What Does 'Free' Really Mean in Retail?

June 23, 2026

We've all seen it. 'Free gig bag included!' 'Free strap with every guitar!' 'Free rosin included!' It's everywhere in the musical instrument world — and it works. But let's be honest about what's really going on.

Nothing Is Ever Truly Free

When a retailer or manufacturer advertises a 'free' accessory with an instrument, what they are actually doing is building the cost of that accessory into the price of the instrument before it goes on sale. A more accurate description would be 'gig bag included in the price' — but that doesn't have quite the same ring to it, does it?

Every seller knows this. Every manufacturer knows this. And deep down, most customers know it too. But here's the thing — it still feels good. There's a genuine psychological pull to getting something for nothing, even when we suspect we're paying for it. Marketers have known this for decades, and it's not going away any time soon.

The Hidden Cost of 'Included' Accessories

There's a second, less-discussed problem with 'free' accessories: quality. When something is bundled in at no apparent extra cost, the manufacturer has to keep their margins intact — and that means the included accessory is almost always made to the lowest possible specification.

Think about it in practical terms:

The gig bag that comes with your starter guitar is typically a thin, lightly padded (if at all) affair that will struggle to protect your instrument after a few months of regular use. Compare that to a quality padded electric guitar gig bag or a proper acoustic guitar gig bag — the difference in protection and longevity is significant.
The guitar strap bundled with a beginner pack often features synthetic 'leather' ends that crack and give way with regular use. A quality guitar strap with real leather ends can outlast the instrument itself.
The block of rosin included with a student violin outfit is typically a small, economy-grade piece that runs out within a term — and that's assuming it doesn't get dropped or lost on the school bus first. A proper block from our violin rosin and care range will keep a student going for considerably longer.

When you buy accessories separately, you get to choose exactly what you're getting. You're in control of the quality, the fit, and the longevity.

Instrument Packages and Starter Outfits — Are They Worth It?

Instrument packages and full outfits can look like exceptional value on paper. But it pays to look a little closer.

Let's take a realistic example with electric guitars. Suppose you were to buy the following separately:

Starter electric guitar — £120
Padded electric guitar gig bag — £25
Practice amplifier — £60
Instrument cable — £10
Guitar strap — £10

Total: £225 — for a decent quality instrument with decent quality accessories.

Now compare that to a starter electric guitar pack priced at £150. It should be immediately obvious that you are not saving £75. What you are getting is a lower-quality instrument paired with lower-quality accessories, all in a convenient box that's ready to take away. It won't be long before those accessories need replacing — either because they've worn out or because the player has outgrown them. What looked like a bargain can quickly turn out to be more expensive than buying better quality in the first place.

Spend around £225 on a quality outfit, however, and the picture changes. At that price point, you're more likely to get an instrument and accessories that are genuinely comparable to buying the separates — and that's where packages start to make sense.

When an Outfit Really Does Make Sense

There are situations where buying an outfit is genuinely the right choice — and it's worth being clear about when that is.

For orchestral string instruments, a matched outfit is almost always the sensible option. A violin, bow, and case that have been selected to work together — with a bow that's the correct weight and balance for the instrument, and a case that fits properly — is a very different proposition to a random collection of parts. The same logic applies to violas, and to wind instruments such as trumpets and clarinets, where the mouthpiece, case, and instrument are matched at the point of manufacture.

In these cases, the outfit isn't just a marketing convenience — it's a genuinely practical solution, particularly for students starting out.

The Bottom Line

Don't be lured into thinking you're saving money simply because something is described as 'free' or 'included'. You are always paying for those extras — they're built into the price — and they are rarely of the best quality.

The smarter approach is to think about what you actually need, what quality level is appropriate for the player, and whether the accessories included in a package genuinely meet that standard. Sometimes they do. Often, they don't.

If you'd like help choosing the right instrument and accessories for your budget and ability level, we're always happy to advise — in store at 17 High Street, Alford, Lincolnshire, or online at www.musicbits.co.uk. Call us on 01507 838 448 and we'll point you in the right direction.

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