Why Every Brisbane Business Should Stop Selling Single Items
I was talking to a bloke who runs a high-end barbecue shop over in Capalaba last week. He was frustrated. He was getting plenty of people through the door, and his website was busy, but his bank account wasn't reflecting the effort. He was selling plenty of $15 bags of charcoal and $20 cleaning brushes, but not enough of the big-ticket items.
His problem? He was making his customers work too hard. If someone wants to start charcoal grilling, they don't just need the grill. They need the fuel, the fire starters, the heat-proof gloves, and maybe a decent meat thermometer.
When you sell these items individually, you’re asking the customer to make five different decisions. That’s five chances for them to say "I’ll get that later" or "I’ll see if Bunnings has it cheaper."
By grouping these items into a "Pitmaster Starter Pack," he didn't just sell a grill; he sold a complete solution. His average sale value shot up, and his customers were happier because they didn't get home and realise they’d forgotten the one thing they needed to actually start cooking.
That is the power of bundling. It’s not about tricking people; it’s about making it easier for them to buy from you while ensuring you sell more every time they check out.
The Three Ways to Bundle (And Which One Actually Works)
Not all bundles are created equal. Depending on what you sell—whether it’s skincare, car parts, or hampers—you need to pick the right approach. Most business owners get this wrong by just throwing random stuff together and hoping for the best.
Here is how the pros do it:
1. The "Pure" Bundle (The Take-It-or-Leave-It)
This is where you sell a set of items that cannot be bought individually, or are significantly cheaper when bought together. Think of a gift hamper. You don’t usually see people buying the individual wicker basket, the specific crackers, and the small jar of chutney separately in the same shop.The Pro: It’s incredibly simple for the customer. They click one button and they’re done. The Con: If they don't like one item in the pack, they might not buy the whole thing. Best for: Clearance items or seasonal gifts (like Father’s Day packs).
2. The "Mixed" Bundle (The Smart Way)
This is my favourite for most Brisbane retailers. You sell the items individually, but you offer a discount if they buy the set.For example, a boutique clothing store in Paddington might sell a linen shirt for $90 and shorts for $80. But if you buy the "Weekend Set," it’s $150. You’re giving up a little bit of profit margin on the individual items, but you're making more total profit because the customer is spending $150 instead of $90.
3. The "Build Your Own" Bundle (The Customer Favourite)
This works wonders for things like skincare or craft beer. "Pick any 5 soaps for $40." It gives the customer the feeling of control while still guaranteeing you a higher sale value. If you want to build a profitable store that lasts, giving customers a reason to buy more than one item is the fastest way to cover your overheads.Is Bundling Just Giving Away Profit?
I hear this a lot: "If I give a discount on a bundle, aren't I just losing money?"
Look, I’ll be blunt. If you’re selling an item with a tiny 5% margin, then no, don't bundle it with a discount. But for most businesses, the biggest cost isn't the product—it's getting the customer in the first place.
Think about it. Whether a customer buys one $20 bottle of shampoo or a $60 hair care bundle, your costs for the following are roughly the same: The money you spent on ads to get them to your site. The time it takes to pack the box. The cost of the shipping label (in many cases). The credit card processing fee (the fixed portion of it).
If you spend $10 on marketing to get one customer, and they spend $20, you’re struggling. If that same customer spends $60 because you offered a bundle, your marketing cost stays at $10. You’ve just turned a break-even sale into a profitable one.
How to Start (Without Spending a Fortune)
You don't need a fancy "algorithm" or expensive software to start this. You just need to know your customers.
Step 1: Look at your data. What do people already buy together? If you see that people who buy a lawnmower often come back a week later for a jerry can, put them together on the website now.
Step 2: Solve a problem. Don't just bundle your slow-moving junk with your bestsellers. People aren't stupid. Bundle things that actually belong together. If you sell coffee beans, bundle them with filters and a descaling solution. You're saving the customer a trip back to the shop later.
Step 3: Make the math obvious. Don't make people pull out a calculator. Tell them exactly how much they are saving. "Buy the kit and save $25" is much more effective than just listing a price.
Step 4: Promote it where it matters. Don't just hide your bundles on a separate page. Show the bundle on the product page for the main item. If I'm looking at a cordless drill, show me the "Tradie Starter Pack" right there under the "Add to Cart" button.
Common Mistakes to Avoid
I’ve seen dozens of local businesses try bundling and fail because they made these simple errors:
Too many choices: If you offer 50 different bundle combinations, people get "analysis paralysis" and buy nothing. Keep it to 2 or 3 clear options. Bundling unrelated items: Putting a dog lead and a toaster together just because you have too many of both won't work. It just looks messy and confuses your brand. Hiding the value: If the bundle price is only $1 cheaper than buying them separately, most people won't bother. The perceived value needs to be worth the extra spend.
The Long-Term Play: Predictable Income
Once you get good at bundling, you can start looking at how to keep those customers coming back every single month. Bundling is the first step toward creating predictable monthly income for your business. Instead of a one-off bundle sale, could that bundle be a monthly subscription? Now you're really cooking.
What Should You Do First?
If you’re sitting in your office in Milton or North Lakes wondering where to start, do this today:
Pick your best-selling product. Then, find two smaller, high-margin items that complement it. Create a new product on your website that combines all three for a slightly discounted price. Give it a name like "The [Product Name] Essentials Kit."
Put it live and see what happens. You might be surprised at how many people are willing to spend more money if you just give them a good reason to do it.
Need a hand getting your online store to actually make money? At Local Marketing Group, we help Brisbane business owners stop guessing and start growing. We don't care about fancy awards; we care about your phone ringing and your checkout beeping.
Contact us today and let’s see how we can get more customers through your digital doors.