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The Faire Forecast: 2022 marketplace trends and predictions for 2023

December 15, 2022 | Published by Faire

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At the end of a busy year full of milestones, lessons, and macroeconomic uncertainty, it’s important to take a moment to look back and reflect—both to celebrate the achievements and resilience of our global community of 600,000 retailers and 85,000 brands and to learn from the year behind us. That’s why we’re sharing the Faire Forecast, our year-end review of the top product trends on Faire in 2022 and predictions for what to look for in 2023. 

Faire’s 2022 look back

Predictions for 2023

Faire’s 2022 look back

Top products of 2022

To give you a better idea of how our retailer community spent their year on Faire, we took a look around the globe at the products our buyers went crazy for this year—from lip balm and hair accessories to herbal bitters and shaving kits.  

Most popular products of the year:

  • in the US
    • Sour candy 
  • in Canada
    • Heatless curlers 
  • in France
    • Insulated water bottles and hydration tablets
  • in Germany
    • Non-alcoholic aperitif
  • in the UK
    • Men’s grooming products

Other top sellers:

🇺🇸 In the US—lip balm and sweets

This year, US retailers sought all things flavorful, from lip balms to sweet and sour candies. Lip balms in flavors ranging from pomegranate peach to mint and coconut dominated, making for three of the top five most popular products of the year. And, just like in 2021, consumers in the US couldn’t get enough of candy products. Each season was marked with a different take on the sugary snack, with heart-shaped gummies topping the charts for Valentine’s Day, spider gummies proving popular for Halloween, and fruity gummy bunnies filling carts for Easter. 

🇨🇦 In Canada—satin bedding and hair accessories

Canadian customers once again set their sights on comfort in 2022, with satin bedding taking over four of the top 10 most popular products in 2022. Calming tea also proved popular, landing among the top five bestsellers in all but one month. Finally, Canada set its sights on hair accessories, from the viral heatless hair curler to trendy claw hair clips.

🇬🇧 In the UK—shaving accessories and fragrance oils 

2022 saw UK shoppers turn their attention to beauty and wellness products, from men’s grooming tools like shave kits and beard trimmers to bath bombs, bath salts, and shower steamers. Wax melts and fragrance oils were also in demand, with the latter ranking among the 10 most popular products for six months of the year.

🇫🇷 In France—skin care and hydration tablets

Skin-care products like scrubs, creams, oils, and face rollers were most popular in France, with nine of the top 10 products of the year belonging to the skin-care category. Hydration tablets also proved popular, landing among the top five most popular products for almost half the year. Finally, healthy and fruity beverages made from 100% organic ingredients refreshed French buyers from May through November.  

🇩🇪 In Germany—herbal bitters and musical instruments for kids

German retailers spruced up their tonics this year with herbal bitters, elixirs, and seasonal spirits ranking as top products for almost every month of the year. In addition, non-alcoholic aperitifs dominated the top products list in 2022. Buyers in Germany also favored children’s musical instruments like rattles, drums, and bells. 

Retailers are searching for…

To find out what products and seasons were at the forefront of our retailers’ minds this year, we broke down the top search terms of the year. As is often the case on Faire, buying holidays like Christmas and Valentine’s Day were among the top five searches of the year in every country. We took a closer look at which holidays ranked the highest among our customers—and what people were searching for outside of these larger events. 

These are the holidays with the highest global search volume in 2022:

  • Christmas
  • Easter
  • Valentine’s Day
  • Halloween
  • Mother’s Day

Top global search terms of 2022

Top searches of the year by country

    Candle craze

    If there’s one thing that’s remained steadfast with customers around the globe over the years, it’s their love for candles. For the past several years, candles have ranked in the top five search terms globally on Faire, often coming in first or second. This year, candles were a top five search term every month in every country, and over 245,000 total orders were placed for candles globally in 2022. 

    Favorite candle scents around the world 

    • US:
      • Vanilla buttercream
    • Canada:
      • Incense, nag champa, nutmeg
    • UK:
      • Lavender and bergamot
    • France:
      • Agarwood and rose
    • Germany:
      • Rosemary and lavender with a hint of fresh lemon 

    Candles as stand-alone decor
    The main evolution in the world of candles in 2022 came not with the variety of scents, but with their physical appearance. Candles as decor objects—or “aesthetic candles” as Etsy recently called them—topped charts this year. Candles with phrases like “Happy birthday,” “I love you,” and “Good things will happen soon,” were especially popular in the US, Canada, France, and Germany, while candles in funky designs or shaped like fruit were popular in Australia and the UK.

    Shop candles from brands like Queer Candle Co., Zoey Bathlatier, Interlude Candles, and more.

    The year in food and drink

    2022 was a big year for food and drink customers on Faire. In the past year alone, grocery and specialty retailers shopping on Faire have grown by 130%. Let’s take a look at the top food and drink products of the year. 

    Top food products globally

    • Sour candy, gummy candy, sweet candy
    • Cheesy garlic bread 
    • Cinnamon swirl bread 
    • Sea salt chips
    • Hickory beef jerky 

    Top beverage products globally

    • Old-fashioned cocktail kit 
    • Lavender cucumber sparkling water 
    • Sangria 
    • Instant champagne cocktail kit 
    • Lavender honey cocktail mixer

    Shop food and drink products on Faire.

    Top non-alcoholic products globally

    We noticed a big uptick in sales of non-alcoholic beverages this year, inspiring us to uncover the most popular non-alcoholic flavors of the year. This is a trend we expect to continue into 2023—discover what’s next for the sober curious here.

    • Zero-proof gin
    • Alcohol-free hibiscus aperitif
    • Zero-proof whiskey
    • Zero-proof tequila
    • Zero-proof rum

    Shop non-alcoholic beverages from brands like Dr. Jaglas, Three Spirit, Ritual Zero Proof, and more.

    Candy, candy, candy

    Much like candles, candy products have a timeless presence on the Faire marketplace. For two years in a row, candy products have landed among the top two most popular products globally. In 2022, retailers purchased over 75,000 candy products across the globe, and the word “candy” was searched almost 18,000 times. Given the global popularity of candy, we decided to find out the exact flavor of each country’s sweet tooth.

    Top candy flavors by country:

    • US: Sweet and tart rainbow sour belts
    • UK: Classic gummy bears
    • Canada: Fresh raspberry gummies
    • France: Sour strawberry apple candies
    • Germany: Gummy lemonade rings

    Shop candy from brands like A Secret Forest, Candy Club, and more.

    All eyes on apparel 

    This year, crop tops ruled the streets, runways, and the shopping carts of Faire customers. In 2022, crop tops and bralettes were among the top five apparel products globally on Faire, followed closely by the favorite wardrobe staple—the shacket. In addition, as predicted by WGSN, knit sweaters and cardigans proved popular this fall and winter, with sweaters landing as one of the top five most popular apparel categories. 

    Finally, 2022 shoppers prioritized fashion for the feet, with cozy socks in all colors, patterns, and textures coming in as the most popular apparel product globally. 

    Find out what’s next for apparel trends in 2023 here.

    Top apparel product by country:

    • US—Crew cut socks 
    • UK—Sloth socks 
    • Canada—Slouchy pullover sweater
    • France—Graphic tees
    • Germany—Raincoats

    Shop apparel products on Faire.

    What our customers value

    Consumers continue to be steadfast in their dedication to prioritizing value-based shopping, and on Faire, customers favored brand values like Women Owned. Purchases from brands with the Handmade value tags increased about 45% since 2021, Eco-Friendly brands saw around a 40% increase, and brands using the tag Not on Amazon saw an increase of over 50%. 

    Top global brand values of 2022

    TikTok takeover 

    TikTok has rapidly become one of the biggest drivers of consumer shopping behavior. All it takes is one viral TikTok video to take a product from obscurity to bestseller, sending retailers scrambling to stock their shelves with the latest craze. Retailers on Faire were no exception to that cycle this year, and we saw several TikTok viral trends show up on the marketplace in 2022.

    Heatless hair curler

    2022 also ushered in the viral heatless hair curler—a tool that allows users to wake up with bouncy curls without having to use a curling iron. Today, there are over 3 billion views (and growing) on TikTok videos with the hashtag #heatlesscurls. On Faire, searches for “heatless hair curler” grew by over 2,000% between 2021 and 2022, and heatless hair curlers climbed to the top 10 most popular products globally in the Beauty & Wellness category. 

    Disco decor

    The traditional shiny nightclub furnishing made its way into our everyday decor this year as disco balls spiked in popularity on social media. As of this writing, there are over 225 million views on videos with the hashtag #discoballdecor on TikTok. On Faire, we saw a 300% year-over-year increase in searches for “disco ball,” and “disco” saw a 250% year-over-year increase.

    Crystals and stones

    The popularity of crystals has been steadily growing over the past few years, with TikTok videos using the tag #crystalobsession totaling over 6 billion views, and videos using the tag #crystals totaling over 14 billion views. We first reported the rise of this trend ahead of spring 2022, and it has only grown since. The term “crystals and stones” was searched over 30,000 times globally in 2022 alone on Faire, and year-over-year searches grew over 6,000% since 2021. 

    Shop crystals and stones from brands like Pebble House, Sea Gypsy California, Peach and Pixie, and more.

    Predictions for 2023

    Independent retailers have the unique ability to help their community discover one-of-a-kind products that they may have otherwise missed. When new trends emerge, customers often look to their favorite local shop to see their interpretation of it, which is why it’s important to anticipate what customers will be favoring before it’s even on their radar. Leveraging Faire’s own search and buying data, and with the help of industry experts, here are our predictions for the buying trends that will take center stage in 2023. 

    Beverages for the sober curious 

    More consumers than ever are switching their cocktails for mocktails. According to NielsenIQ, total sales of non-alcoholic drinks in the US grew 20.6% between August 2021 and August 2022. Pinterest also recently reported a 220% year-over-year growth in searches for the term “fancy non-alcoholic drinks.” 

    “There has been a broad interest in mindfulness around consumption of alcohol over the past few years,” says Nicholas Rowland, senior marketing manager at Seedlip. “People are more conscious of striving for a more-balanced lifestyle, and incorporating no- and low-proof cocktails can help consumers do this while not sacrificing their dining or social occasion outings.” 

    The rise in the variety of options for low- or no-alcohol drinks is also fueling this trend. “Up until recently, ordering a ‘mocktail’ in a bar or restaurant often meant that you were getting a drink packed with synthetic sugars, but now you can get beautifully crafted and elevated non-alcoholic cocktails that stand up to the real thing,” says Rowland. 

    On Faire, we’ve also seen this trend come to life. Between 2021 and 2022, retailer purchases of non-alcoholic beverage products increased by 450% globally. As more and more consumers explore their curiosity around a booze-free lifestyle, we predict that retailers’ interest in non-alcoholic and low-alcohol beverages will continue to rise. 

    “Since we entered the market in 2015, the no- and low-alcohol category has grown significantly, and we expect this to continue,” says Rowland. “Now, good hospitality means inclusive beverage menus and moderation, which means you can still go to the bar and enjoy a delicious low-proof cocktail without compromising on quality and taste.”

    Shop non-alcoholic drinks on Faire.

    Sustainable products and values-based shopping

    According to Harris Poll research, 82% of consumers want brands with values that align with their own, and three-quarters of shoppers report abandoning a brand when that alignment doesn’t happen. One of the most common of those values is sustainability—in a survey conducted by the Institute for Business Value in early 2022, 49% of consumers said they’ve paid a premium for sustainable or socially responsible brands. 

    This continued shift toward sustainable, values-based brands has been apparent this year on Faire. In 2022, Eco-Friendly was one of the top five brand values retailers shopped, and Faire retailers purchased about 1.5 million eco-friendly products. In the year to come, we predict this shopping behavior will continue to prevail. 

    “Sharing values with a company creates a connectivity among consumers and brands, and increasingly, we are seeing younger consumers making purchases based on these shared values—or lack of them,” says Nicole Leinbach, retail industry expert and founder of Retail Minded. “As we move into 2023 and beyond, I think sentimental purchasing will continue as will spending on value-aligned brands and products.”

    “Shopping sustainably is likely to carry over into the apparel category as well,” says Tina Boetto of global forecasting agency WGSN. “There’s this growing consumer awareness of climate change, and that’s really come with sustainability. So trends like minimalism that have longevity will stand the test of time.”

    Shop eco-friendly products on Faire and browse our dedicated eco-conscious collection.

    Nature-inspired decor 

    We first saw decor inspired by the outdoors gain popularity at the end of 2021, and it continued to gain momentum through the spring. The strength of this trend has been evident on Faire, with nature-inspired prints and wall decor featuring mushrooms, gardens, and plant life coming in as top products in their respective categories through the end of 2022. 

    “In the past year, we’ve definitely seen an upswing in the appreciation of nature-influenced colors and items alike across various retail categories,” says Leinbach. “This is often based on where consumers are making their purchasing decisions—in urban environments with less traditional natural landscapes, these types of products can help bring the feeling of outside in.” 

    It seems that nature-inspired decor is no temporary fad. Etsy recently predicted that decor that takes on a natural influence like jungle motifs, woodwork, and earthy color palettes will be popular in the new year. Pinterest also predicted mushroom decor to be a top trend of 2023, citing a 35% year-over-year increase in searches for “vintage mushroom decor.” Even Pantone’s 2023 color of the year draws its inspiration from the natural world. 

    On Faire, we expect to see products that lean into designs incorporating nature—from wall art and plants to mushroom jewelry and items made from earthy wood materials—continue to gain popularity. 

    “The nurturing influence of nature will be with us for 2023 and beyond,” says global trend ambassador Patti Carpenter. “Color will continue to focus on the range of cherished and caring greens, moving toward more yellow-casted hues, and the warm side of the color palette will continue to be important and grounding. Patterns and surface designs influenced by nature will continue with wallpapers, upholstery, bedding, tabletop, and decorative decor sporting flora and fauna, as well as oceanic influences, from waves to bubbles.”

    Shop home accents and plants—both artificial and real—on Faire.

    Relaxed and minimalist apparel

    Simple wardrobe staples like crop tops, sweaters, and cardigans were popular on Faire in 2022, as consumers continued to lean into updated loungewear looks and opt for natural and organic styles like Fair Isle knits and knitted vests. In 2023, a minimalist aesthetic that WGSN coined “purely minimal” will drive apparel choices. Clothing in earth tones and colors like off-whites and creams will be popular, along with classic silhouettes like relaxed cardigans, oversize shirts, loose tanks, and shirt dresses. 

    “The purely minimal trend really stands out as having the most staying power because, at its core, it’s really versatile,” says Boetto of WGSN. “Today, you’re looking at this idea of a hybrid lifestyle, so we have a hybrid wardrobe. We’re looking for things that work for multiple occasions, year-round. The timeless silhouettes and the neutral color palette really does that.”

    Wide-leg trousers will be a staple of this trend, particularly in the fall and winter of 2023. In fact, WGSN projects that wide-leg trousers will make up more than a quarter of the trousers category in the UK and US. 

    Boho styles like loose maxi dresses, needlework blouses, and floral vests will prevail throughout the year as customers embrace the handmade and crafted aesthetic. Finally, a revisitation of the past will be a big driver of apparel trends in the year to come. 

    “The idea of nostalgia is also a big driver in fashion right now, with consumers finding comfort in the past,” says Boetto. Garments that stole the show in the early 2000s will make their inevitable comeback in the form of slip dresses, halter-neck tops, heritage prints, and more. 

    Check out the WGSN x Faire Spring/Summer 2023 and Autumn/Winter 2023 toolkits.

    Shop these trends and more on Faire.

    New to Faire? Sign up to shop, or apply to sell.

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