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by Sawyer Frank on September 1, 2026
Every wholesale team plans around a seasonal rhythm. Very few can say where that rhythm actually sits, because the data lives inside individual brands and almost nobody publishes it in aggregate.
So here is a year, measured across 250 RepSpark brands selling into wholesale.
The pattern
Wholesale revenue on the RepSpark platform grew year over year in almost every month of 2025. Growth concentrated in the second and third quarters, with April, June and September standing out as the strongest performing months. August carried the highest volume of any month in the year.
February was the only month to contract, falling 7.6 percent against the prior year.
That single negative month is the most useful number here. February has historically been an active prebook window, and a contraction that size points to buying moving later rather than buying disappearing. Read alongside the rest of the year, it suggests retailers are holding decisions closer to the season and placing them in the Q2 and Q3 windows instead.
What to do with it
Three practical moves.
Stop treating a soft February as a demand signal. If your February softened and your April through September held, you are seeing a timing shift, not a lost year. Reacting to it with discounting in Q1 gives away margin you would have earned later.
Staff and stage for August. If August is the heaviest month across the platform and your operation is built for a spring peak, your service levels will slip in the exact month that matters most. Check your fulfillment capacity and customer service coverage against your own August volume, not against your annual average.
Move sell in earlier for the Q2 and Q3 windows. April, June and September are where the volume concentrated. Assortments, imagery and pricing need to be ready before those windows open, not during them.
What this benchmark does not tell you
These are year over year growth rates by month, not each month's share of annual volume. So the figures tell you where growth concentrated and where it reversed. They do not tell you what percentage of your year should land in August. We do not publish an absolute monthly volume index yet, and we would rather say that than imply a number we have not measured.
Category mix also matters. This is aggregate across lifestyle apparel, and a golf brand and a swim brand do not share a calendar. Use the aggregate to find the questions and your own data to answer them.
Methodology. Figures reflect year over year change in wholesale revenue and order volume across 250 brands on the RepSpark platform, comparing 2025 to 2024. Monthly figures describe growth against the same month in the prior year. Aggregate across all verticals on the platform, including golf, outdoor lifestyle, tactical, footwear and swim, so individual category calendars will differ from the aggregate.
