The Importance of Timing for a New Product Launch

Proper timing of new products can lead to successful sales.
Proper timing of new products can lead to successful sales. (Image: sales text green down image by Nicemonkey from

Launching new products requires a considerable amount of preparation, and timing the launch can exert a significant influence on the product’s success. Though some products can launch at almost any time, a series of considerations help determine timing for many successful items.

Maximize Sales

The timing of a product launch, according to the business consulting firm NPD Solutions, can have a significant impact on sales. Launching a child-friendly product around the holidays, for example, can lead to a large influx of sales at launch time. Similarly, launching a high-demand product just before an industry trade show or during a period of slumping stock prices can lead to a boost in business.

Everything in Place

When planning a product launch, be certain to leave enough time to get critical components in place. Robert Cannon, a marketing consultant who runs Cannon Advantage, notes that successful product launches occur only when pricing is set, samples are readily available and production items are ready to ship. A promotional or marketing campaign should also be in place or already running at launch.


Some companies, according to Crimson Consulting, time products to launch only after a marketing campaign and leaked product information build anticipation. In addition, periods of traditionally low sales—like the summer vacation season in Europe—can slow sales enough to delay new product launches.

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