Should Wholesale Be Part Of Your Growth Plan?
A Midwest Maker recently asked the Facebook Community a really good question: " How do I get more wholesale accounts?"
So let's talk about it, because wholesale can be such a powerful growth channel for makers!
Wholesale allows you to sell in larger quantities, build local awareness (+ beyond), and get your products in front of new customers without needing to make every single sale yourself.
Instead of relying on one customer finding you every day, your products can be sitting on the shelves of businesses that are already bringing customers through their doors. Instead of selling one or two products at a time, you may be selling 12, 24, 48, or more products in one order.
Yes, wholesale pricing means you're selling at a lower price than retail. But when your margins are built correctly, wholesale can still be profitable because you're selling more at once and creating the opportunity for repeat reorders from businesses that already know your products sell.
The key is making sure your products are actually wholesale-ready.
This guide walks you through:
How To Make Your Products Ready For Wholesale
Being wholesale-ready doesn't mean you need a huge product line. In fact, a more focused product offering can be easier for shop owners to understand and easier for you to keep consistent.
Think about it from a wholesale buyer's perspective.
A shop owner is making dozens of buying decisions. The easier you make yours to understand, the easier it is for them to say yes.
Before reaching out to stores, I'd make sure you have:
- Clear wholesale pricing
- A minimum order amount
- Products you can make consistently
- Packaging that feels shelf-ready
- A simple way for shops to reorder
- A focused scent/product offering that doesn't feel overwhelming
For wholesale, giftable products tend to do especially well. Think about products that make someone stop and say, "Oh, I know exactly who I'd buy this for."
That might come from a fun product name, a beautiful label, a scent that makes sense right away, or packaging that feels easy to grab as a gift.
When a customer immediately understands who a product is for, it becomes much easier for a retailer to imagine it selling in their shop, too.
Need some giftable product ideas? Check out these blogs for some inspo:
- Mother’s Day + Father’s Day Handmade Product Ideas (That Actually Sell)
- Top Valentine’s Day Fragrances (+ the strategy that worked best for my candle business)
- Top Back-To-School/Teacher Appreciation Fragrances (+ selling strategies!)
Products like candles, wax melts, room sprays, hand soaps, car diffusers, cleaners, linen sprays, and other home or body products can all work well for wholesale when they feel clear, branded, and easy to display.
How To Find Wholesale Accounts
When it comes to finding wholesale accounts, one of the most underrated strategies is building real local relationships.
Faire can be a great platform, and it's worth exploring if wholesale is part of your growth plan. But don't underestimate the value of becoming familiar in your own community first.
Think boutiques, salons, spas, coffee shops, florists, bookstores, home stores, gift shops, and other local businesses where your products would naturally fit.
You don't have to lead with a big sales pitch.
Sometimes the best approach is simply introducing yourself as another local business owner, bringing a sample or small gift, and starting a real conversation.
Something like:
"Hi! I'm a local maker and I've been trying to connect with more small businesses in the area. I brought a little sample of what I make and wanted to introduce myself in case it ever feels like a good fit for your shop."
People are far more likely to remember someone who made a genuine connection than someone who immediately tried to sell them something. From there, you can follow up with your wholesale information, samples, or a simple line sheet if they're interested.
Your Wholesale Game Plan As A Handmade Maker
Wholesale all comes down to these three things:
- finding the right shops
- making your products easy to understand
- building relationships that can turn into steady, repeat orders over time.
So if you're trying to grow locally, bring in larger orders, or create more consistent revenue without relying only on markets or one-off sales, wholesale may be worth adding to your plan.
Start simple. Choose your strongest products, get your pricing clear, make the buying process easy, and begin a few intentional conversations with shops that feel like a natural fit.
You don't need dozens of wholesale accounts to make a meaningful difference in your business. Sometimes just a handful of great retail partners can create the consistency you've been looking for.
Hi, I'm Kenna!
I'm the co-founder of Midwest Fragrance Company, business builder since 2020, fueled by coffee and grounded by yoga. I've learned (mostly the hard way) what it takes to grow a maker business.
At MWFC, we sell all the supplies you need to create scented products that truly shine. Want to keep following along? Follow us on Instagram! @midwestfragranceco
Comments
Krista — 3 days ago
So thankful for this article! As someone who works full time while also trying to grow a small business, I just don’t have a lot of extra time for markets and events. I love doing them when I can, but they can take up an entire weekend between prep, setup, the event itself, and cleanup. Wholesale is something I’d really love to grow into more. It would be so nice to get my products into more local shops. ❤️