Celebrating five years of Faire Markets with original attendee Bunnies by the Bay

Since 2020, Faire Market—our free, biannual virtual trade show—has been a primary destination for thousands of brands and retailers to sell, shop, and build partnerships. To sweeten the experience, we offer discount matching and exclusive early access to Insider members. Over the past five years, retailers have saved a total of $104 million and created more than 727,000 new relationships. Our latest market, held in July, was our biggest yet: Over 65,000 retailers shopped the market and ordered over 1 million products from an average of five different brands. 

One of these brands, Bunnies by the Bay, has been attending Faire Market since the beginning. Known for heirloom-quality plush toys, baby gifts, and accessories designed to bring comfort, joy, and warmth to people of all ages, the team emphasizes craftsmanship and storytelling. To hear more about their experience with Faire Market, tips, and why the relationships they forge on Faire are a core component of their success, we chatted with Bunnies by the Bay chief marketing officer Anne Callaghan, deputy director of e-commerce category and merchandising Taylor Trombley, and sales manager Keri McCrea.

From crisis to connection: How Faire Markets transformed the wholesale landscape

Historically, trade shows required in-person attendance, limiting access for buyers and brands who couldn’t make it due to costs, previous engagements, or lack of time. These challenges became even more pronounced during the pandemic. 

Faire and Faire Market broke down these barriers, allowing businesses to connect, discover new products, and take advantage of exclusive deals—all without leaving their homes or offices.

“With lockdowns in place, limited staff, and buyers unable to travel or attend markets, partnering with Faire was a no-brainer,” says Keri. “They extended 60-day terms to our customers, many of whom were relying heavily on credit at the time. This wasn’t just a lifeline for our buyers—it was a lifeline for us as well. It allowed us to say, ‘We’re still here for you. We understand things are tough, and we want to keep partnering.’ ”

Specifically, Faire Market enabled sellers to expand into untapped markets and find niche buyers they would have otherwise overlooked. By connecting brands with a broader and more diverse audience, they found new opportunities for growth.

“One of the most impactful benefits was acquiring new customers in markets we hadn’t previously considered,” says Keri. “Faire helped us reach niche buyers, putting our products in front of fresh faces. Their response was incredible, and it was exciting to watch our business and partnership grow.”

Since Bunnies by the Bay is located in the far northwestern corner of the United States—just an hour from the Canadian border—reaching new buyers and retail opportunities was always a challenge, explains Keri. “Faire has opened so many doors, connecting us with customers we might never have reached otherwise.”

Helping small businesses expand their reach and stay true to their values

Faire Market has become an invaluable platform for small businesses, connecting tens of thousands of independent brands and retailers from across the globe. From the comfort of their home, shop, or showroom, businesses can sell, shop, and build partnerships in a way that feels both seamless and impactful. 

For brands like Bunnies by the Bay, this network offers an unparalleled opportunity to reach a wider audience while maintaining the intimacy and quality that define its craft.

“Trade shows are still a cornerstone of our approach, but Faire has expanded our ability to foster meaningful connections with wholesale and retail customers,” says Anne. By leveraging Faire, small businesses can not only showcase their products but also gather invaluable feedback to shape future collections. “At the heart of what we do is listening: truly hearing what our customers want and need,” says Keri. “Every season, we take that feedback to our creative team to craft items that people feel are truly unique and special.”

This dedication to customer insight has shaped its reputation, especially among new Faire customers who were initially unfamiliar with its work. “The biggest surprise for many first-timers—something you can see reflected in our nearly perfect reviews—is the unparalleled quality,” she adds.

Faire Market empowers small businesses like Bunnies by the Bay to cultivate relationships, grow sustainably, and deliver exceptional quality—ensuring both their products and stories reach appreciative customers worldwide.

6 tips for making the most of Faire Market

Faire Markets offer a uniquely accessible opportunity for brands to connect with retailers, boost sales, and strengthen their presence. Here are a few tips for ensuring your strategy is as streamlined, impactful, and profitable as possible.

1. Build Faire Markets into your product-release cadence

Timing is everything. Align your product releases with Faire Market dates to take advantage of peak demand. Consider releasing collections twice a year, such as spring and winter, and ensure your newest products are either in stock or available for pre-order during the market to capture interest.

2. Six months before: Sharpen your strategy

Six months out, define your marketing strategy and assess your inventory. Pay special attention to bestsellers and pre-order items that perform well. Prepare for high demand by streamlining timelines and maintaining transparency with customers about delivery dates to avoid surprises. A reliable fulfillment process strengthens partnerships and drives repeat business by meeting tight timelines and customer expectations.

“Something that we do really well at Bunnies by the Bay is a quick fulfillment time,” says Taylor. “We have a one- to three-day fulfillment time: All of our available products are in stock. That really helps us build trust with customers—both new and returning.” 

It’s also important to keep your storefront polished. “Focus on the basics, including beautiful, current imagery,” says Taylor. “And make sure you have detailed product listings with keywords that are applicable to your customer base.” Ensure titles are clear and descriptions are detailed: A well-crafted product page makes a strong first impression and sets you apart.

3. One month out: Build anticipation

In the past, we’ve seen that brands that drive higher sales during markets send campaigns to their customers starting a month or more in advance. Notify them that you’ll be participating in the market, and highlight any special deals or new products they can look forward to. 

“The Faire Market is our chance to surprise and delight,” says Taylor. “And for any other brand out there, that’s their chance to show new customers what they have.” 

Retailers often plan their purchases in advance, so encourage them to fill their carts early. A lot of brands are vying for retailers’ attention (and wallets) during this time, so this can give you an easy leg up: This way, all they have to do is log into Faire and check out when discounts go live. 

4. One week out: Fine-tune your outreach

In the final stretch, segment your communications to ensure maximum reach. Target top customers, lapsed buyers, and those who may have missed earlier announcements. 

5. During the market: Stay agile

While the market is live, monitor sales closely and respond to retailer questions promptly. This is especially important for first-time buyers—offer tailored support, answer questions, and recommend products to help them make informed decisions.

Having tools like the Faire app for brands can make it easier to stay on top of inquiries and close sales quickly. Additionally, consider sending out reminder emails to returning customers who haven’t yet shopped with you during the market to keep your brand top of mind.

6. After the market: Build relationships and review performance

Post-market, focus on nurturing new buyer relationships. Send welcome messages to new customers with helpful resources, such as high-quality product imagery for merchandising. This extra effort shows attention to detail and helps retailers promote your brand effectively.

Lastly, don’t forget to evaluate your performance. Analyze metrics such as sales volume, new customer acquisition, and campaign engagement. Use these insights to refine your strategy and set goals for the next Faire Market.

Empowering small businesses to meet customers wherever they are

For small businesses, thriving means more than just selling products: It’s about fostering meaningful relationships, sharing values, and creating experiences that resonate with customers. Faire has become a vital tool in helping brands achieve these goals by connecting them with like-minded partners.

For Bunnies by the Bay, its commitment to customer happiness extends from retail to wholesale. Whether responding to “Bunny 911s”—urgent pleas from parents seeking replacements for beloved lost toys—or collaborating with partners who prioritize customer connection, its dedication to going the extra mile is a core part of its identity. Since Faire allows retailers to “shop by values”—including Women-owned, Made in the USA, Not on Amazon, Eco-friendly, and Handmade—the team has found retailers who align with its ethos.

“Faire has been instrumental in connecting us to customers who line up with our values,” says Anne. “Plus, the platform’s user-friendly design and frequent updates have made it easy to build relationships and provide new retailers with the tools they need to succeed.”

The dual approach of leveraging Faire’s online marketplace and participating in Faire Market has been particularly effective. By combining thoughtful storytelling with exceptional service and accessible platforms, small businesses can thrive in a competitive market. 

Faire Market runs each January and July, and while it’s a landmark event for our community of wholesalers, we know many brands like yours rely on in-person trade shows as well. For even more advice, revisit this handy guide from the summer Faire Market, which includes tips on curating collections, upping your product-display game, setting promotions, nurturing relationships, and more.
Log into your Faire account to add collections and ready your store ahead of 2025’s winter Faire Market—launching January 22, with Faire Insider access on January 21.