PPN #020: How to Keep Your Holiday Wholesale Accounts (Beyond BFCM)

This past weekend, Nik Sharma shared a fantastic newsletter about retaining DTC customers after BFCM. It got me thinking: what about wholesale accounts? With Faire's holiday promotions around the corner, let's talk about turning those seasonal wholesale wins into lasting retail partnerships.

Landing the account isn’t the finish line. In reality? The holiday wholesale sale is just the starting point. Just like DTC customers who come in during promotional periods, wholesale accounts acquired during BFCM on Faire need extra nurturing to become long-term partners.

Those retailers placing first orders during BFCM are testing you. And I mean really testing you—your shipping speed, your support, your product sell-through. How you handle those crucial first weeks post-BFCM determines everything.

Let's break down exactly how to turn these holiday wholesale wins into lasting retail relationships →

The Post-BFCM Wholesale Retention Playbook for Faire

1️⃣ First Impressions = Everything 

I cannot stress this enough. Ship FAST. Include that personal touch. Make them feel special. Here's exactly what to do:

• Ship orders within 24-48 hours (seriously, make this happen)

• Include a branded, personalized thank you note

• Add a beautifully designed retailer welcome packet with:

  • Your brand story

  • Product merchandising tips

  • Suggested retail pricing

  • Reorder incentives

  • Your direct contact information

2️⃣ Strategic Communication Timeline

Trust me on this one: Overcommunication in the beginning is better than radio silence. Here's your game plan for messages + campaigns on Faire:

• Day 1: Welcome to [Your Brand] email campaign (within 24 hours!)

• Day 2-3: Tracking info + estimated delivery, send via messages

• Delivery Day: Quick check-in via messages

• Week 2: Ask for feedback (this is gold for future sales) via messages

• Month 1-3: Monthly check-ins (but make them valuable, not just "checking in!") via messages & campaigns

3️⃣ Support Their Sell-Through

It’s KEY not to drop the ball here. We can’t just send them product and hope for the best! Give your new accounts the tools to succeed:

• Send shelf talkers and in-store sales materials with that first order

• Send specific merchandising tips via messages (think: "this display doubled sales at other stores")

• Create a quick one-pager of key selling points and send with their re-order

• See if the account would be open to you running a demo or sampling event (this can work like magic for reorders)

4️⃣ Build Real Relationships

Remember: there's a human behind every store account. Here's how to nurture that relationship:

• Actually follow their store on social (and engage via comments!)

• Re-share when they post your products on social (it's free marketing for both of you)

• Add that account to your store locator map

• Keep them in the loop on new products before anyone else (via Faire messages/campaigns)

• Visit if you're in their area (nothing beats face-to-face)

5️⃣ Make Reordering a No-Brainer

The secret to wholesale account retention? Make it ridiculously easy (and appealing) to reorder:

• Create a tiered reorder promotion (the more they buy, the better their discount)

• Build seasonal bundles and collections that make sense for their store

• Save some limited editions just for your best accounts, and offer them via messages

• Consider a rewards program (but only if you can manage it well)

The Bottom Line 

Getting that first order during holiday promos? That's just the beginning. The real win comes from turning these accounts into year-round partners. Focus on making their first experience exceptional, help them sell more with your product, and build a genuine relationship with the buyer. That's how you create sustainable retail growth on Faire and beyond.

Need help executing this strategy?

This is exactly what we do in our Faire Manage service. We handle your entire Faire presence—from holiday promo strategy to retention campaigns—so you can focus on running the rest of your business.

P.S. What's your BFCM wholesale strategy looking like? Hit reply—I'd love to hear what you're planning!