Why We Do Online Raffles
Nearly every week we hold an online raffle for an upcoming hyped release. The comments sections of the announcement are often flooded with people complaining about the raffle and asking for us to just put it on our site to buy on a first come first serve basis. Unfortunately, it is not this simple.
Here is an example from the end of last year:
The morning of 15 October 2021 saw the release of the Air Jordan 1 Low 'Starfish'. It released online at 7am with more than 700 people already logged onto our site - a relatively regular number for hype releases - all waiting to try and buy one of the less than 40 pairs made available for our online store. Some people were able to get a pair in their cart, but then someone else was able to checkout faster and bought the pair (cart jacked). In 2021 this is completely normal global behaviour for hyped website releases because of the amount of people able to buy whatever they want at the click of a button. The other issue we face is that of "bots". These are sophisticated computer programs which are used to purchase and checkout much faster than any human could. Although our community of global retailers does its best to protect against this through things like reCaptcha and other human verifiers, it is something that continues to become more sophisticated.
For the in-store releases, each location had large crowds camping outside the store since 6am (or earlier). Again this is something we have all become used to as streetwear grows astronomically. More than 90% of the crowd were resellers or people hired by resellers to stand from whatever time necessary to secure the shoes. Again, there were more people than pairs. Most people didn't get their AJ's and those that did will probably resell them (we assume).
The reason this happens globally is the basic scarcity model. If there were enough pairs for every single person to get, you wouldn't want them. There are tons of incredible different styles all around us right now, in similar colours to specific hype releases which do not have the same limitations. The reason releases are so hyped, is massively due to their scarcity.
These in-store and online release serves as a reminder of exactly WHY we do online raffles the majority of the time. With an online raffle, we allow more people a more fair chance at copping a pair they actually want. By checking entries and verifying valid IP addresses, we can stop pairs all going to the same people, to be sold later for X3 times or more than retail price. While it may seem like online raffles are impossible to win, it is the release mechanism that gives every person the most chance, because winners are chose by programs at random. You don't need to wake up early and wait in the cold. You don't need to rush checkout and stress your order goes through. You submit your info via the online raffle and wait to see if you've won the chance to cop, or cop the next one. You're not gonna die.
Cart Jacked
When shopping online, adding an item to your cart doesn't reserve it and another user can checkout before you, make sure you are signed up as a member to a sign, make sure your auto-fills are on and that you have your card handy to make the process as quick as possible. Common practice.
Sneaker Reseller
Someone who uses digital "bots" or hires physical "bots" to cop sought-after or hyped shoes to later sell at much higher cost to make a profit.
Bots
A program or person paid to secure shoes on behalf of someone else.
Online Raffle
A release mechanism where you enter to win the chance to buy a sneaker online. You add your personal info, size etc and then all entries are randomised. Winners are contacted with a chance to buy a pair for the release. See more about Shelflife online raffles here.