How to sell your products to stores for the Christmas holidays

Aug 29, 2017 | Handmade Business Tips, Marketing Tactics

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Time to get ready for Christmas!
Last week we’ve talked about how to get your online shop ready for the Christmas holidays. This week we are going to take a look at another FABULOUS sales channel around Christmas: retail stores.
So how do you get your products to stores for Christmas? Let’s get into it!

You can watch the video, or read the post below.

If you know me, you know that I am more of an expert when it comes to selling products online than to stores. That’s why I’ve asked my friend Clare from the Indie Retail Academy what she would advise someone to do from now on all the way until Christmas to maximise chances of selling to retail stores. Lucky enough, Clare had a perfect time frame to share with me that I’m about to share with you.


I also have a very handy checklist/execution plan for you so you can tick things off as you go and add important times into your calendar. You can download it here.


I’m well aware that August is coming to an end. That’s why I’m not going to bombard you with to-do lists, but I’d like you to COMMIT. Commit to taking on this project and really working on it.


The second thing I’d like you to do is to set a sales goal.
How much revenue do you want to get from selling to stores this Christmas? How many wholesale orders does that mean you need?
Write it on a sticky note and stick that in front of your desk so you know what you’re working towards.


Things are getting a bit more serious in September.
You need to focus on 3 main areas and I would recommend a 10-day sprint for each one so that you avoid overwhelm and tackle them one at a time.


The first 10 days are for photos. You need to make your product photography irresistible. That means that you need to have that classic, really clean, white background type of images, but also some shots with a bit of a Christmas spirit. You can also do some photos of products in gift sets – the idea is to show potential buyers how giftable and great for Christmas your products are.


Next 10 days are for your catalog. Work on your catalog as this is pretty much your sales rep when it comes to selling to stores. It’s very important for you to take some time and make it look neat and very professional. If you’re not sure about what your catalog needs or are looking for feedback, pop your head in our FB group. There’s going to be a free training about how you can create your own catalog!

The third and final step is to reach out. This is the time to start sending your catalog to stores. There’s nothing to fear here as your products will also help them make money. The more you do it the easier it’s going to get. Just press the send button and get this beautiful catalog of yours into as many retailers’ hands as possible. Don’t forget to tell them HOW they can order, and also WHY they should trust and order from you.


This is when the orders are starting to come in and you are handling them beautifully. You continue to reach out to more stores to work towards that revenue goal you wrote on that sticky note in August.
If you’re not on track to reach your goals, you might want to consider adding in some upsells or creating an incentive such as free shipping.


Side note: you are going to get busier in November and December so Clare gave me a great piece of advice on that, too. You might want to get your personal shopping and other Christmas planning in October so you don’t have to worry about it when you’re in the thick of it.

November & December

Most stores are done with placing orders but as your very final order date for the season is approaching you can reach out to your stockists and ask if they need a final top up. You may also consider a last minute limited time offer if you’re close to your goal and reaaaally want to reach it.


The number one thing on your to-do list is to dispatch orders on time to make sure everyone gets what they need when they need it. Also, take care of your new customers: make yourself available really easily if your stockists have a question, problem or anything they need to talk to you about. Christmas is exhausting for retailers so show them you’re on their side and be helpful. This may go a long way in developing long lasting relationships and in making sure that they reorder from you in 2018.


You’ve made it! And you’ve also made it to the end of this post… I like you already! Don’t forget to download your free checklist here and join the Facebook community for handmade shop owners to watch the free training on creating your own catalog here.

deborah_engelmajer_profile deborah_engelmajer_title
Welcome! Want to learn how to build a profitable and successful handmade business and sell your handmade products to the world? You're in the right place! Read more ...
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