Staff can set a merchandise product to be featured in Community Hub store by updating the settings on the category product link(s). When a merchandise product is featured in a category it will show up when the store is filtered to show all products as well as when users are shown just featured products in the particular category.
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From a Merchandise product, in the list of "Categories" click Edit next to the Category Product Link form the category in which you'd like the Merchandise product featured.
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Select Featured.
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Click Save.