What is a bundle? And why you might want to sell yours?

Welcome to the first chapter of our Bundle series! Throughout this series, we’ll deep dive into topics such as bundle great use cases, pricing strategy, top benefits and best practices to sell bundles.

We’re kicking things off with the basics: what is a bundle? What are the different types that exist? Why you should sell bundles of tickets and products? How to set up your event to sell Bundles?

Spoiler alert: it's one of the best ways to boost your sales and get your fans hyped.

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Enough chit-chat, it’s now time to master the art of selling bundles!

What does "bundle" mean?

A bundle is an offering where you can group multiple offers such as concert tickets, additional products, exclusive merchandise or any experiences and sell them together in a single package. Usually, bundles are sold at a discounted price compared to purchasing each item individually. For musical events and tours, bundles often include a combination of items like limited edition vinyls, t-shirts and concert tickets.

With the rise of the experience generation, selling bundles are part of event strategies. Giving fans special products to keep as a souvenir helps build brand loyalty and make them feel closer to the experience they’re living.

What are the different types of Bundles?

There are 5 types of Bundles to create tailored experiences matching your event needs:

1. Ticket + Merchandise Bundles
   These are popular for combining event tickets with exclusive merch like T-shirts or posters. They appeal to fans who want both the event experience and memorabilia.
2. Ticket + Album Bundles
   When launching a new tour or announcing a major artist for your festival, selling bundles that combine tickets with the artist’s latest CD or vinyl is a perfect strategy. The good news is those sales are now certified OCC/SNEP. These exclusive offers not only give fans unique content but also deepen their engagement with your event, creating a memorable and personalized experience.
3. Fan Packs
   Artists bundle tour tickets with collectibles such as signed CDs or vinyl or exclusive apparel. These packs are effective in driving record sales and creating an emotional connection.
4. Experience Bundles
   For fans seeking something extra, bundles can also include VIP experiences, such as backstage access or meet-and-greets, alongside tickets and merchandise.
5. Tickets Bundles
   You can also sell several tickets. It might be the same tickets category for a “2 for 1 flash sale” or different ticket categories. This is useful for families wanting to snake pit or seated experience or for partners buying classic tickets for employees and VIP tickets for management.

Why and how to sell bundles for your event?

Whether you’re organizing your festival or gearing up for your next tour, selling bundles is an excellent way to deepen your connection with fans, amplify your event’s marketing, and diversify your revenue streams. Let’s explore the key benefits!

In today’s competitive landscape, building a strong brand as an artist or event creator is essential. Bundles allow you to extend your brand beyond events — it’s also about creating a lifestyle that fans want to be part of. Whether it’s a T-shirt, tote bag, or vinyl, each item tells a story and strengthens the emotional bond between fans and their favorite artists.

From a marketing perspective, bundles are also a powerful tool. Limited edition items, exclusive merch, or artist collaborations create excitement and drive demand. And picture this: every piece of merchandise not only serves as a keepsake but also turns fans into ambassadors, with every item acting as a walking billboard for your event. It’s how you create that must-have feeling and buzz!

And that’s just the beginning. There are many more benefits in selling bundles—luckily, we’ve covered them all in this article, where we dive into the top use cases to elevate your next event experience!

Creating your first bundle in a flash

Selling bundles can seem complex, but with the right tools and partners, it’s quick and easy! At Billy, we designed our event platform to help event creators seamlessly create and package offers.

In just 5 minutes, you can connect a Shopify shop to your event, create Bundles and start selling. There are 5 easy steps to follow:

• Create your event shop on Billy’s platform
• Use an existing shop or create one on Shopify
• Connect your store to Billy
• Pick the products you want to sell (merchandising, records…)
• Create your Bundles mixing tickets and products

And voila! Now, you can focus on what matters most: creating unforgettable experiences for your fans.

Let’s recap

Ok, so what have we learned so far? Bundles can become an essential aspect of your event marketing strategy. By merging tickets, merch and also experiences into a single purchase, you boost both your sales and your community engagement. Creating a pack of various products allow artists to diversify their revenue streams and connect with fans on a deeper level.

By offering a bundle, you also simplify the purchasing decision, making it easier for your audience to see the value of getting multiple items together, rather than purchasing each one separately.

Beyond the immediate financial benefits, bundling helps amplify the emotional connection with your superfans. They are not just buying a package of your products; they're investing in an experience that ties them closer to your event or an artist. Tailored bundles put the emphasis on exclusivity and belonging, leaving lasting impressions to fans that extend beyond the event itself.

Already at the end? You must have a pretty good insight into what a bundle is by now. But if you want more, go fumble in the bundle!