What’s hot in wholesale: Our summer 2024 trends report

Long days, lounging at the beach, backyard barbecues: Some activities are simply synonymous with summer. And while many things stay the same, consumers will always have a nose for what’s new and trending. Now’s the time to make sure your shop is stocked with the season’s must-haves.  

We’ve dug into Faire’s own search and buying data¹ to pinpoint what’s trending now, as well as what shoppers are likely to be seeking next. From floral home decor and Tenniscore skirts to personalized patches and pick-and-mix Swedish candy, here are the hits to keep your customers delighted all summer long. 

Tennis hits back with elegant athleisure

Perhaps it’s the release of the movie Challengers, the fact that Wimbledon is nearing, or that pickleball is making more people hit the courts, but tennis is on everyone’s mind right now. When it comes to their closets, Cosmopolitan says, “Tenniscore outfits will be everywhere this summer.” Whether shoppers are actually on the court (or just dressing like it), they’re reaching for preppy, athletic looks that feel light, airy, and fresh. 

Town & Country attributes this obsession with elevated sports attire to Zendaya and her Challengers fashion. It’s seeing more pleats, more polos and cable knits, lots of white wardrobe pieces, and cotton and linen for days. 

This lines up with what we’re seeing on Faire, as tennis-related searches are up 96%, and 110% for tennis skirts alone. Searches for polos have popped 164%, and linen searches are also at an all-time high (more than 9,100 retailers in April—a 53% year-over-year jump) in conjunction with the popular Linen Gap Commercial and the explosion of #linen on TikTok with 725.3 million views.

No matter the material, white clothing is certainly having a moment as we make our way into the summer months. Whether it’s a classic white dress or a pleated tennis skirt, these summer whites can be worn well after Labor Day.

Shop the trend

Looking to capitalize on this sporty trend? Here are some makers to get you started: 

• freeme: Based in LA, freeme offers contemporary clothes and accessories for stylish juniors. That includes lots of tennis skirts and sporty polos to meet the moment. 
• Sunday Morning: Activewear gets a chic update at LA’s Sunday Morning. Along with flattering workout pants and tops, you can find tennis skirts to wear on the court and off. 
• Sugar Bee Clothing: Even little ones can get in on the fashion game with chic preppy looks from Sugar Bee. There are pleated tennis dresses, colorful printed polos, and even summery white tops for mom. 
• Kimberly C: From athleisure to outerwear in a wide range of sizes, Kimberly C has everything you need to rock the Tenniscore trend. For those who are hitting the courts, there are skorts and brightly colored tennis dresses, and for those who want to lounge in style, there are plenty of cozy cardigans, matching sets, and jumpsuits. 

Shop for summer activewear on Faire.

Expressive accessories

The jewelry trend this summer is all about whimsical accessories that bring personal flair to any outfit. That’s why we’re seeing a skyrocketing interest in charm necklaces—searches have increased 922% year over year. Searches for charm bracelets are following a similar curve, up 217% year over year. 

Net-a-Porter reports that layered necklaces with “additional charms and personalized motifs” are the jewelry trend to watch for this summer, whether you’re sporting a simple pendant with your initials on a chain or your birthstone. 

“Charms are everywhere,” says Stylecaster, noting a recent TikTok craze where content creators are discussing the meaning behind their charm collections. Even Kacey Musgraves is getting in on the moment with a charms line over on Etsy.  

Maximalism and dopamine dressing are in, and that includes little things you can add to your clothes to dress in a more fun, individualistic way.

Jennie Lennick, founder, Jenny Lemons

Another way shoppers are expressing themselves: iron-on patches, which were the 10th most searched term on Faire in March, up 1,505% year over year. Searches for hat patches also increased by 3,002%. “Patches have been around for a long time, and people are remembering how cool and easy they are to incorporate into your style without a high cost,” says Joanna Hullinger, creator of vintage patch purveyor Lucky Sardine. She notes that ocean-, desert-, mushroom-, and retro-themed looks are among her top sellers today.

Perhaps this is the convergence of two trends we’ve been seeing lately: this excitement around personalizing your clothing and accessories and a return to ’90s grunge, which we reported on last season. “People are looking for inexpensive treats that make them feel something—like nostalgia or an inside joke,” says Jennie Lennick, founder of Jenny Lemons, a colorful accessories brand. “Gone are the days of beige outfits. Maximalism and dopamine dressing are in, and that includes little things you can add to your clothes to dress in a more fun, individualistic way.”

Shop the trend

Looking to fill your shop with accessories that make a statement? Here are a few Faire favorites. 

• It’s Especially Lucky: Founded in Atlanta, Georgia, It’s Especially Lucky offers handmade pieces that range from layerable necklaces to sparkling huggies. The charms collection is vast, whether you want a chunky bracelet with an assortment of charms or a necklace with a single cowboy boot pendant.  
• Wildflower and Co.: Wildflower and Co. gives shoppers the power to fully personalize their accessories, from customizable patches in the shape of martinis and croissants to sweet charm necklaces featuring UFOs, little mushrooms, and evil eyes. 
• Jenny Lemons: SF-based artist Jennie Lennick’s shop is brimming with colorful accessories, like a bright lemon-shaped hair claw and pretzel-shaped barrettes. All of her wares are primed for self-expression, whether shoppers want to sport acetate frog earrings, enamel pizza earrings, or an iron-on patch in the shape of a pickle. 
• Lucky Sardine: For vintage- and outdoor-inspired patches, Lucky Sardine is your spot. These charming patches contain fun phrases like “Live in Wonder” and feature animals, like a turtle on roller skates with a backward baseball cap.

Shop for accessories on Faire.

Florals from head to toe to living room 

From lush, sustainable arrangements to dresses embellished with floral appliqués, consumers are sprucing up their spaces and wardrobes with all things botanical. On runways this spring, British Vogue reports that designers are getting “thorny” with rose-themed pieces, printed with petals, floral embellishments, and more. And Refinery29 has picked up on this trend, noting that designers are going beyond floral prints and being bold with 3D knitted rosettes and extra-large floral embroidery cutouts.  

On Faire, floral dresses made it to the top five of all apparel items in March and April, and searches are up 92% (floral skirts and pants are up 105% and 95%, respectively). 

Home decor is beginning to feel floral well past spring. We’re seeing an upward trajectory in artificial flowers, especially, with searches on Faire up 250% and climbing. Alongside it, three out of the top five most purchased products in Faire’s Home Accents category in April—and five of the top 10—were dried bouquets. 

“In this fast-moving and more digital world, people feel the need to get closer to nature and find some kind of peace and happiness,” says Manouk van Rijn, co-owner of Wildflowers by Floriette. “And what embodies happiness more than colorful flowers? They’re not just decorations; they evoke emotions.”

Harper’s Bazaar says, “With more than 3.25 million tags on Instagram, dried flowers are one of the most sought-after interior trends around.” As opposed to weekly fresh flower deliveries, dried flowers are eye-catching, long-lasting, and natural. Since they’re 100% biodegradable, they’re a more eco-friendly way to bring color and life to your home. 

“These flowers don’t need refrigeration or water, and last forever, which makes them a no-brainer for those looking to cut back on their carbon footprint at home or for big events,” says Carla Wingett, owner of Idlewild Floral Co. 

This season, Wingett is noticing consumers gravitate toward bright colors, but in natural floral combinations. “Things like neon pampas and palms are out, but the kind of combos that look like they’ve been gathered in the garden—green fern, pink daisies, preserved lilac hydrangea—are classic and will never go out of style.”

Shop the trend

If you want to help shoppers get in on the floral trend (both in fashion and in the home), here are a few brands to get you started. 

• Wildflowers by Floriette: From colorful bouquets to monochromatic stems, Wildflowers by Floriette offers a wild array of dried flowers to bring botanical beauty to your home. Each flower is dried using a unique process that ensures it remains colorful and long-lasting. Even the tags are made responsibly, printed on paper made out of agricultural waste. 
• Idlewild Floral Co.: Whether you’re a home goods store looking to tap into the dried flowers trend or a crafting store needing to stock up on artful goodies for DIY projects, Idlewild Floral Co. has you covered with a bounty of dried stems and buds—all curated at its California shop. 
• Seattle Seed Co.: Seattle Seed Co. brings together gardening supplies for those with a green thumb and dried flowers for those without (no judgments here!). Pick up a few bouquets of dried lavender for shoppers who want to bring the fragrance and beauty of flowers to their home, without the upkeep. 
• Blu Pepper: Floral pieces abound at Blu Pepper, where you can find everything from a floral evening dress trimmed with lace to a silk slip adorned with a 3D rose.   
• Little Daisy Closet: The floral apparel at Little Daisy Closet is bright and cheery. Bold neon flowers are printed on pajamas, puff-sleeve blouses have floral cutouts, and even a cross-body bag gets a floral treatment. 

Shop all things floral on Faire.

Swedish sweet tooth

“Swedish candy could be the key to happiness,” writes Food & Wine. 

Perhaps it’s the ASMR effect or the sheer breadth of colors, flavors, and shapes that you can pick and mix, but Swedish candy is taking over TikTok (with 12.5 million videos already), and like anything viral on TikTok, it’s become an overnight sensation. 

On Faire, searches for Swedish candy are up 3,050%, as shops are looking to stock sweet treats from Scandi makers. And unlike most American producers, many of these Swedish candy makers offer vegan, gelatin-free, and even organic options. 

Shop the trend

Want to bring something sweet into your shop? Here are some of our bestsellers. Feel free to pick and mix your own: 

• Sweetish-Scandinavian: This shop is dedicated to bringing pick-and-mix culture to the US, offering bulk candies that are mostly vegan, gelatin- and gluten-free, and free of high-fructose corn syrup and GMOs. The candies run the gamut from sour skulls and strawberry marshmallow cubes to bright red sour lightning bolts, tutti frutti rhombuses, and raspberry drops. 
• BonBon NYC: BonBon has been bringing Scxandi sweets to the Lower East Side since 2018. It’s gotten so popular recently that it had to airlift more candy from Sweden to keep up with demand! Its sour blackberry fish is a Faire bestseller. 
• JOM: This woman-owned brand specializes in small-batch vegan and allergen-free gummies (organic too). Flavors range from raspberry and blackcurrant to strawberry and peach, and there’s even a sour retro cola. 

Shop Swedish candy on Faire.

Natural radiance

As temperatures rise, consumers will be on the lookout for skincare solutions that help them achieve a naturally radiant look, while also maximizing hydration and protection. 

Cosmopolitan notes that “in 2024, things are getting glossy, wet, and even a little sticky.” To achieve that “wet skin” look, shoppers are on the hunt for moisturizer (searches are up 69% year over year) and hyaluronic acid (searches are up 149%), which naturally preserves moisture. They’re also looking at collagen to deliver elasticity, with searches up 71% on Faire and collagen product sales forecasted to reach $315 million in 2025. 

Consumers are more inclined to learn about and try newer ingredients that are not the norm in pharmacy-brand items, like collagen or hyaluronic acid.

Olivia Ziglio, marketing coordinator, LAPCOS

“Drying ingredients are out, and hydrating, nourishing ingredients are very in,” says Olivia Ziglio, marketing coordinator at LAPCOS, a Korean-inspired and LA-based skincare brand. And while collagen products are among LAPCOS’ bestsellers, Ziglio sees consumers leaning further into this trend—and doing so with an open mind.

“Consumers are more inclined to learn about and try newer ingredients that are not the norm in pharmacy-brand items, like collagen or hyaluronic acid,” she says. “I’ve also seen increasing interest in ingredients like cica and escargot. In the past, we had considered discontinuing [those products], but now everyone is purchasing them.”

To maintain skin health inside and out, consumers are looking to the sea, as searches for sea moss have jumped on Faire, up 101%. On TikTok, the hashtag has 1.3 billion views and Vogue did a deep dive into the wellness trend to see just how impactful it can be. And it’s not just sea moss getting all the attention: Searches for other sea-derived ingredients like spirulina and algae reached all-time highs on Faire. (Especially as algae is being rebranded as the hottest new way to cook food at Eleven Madison Park.) 

Shop the trend

Amp up your skincare collection, or get a taste of sea moss, with nutrient-rich potions from these brands: 

• LAPCOS: LAPCOS is inspired by Korean beauty traditions and the bustling creativity of LA. From chest masks to ampules, contour face masks, and toner, the skincare boutique offers an assortment of ways for shoppers to reap the revitalizing benefits of collagen. 
• Wicked Soaps Co.: From the cruelty-free ingredients to the biodegradable packaging materials, the small-batch skincare products from Wicked Soaps Co. are made with consumers and the earth in mind. To stock up on hyaluronic acid–packed serums and night creams (known for their moisturizing and plumping benefits), look no further. 
• TrueSeaMoss: From elderberry sea moss capsules to mango and pineapple sea moss gel, this shop has everything you need to stock on this trendy new ingredient. 
• Herb To Body: Whether you want to infuse your tea with sea moss honey or drink it as an herbal tonic, Herb To Body stocks a wide variety of ways to get your sea moss fix, not to mention a host of other herbs, roots, and tonics to keep your shoppers feeling their best. 

Shop all things skincare on Faire.

Taking the restaurant home

Chefs and restaurants are finally in on the merchandising game, offering everything from jarred sauces to gourmet meal kits so home cooks can re-create famous dishes in the comfort of their own kitchens. 

National Geographic calls this trend “restaurant-to-retail,” where restaurants looking for other sources of revenue are bottling up some of their most popular sauces to sell in retail stores. Now you can find Carbone Fine Foods’ famous vodka sauce by the jar, along with spice-mix sets and seasoned salts by award-winning chefs. 

“We spent a lot of time talking to our guests about how we like to use these ingredients and how to prepare them at home, and we realized how a lot of products we cared so deeply about were not accessible to the home cook,” says Nialls Fallon, co-owner of award-winning New York restaurants Cervo’s and Hart’s and the tinned-fish purveyor Minnow. “One reason customers seek out our product is because of the correlation or experience they have had with our restaurants. They trust our high standards, quality sourcing, and know that it’s going to have incredible flavor.”

In the long term, big picture for America, this approach is going to finally give people mainstream access to good foods.

Anthony Mangieri, chef and owner, Una Pizza Napoletana and Genio Della

On Faire, searches related to restaurant goods are up 166% year over year, and our restaurant-affiliated retail selection is growing even more popular. That includes brands like Genio Della, a wholesale frozen pizza offering from Anthony Mangieri, the chef-owner behind New York’s award-winning Una Pizza Napoletana.

“I always wondered if there was something we could do externally that could lead to a way to connect with people on a bigger scale,” says Mangieri, whose restaurant tops out at 120 handmade pizzas a night. “We’ve seen [Genio] connect with people who aren’t foodie people—the more conventional, coupon-saving food shopper. Who then when they try it are like, ‘Wow, this is the best frozen pizza I ever had.’ ”

For Mangieri, the ability to offer an authentic artisan food product at scale represents an even bigger opportunity. “More people who really understand food are going into this space with the idea of, ‘Hey, let’s put the food forward. Let’s worry about the food and the product, and then we’ll figure out the business model of how we fit into conventional stores.’ In the long term, big picture for America, this approach is going to finally give people mainstream access to good foods.”

Shop the trend

Check out a few of our vendors below to stock your shelves with tasty bites from award-winning chefs and restaurants across the country. 

• Genio Della Pizza: Una Pizza Napoletana was awarded as having the number one pizza in the world by 50 Top. But pizza lovers don’t have to go to NYC for Anthony Mangieri’s pies, thanks to his retail brand Genio Della Pizza. 
• Minnow: To get in on the tinned-fish craze, all you need to do is pick up a few items from Minnow. From beautiful mussels to sardines, trout, and salmon, everything is sustainably sourced and traceable and tinned in some of the world’s best canneries. 
• Eleven Madison Home: For plant-based essentials from award-winning Chef Daniel Humm, look no further than Eleven Madison Home. Think perfectly crunchy granola, nori-flecked nut mixes, and colorful jars of spicy pickled carrots—all developed in the kitchen at Eleven Madison Park. 
• This Little Goat: From James Beard Award–winning chef Stephanie Izard, This Little Goat brings globally inspired sauces and condiments to home cooks everywhere. From hot sauces to crunchy salad and noodle add-ons, these items are the perfect way to punch up your shelves with flavor. 

Shop artisan and restaurant-quality food on Faire.

1. Unless specified otherwise, data points are based on searches in April 2024, compared to April 2023. ↩︎