Sunglasses do not sell at a steady pace throughout the year, and retailers who order on the same schedule regardless of season often end up either sitting on excess inventory or missing the exact window customers are ready to buy. Timing your wholesale orders around real buying patterns makes a meaningful difference in sell through.
Why Timing Matters More Than It Seems
Placing an order right as demand peaks means waiting on shipping and restocking while customers are already in your store looking for sunglasses. Ordering too early ties up cash in inventory that sits for months. The retailers who manage this category best usually order ahead of a buying window, not during it.
Mapping the Buying Calendar
| Season | Buying Pattern | What to Prioritize |
|---|---|---|
| Late winter into early spring | Demand begins climbing as customers plan ahead | Order core best sellers and new arrivals before the rush |
| Late spring through summer | Peak buying season | Keep top sellers in stock, avoid running low mid season |
| Early fall | Demand slows in most markets | Good time to clear slower styles, less urgent reordering |
| Winter | Slowest period in most climates | Plan next year’s assortment, review what sold and what did not |
Warm Weather Markets Are the Exception
Retailers in year round warm climates, including Florida and other Gulf Coast and coastal markets, see a flatter demand curve than retailers in seasonal climates further north. A store in a warm weather market can often justify carrying a fuller assortment through the winter months rather than scaling back the way a northern retailer might.
Do Not Wait Until You Are Out of Stock
Reordering only after a style sells out means missing sales during the restock window, which is often the exact time demand is highest. Watching sell through rate on your top performers and reordering before you hit zero stock protects against lost sales during your best selling weeks.
Planning Ahead for Gift Season
Sunglasses are not only a summer category. Kids styles and gift priced fashion pieces can see a secondary bump around holiday gift buying, which is worth planning for separately from the main spring and summer push.
Talk to Your Supplier About Timing
A wholesale supplier who understands seasonal patterns can help flag when to place orders and how much lead time to plan for during peak season, when shipping and fulfillment take longer across the industry.
Call 727-530-9260 or toll free 866-228-3888, or email info@westcoastsunglasses.com to plan your ordering calendar for the year ahead.
Frequently Asked Questions
When should retailers start ordering sunglasses for the season?
Most retailers should order ahead of the buying window, typically in late winter or early spring, rather than waiting until demand has already picked up.
Do warm weather markets need to follow the same seasonal pattern?
Not exactly. Retailers in warm climates like Florida often see flatter demand year round and can justify carrying a fuller assortment through the winter months.
How do I know when to reorder a best selling style?
Watch your sell through rate and reorder before you run out, rather than waiting until a style is sold out. This avoids missing sales during your highest demand weeks.
Is there a secondary sunglasses buying season besides summer?
Yes. Kids styles and gift priced fashion pieces often see a secondary bump around the holiday gift season, which is worth planning for separately.
Should I order less in winter if I am in a seasonal climate?
Many retailers in seasonal climates do scale back through the winter months and use the slower period to review what sold well and plan the next year’s assortment.
About West Coast Sunglasses Inc.
West Coast Sunglasses Inc. has been a trusted wholesale sunglasses supplier since 2001, offering polarized, fashion, sport, kids, and premium licensed collections including Hawaiian Island Creations and Mia Nova. The company works exclusively with wholesale accounts holding a valid tax ID and offers free display programs to help retailers merchandise the sunglasses category effectively.
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