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How Artists Can Successfully Approach Retailers to Sell Their Gift Products
Selling your gift products wholesale to retailers can be a fantastic way to grow your brand and reach new customers. But approaching stores the right way is crucial to making a strong impression and securing orders.

Are you an artist looking to turn your creative work into a sustainable business? 

Selling your gift products wholesale to retailers can be a fantastic way to grow your brand and reach new customers. But approaching stores the right way is crucial to making a strong impression and securing orders.

Here’s a step-by-step guide to help you approach retailers professionally—and increase your chances of success.

Get Your Trade Materials Ready

Before you contact any store, make sure you’ve prepared a professional trade pack. This should include:

  • Trade Price List
    Clearly outline each product with wholesale prices, recommended retail prices (RRP), and any minimum order quantities (MOQs). The more transparent and straightforward your list is, the better.
  • Catalogue / Design List
    Your catalogue is your visual pitch. It should showcase your products with high-quality images and brief descriptions, including sizes, materials, packaging, and product codes if applicable.  If you have a lot of designs create a design sheet with thumbnail images.  A retailer seeing the whole of your range is likely to order more.
  • Order Form or How to Order Instructions
    Make the ordering process simple and intuitive. Whether you offer a downloadable form, an email order system, or a wholesale portal, clarity is key.

There is a reason you should do this as separate exercises.  Not only does it make it easier to update a price or add a design /product but the files can be used for other purposes eg. a design list can be shown to your own customers for marketing .  Your price list will be your oracle for setting your own RRP and creating sales and promotions knowing it is a well thought out calculation ensuring your profit is being monitored! 

Many artists come to us at Creative Forge to design and produce beautiful, professional trade catalogues that align with their brand identity. We work with you to present your work at its best using mock ups and giving a professional look.

artist printing gift print merchandise products selling to gift shops advice how to

Approach Retailers Professionally

When reaching out to potential stockists:

  • Choose the Right Retailers
    Look for shops that align with your style and values—independent gift shops, galleries, museum stores, or design-led boutiques.
  • Write a Clear, Friendly Intro Email
    Keep your message short and professional. Introduce yourself, explain why your work is a good fit, and attach or link to your trade materials.

Example:
“Hi [Name], I’m a UK-based artist creating botanical-inspired gifts such as art prints, mugs, and bags. I think my collection would sit well with your curated selection of products. I’ve attached my trade catalogue and price list—please let me know if you’d like samples or have any questions!”

  • Follow Up Thoughtfully
    If you haven’t heard back after 7–10 days, it’s perfectly fine to send a polite follow-up email. Retailers are often busy and appreciate a gentle nudge.

Offer Samples or Incentives

Retailers are more confident ordering when they can see the product in person. Consider:

  • Sending Samples
    Offer to send a small sample—especially if your product is tactile (textiles, ceramics).  I personally send a greeting card or a coaster.  If you can’t give samples for free, a “sale or return” approach may help reduce the risk for the retailer.
  • First Order Incentives
    A small discount, free shipping, or a bonus product with their first order can be the encouragement they need to say yes.

Be Retail-Ready

Make sure you’re prepared to work with retailers by having:

  • Quality packaging and clear labelling
  • Prompt and reliable delivery options
  • A professional approach to restocking, turnaround times, and payment terms (trade orders often run on 30-day invoicing)
Creative Forge offers a print on demand service for members.  We regularly send stock orders to retailers as if the products have come from the artist!  If you wish to explore this give us a call or email.

Nurture Retail Relationships

Once you’ve secured a stockist, keep the momentum going:

  • Stay in touch with new collections or seasonal updates
  • Deliver on time and respond to queries professionally
  • Send a thank-you note or small gift with the first order to build a positive relationship

In Summary

With a professional approach, polished trade materials, and thoughtful communication, you’ll greatly increase your chances of turning retailers into enthusiastic stockists.

Please do not think that creating the trade pack needs to be a daunting experience – we can’t impress enough how useful this exercise will be for you and your business.  Clarity is key, not only for the potential retailer, but also for yourself.  Put yourself in the position of the retailer – clear information on terms, offerings, pricing including breaks and when they will get the stock is the basis of whether they will want to buy from you.  

We often, in business mentoring sessions, hear that artists approach retailers asking for the retailer’s terms and end up having to do some sort of calculation for each and every one of them as to whether it would be viable.  Imagine having it all in place  with well thought out terms and pricing – you will not only present yourself as a professional business, but will thank yourself repeatedly to avoid the mental clutter when marketing yourself going forward! 

If you need help getting started, Creative Forge offers bespoke services to support you. We often create trade catalogues, advise on pricing strategies, and provide one-to-one coaching sessions to get your offering market-ready.

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