How Wholesalers Can Reach Virtual Buyers During Show Season

The winter show season is upon us! As a retailer in Arizona, the expense of traveling to New York, Atlanta, or Dallas just didn’t add up for us the last few years. I did my shopping for shows like Faire and Shoppe Object fully remotely! From my dining room table, to be specific, in my sweats.

My point is…I’m not the only buyer you won’t see in person. And this isn’t my first remote rodeo!

Many independent retailers, especially those managing tight schedules and strict budgets, are opting to shop remotely. For wholesalers, this shift challenges the traditional in-person method of selling during show season. However, it’s also an opportunity to adapt and connect with buyers in new ways.

Whether you're a wholesaler or an indie artist looking to reach virtual customers, here are effective strategies to help you make the most of this show season.

Why Virtual Buyers Matter During Show Season

The rise in remote shopping for wholesale isn’t just a pandemic trend—it’s a permanent change in how many retailers prefer to do business. Buyers can browse from the comfort of their homes or shops, avoiding travel costs and time away.

Platforms like Faire Wholesale and Shoppe Object are becoming hubs for virtual connections, allowing buyers to view and purchase products without stepping foot into physically crowded and time-consuming trade shows. This means that your potential customers may never visit your booth. However, that doesn’t mean you can’t build strong relationships and sales through alternative methods!

5 Strategies for Reaching Virtual Buyers

1. Humanize Your Communication

Without a person standing in front of you, it can be easy to forget who is on the other side of the emails. Focus on building a relationship with *person*, not the buying budget. Buyers want to feel a connection with the people they’re working with—especially when they’re not able to meet face to face.

When reaching out, focus on building relationships, not just making the sale.

Personalize your communication by:

• Including the buyer’s name in your emails.
• Showing empathy and understanding for their challenges.
• Sharing a brief story about your brand or product that conveys its unique value.

Remember that, unlike big companies, indie retailers aren’t making bulk buying decisions from spreadsheets. They’re curating products for their shop, their customers, and their community. Appeal to them as people first, and budget managers second.

2. Send Consistent (and Thoughtful) Emails

Send the emails! Yes, we’re all getting an avalanche of emails. Many wholesalers hesitate when it comes to frequent email communication, fearing their messages will get lost in overcrowded inboxes. But here’s the thing...even if it doesn’t get opened, it brings your name top of mind. 

Here are some tips for creating effective wholesale sales emails:

• Include high-quality product images with clear pricing or show offers.
• Use clear subject lines like “New Season Launch—Handpicked for Your Store” or “[Insert Buyer’s Business Name], These Are Perfect for Your Inventory.”
• End with a call to action like “Shop the Collection” or “View Our Digital Lookbook.”

Consistency is key. Even if a buyer doesn’t respond right away, you’re planting the seed for awareness that can pay off later.

3. Leverage Social Media for Engagement

I notice genuine, ongoing engagement on our posts and stories. Yes, sales data is huge, but when I’ve got a little extra $, I often spend it with the makers that give us their attention.

Retailers are active on platforms like Instagram, showcasing their stores and engaging with their communities. This gives you a chance to connect with them where they already spend their time.

Engage meaningfully by:

• Following your target buyers’ accounts: Like, comment, and share their posts when it aligns with your brand. This shows you care about their retail community.
• Posting consistently: Share behind-the-scenes content, new products, and your virtual show experience.
• Using Stories and Reels: Quick, engaging videos can showcase your offering in a way that static posts can’t.
• Responding promptly: Buyers often DM brands with questions. A quick, kind response can turn casual interest into a committed order.

Social media isn’t just an advertising platform; it’s a two-way street for building connections and fostering trust.

4. Send Mailers to Key Accounts

Old-school as it may sound, physical mail can still be a powerful tool in your virtual selling strategy when done thoughtfully. Buyers love receiving beautifully designed postcards, catalogs, or even samples of your products. 

Mailers are two-sided for me. I’m not in our shop everyday, so I don’t see every postcard or catalog. However, my team always saved those that fit our inventory mix, and we kept every card and sticker sample we got! Send these to your high priority shops.

Keep in mind:

• Ensure your mailers fit your target buyer’s aesthetic and product needs. Include useful information like wholesale pricing, MOQ (minimum order quantities), and links to your online shop.
• For high-priority stores, consider adding a small freebie, such as a sticker, branding material, or a tiny product sample.
• Even if buyers aren’t on-site daily, a well-designed mailer often makes its way into the hands of the decision-makers.

5. Show Up Before and After Show Season

Don’t just show up during show season! We do wholesale, too, so I knowwww it’s tough keep up with all the things. But cute mailers and thoughtful outreach go a long way during the periods when we’re not hearing from everyone and their mother.

Here’s how:

• Send periodic emails with updates on new arrivals or seasonal collections.
• Celebrate milestones, like wishing a buyer congratulations on their store anniversary.
• Offer sneak peeks or early access to loyal accounts.

These small, consistent efforts build goodwill so that when show season rolls around, your brand is already top of mind.

The Show Landscape is Evolving

Wholesale buying and selling don’t look the same as they did a few years ago. But by adapting to meet remote buyers where they are, you not only expand your reach—you foster deeper connections that last beyond show season.

With platforms like Faire, Shoppe Object, and robust social tools, virtual retail engagement has never been more accessible, affordable, and effective.Wishing a successful and caffeinated show season to all the makers and buyers 💓🥤