How to Prepare for Faire's Winter Market and Smash Your Sales Goals

The Faire Winter Market is fast approaching, and if you’re ready to smash it, then you’re in the right place. As a Faire Marketplace seller, this is a great opportunity to boost your sales and connect with new and returning retailers. But how do you get your Faire account ready for this event?  

As a growth agency specialising in Faire wholesale accounts, Candid Founders has been actively participating in both Faire's Summer and Winter markets for the past three years. In this blog, we'll walk you through everything we do to prepare for the Winter Market so we can maximise sales and keep our business booming! 

Why is the Faire Winter Market Important? 

For us, the timing of the Faire Winter Market is key. Post-Christmas, things tend to quiet down on the B2C side of our business. January can be a slow month, as we tend to come off the “Christmas cliff” and things don't pick up until around September for us in terms of DTC sales.  

However, the Winter Market allows us to sell our products to retailers who are stocking up for the upcoming seasons. Plus, retailers are often shopping for items that they’ve sold out of over the holidays. If you want to learn our strategy for scaling the business this new year, read how we plan to scale our B2B business in 2025. 

How to Prepare for Faire’s Winter Market 

In our experience, we know that retailers are looking to restock after Christmas. So, our Winter Market strategy is designed to help us do that efficiently while also offering great deals for our customers. Let’s dive into the steps we take to prepare! 

1. Set Your Promotions Early 

One of the first things we do when preparing for the Winter Market is set up our promotions. Faire usually offers matching promotions, like discounts up to a certain percentage, and it’s essential to take full advantage of these. 

Here’s a look at some of the promotions we typically run: 

We’ve tailored these thresholds based on our typical customer spend. The goal is to encourage larger orders and reward our bigger customers, especially as they stock up for the year. We don’t wait until the market begins to start talking about these deals. We make sure to communicate them weeks before the event so customers know what to expect. 

Remember, consistency is key. We offer these promotions year-round because they help increase the average order value (AOV) and ensure that customers can easily plan their bulk orders. 

2. Optimise Product Listings for SEO 

Before the Winter Market kicks off on Faire marketplace, we take a close look at our product listings to make sure they are fully optimised for SEO. So, for example, since we’re a sock company, after Christmas, we need to remove any holiday-specific keywords from our listings; unless of course we have seasonal products still in stock. 

Looking ahead, we target relevant keywords for upcoming events like Valentine’s Day, Mother’s Day, and Easter. For us, Christmas and Father’s Day tend to be the bigger events, but we still try to make sure we’re covered for other key moments of the year. 

Additionally, we’ll often create themed collections—such as a Spring collection or a Valentine’s Day collection—to make it easier for retailers to shop for relevant items. These collections should be easy to find, so consider using event-based categories to help retailers quickly find what they need.