How Handmade Sellers Can Create Their Own Branded Event (Like Croctober!)

Why Engaging Your Audience with a Fun, Branded Celebration Boosts Loyalty + Sales

When we think of October, most of us immediately think of Halloween and preparing for the holiday rush. But Crocs has turned October into something even bigger for their brand—Croctober. What started as a one-day event on October 23rd has evolved into a month-long celebration that engages their fanbase, boosts sales, and builds community.

For handmade sellers, there’s a lot to learn from this approach. Creating your own branded event can be a powerful way to deepen customer loyalty, boost engagement, and generate buzz around your products. So, what can we take away from Croctober’s success, and how can you apply it to your own business?

1. Brand Your Own Celebration

Crocs turned Croctober into a celebration of their product and loyal customers by launching exclusive products and highlighting fan content. This strategy is genius because it takes an ordinary month and transforms it into an event that customers look forward to. Handmade sellers can replicate this by creating their own seasonal or branded celebration.

Real World Example:Last year, I launched “Fragrant Fall,” a celebration of all things cozy and scented for my candle and bath product brand. We introduced limited-edition fall scents, hosted social media challenges, and even gave away free products to our most loyal customers. By creating a themed event, we turned a regular product launch into something special and engaging, and sales increased by 25%.

2. Engage Your Customers with Unique Content

Crocs leverages fan art and user-generated content to keep their audience engaged during Croctober. They create excitement by sharing fan posts and launching viral product drops like the Crocs Classic Cowboy Boot and, this year, Pet Crocs in collaboration with BARK.

For handmade sellers, this is an opportunity to showcase your most loyal customers. Share their photos, reviews, and stories on your social media channels to build a sense of community. You can even create contests that encourage your customers to share how they use your products.

Tip:If you’re a handmade jewelry maker, ask customers to share photos of their favorite fall looks featuring your pieces and use a branded hashtag. This not only builds engagement but also helps spread the word to new potential buyers.

3. Release Limited-Edition Products

One of the most exciting aspects of Croctober is the release of limited-edition products that are only available during the event. For example, Crocs launched matching Pet Crocs and Classic Lined Clogs this year, tapping into the $150.6 billion U.S. pet industry and meeting fan demand.

For handmade sellers, creating limited-edition or seasonal products is a great way to generate excitement and urgency. Whether it's a special fall product, a holiday collection, or a unique colorway, these limited-time offerings can boost sales by creating urgency.

Real World Example: During my “Fragrant Fall” event, I introduced a Pumpkin Spice Mask. Pumpkin Oil and a Spiced Vanilla Mask, which were only available for that season. We bundled them for a Pumpkin Pie Alamode. Customers loved the exclusive nature of these products, and the urgency helped drive sales. Plus, it gave me a reason to promote my products more frequently during the fall.

4. Connect with a Trend or Larger Movement

Crocs has expanded into the booming pet market with their Pet Crocs launch, which cleverly taps into a growing trend. By offering matching shoes for pets and their owners, they’ve appealed to pet parents and added a fun, shareable element to their campaign.

Handmade sellers can follow suit by connecting with popular trends or larger movements within their niche. For example, if sustainability is important to your audience, consider launching an eco-friendly product line or packaging initiative.

Tip: If you make handmade home decor, consider partnering with a local artist or brand to create a sustainable, limited-edition product. Tap into the growing interest in eco-friendly and handmade items to draw in new customers who are passionate about these causes.

5. Create a Fun Hashtag or Campaign

Just like Crocs’ #Croctober, creating a fun and memorable hashtag around your event can encourage customers to join in on the celebration. This helps spread the word organically as your customers share their experiences on social media, increasing your reach without spending extra on ads.

For handmade sellers, having a unique campaign or hashtag will make your event stand out. Be sure to include it on all of your marketing materials, from emails to social media posts.

Real World Example: When we launched “Fragrant Fall,” for Wicked Good, we used the hashtag #FallInLoveWithFragrance, encouraging customers to share their favorite seasonal scents and how they incorporated them into their homes. This helped us gain more traction on social media and build excitement around the event.

Conclusion: Creating Your Own Croctober for Handmade Success

Croctober is more than just a marketing stunt—it’s a masterclass in how to create excitement and engage customers. By branding your own seasonal or special event, you can create a sense of community, drive sales, and position your handmade products as must-have items during busy shopping seasons.

Ask yourself:

• What’s your version of Croctober?

• How can you create seasonal relevance for your handmade brand?
  

Take inspiration from Crocs and make your next product launch or campaign something that your customers will remember—and come back for year after year.