically
Social media is one of the easiest ways to promote your online school store without spending money. Even one or two posts a month can drive steady traffic and remind people to shop.
What to Post:
- Product spotlights: Feature one item at a time with a photo, short caption, and store link.
- User-generated content: Share photos of students, teachers, or families wearing the gear.
- Event tie-ins: Post merch related to spirit week, games, field trips, or holidays.
- Countdowns: Build urgency for promotions or new product drops.
- Thank you shout-outs: Show appreciation for supporters and let them know how much has been raised.
If you’re using platforms like Instagram or Facebook, link directly to your online school store in your bio or post captions.
4. Tie Promotions to the School Calendar
To keep interest high, align your promotions with the natural rhythm of the school year. Think of your online school store as a year-round campaign, not a one-time fundraiser.
Seasonal Ideas:
- Back to school: Launch your fall gear with “New Year, New Spirit” messaging.
- Homecoming: Offer themed apparel and accessories in your school colors.
- Winter holidays: Promote cozy hoodies, hats, and mugs as gift ideas.
- Spring sports: Showcase team merch or “Fan Gear” bundles.
- Graduation season: Feature senior-themed designs or class-specific gear.
- Teacher Appreciation Week: Encourage families to gift spirit wear to staff.
Each campaign can be as simple as a themed email and one or two social media posts.
5. Add Merch to Events and Fundraisers
If your school is hosting an event, even a virtual one, that is a great chance to promote your merch. Spirit wear fits naturally into school culture, so there is no need for a hard sell.
Where to Promote:
- Include the store link in event invitations or registration forms.
- Mention your merch store during assemblies, pep rallies, or orientations.
- Set up a QR code on posters or signage at school events.
- Offer a small merch prize for raffles or giveaways.
- Remind event attendees they can buy gear at any time, not just in person.
With Varsity Vault’s print-on-demand model, you do not need to worry about inventory or table sales. Just share the link and let families shop when it works for them.
6. Use Email as a Promotion Backbone
Emails remain one of the most effective ways to drive people to your online school store. You do not need to send one every week, but a well-timed email every few weeks keeps your merch top-of-mind.
What to Include:
- Clear subject lines like “New Spirit Wear Just Dropped!” or “Gear Up for Game Day”
- Photos of featured products
- Reminders that every order supports the school
- Direct links to shop
Consider creating a short email series around big moments like back-to-school, spirit weeks, or holiday gift shopping.
7. Let Teachers and Staff Help Spread the Word
Your school’s staff can be some of your best advocates for the merch store. When they wear the gear or mention it during class or newsletters, it sends a powerful message.
Ways to Involve Staff:
- Give each teacher a free shirt or hoodie as a thank-you and promo piece.
- Encourage them to include the store link in classroom emails.
- Ask staff to wear spirit wear on designated days and post a group photo.
- Let coaches and club advisors share merch with their team or group families.
The more visible the merch is around campus, the more likely families are to buy.
8. Create Limited-Time Offers
Urgency drives action. By creating occasional short-term promos, you give people a reason to act now rather than putting it off.
Easy Offer Ideas:
- Free shipping weekends
- Buy one, get one half off
- Flash sales during game weeks or holidays
- Exclusive gear for event attendees or student clubs
Varsity Vault makes it easy to run seasonal or limited-time promotions without needing to adjust bulk inventory or pricing.
9. Celebrate Milestones and Share Impact
People like to know that their purchases make a difference. Use your communications to show the fundraising impact of your school merch store.
What to Share:
- Total amount raised this semester or year
- What the funds have supported (e.g. new supplies, field trips, team travel)
- Stories or quotes from students or staff who benefited
This reinforces trust in the program and makes families feel good about shopping.
10. Keep Things Fresh
Stale merch = stale sales. Keep your school merch store exciting by rotating products, updating designs, and adding seasonal options. This keeps people coming back to see what’s new.
Varsity Vault offers hundreds of product options and fully custom school apparel, so you can refresh your store without starting over. From hats and hoodies to bags and drinkware, your merch can evolve with the school year.
Consistent Promotion, Bigger Results
Your online school store is more than just a place to buy t-shirts. It is a powerful school fundraising idea, a tool for building pride, and a way to connect your community. By promoting your school merch store throughout the year, you can boost sales without burning out your volunteers or staff.
With Varsity Vault’s on-demand merch store model, all the heavy lifting is handled for you. All you need to do is share the link and let your school pride do the rest.
