I’ve noticed that more organizations are using scarcity as a marketing strategy. Some examples: Apple announces the new iPhone 13 models to much hoopla, but you must wait to get one; clothing companies announce limited edition product drops and invite customers to join a wait list; hot restaurants limit the number of reservations that can be booked in advance.
The latest example I’m fascinated by is Dead & Company show-specific limited-edition merchandise.
At each show on the 2021 tour, Dead & Company creates show-specific t-shirts and teams up with an artist to create a poster of the show. These limited-edition items almost always sell out.
However, for shows of significance, demand far outstrips supply. Clearly the band’s management knows that if they were to produce two or three times more of the coveted merch they would all sell out. However, they must be figuring that if the items aren’t scarce, not as many people will want one over time. It’s a fascinating calculation.