My Wholesale Release Schedule as a Stationery and Gift Company
When I first started my wholesale business, I only released products once a year, usually during a tradeshow I attended called the National Stationery Show. Over the years, I started to plan out my releases more strategically, and today I now release new products to the wholesale market three times a year. A well-planned release schedule can be a real game-changer, ensuring consistent growth and retailer engagement throughout the year.
A wholesale release schedule will be very different from a retail release schedule as retailers buy products to stock their shops months in advance of a season. It's best to release on the early side of the buying season so you can catch retailers who prefer to shop ahead of time.
Below are the 3 times of year I release new products to the wholesale market as well as what type of products I release:
JANUARY RELEASE
This is when I launch my largest collection of the year. January is an ideal time to introduce fresh new products coming off of the holiday season. With an influx of cash from holiday sales and empty shelves after the holiday, retailers are in a prime position to buy.
What I release: Products coinciding with spring occasions including Mom, Dad, and Graduation specific cards. I also like to include other spring-based products such as floral gift wrap and fun and colorful stickers.
JUNE RELEASE
June is another buying season that coincides with a lot of the summer tradeshows, such as Atlanta, Dallas, NYNOW. Believe it or not, many retailers are already gearing up and preparing for the holiday season.
What I release: Holiday products - a range of greeting cards, tea towels, gift wrap and gift bags. I also include late fall occasions such as Halloween and Thanksgiving as well as dated calendars for the upcoming year. Lastly, I use this release to fill any gaps in my everyday card selection, making sure I have a nice range of cards for occasions like birthdays and thank-yous.
SEPTEMBER RELEASE
My final wholesale release of the year comes in September. The September release is a great time to focus on Valentine's Day and love-themed products. By strategically timing this release, you can ensure retailers have ample time to stock their shelves with romantic and heartfelt items before the Valentine's Day shopping season begins.
What I release: Valentine's and general love cards.
By having a well-planned release schedule and releasing products 3 times a year, you can cater to retailers' buying patterns and demands throughout the year. By understanding retailers' needs and strategically timing your releases, you ensure that retailers have ample time to stock their shelves with your wonderful products, leading to increased sales and retailer satisfaction.
