how to create kits that increase sales

Retailers are anxious to sell more products and beat competitors for a sale, so they create kits and bundles with hot items, best sellers and new arrivals. Small businesses can (and should) definitely take a page out of the big box retail book and create competitive kits as well.

One industry that masters the art of the kit is the beauty industry, with retailers like Sephora and Ulta really nailing it. In a previous post, we detailed how they put together and advertised kits, and how you could successfully copy their skills.


Basics of Ecommerce Kitting and Bundling

Kitting and bundling is a marketing tactic that brands use to sell more inventory. If you’ve ever purchased a pair of products or a set from a store for an adjusted price, then you have experienced bundling.

When you kit or bundle products, it typically involves offering multiple complementary items as a whole, usually at a lower cost than buying the same items individually. For example, a brand that sells cookware may create a bundle of four or five pieces to make a set. While they may sell all the pieces individually, buying them as a set will save money.

Kitting and bundling often create higher perceived value for buyers, so brands that use this tactic often see higher sales than those that don’t. If you can demonstrate to your shoppers that buying a set will provide more value long-term, then you should try this useful tactic.


Tips for Boosting Sales with Kitting and Bundling

Here is our guide on how to drive sales with kits and bundles, as well as some real-world examples:

Call It Out

Don’t leave it in the hands of your customers to find these deals. Make it real simple for them – create a webpage that hosts all your kits, and provide a link from the homepage that directs them right to it.

Kylie Cosmetics makes sure buyers know exactly where to find kits and bundles by linking shoppers to a curated page right in the drop-down menu.

Create Urgency

The scarcer a product is, the more people want to buy it. Highlighting the scarcity of your product can persuade shoppers to buy it before others do.

Ecommerce businesses can create a sense of urgency by showing that there are a limited number of items left in stock.

Letting shoppers know that kits and bundles are only available for a short time will encourage them to follow through with a purchase, and fast. Amazon does this well, as does JCrew:

Amazon Example:


JCrew Example:

Share Actual Value

We’ve all seen our fair share of infomercials with hyperbolic, over-dramatized enactments of why that product is vital. We’ve also all heard the lines, “wait, there’s more!” and, “you get all this, for this tiny amount of money!”

You know what I’m getting at. Infomercials are corny, but that kind of dialogue lets the audience know how much they are spending, vs. the value of their purchase, works. Do the same for your kits. When you create the listing for your kits and bundles, plan on including the actual value of all combined items on the product page.

Seeing how much money they can save by purchasing a kit rather than getting each product individually will help drive purchases and give you a leg up on competitors.

Throw In a Freebie

It won’t really be a freebie – you will have to calculate what items you can give away “for free,” and if the increase in potential sales is worth the cost.

Retailers often do freebies with purchase or BOGOs (buy one get one free) to drive sales. If you have a bulk supply of a low-cost item, consider adding it to a kit as a free gift with purchase. Here’s how Clinique does it:

Do It All

On your product pages, include it all – let buyers know the kit is time-sensitive and what the actual value of all combined items is. For bonus points (and better sales), include product reviews and ratings. This will help create a sense of trust and further encourage purchase. Go wild. Include all the good stuff.

try including all items on product pages


Need software that helps you create kits and accurately track them as items are sold? We’ve got you covered. You can create an unlimited number of kits with our ecommerce inventory management software.


Editor’s Note: This blog post was originally published December 2015 and was updated in January 2022 to reflect more accurate and relevant information.

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