How to Make the Most of Faire Summer Market

Faire Summer Market is hands-down the biggest wholesale sales opportunity of the year. Every July, retailers come ready to stock up for fall, winter, and the holidays. Therefore, if you're not prepared, you’re leaving money on the table. 

In this guide, we're sharing exactly how to set yourself up for success. Whether you're a seasoned Faire marketplace seller or gearing up for your first market, this post will walk you through everything, from inventory planning and email marketing to promotions, SEO, and lead gen. 

Let’s dive in. 

Step 1: Prep Your Products, Even the Unfinished Ones 

Pre-selling your upcoming seasonal stock is the number one game-changer. 
Get your Christmas, Halloween, and fall collections listed on Faire wholesale marketplace as early as now, even if they’re still being manufactured. 

You don’t need finished products either. Simply use sample photos or even design concepts to list them as pre-orders. This is because retailers are already searching for holiday stock in June and July, so this is your window. 

Pre-sales improve cash flow and give you a clear view of demand before committing to production. 

Step 2: Optimize Your Faire Store  

Before you start pushing traffic or Faire promotions, make sure your Faire shop is tuned to convert. This means: 

Check out our ultimate SEO guide article for a detailed walkthrough of how to optimise your Faire listings and the settings that matter. 

Step 3: Create Faire Promotions That Actually Drive Sales 

Most brands will be offering deals during the Summer Market, but many will use generic discounts. These kinds of discounts aren’t enough. Here’s what works instead: 

This layered approach works because it creates urgency. If a retailer waits until after the market, they miss out on those deeper pre-order deals. 

Step 4: Faire SEO + Listings = Found by Buyers 

This part takes work but it pays off. Your Faire product listings should be optimised for search with seasonal keywords before July. Don’t wait. Examples of keywords to use: 

Retailers are already searching for these terms, so if they’re not in your Faire titles and descriptions, you won’t be discovered. 

Step 5: Nail Your Email Marketing Strategy 

Expect a lull in sales just before the market. That’s normal because retailers are waiting to bag the best deals. Your job is to keep the excitement building. Here’s a suggested cadence: 

You can email more frequently during the market than usual. Retailers expect it, just make sure every message has value. 

Step 6: Use Faire Messaging to Cut Through the Noise 

Let’s be honest, many buyers won’t open your emails. That’s where Faire’s Direct Messaging tool becomes a secret weapon. You can use it to: 

The key is relevance. Don’t just say “we’re in the market.” Instead, tell them what’s different this time. New designs? Deeper discounts? Make it specific. 

Step 7: Warm Up Your Leads in Advance 

June is lead gen season on Faire marketplace. Get those contacts into your Faire Direct now and start warming them up before the market starts. 

By the time Faire Summer Market hits, your energy should shift to nurturing your warm leads, not scrambling for new ones. 

This is a great introduction to leads that are brand new to Faire. It’s a good opportunity to start them off with compelling offers. 

Final Thoughts 

Some sellers are saying Faire markets “aren’t what they used to be.” But in our experience at Candid Founders and with our clients, it’s the effort that separates those who win big from those who don’t.

Don’t just list your discounts and hope for the best. Instead, show up prepared, with a message and momentum. Do the work and the sales will follow. 

Need help managing your Faire store or executing all of the above? Check out Candid Founders’ account management services and book a discovery call. We’ll help you grow, optimise, and scale your wholesale success on Faire.