The sunglass business is heavily driven by shifts in seasonal sales cycles throughout the year. According to the experts over at Olympic Eyewear, for companies manufacturing and selling wholesale sunglasses, strategically adapting sales approaches, promotions, and product offerings to capitalize on these seasonal demand spikes and fluctuations is absolutely critical for fully maximizing profits and success.
Maximizing Sales Volume During Warm Weather Months
The peak sales season for sunglasses logically spans the bright, sunny spring and summer months as consumers stock up on eyewear for beach vacations, outdoor concerts, summer sports, and the simple need for solar protection as temperatures rise. The strategy for significantly boosting wholesale sunglass orders from retailers during this hot demand period centers around creatively incentivizing bulk purchases and high-quantity buys.
Consider running seasonal promotions like extra volume discounting when purchases exceed a certain minimum order quantity or offering free rush delivery on all large bulk purchases. Refresh sunglass product catalogs to prominently highlight new incoming lines of trendy, fashion-forward frames to generate excitement and buzz among wholesale buyers. Bringing down supply costs for retailers via these types of creative bulk order incentives and reminders helps motivate stores to confidently stock up on inventory to meet peak summer demand.
Strategizing for Holiday Sales Opportunities
In addition to sunny seasons, major holidays throughout the year present additional cyclic opportunities for boosting wholesale sunglasses sales. Developing specially coordinated Fourth of July product bundles that include themed displays and Americana-inspired frames allows retailers to easily merchandise complete themed sunglass displays.
Halloween represents the perfect occasion to promote fun novelty sunglass styles featuring creepy eyeballs, skulls, or spooky patterns. For Christmas and general winter holidays, consider creating gift-ready packs of premium sunglasses models to allow tapping into the massive gifting market during the holidays.
Maintaining Year-Round Relevance and Sales
A major mistake some wholesale sunglass companies make is severely neglecting marketing, promotions, and sales outreach during the cooler fall and winter months when sunglass sales dip seasonally. Maintaining year-round touchpoints and relevance with retailers is essential even outside peak periods.
For example, communicating special off-season product deals like closeout pricing on select leftover frames from last year can provide a sales opportunity while allowing retailers to clear old wholesale inventory. Additionally, highlight functional sunglass models optimized for winter sports and activities, like high wrap polarized glasses for skiing and snowboarding or specialized lenses for high altitude.
And don’t forget to consistently promote sunglasses as targeted gift purchases for common year-round events and holidays beyond just summer like birthdays, anniversaries, and new year.
Building Loyalty and Strengthening Retailer Relationships
Ultimately, the key to finding sustained seasonal success when selling wholesale sunglasses centers on moving beyond just transactional interactions with retailers by also focusing intently on strengthening overall business relationships with clients.
Consider hosting special educational events for retailers when making sales visits to stores or markets. Keep communication personalized and tailored through assigning wholesale reps dedicated relationships with each store contact. Offer specially customized retail merchandizing solutions like free display racks and signage to enable showcasing products in-store. Taking extra steps to genuinely help our retail partners achieve their independent business goals breeds valuable brand advocacy, loyalty, and most importantly, word-of-mouth promotion.
Conclusion
While sales volumes inevitably ebb and flow with the changing retail seasons, adapting sales approaches, product selections, promotions, and retailer support to the evolving conditions, holidays, and localized demand levels will pay off through year-round revenue stability. Wholesale sunglass companies that embrace seasonality through dedicated, data-driven annual strategies ultimately reap sustained rewards both in peak periods and valleys by keeping retailers engaged 365 days a year.
