Steve & Barry's business model was to keep prices low by not advertising through traditional streams, relying on publicity and viral marketing to get the word out, running its company and stores very efficiently, selling in large volumes, and making modest profits on each item. It also sourced clothing progressively, meaning it purchases product from a wide variety of manufacturers at different times throughout the year. The bidding between manufacturers allowed the buyer to purchase at a lower per unit cost than larger retailers who frequently have standing contracts with suppliers.