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Faire Market is always a big moment: a chance to pause, reset, and take stock of what’s trending and what’s next. This July, the market hit new highs across the board, with more participation, more products discovered, and more long-term relationships sparked. Retailers showed up with intention, and the data shows just how clearly that intention mapped to the trends they care about.
Here’s a look at what drove momentum, and what to keep an eye on going forward.
Market by the numbers
Our July 2025 Faire Market was the biggest in our history:
- Nearly 30,000 brands received orders
- Almost 76,000 unique retailers placed about 460,000 orders—a 30%-plus increase from our January event
- More than 1.3 million products were purchased
- Over 129,500 new relationships were formed between retailers and brands
Retailers came ready to shop: The average retailer ordered from six brands, and the pace of buying was up significantly across all regions.
In North America and Australia, women-owned brands dominated carts, matching the most-used brand value tag in both regions. In the UK, “eco-friendly” took the top spot for the first time, overtaking “women-owned” from our last market. France remained steadfast in its preference for brands “not sold on Amazon,” and in Germany, “eco-friendly” continues to be the leading value for local buyers.
Trendspotting through the Faire Forecast
This market season, buyer behavior echoed the trends from our mid-year Faire Forecast and gave them shape in real time. Each of the three standout trends—The House Party, The Great Indoors, and The New Romantics—came to life through strong product performance.
The House Party
Entertaining at home continues to shape how people shop. Retailers gravitated toward products that set the scene:
- Geometry’s cheerful tea towels were a standout, bringing graphic color and utility to kitchen tables across the United States.
- Delicious touches like Swedish candy and tinned fish with elevated packaging gave shoppers a way to blend fun and flavor.
- Retro vinyl coasters and champagne flutes trended alongside more nostalgic partyware, evidence that people are still leaning into casual but curated gatherings.
That behavior aligns with the Forecast, which noted a 94% increase in retailer searches for cake trays and a 148% increase for martini glasses, signaling deeper interest in hosting-centric items.
The Great Indoors
At-home comfort remained top of mind for shoppers across regions. Categories like jigsaw puzzles, scented candles, and bath salts performed well, a signal that buyers are investing in rest as much as activity.
In France, puzzles from Piece & Love drew attention, while in Germany, bath and wellness items stayed strong, pointing to regional alignment with the comfort-first mindset. Accessories like quirky socks helped round out this trend with a playful, self-care-driven flair. The Forecast highlighted rising search interest in mahjong (+138%) and knitting (+76%), underscoring a broader appetite for analog downtime and cozy rituals.
The New Romantics
Shoppers embraced a layered, nostalgic aesthetic in both personal care and accessories. In the US, Poppy & Pout’s handmade lip balms stood out, not just for their eco-friendly ingredients, but for their vintage-inspired packaging and soft floral palette, which align closely with the romantic, tactile spirit of this trend.
These details matter: The New Romantics is about self-expression through delicate flourishes, from lace socks to heirloom-style jewelry. Other top-performing products—ruched satin scrunchies, charm bracelets, and Angel Hair Dubai chocolate—fit seamlessly into this narrative, offering moments of indulgence and aesthetic joy.
The Forecast called out a 163% increase in searches for lace shirts and a 721% jump in butter yellow—two signals that shoppers are leaning into expressive, romantic aesthetics. These aren’t quiet trends; they’re about leaning all the way into charm, softness, and visual storytelling.
What retailers were searching for
Top searches and surprise signals from this season’s Faire Market
While orders tell one story, search data offers an early look at what’s gaining interest and what might trend next.
Top global searches:
- Labubu: A collectible art-toy character and top breakout search. This kind of design-forward, character-based product could hint at future growth in playful decor or crossover categories.
- Halloween and Christmas 2025: Holiday prep was top of mind across markets, with seasonal gifting categories already climbing.
- Candles: A consistent staple that reinforces the success of comfort-first products.
- Dubai chocolate: Luxe, giftable pantry goods are on the rise, validated by Angel Hair Dubai’s strong performance.
- Back to school: Timely, functional, and value-aligned categories will likely see a lift going into fall.
Trending products by region:
- Canada: Bubble bombs, bath soaks, and cozy candle moments dominated. Products from Happy Hippo Bath and Milk Jar Candle Co. aligned with The Great Indoors in both form and intent.
- France: Bacanha’s organic syrups had seven of the top 10 bestsellers. Strong visuals, gifting potential, and natural ingredients made this brand a standout and a clear fit for The New Romantics.
- Germany: Products leaned personal and home-focused, from relationship-building card decks by finimi to mindfulness accessories from Eulenschnitt.
- UK: Vinyl coasters, mini books, and paper goods were among the top-selling items, showing off the region’s continued love for cheeky, analog gifts.
Soft goods worth watching:
- Conscious Step swept both women’s and men’s apparel rankings with cause-driven socks like “Protect Bees” and “Save Cats.” These items offer comfort, values alignment, and personality in one small SKU, a sweet spot for independent retail.
Looking ahead
Faire Market is a mirror of where independent retail is going. And right now, it’s going somewhere personal, expressive, and joyfully individual. For retailers, that means reading between the lines of what customers are drawn to and stocking intentionally for the seasons ahead. For brands, it means doubling down on values, storytelling, and design that resonates.
We’ll be watching how these trends evolve, and as always, helping our community stay one step ahead.
