How to price items sold as a set or bundle?
Bundles should feel like a deal for customers while still protecting your margin and labor.
The Narrative
The Empathy
Bundles should feel like a deal for customers while still protecting your margin and labor. It’s common to see shoppers pick up several items, hesitate at the total cost, and put one back. You want your products to sell as sets, but you also need to make sure bundling doesn’t ruin your profit. The key is to create bundles from real savings, not just arbitrarily slashing prices.
The Education
A good method is to start from the full individual prices and then offer a reasonable discount. Base the savings on efficiencies like shared packaging, fewer transactions, or planned overstock. For example, if you normally sell Item A and Item B for $25 each, you could offer both together for $45. The customer saves $5 compared to buying separately, and you still earn nearly the same total as selling one at full price.
Common bundle strategies include tiered discounts, curated sets, and anchor bundles. Decide the maximum discount you can afford (often 5–15%) and apply it consistently.
The Solution
Use clear signage to show the deal (e.g. “Set of 3 for $65 – save $9”). Seeing the individual prices and the bundle price side by side helps customers perceive value without confusion.
Keep track of how bundles perform. Note which sets sell best so you can tweak bundles over time by swapping in different add-ons or adjusting the price. When bundles are intentional and well-priced, they increase your average sale per customer instead of eroding profits.
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