How to Get More Sales During Faire Winter Market 2025
I get it - right now you're in the thick of Black Friday and holiday sales. Your focus is on getting products to consumers, managing promotions, and handling the rush of direct-to-consumer orders. The last thing on your mind is January's Faire Winter Market.
But here's the thing: I've seen it happen year after year. Brands pour everything into Q4 consumer sales, then suddenly January arrives and they're caught off guard when retailers are ready to stock up. They scramble to prepare for Faire Winter Market, missing crucial opportunities to maximize their wholesale revenue.
Not this year.
As a Faire and wholesale expert who helps brands optimize their presence on the platform, I can tell you that Winter Market represents a massive opportunity. With over 700,000 retailers shopping and millions in orders up for grabs, you can't afford to miss this opportunity.
Many brands I work with are seeing 1.5 to 2.5 times their average monthly sales during market week alone. Want to know what that looks like in real numbers? If you're currently averaging $40,000 in monthly Faire sales, you should be bringing in at least that much during market week alone. But brands with strategic marketing in place? They're seeing $60,000 to $100,000 in just one week.
In this guide, I'll share:
Why Winter Market 2025 is one of your biggest wholesale opportunities of the year
How to set up your market deals for maximum impact
The exact email strategy that's getting my clients up to 57% open rates (yes, you read that right - one CEO recently told me "I wish our DTC emails had even a 35% open rate!")
Industry-specific insights for CPG, health and beauty, and gift brands
Why Winter Market 2025 Matters for Your Brand
Here's something most brands don't realize: January isn't a slow month for wholesale. Far from it. While your DTC sales might dip after the holiday rush, retailers have just wrapped up their most profitable quarter. They have cash in hand and they're ready to invest in new inventory.
And here's the really exciting part: Faire sweetens every deal you offer during the market by adding an additional 5% discount. That means if you offer a 20% discount, retailers actually get 25% off. It's like having Faire co-fund your marketing efforts.
But here's the catch. With over 100,000 brands on Faire, you can't just show up and expect orders to roll in. The brands seeing those 1.5-2.5x results? They're the ones who prepare strategically.
The #1 Mistake I See Brands Making on Faire
Let me share something I see all the time: A brand is making consistent sales on Faire, but they're leaving serious money on the table. Why? Because they copied their Shopify store content directly to Faire and called it a day.
Here's the truth: The messaging that works for your direct-to-consumer customers isn't what wholesale buyers need to hear. Think about it - your DTC customer is buying one or two items for themselves. Your wholesale buyer? They're investing hundreds or thousands of dollars in your products to resell in their store.
This shift in messaging matters even more during Winter Market. When retailers are receiving hundreds of emails and browsing thousands of brands, your consumer-focused lifestyle photography and emotional appeals aren't going to cut it. They need clear, retailer-focused content that shows them exactly why your products will make them money.
And speaking of emails - my clients are seeing up to 57% open rates on their emails to retailers. One CEO recently told me they wish their DTC emails performed that well! That's what happens when you speak directly to retailers' needs and concerns.
Creating Your Winning Winter Market Strategy
This is where we get tactical. I'm going to break down exactly what you need to do to maximize your Winter Market sales. And trust me - this strategy works across industries, whether you're in CPG, health and beauty, or gifts.
Setting Up Market Deals That Convert
First things first: your deal structure. I always recommend a minimum of three tiers, and here's why - retailers love having options, but they also love upgrading to better deals. Here's how to structure your tiers:
Set your minimum tier above your current average order value
Make each tier noticeably better than the last
Save your best perks (like free freight) for your highest tier
Remember: Faire adds 5% to whatever discount you offer
Don't just throw random numbers out there. Your tiers should create a clear path that makes retailers think, "Well, if I'm spending $350 to get 20% off, I might as well spend $500 to get 25% off and free shipping."
Your Email Strategy (This Is Where The Magic Happens)
Remember those 57% open rates I mentioned? That's not just about what you say - it's about when and how you say it. You need a strategic sequence of emails that builds anticipation, creates urgency, and drives action.
Here's what most brands do wrong: They either blast out one text-heavy email announcing their deal, or they stay silent and hope Faire's algorithm does the work. Both approaches leave money on the table.
Instead, you need a carefully planned sequence that keeps your brand top of mind throughout the market. Here's the optimal timing for your email campaign:
1 Week Before Market: Build anticipation and excitement for your upcoming deals. This is your chance to give retailers a sneak peek at what's coming and get them marking their calendars.
Daily Emails During the Market (4 days): Keep the momentum going with reminders of your amazing market deals. Each email should highlight different aspects of your offer or feature specific product categories to maintain interest. Each message should reinforce why your brand is essential for their store's success. Make every email count by showcasing your brand's unique retail value proposition.
Thanks to Faire's new merge tags, you can personalize your emails and subject lines to instantly grab attention. Instead of a generic subject line like "Save 15% on Your Brand Name during Faire Market," use a merge tag to say "{{shopName}}, save 15% on Your Brand Name during Faire Market." This simple personalization uses each retailer's name and makes them more likely to open your email, bringing them one step closer to placing an order with your store over every other brand that is also trying to catch their attention during Faire Winter Market.
Industry-Specific Insights: What's Working Right Now
Let me break down what I'm seeing work across different categories on Faire.
Consumer Packaged Goods (CPG)
CPG brands have a unique advantage during Faire Winter Market. Since your products are consumable, retailers need to restock regularly. But here's the insider tip: Faire Winter Market is when smart retailers stock up heavily. They're not just buying for immediate needs - they're planning their inventory for spring and summer too.
Health and Beauty
If you're in the health and beauty space, Faire Winter Market is when retailers are planning their spring and summer selections. They're looking ahead to warm weather skincare needs, summer body care, and seasonal beauty trends. This forward-thinking approach means you need to position your products not just for immediate sales, but for the seasons ahead.
Gift Category
Gift brands, listen up: January isn't just about recovering from holiday sales. Smart retailers are already planning their gift selections for the entire year. They're thinking about Easter, Mother's Day, graduation season, and yes, even next holiday season.
Seasonal Considerations
One trend I'm seeing across all categories: retailers are buying earlier each year. They're not just buying for the next season - they're often planning 2-3 seasons ahead. This means your market deals need to make stock-up orders attractive enough to justify the investment.
Remember: No matter what category you're in, retailers who shop during Faire Winter Market typically have:
More cash flow from holiday sales
Clear insights on what sold well last season
Motivation to secure the best deals for upcoming seasons
Making the 2025 Faire Winter Market Your Best Yet
Success during Faure Winter Market isn't about luck - it's about strategy. The brands that crush it during this time are the ones who understand that retailer-focused messaging, strategic deal structures, and consistent communication are key to standing out and driving sales.
Are you ready to scale your Faire store to multi-6 or 7 figures in 2025? If you want more sales on Faire and looking for an ecommerce agency that specializes in the Faire platform and wholesale, to completely take that off your hands, let's talk. Book a Fit call with Moni today!
