This paper investigates the impact of presales on changes in consumer demand and develops a model from a financing perspective. Under presale financing, we study the decision-making of capital-constrained retailers regarding presale pricing, order quantities, and return policies to maximize expected profits. Firstly, we analyze how presales influence consumer demand by comparing consumers’ product valuations with pricing strategies. Secondly, based on the newsvendor model, we formulate the retailer’s expected profit function and construct a presale and ordering decision model for financially constrained retailers under presale financing, further exploring their profit dynamics. Finally, numerical analysis is employed to visually demonstrate the effects of key parameters on consumer demand, retailer decisions, and profitability. The research indicates that pre-sale can increase consumer demand; there exists an optimal return price that maximizes retailer profits; The greater the correlation coefficient between pre-sale demand and spot sales demand, the higher the retailer’s profit; When consumer valuations are low, pre-sales can increase demand, but retailer profits are not ideal.