How Makesy uses pre-orders to capture holiday demand

Capture peak-season demand, eliminate revenue lost due to stock delays, and create a smoother buying experience with a proactive pre-order strategy.

Makesy is a brand for creators, offering high-quality, eco-friendly supplies for DIY projects including candle-making kits, fragrance oils, glass vessels, and expert resources. Many of their customers are small business owners who purchase in bulk to prepare for their own busy seasons. For these customers, planning ahead is essential. 

But Makesy faced a familiar challenge for brands during peak seasons: their top-selling SKUs kept going out of stock during moments of high demand. As a result, they faced lost revenue and mounting customer frustration, with their operations team facing a barrage of inquiries as to when their favorite candle vessels or soap base would be available again. 

This painful pattern (bestselling stock runs out → sales stall → customer frustration increases → operations scramble) was only further exacerbated by global supply chain disruptions.

Makesy needed a way to keep selling, even when inventory timing was unpredictable, while providing a reliable customer experience. But their previous software wasn’t designed for dynamic, made-to-order inventory or a robust pre-order strategy. 

So Makesy turned to Purple Dot.

Instead of treating pre-orders as a backup plan, Makesy made them a core part of their overall sales strategy. 

Starting Small and Scaling Fast

Initially, the team was hesitant, uncertain as to whether customers would embrace pre-orders They began cautiously, using Purple Dot with their custom products, and then expanded to their popular candle vessels. Customer adoption was immediate: buyers were eager to secure high-demand items early, especially products like vessels that are produced overseas and have longer lead times. In fact, pre-orders offered these customers peace-of-mind, with clear communication reassuring them that the materials for their candle- or soap-making endeavor was on the way. And it was easy on Makesy’s end because once they set the estimated ship dates in their Purple Dot portal, it was automatically updated across every customer touchpoint. 

The biggest surprise? The scale at which customers adopted pre-orders. Today, nearly one-third of Makesy’s GMV comes from pre-orders, and that number continues to grow. On a given day, a third of their revenue flows through Purple Dot.

As a result, pre-orders have become a core part of their business year-round.

Transforming the 12 Weeks of Makesy Promotional Push

Purple Dot played a key role in Makesy’s flagship 12 Weeks of Makesy promotion, which runs in advance of the busy winter holiday season. Confident in the pre-order model, the team enabled pre-orders across all major categories—fragrance oils and candle making supplies. This ensured every important SKU remained available, even when inventory was delayed or demand spiked.

Their pre-order strategy delivered stronger operational insights. For example, one of the promos during the 12 weeks featured a sale on fragrance oils. Bulk fragrances often have longer lead times and less on-hand inventory. But with Purple Dot’s insights, Makesy was able to get a clearer idea of demand and order inventory accordingly. This improved demand forecasting and more informed purchasing made for a smoother promotional experience.

Keeping Momentum Alive

Demand can be unpredictable, especially during big moments like the holidays. And nothing kills momentum (or shopper loyalty) faster than when a customer comes across a “Sold Out” notice. 

Pre-orders kept the hype alive for Makesy so they could consistently convert demand into sales. With ease, they could flip products from in-stock to pre-order automatically, with estimated ship dates built in. With Purple Dot’s flexible selling layer, Makesy could push replenishment POs as soon as they were confirmed– maintaining excitement and capturing demand at its peak. 

A Better Customer Experience

Because Makesy serves makers and small business owners who depend on reliable timelines, transparency is essential.

With clear estimated ship dates on every pre-order page, Makesy dramatically reduced “when is this coming back?” inquiries to their customer service team and strengthened shopper confidence through accurate expectations. All of this served to help acclimate their customers to see pre-orders as a standard part of their buying process. 

Managing Supply Chain Disruptions

Pre-orders bring control back, especially in unpredictable situations. With a dependable pre-order layer, Makesy was able to continue selling and launching products on schedule, even when inventory was running behind. Purple Dot bridged inventory gaps to ensure their store always stayed open. 

Pre-orders didn’t just solve a short-term challenge—they became a strategic revenue driver.

Significant Revenue Growth

Makesy generated millions in pre-order revenue in their first year with Purple Dot. By extending selling windows across key seasonal moments, they captured demand that would have otherwise gone unmet.

More Predictable Operations

Meanwhile, Makesy’s team has benefited from more predictable operations, with clear visibility into whether a restock might sell out immediately or last months. With Purple Dot’s dedicated tooling, they can see what’s selling, what’s incoming on POs, what sales reps have already sold, and expected sell-through levels by SKU and size. This empowers their team to adjust purchase quantities faster, and keep pace with demand.

Customer Satisfaction

Pre-orders reduced customer confusion and bolstered trust, especially for buyers who rely on Makesy to run their own businesses. Makesy proved that when products are in demand, customers will wait—often longer than brands expect. Pre-orders let them keep the momentum alive instead of ending the buying journey at “Sold Out.”

A Step Ahead of the Competition

While the wider industry still struggles with supply chain volatility, particularly during busy seasons, Makesy’s pre-order transparency sets them apart. They routinely see customers praising them for this on social media—something that gives them a clear edge over their competition.

Selling earlier can transform your business. A pre-order strategy gives brands the selling flexibility they need to accelerate sales, never truly go out of stock, and optimize costs. We’re here to partner with you to help make your pre-order operations a strategic pillar towards your growth. Reach out to hello@getpurpledot.com