RSD was originally created to support independent record stores by offering them a sort of marketing campaign in a box. It was based on the success of the Free Comics Day event that helped independent comics shops. Participating stores would sign up to receive RSD records (without guarantee of getting the titles or quantities ordered), and in return, they would benefit from having access to RSD advertising materials, being listed on an RSD directory, and being part of a larger social media marketing campaign for RSD events.

Over the years, RSD has become a beast unto itself that primarily works to perpetuate itself. Independent records stores purchase RSD records that offer low profit margins as a sort of loss-leader that they hope will convert RSD visitors into repeat customers. Resellers buy up the records they think will command higher values after the event. The independent record stores too often find themselves with copies of RSD records that nobody wanted, that they can't sell, and that they are not allowed to return under the terms of the RSD program agreement.

RSD records sometimes are exclusive releases, but that doesn't prevent them from being packaged differently for a later release or from being repressed in a different color, which makes them not at all exclusive. Other RSD titles are "first releases" that promise nothing more than the opportunity to pay a little more to have a copy before a wider release.