The “presale + current sale” model has gradually become an important means adopted in product marketing and sales. This paper considers the impact of product presales on the supply chain and constructs a dual-channel green supply chain model composed of manufacturers, online e-commerce platforms, and offline retailers. Considering the fairness concerns of retailers, centralized and decentralized decision models are established under the conditions of retailers’ fairness neutrality and fairness concerns. At the same time, cost-sharing contracts are introduced, and the impact of contracts on the supply chain is deeply analyzed, followed by numerical analysis. The results show that the size of the presale scale will affect the decisions of supply chain members; retailers’ fairness concerns are not conducive to the improvement of product green levels; the introduction of contracts can weaken the negative impact of retailers’ fairness concerns.