Cotopaxi Drops New Products Every Other Day Ahead of BFCM

Cotopaxi will release a limited-edition product every other day from Nov. 1 to Nov. 11, a drop strategy (releasing scarce items in short bursts) the brand has never before applied to the outdoors category. The campaign, called "Cotodays," spans five drop dates — Nov. 1, 3, 5, 7 and 9 — with free shipping on Nov. 11.

CEO Lindsay Shumlas told Modern Retail the goal is to "keep that sustained consumer interest, product discovery and engagement around newness earlier in the month, [versus] this holiday time period where you are competing in the promotional window."

What is on sale during Cotodays?

The drops include a Del Día Tasra Shoulder Bag, a Funky Fuego Down Hooded Jacket, a Light Mode Contiguo Encima Fleece Pullover and an instant camera from Fujifilm Instax. Shoppers can buy the products on Cotopaxi's website and at its 20 U.S. retail stores. Some items are net new; others are existing products in new colorways.

Many products, including a Viaje 9L Shoulder Bag and an Allpa 50L Adventure Travel Pack, belong to the Del Día line, which uses deadstock (leftover fabric from other manufacturers) as fabric strips. Each piece is one-of-a-kind and treated as a collectible.

The Nov. 1 highlight is a $175 Instax bundle: a Del Día Todo 1L Shoulder Bag, a Del Día Accessory Bag, a Del Día Camera Strap, an Instax Mini 13 camera in Frost Blue, Instax mini film and stickers. Shumlas, who joined Cotopaxi in 2024, said the brand wanted a giftable kit with Instax in time for the holidays.

"But not only that — it ties to who we are authentically as a brand," she said. "This is about getting outside. We've got so much [happening] right now across technology. You've got midterms this year. You've got AI. The opportunity to step away and create memories with a camera that's not on your phone is something unique and different."

Why is Cotopaxi betting on drops?

The Instax partnership taps a documented consumer shift. On Pinterest, searches for analog activities and "dumb phones" have more than doubled. Anthropologie is adding more tabletop games to meet demand for screen-free experiences like crocheting, crossword puzzles and vinyl collecting. Cotopaxi will also debut a physical catalog and gift guide alongside Cotodays, and some marketing materials will feature photos taken with the Instax camera. The two brands are collaborating on creator content using micro-influencers.

Cotopaxi will use the drops to drive revenue, grow its customer count, clear room for new products and build anticipation for its Black Friday/Cyber Monday sale. "There's this opportunity to have consumer engagement during the first part of the month, with limited inventory, before we move into the second half of the month," Shumlas said.

The brand will also hold in-store events. Physical retail remains a growth frontier: less than 20% of Cotopaxi's sales come from its stores, and the company plans to double its U.S. store count by 2029. Cotopaxi also sells through its website and retail partners including REI and Dick's Sporting Goods.

How far has the drop model spread?

Cotopaxi joins a crowded field. Supreme built streetwear on drops, PopSockets launches limited editions through print-on-demand — its "Bejeweled Heirlooms" drop lands Nov. 5 — and Harry's has used drops of body wash to acquire new customers. Independent artists use the model to sell pottery and paint.

"We're seeing drops expand well beyond fashion, because every category is competing for attention, not just sales," said Mary Ann O'Brien, CEO of advertising agency OBI Creative. "Brands are realizing that a limited release creates a reason for people to pay attention today, instead of 'someday.'"

For Cotopaxi, the calculus is simpler. Shumlas said the brand is "rarely promotional," so drops let it balance holiday discounting with newness. "[We're] also offering them a good deal, but we think it's all about striking that balance," she said. If Cotodays lifts early-November engagement, expect the format to return before the next peak season.