How to raise your wholesale prices without losing stockists

The moment you realise your wholesale prices need to go up is usually also the moment you start worrying about what your stockists are going to say. And of course, because small business life likes to sprinkle extra anxiety into the mix, what your retail customers will say. Will they think that you’re being greedy, out of touch, will they stop buying?

And I get it, you've worked hard to build those relationships, you don't want to rock the boat, and part of you is hoping you can just absorb the extra costs a little longer. But here's the thing: running at a margin that doesn't work for you isn't sustainable, and your stockists need you to be a sustainable business. A supplier who goes under because they priced themselves into the ground isn't much use to anyone.

Putting your prices up is a normal, necessary part of running a product-based business. The key is doing it well, and that's what this post is about.

When to raise your wholesale prices

Timing matters more than most people think, and getting it wrong can create unnecessary friction even when the increase itself is completely reasonable.

The honest advice here is to avoid changing your prices between July and the end of December if you can. This covers the winter buying season, when most retail buyers are already mid-way through selecting ranges, placing orders and committing budgets for the year. Dropping a price increase on a buyer in October, when they've already built your products into their Christmas range, is genuinely disruptive and it won't make you popular.

The better window is January-end of May, which gives buyers time to factor the new prices into their next buying cycle before the silly season kicks in. If you can get a new price list out by the end of May, you're in good shape.

That said, sometimes you genuinely can't wait. If your costs have jumped significantly and holding prices until spring would seriously damage your margins, it's better to act than to bleed quietly. Just be transparent about why, and give as much notice as you can.

One important exception: if you work with precious metals, this whole timing conversation looks very different. Gold, silver and platinum prices are notoriously volatile right now, and trying to hold a fixed wholesale price across a six-month window can be genuinely impossible. If this is you, it's worth being upfront with your stockists from the start about how your pricing works, and making sure your terms reflect the reality of how your costs move.

Give at least a month's notice

Whatever you do, try to avoid sending a new price list effective immediately. A month's notice is good.

A month gives your stockists time to decide whether they want to place a top-up order at the current prices before the change takes effect, to update their own systems and pricing, and to have the conversation internally if they need to. It also signals that you're a professional operation who respects their processes, which goes a long way.

How to communicate the increase

This is where most people overcomplicate things. You don't need a lengthy explanation or a list of justifications. A clear, warm, direct email is all it takes.

Say what's changing, when it's changing, and why in one or two sentences if you feel like you really need to. Attach the new price list. Give them a clear deadline for any orders at the current price if you're offering one. And then stop.

You don't need to apologise. You don't need to say "I'm so sorry to have to do this." You don't need to explain every cost that's gone up in the last eighteen months. A calm, matter-of-fact tone tells your stockist that this is a considered business decision, not a crisis, and that's exactly the impression you want to give.

Something like: "I wanted to let you know that from [date], I'll be updating my wholesale price list. I've attached the new prices for your reference. If you'd like to place any orders at the current prices, please get those over to me by [date]. As always, thank you so much for your support."

Short, professional, warm. That's it.

What if a stockist pushes back?

It can happen, but most are used to this and won’t. 

If a stockist comes back to you saying the new prices don't work for them, listen to what they're actually saying. Sometimes it's a genuine conversation about their margin and it's worth exploring whether there's a way to make it work, perhaps through a minimum order size that improves your own efficiencies, or a longer notice period for them specifically.

But sometimes a stockist pushing back is really just a negotiating reflex, and the right response is to hold your position politely. If your prices are right for your business, they're right. Not every stockist is the right fit for your brand at every stage, and that's okay too.

What I'd caution against is caving immediately and offering a bespoke lower price to a stockist who makes a fuss. It sets a precedent you really don't want, and it means you're running a different price structure for different accounts, which gets complicated fast.

Should you raise prices across your whole range?

Not necessarily. If your review (you can use this to check: wholesale margin price calculator) shows that some products have held up better than others, you don't have to move everything at once.

Raising prices on the products where your margin has been most squeezed, while leaving your stronger performers alone, is a sensible approach. It also makes the conversation with stockists a bit easier, because you're not presenting a blanket increase across the board.

That said, if you've been holding prices for a long time and costs have crept up consistently, a full range review is probably overdue. The wholesale margin price calculator is a good place to start if you want to see exactly where you stand before you decide.

Raising your wholesale prices is not a sign that something has gone wrong. It's a sign that you're paying attention to your business and running it properly. The brands I work with who handle this well all have one thing in common: they're straightforward about it, they give their stockists enough time, and they don't over-explain or apologise for running a profitable business.

If you want to make sure your prices are right before you raise them, this post on how to check if your wholesale prices are still profitable is a good place to start. And if you want to think about wholesale pricing from the ground up, how to set your wholesale prices with confidence covers the full picture.

FAQ:

How much notice should I give stockists for a price increase?

One month, if you can. Alternatively, do it seasonally, when you launch your spring/summer catalogue and your autumn/winter one. 

Some big retailers will ask you to commit to prices for a buying season, so make sure you know your stockist agreements before you set your effective date.

What if a stockist says the new prices don't work for them?

Have the conversation, but don't panic. Ask what specifically isn't working, because sometimes there's a practical solution, like adjusting minimum order quantities or lead times, that makes the maths work better for both of you. If it's just pushback for the sake of it, hold your position calmly. Not every stockist relationship will survive a price increase, and it's better to lose an account that wasn't profitable than to keep it at the cost of your margins.

Should I raise all my prices or just some?

It depends on where the pressure is. If costs have gone up across the board, a full range increase probably makes sense. If it's specific materials or components that have jumped, focus the increase on the products those affect most. Either way, do the maths first so you know exactly where you stand before you decide. The wholesale margin price calculator makes this a lot easier.

What if I work with precious metals?

This is genuinely tricky, because gold, silver and platinum prices are so volatile right now that holding a fixed wholesale price for months at a time isn't always possible. If this is your situation, I'd recommend being upfront with stockists from the start about how your pricing works. Some brands in this space price in a buffer to account for fluctuation, others build flexible pricing terms into their wholesale agreements. It's worth having a clear policy and communicating it clearly, so a price adjustment never comes as a complete surprise.

Can I honour old prices for orders that are already placed?

Yes, and it's usually good practice to do so. If a stockist placed an order before your price increase was announced, fulfil it at the original price. If they placed it after your announcement but before the effective date, use your judgement based on the relationship and the size of the order. Being generous in individual cases like this costs you very little and builds a lot of trust.