Almost a third of simonpearce.com's product pages are seconds that can no longer be bought: 297 of 395 seconds are sold out, all of them are in the sitemap and self-canonical, and a sold-out second like the Rabbit uses the same "Simon Pearce Rabbit Figurine | Handmade Glass" search title a shopper would expect for the real thing. A visitor who lands there finds "Sold out" three times, no way to hear about the next drop, and often no link to the first-quality piece, which may be in stock (the Echo Lake Lamp is, at $810). The page even reads "Seconds are final sale and from gitt wrapping".
First action
Export the 297 sold-out seconds with their traffic and first-quality twin.
How to measure it
Seconds-drop sign-ups
- Now
- –
- Target
- 3,000 before the next drop
- By
- 60 days
Steps
List the pages
Export sold-out seconds with sessions, twin handle and category.
Ecommerce Merchandiser 1 day
Add the waitlist block
Category-tagged email and SMS sign-up on sold-out seconds.
Shopify Developer 3 days
Link the twin
A "Shop the first-quality piece" button where a twin exists and is in stock.
Shopify Developer 2 days
Retitle seconds
Search titles and headings end in "Second | Simon Pearce Seconds".
SEO Manager 2 days
Prune the sitemap
Retired seconds out of the sitemap or redirected to their seconds category.
SEO Manager 1 week
Fix the copy
Correct the final-sale and gift-wrapping line on the seconds template.
Ecommerce Merchandiser 1 hour
Email the list first
Next seconds drop goes to the waitlist 24 hours before the site.
Email & SMS Marketing Manager next drop
Measure
Sign-ups, twin-click revenue and drop sell-through against the last drop.
Director of Ecommerce monthly
Why it works
On every sold-out second, replace the dead end with two paths: "Get first access to the next seconds drop" (Klaviyo and Postscript sign-up, tagged by category) and "Shop the first-quality piece" linking to its in-stock twin. Retitle seconds pages "... Second | Simon Pearce Seconds" so they stop competing with full-price pages, and take seconds that are sold out for good out of the sitemap (or redirect them to the matching seconds category). Fix the final-sale line while the template is open.
Seconds shoppers are the most price-motivated, highest-intent visitors in the store and they arrive at a page that cannot sell. A drop list turns them into an audience you can sell out the next release to in hours, and the twin link recovers full-price orders from people who wanted the piece more than the discount.
Ready to use
ChecklistSold-out seconds page fix
[ ] "First access to the next seconds drop" sign-up, tagged by category [ ] "Shop the first-quality piece" link when the twin is in stock [ ] Search title ends "Second | Simon Pearce Seconds" [ ] Retired seconds out of the sitemap or redirected [ ] Final-sale line corrected [ ] Waitlist gets each drop 24 hours early
Risks and how to handle them
Seconds cannibalise full price
Early access goes only to the list, not to paid ads, and seconds pages link up to first quality.
Redirects lose search traffic
Redirect only seconds retired for good; keep pages that will restock.
Evidence
- Product catalogPublic Shopify catalog, read October 20, 2026: 982 products. 395 of them are seconds (titled "... - 2nd" and tagged as seconds), and 297 of those 395 have no variant available to buy. Only 12 of the 587 first-quality products are sold out. So almost a third of every product page in the store is a sold-out second.Source
- Product sitemapThe product sitemap lists 962 product URLs, including all 395 "-2nd" seconds pages and all 297 sold-out ones. The seconds pages are self-canonical, so search engines and shopping agents are asked to index each sold-out second as its own product.Source
- Your websiteA sold-out seconds page (Rabbit - 2nd, $108.75) carries the search title "Simon Pearce Rabbit Figurine | Handmade Glass", shows "Sold out" three times, explains "What Makes a Second?" (tool marks, variations in form, trapped air) and prints "Seconds are final sale and from gitt wrapping". The page HTML has no "tell me when seconds come back" sign-up. Meanwhile /products/rabbit, the first-quality URL, returns 404.Source
- Product catalog64 seconds share a handle with an in-stock first-quality twin. Examples: Echo Lake Lamp $810 (in stock) and Echo Lake Lamp - 2nd $675 (sold out); Westport Quartino $170 (in stock) and its second at $144.50 (sold out). Seconds sell at roughly 15-17% below first quality.Source
- Your websiteSeconds collection: "Marked by a gentle curve or unexpected ripple, seconds remind us that handmade means human ... All seconds are final sale and excluded from gift boxing, wrapping, and engraving", split into Decor, Candlelight, Drinkware, Barware, Serveware, Dinnerware and Lighting seconds. Catalog tags show seconds are released in dated drops (for example a September 2026 drop and a summer 2025 drop).Source
- Technology scanThe store runs on Shopify with Klaviyo (email), Postscript (SMS), Okendo and Yotpo review badges, Gorgias chat, Intelligems (price and offer testing), Visually, Black Crow AI, heatmaps and a shoppable-video widget. Email is well protected: SPF -all and DMARC p=reject.Source