Drop

Drop can mean a lot of things. However in much recent times it's been increasingly used by businesses and corporations to denote a limited-time merch/product that has been released to the public. It often implies that individuals have a very short amount of time to buy the "drop" before it vanishes forever. It is presumed that drops serve as a sort "hype-generating" mechanism to create excitement and anticipation amongst its customer base and thus solidating the bond between the customer and the brand, which is typical as such with crafty modern business tactics. The term also may or may not have to do with the tech merch website drop.com (which AFAIK uses the denoted term way before most other businesses have picked up the term). You know this term has reached mainstream status when even giant corporations like McDonald's have begun using it.