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Imagine this…
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You slip on your favorite pair of socks, and your big toe pokes straight through a hole.
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​Yikes.
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​You peek into your sock drawer, hoping to find an emergency replacement.
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But to your horror, you quickly realize every pair is either threadbare, mismatched, or has that annoying stretched-out elastic that won't stay up.
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Truth is, you haven’t bought new socks since college. Maybe high school. And you have no idea what the brand even was.
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It's time for something new.
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So you pull out your phone and search for "best socks."
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A sea of options floods your screen, from ankle socks to quarter socks to calf socks.
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You click through a few sites, but they all blend together. And you’re not sure what difference there could possibly be between one sock brand versus another.
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Then you land on Bombas's website.

Their designs catch your eye, but there are four words that stop your scroll: "One purchased = one donated.”
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​Your eyes are glued to the screen as you read stories from people who’ve experienced homelessness, the impact of each purchase, and why socks matter so much.
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Next thing you know, you’re adding a 12-pack of ankle socks to your cart without hesitation.
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​How did these socks transform a mundane purchase into something that feels meaningful?
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​In today’s special edition of Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.
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This week we’re diving into Bombas—the sock company that turned a boring basic into over a billion dollars in revenue.
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​Let’s get into it.
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​🤑 A Look Inside Bombas

After learning that socks are the most requested clothing item in homeless shelters, Randy Goldberg and David Heath launched Bombas in 2013 with a mission: donate one pair of socks for every pair sold.
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But their brand story goes deeper than *just* giving.
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They obsessed over making the highest-quality sock possible, estimating that it took more than 137 versions just to get the tension level right.
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Their hard, mission-driven work paid off, though.
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When they appeared on Shark Tank in 2014, their website crashed in less than 30 seconds. And when the re-run aired on Black Friday that year, they sold out.

Eleven years later, Bombas remains the best-selling product to ever appear on Shark Tank.​
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They’ve since expanded their line to other clothing items, including t-shirts, underwear, and slippers.
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Today? Bombas has brought in more than $1,000,000,000 in lifetime revenue.
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But more significantly, they’ve donated more than 150,000,000 apparel items to people in need.
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🧠 How Bombas Uses Buyer Psychology

There are thousands of socks to choose from, yet many customers insist on filling their drawers with ones made by Bombas.
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Here are a few smart ways they’ve turned an item people mindlessly choose into an intentional purchase.

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Warm-Glow Giving

Bombas built their entire brand around their "buy one, give one" model, making every purchase feel like an act of kindness.
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Their messaging constantly reinforces this impact, from "Bee Better" (their tagline) to their website showing more than 150 million items already donated.

When we do something that helps others, we get a warm, fuzzy feeling that makes us feel good about ourselves.
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So even though Bombas socks may be more expensive than what we'd normally pay for an “everyday basic,” we’re happy to pay it ‘cause we’re helping someone in need.
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And that good feeling is worth every penny.
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​Storytelling

Bombas doesn’t just give socks to those in homeless shelters and call it a day.
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They’re trying to change how people see the issue through real stories—and stats that back them up (and shake our expectations).

​Stories stick in our minds far better than dry facts ever could.
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By sharing personal accounts of people experiencing homelessness, Bombas puts a face to the problem and our understanding of it. This humanization makes us feel more compelled to help.
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A straightforward way to do that? Buy from Bombas.
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Identity-Based Motivation

Bombas attracts customers who see themselves as conscious consumers—aka people who care about doing the right thing and giving back.
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We're driven to make choices that align with who we believe we are, and every Bombas purchase reinforces that identity.

Since buying Bombas becomes part of being a "good person,” it's not a transaction—it's proof of values.
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This transforms one-time shoppers into repeat buyers.

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🤔 Thinking About Your Business

Bombas proved you don't need a revolutionary product to build a revolutionary business. You just need to start making people care deeply about what you're selling.

Ask yourself…
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Q: How can buying your product make your customer feel good about themselves?​
People will happily open their wallet when a purchase makes them feel good about themselves. Find a way to connect your product to helping others, supporting a cause, or making a positive impact. When customers feel good buying, price objections soften—and repeat purchases follow.
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​Q: Are you using real stories to make your message stick?
​Numbers inform, but stories sell. Whether you're sharing customer transformations, behind-the-scenes moments, or how your product solved a real problem, put a face on it to help customers feel connected to what you're selling.​
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​Q: Does buying from you reinforce who your customers want to be?
​People buy from brands that align with their identity. Figure out how your customers see themselves (or want to be seen), then reflect that back in your messaging. When purchasing from you becomes proof of their values, you get loyal customers who la-la-looove to buy from you.

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💥 The Short of It

Bombas took one of the most boring products imaginable (sorry, socks) and turned them into a business that’s generated more than $1B.
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They’re living proof you don't need a groundbreaking offer to build a thriving business.
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You just need to make people care as much about what you’re selling as you do. And make them feel good about who they are when they hit the “buy now” button.
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​​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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