A boutique owner is standing in her stock room right now. She is looking at empty shelf space and making a list of what to reorder for the holiday season. Your brand is either on that list or it isn’t.
Most makers think holiday reorders happen in November or December. They happen earlier. By the time you feel the holiday rush, her shelves are already set. She is planning now. She is watching her budget, checking what sold last year, and deciding which vendors get a reorder.
If she has to hunt for you, she won’t. She will reorder from whoever made it easy and showed up in her inbox first. That vendor can be you, and it takes three simple sends.
Send a “Here’s What’s Selling” Email
Send this one to every retailer who has ordered from you this year. Skip the “Do you need to reorder?” opener. Start with something useful.
Try this: “Holiday is coming fast, so I wanted to share what’s selling best for shops like yours right now.” Then list your three best sellers and say why each one works. Maybe a product makes a great hostess gift that sells near the register. Maybe customers tend to buy two.
You are giving her the information she needs to make a smart buying decision. When she sees what is working, she wants to stock it. End with one easy next step: “Want me to put together a quick holiday reorder for you?”
Offer a Ready-Made Holiday Bundle
This is the move that makes reordering almost effortless. Pick a small set of products that sell well together. That might be your top three gift items, a scent set, or a giftable collection that fits by the register as a point-of-sale add.
Then send it as a finished option: “Here’s an easy holiday reorder. Just reply yes and I’ll get it queued for you.”
You just took the thinking off her plate. She does not have to figure out what to order or how much. She only has to say yes.
Size the bundle as a restock, not an opening order. If your case packs or reorder minimums are too big, the holiday season is a good reason to change them. Make restocking from you the easiest purchase of her week.
Send a Holiday Sell-Through Kit
Almost nobody does this, and it is the send that earns you the reorder after the holiday.
Build a short kit for each retailer. Include a styled photo she can post on social media or put in an email to her customers. Add a couple of lines she can say when a shopper picks up your product. Give her display ideas, like grouping your products in sets of three near the register or building a gift table. Spell out the gift angles: hostess gift, stocking stuffer, gifts under $30.
All of this helps her sell what she already bought. When your product moves fast in her store, she reorders. That is the whole game in wholesale.
Follow Up With a Real Question
After the order ships, skip “just checking in.” Ask a question she can answer in one line.
“Want me to hold this holiday reorder for you through Friday? Or if holiday stock is already set, just let me know and I’ll check back in January.”
The second half matters. It gives her permission to say no, and it keeps the door open for next season.
Your Plan for This Week
In the next couple of days, send the “Here’s What’s Selling” email. Send the ready-made bundle to anyone who replies, opens the first email, or ordered from you last holiday season. When orders ship, send the sell-through kit and the follow-up question.
Retailers are deciding right now who makes the cut. Make doing business with you easy.
Want the full walkthrough? Listen to Episode 241 of the She Sells Differently podcast. If you want help building a reorder system so you are not scrambling every holiday, that is what we do inside the Faire Accelerator. It is designed to help you reach 10K+ months in your Faire shop without relying on seasonal spikes. Learn more at faireaccelerator.com.
Andee Hart is an award-winning sales executive who walked away from traditional success to reinvent how product-based businesses grow. After nearly 20 years in corporate America, she turned a kitchen-counter candle experiment into Hart Design Co, a wholesale brand carried by hundreds of boutiques across North America. That experience became the foundation for She Sells Differently, where Andee is teaching emerging product brand owners to redefine what it means to sell by serving with excellence, growing with strategic purpose, and shining as a light in the marketplace.
