Should I Add All My Products to Faire at Once – Or Drip Them Out Over Time?

You've got a stack of new designs sitting on your desktop, and you're wondering — do I drop them all at once on Faire, or stagger them week by week?

It’s a great question. And the answer? A bit of both.

Let me break it down into what we’ve seen work best across our own brand (which now has 1,000+ Faire stockists) and our clients’ accounts that we help scale every day at Candid Founders.

Why Adding Products Regularly Works So Well

Faire’s algorithm loves freshness. Every time you add a new product, it gives your brand a little bump in visibility — pushing you higher up in retailer searches, getting more eyes on your storefront, and helping you compete against bigger brands.

That’s why dripping out your products weekly or monthly can be a smart move — it keeps you consistently active on the platform.

And here’s what happens when you do:

  • ✅ Algorithm boost – Faire sees you as active and surfaces your listings more often.
  • ✅ Retailer engagement – Each new product is a reason to email your list or message your buyers (which the algorithm also loves).
  • ✅ Perception of growth – You look like a brand that’s growing, releasing new things regularly, and investing in the platform — buyers notice that.

Think of it like this: a consistent product cadence gives you marketing moments to talk about all year long.

But… There Is a Case for Adding Everything Now

You're currently sitting at 40 listings. That’s solid, but we know from direct experience that stores with 100+ listings get significantly better traction — in both conversions and retailer confidence.

Bigger catalogs do better because:

  • Retailers want choice. If you only have 5 candles vs. a competitor with 25, guess who looks more established?
  • You unlock more cross-sells and collections (which improve SEO and browsing behaviour).
  • You compete better with brands already showing up for category searches.

So if you’re holding back 50+ finished products, we’d argue that waiting to launch them slowly could be holding you back.

Our Middle-Ground Strategy: Chunk + Drip

We call this the Chunk + Drip method — and it’s worked wonders for both our sock brand and client accounts.

Step 1: Bulk Upload to Reach 100+ Listings

If you're at 40 products now, we recommend:

  • Add enough designs to hit at least 100 listings upfront (if you are able, but get as close to this as you can!)
  • This makes you more competitive today and improves your conversion rate from new traffic.

Step 2: Hold Back 5–10 Designs as “Drip Fuel”

Once your catalog feels solid:

  • Save a handful of SKUs for slow release — weekly or bi-weekly.
  • Each drip = a reason to email your list, message your best customers, and stimulate the algorithm.

Best in Class: What Top-Performing Brands Do

The best-performing brands on Faire — and the ones we see consistently climbing search rankings and driving repeat orders — all share a few key traits:

🔹 100+ SKUs live on their Faire storefront

🔹 Add new products monthly to stay top of mind

🔹 Optimise every listing with keywords and great photography

🔹 Email their buyers weekly, even if it’s just a short update

🔹 Use product drops as marketing fuel, not just filler

They treat Faire like a retail channel — not just a listing site. So even if you’re starting with a smaller catalog, it’s worth building toward that 100+ goal and keeping your release cycle rolling.

What Would Hurt Your Store?

Let’s talk pitfalls, because there are definitely ways to do this wrong.

1. Uploading loads of listings with no photography plan.

More products = more pressure on your brand imagery. Make sure your photos meet Faire’s standards — clean front-facing images, detail shots, lifestyle if you’ve got them.

2. Adding products but not messaging about them.

Make each new listing an excuse to email or message your customers. We see a clear sales lift every time we do this for a client.

3. Dropping a bunch of similar products at once.

If your new designs are all quite similar (e.g. variations on the same theme), space them out to avoid looking repetitive and to keep buyers curious.

What We’d Do If We Were You

If I were in your shoes — sitting on a great backlog of SKUs, already at 40 live — here’s my playbook:

  1. Get to 100 listings now if you can.
    • The jump in search relevance and retailer confidence is worth it.
  2. Batch your upload process.
    • Use our SEO template to optimise titles and descriptions for search.
  3. Hold back 5–10 SKUs for launches.
    • These become your drip feed for weekly emails and messaging.
  4. Add lifestyle photos as you go.
    • If you don’t have everything shot yet, prioritise bestsellers and launch those SKUs first.
  5. Email weekly.
    • Even a quick “New in this week!” helps stimulate orders and push you up the algorithm.

Final Word: Consistency + Momentum Win on Faire

This isn’t just about uploading SKUs. It’s about showing retailers (and the algorithm) that your brand is growing, active, and here to stay.

Retailers want to back brands they can build a relationship with — and showing up regularly, with newness, is a great way to earn their trust.

📞 Want help planning your product launch cadence?

We’d love to support you — whether that’s through an audit, ongoing consultancy or full growth management.

👉 Request a call

Let’s grow this together 🚀

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