PPN #017: Optimizing Faire for the Holidays

Hey there!

Fresh off Faire's 2024 Wrap-Up Webinar with Max Rhodes (Faire CEO & Co-Founder), I've got some exciting updates to share before we dive into our BFCM playbook. 

The biggest news? Faire just rolled out campaign design functions! You can now customize your buyer emails' fonts, colors, and layout. This is huge for brand consistency:

Now, onto today’s topic: crushing your holiday sales on Faire. 🎁

Let's be real: Faire BFCM isn't just another sale. For emerging brands, BFCM on Faire is a crucial opportunity to:

• Land new wholesale accounts before the holiday season + get reorders from existing retailers who are stocking up

• Build momentum going into Q1 2025

• Take advantage of Faire's paid ads (we're seeing positive ROAS across all our managed brands)

• Boost your Top Shop status (more important than ever for visibility)

But here's the thing about Faire BFCM: Just throwing up a discount won't cut it. In fact, Faire operates more on a DTC promo timeline than typical wholesale/retail buying calendars. You can leverage this by structuring your promos like a DTC calendar-–just with buyer-centric messaging.

Before we dive into tactics, let's talk foundation. Success on Faire starts way before the conversion. You need to make sure you have your P’s in place:

• Product: Clear product differentiation (what makes you stand out in your category?)

• Pricing: Competitive wholesale pricing (that still leaves room for promos) and strong product margins (to support deeper discounts)

• Production: Ability to fulfill orders quickly (because speed matters in wholesale) and operation systems ready to handle volume

Got those in place? Let's dive into the tactical playbook:

1) Pre-BFCM Prep (Do This Now)

Examples from Product & Prosper’s fantastic client, Sunwarrior

Profile Optimization:

• Update all product listings with fresh, holiday-focused imagery

• Ensure your product titles and descriptions contain relevant search terms

• Double-check all inventory counts are accurate

• Review and update your minimum order quantities if needed

• Create and prominently feature your holiday collections: • BFCM Collection • Christmas Collection • New Year's Collection • "July in December" Collection (brilliant for moving summer products in winter!)

• Move all best-selling products and gifting/stuffer items to the top

• Include any items you want to move before year-end

2) Week-of Execution

Promotion Structure:

We're running this exact structure for our Faire Manage clients:

• Black Friday Flash Promo (tiered, weekend only)

• First Time Order Promo (running throughout Nov & Dec)

• Christmas Stock Up (high MOQ promotion on select products)

• Last Chance Before the Holidays Flash Sale (tiered, few weeks pre-Christmas)

Campaign Calendar: 

November:

• Holiday Product Line / Favorite Products for Thanksgiving

• Social Responsibility Highlight (donations, sustainability initiatives, certifications)

• Top 3 Best-Sellers Feature (perfect time for recipe tie-ins with consumables)

• "Gobble Gobble" 2-Day BFCM Countdown

• "It's the Final Countdown" BFCM Launch

December:

• First Time Customer Holiday Specials

• Stocking Stuffers and Last-Minute Gift Ideas

• Last Chance Holiday Stock-Up

• New Year Preparation Promotions

3) Post-BFCM Strategy

The sale is just the beginning. Here's how to turn BFCM orders into long-term relationships:

Immediate Follow-Up:

• Send personalized thank you messages to new accounts

• Provide clear shipping timelines

• Share any relevant product education materials

• Set expectations for order processing

Common Pitfalls to Avoid:

1. Offering discounts too deep that hurt your margins

2. Not having enough inventory ready to ship quickly

3. Slow response times during the sale period

4. Forgetting to factor in Faire's fees when pricing

5. Treating Faire like a passive platform - you need to be actively involved!

Looking Ahead 

Remember: Your BFCM success on Faire isn't just about the sale period—it's about building relationships that drive reorders well into 2025. Use this event strategically to set yourself up for long-term wholesale growth.

💡 Pro Tip: Don't just track total sales. Track:

• New account acquisition cost (via promoted listings)

• Average order value

• Reorder rates from BFCM customers

• Response time to messages

• Top Shop status metrics