If you’ve been struggling as a handmade seller right now, you are not alone. I run Wholesale In a Box and One Mill School, so we work with thousands of makers and artists to help them grow. Many of our makers have seen 60-90% of their income disappear since 2020. That said, in this post-Covid world, struggle and success have been deeply uneven. Alongside the makers whose sales dried up, others are thriving — with booming orders and tons of new stockists.
Brick-and-mortar shops are facing serious challenges as well — it’s a scary time to own a store. During Covid, some retailers were able to quickly shift to a hybrid online/offline model. But others were closed for an impractically long time, couldn’t transition to online models, and had little savings and a lot of debt. For that reason, many stores closed and many are still struggling.
For stores that persevered through the worst of Covid, the imperative in the coming months and years is to get shoppers in the doors and get products selling. And that presents a unique opportunity for any maker who wants to see their products in stores. Store owners will be buying from new handmade lines in these post-Covid rebuilding years. But they’ll be doing so carefully, with an eye on what will sell well right now, and prioritizing lines that limit their risk.
The truth is that this could be a fantastic time to grow wholesale, whether you’re working to get into your first shop or scaling up. But your approach has to fit with how the wholesale landscape changed post-Covid and make sense in this new reality. So we’re sharing the key things to know about how Covid changed wholesale — and do’s and don’ts for getting into more stores.
How Covid Changed Wholesale:
- Stores are more risk-averse.
Buying new products is always a risk for store owners because they’re spending money on an unknown line. But post-Covid, most stores’ ability to take on financial risk is less than ever. - Product uniqueness and story are crucial.
Stores are hustling to get shoppers back in their doors — so products that feel exciting, compelling, and interesting become their big competitive advantage. - Buying practices are in flux.
For a long time, in-person trade shows have been on the decline. Covid accelerated this even further. Now, direct outreach to shops and using online wholesale marketplaces (like Faire) are the most promising avenues for makers wanting to connect with stores. - Retail is now a mix of online and offline strategies.
Retail has been in a process of becoming a fluid hybrid of in-person and online interactions. Shoppers will see a product on Instagram Stories, head into the store to check it out, and then perhaps return to their computer to order an uncommon color online. This evolution was accelerated by Covid and brands that can thrive in this new hybrid setting will have the biggest advantage.
Do’s and Don’ts for Getting Your Products into Stores Post-Covid
- DO shift to what’s working now.
In this post-Covid era, no one can say for sure what strategies will work, but it’s very possible that what worked for you 2 years ago won’t work for you today. There is a group of makers who create exciting, interesting, beautifully photographed lines that are doing better than ever. And we’re also seeing makers of very affordable items thriving as consumers tighten their budgets. If what you’re doing isn’t working, keep trying new things until you find something that is. Build on bright spots and don’t be afraid to use approaches that are unfamiliar to you. - DO try to understand what store owners are facing.
Stores are facing intense challenges. So if you’re interested in pitching your line to shops, frame it in a way that is empathetic about what they’re facing and be direct about how your offering can be useful to them. - DON’T hold off on outreach because you think it’s selfish.
It’s not selfish to share a unique, inspired, handmade product with an independent store. Stores thrive when they have unique offerings. They need special things that can get people in the door more than ever. Your job is to explain why your product will fly off the shelf. - DO bolster relationships with current customers.
Prioritize connecting with shops who already know you, over pitching shops that you’re a stranger to. Build on relationships with existing stockists by offering things to make their lives easier, special terms, or creative co-promotion. - DON’T make your line risky for store owners.
Post-Covid, we’re seeing store owners feel even more opposed to taking on risk — so anything you can do to decrease risk (low wholesale minimums, trial periods, a favorable return policy) will likely help you. - DO focus on approaches that work in a hybrid online/offline way.
If you’re selling to stores, your product and shelf presence remain as important as ever. But it’s also important to build connections with your community online, have exceptional photos, and improve your storytelling across all channels. This mix of offline and online interaction will continue to grow in importance. - DO follow your gut instinct and build on what is working for you. No one knows the answers because this is uncharted territory. But your gut instincts and wisdom come from a powerful depth and should be treated as crucial guidance. Make sure you’re taking time to reflect on your business (even if it’s just a few minutes per week) because when your nose is to the grindstone, it’s hard to see opportunities that could be transformative to you.
Covid has presented major challenges for every small business owner. But despite that reality, as a community, you are not throwing up your hands, you are digging in. Makers are adapting their approaches, tightening their already tight budgets, and shifting their approaches. This get-it-done approach is just what’s needed if you want to grow and thrive in this period. And the world of wholesale is no exception.
Emily Kerr-Finell is the founder at Wholesale In a Box and One Mill School. A seasoned wholesale strategist, Emily has helped 1000+ makers grow their businesses. Her fresh approach to business has been featured by O: The Oprah Magazine, Forbes, and Entrepreneur Magazine, and The Maker’s Summit.