Lessons from Beekman 1802’s Wicked Collaboration: How Handmade Sellers Can Use Smart Product & Pricing Strategies

Boost Your Sales and Engagement with Limited-Edition Collections, Bundling, and Creative Collaborations

As handmade sellers, staying relevant and capturing customer attention during busy sales seasons can be a challenge. But brands like Beekman 1802 show us that a well-executed product and pricing strategy can create buzz, increase sales, and build brand loyalty. Beekman 1802’s recent collaboration with Wicked is an inspiring example of how a strategic collaboration and thoughtful pricing structure can drive major engagement.

Here’s a breakdown of their approach—and how handmade sellers can apply similar tactics to their own businesses.

1. Feature Your Campaign Front and Center

Beekman 1802 made their Wicked collaboration impossible to miss. Their homepage featured eye-catching Wicked visuals and a dedicated tab in the main navigation bar, with a unique font color to ensure it stood out. This visibility drew attention and made it clear that something special was happening: a limited-edition Beekman 1802 x Wicked collaboration officially landed with new skin and bodycare launches inspired by leading ladies Elphaba and Glinda. How Handmade Sellers Can Apply It:

• Highlight Limited-Edition Products: If you’re launching a seasonal or themed collection, make sure visitors know about it the moment they land on your site. Create a banner or dedicated section on your homepage to spotlight the collection.

• Use Bold, Thematic Visuals: Invest in high-quality photos or videos that showcase the uniqueness of the collection. Whether it’s a winter holiday set or a spring floral theme, strong visuals can make your products pop and excite customers.

  
  

2. Offer a Wide Product Selection

For their Wicked collection, Beekman 1802 transformed ten of their best-selling products with special packaging inspired by the musical’s main characters, Glinda and Elphaba. By offering a variety of products, they ensured there was something for every type of skincare concern, making it easy for customers to find a product that suited their needs.

How Handmade Sellers Can Apply It:

• Refresh Your Best-Sellers: Consider offering limited-edition versions of your most popular items with special packaging, colors, or scents. This could be holiday packaging for candles or custom colors for jewelry, creating a unique appeal that resonates with both new and returning customers.

• Cater to a Range of Needs: Make sure your limited-edition collection addresses different customer needs or preferences. If you’re in the skincare or wellness space, offer options for various skin types or concerns. For jewelry makers, include pieces that fit different styles, from minimalist to bold.

  
  

3. Increase Average Order Value with Product Bundling

Beekman 1802 bundled their Wicked products into beautifully packaged gift sets, encouraging customers to spend more per order. Bundling isn’t just a great way to raise the average order value (AOV); it also makes gift-giving easy, especially around the holiday season.

How Handmade Sellers Can Apply It:

• Create Gift Sets: Bundle complementary products into gift sets with attractive packaging. If you make bath and body products, consider pairing a soap with a lotion and a candle. Themed bundles can make great holiday presents.

• Highlight the Value: Emphasize the value customers get when they buy a bundle. For instance, if purchasing each item separately costs more, point out the savings customers receive when they buy the set.
  

4. Use a Tiered Pricing Strategy

Beekman 1802’s Wicked collection was priced between $29 and $213, making it accessible to both budget-conscious shoppers and big spenders. By offering a range of price points, they maximized their audience reach and encouraged customers to spend according to their budget.

How Handmade Sellers Can Apply It:

• Offer Products at Different Price Levels: Include a variety of price points in your collection. This could mean offering single items at a lower price, bundles or gift sets at a mid-range price, and premium, high-value options for top spenders.

• Highlight Premium Offerings: For higher-priced items, emphasize the added value—whether it’s exclusive packaging, hand-selected ingredients, or a unique design. This can encourage customers to see the worth in spending a bit more.

  
  

5. Introduce a Subscription Model

To capture ongoing interest from Wicked fans, Beekman 1802 offered a subscription option. Subscriptions are a great way to build recurring revenue, especially for consumable products or items that customers love to reorder.

How Handmade Sellers Can Apply It:

• Offer Subscription Options: If you sell products that customers frequently reorder, such as skincare items, candles, or artisan teas, consider offering a subscription service. This gives loyal customers an easy way to receive your products on a regular basis.

• Include Special Perks for Subscribers: Make your subscription more attractive by offering perks like discounts, exclusive products, or early access to new collections.

  
  

Final Thoughts: Make Your Next Collection Wicked Smart

Beekman 1802’s collaboration with Wicked shows that a thoughtful approach to product selection, pricing, and visibility can create excitement and drive sales. By applying similar strategies to your handmade business, you can build a strong campaign that resonates with your audience and encourages spending during key sales periods.

So, as you plan your next collection or seasonal release, think about how you can:

• Make it visually prominent on your website,

• Offer a range of products and price points,

• Bundle items to increase value, and

• Use a subscription option to retain loyal customers.

  
  

These strategies aren’t just about attracting customers—they’re about building a memorable brand experience that keeps people coming back. With a little creativity and a “wicked smart” approach, you can make your next campaign a success.