Wholesale Buying Guide: Case Packs, Minimums and Bulk Pricing Explained

Wholesale has its own vocabulary, and most of it is never explained to newcomers. If you are moving from retail buying to trade buying, this guide covers the mechanics you will meet on day one.

Case packs

Wholesale goods are sold in cases, not units. The case quantity is normally shown in the product name — (48), (36), (24), (12) — and it is the first thing to check on any listing.

Case size is set by the manufacturer and reflects how the product ships. Lightweight, high-turnover items come in deep cases; bulky or higher-value items come in shallow ones. A case of 72 party poppers and a case of 12 perfume gift sets can occupy similar space on a pallet.

Assorted cases

Cases marked ASST contain a mix of designs, colours or titles. These matter more than most buyers realise. A single assorted case can populate a whole display, which means a small store can present variety without buying at variety-store scale. If you run limited shelf space, prioritise suppliers who offer assorted packs.

Minimum order quantities

Most wholesalers set a minimum — sometimes a case count, sometimes an order value, sometimes both. The purpose is to make picking, packing and shipping economic.

Minimums vary widely between suppliers and are often negotiable for regular customers. Ask directly rather than assuming, and ask again once you have been ordering for a few months. At JMD All Star our focus is wholesale and bulk supply, but smaller quantities may be considered depending on the product and your requirements — talk to us about what you need.

Landed cost — the only number that matters

Landed cost is what a unit actually costs you once it is on your shelf:

Landed cost per unit = (case price + freight allocated to that case) ÷ units per case

Buyers routinely compare case prices between suppliers and choose wrongly, because freight is not in the comparison. On low-value, high-volume goods — paper products, plastics, cleaning chemicals — freight can be a substantial share of landed cost. This is the single strongest argument for buying regionally rather than nationally.

Price breaks

Wholesale pricing is usually tiered: the more you buy, the lower the unit price. Breaks might come at 5 cases, 10 cases, a pallet, or a container.

The trap is buying to a price break you cannot sell through. A 12% saving on stock that sits for eight months is not a saving — it is working capital converted into shelf decoration. Calculate your expected weekly sell-through first, then decide which break you can genuinely reach.

Branded versus generic

Most general merchandise wholesalers carry both, and the right mix depends on your customers.

• Branded lines — recognised names such as Clorox, Dove, Charmin or Vicks — build trust and act as a price anchor on the shelf. Margins are usually thinner.
• Generic lines carry better margin and let you hit a lower price point, but need the branded item nearby to give shoppers a reference.

The common approach is to stock both in the same category and let the customer choose. Many will pick the cheaper option — but only because the branded one was there to compare against.

Private label

If you run multiple stores or want to build your own brand, some wholesalers will supply products under your label with custom packaging. This normally requires committing to higher volumes, but it removes direct price comparison and builds an asset in your own name. We can support private labelling and customised packaging on bulk orders — contact our team with your specifications.

Payment terms

New trade accounts typically start on advance payment. As a relationship establishes, many suppliers move regular customers onto agreed terms. Terms vary by supplier, order size and history — ask early so you can plan cash flow, and ask again once you have a track record.

Closeouts and continuity lines

Distinguish clearly between the two, because they serve different purposes.

• Continuity lines are stocked continuously and can be reordered. Build your core range from these — customers return for products they can rely on finding.
• Closeouts are one-off buys at reduced cost. Excellent margin, but when they are gone they are gone. Treat them as opportunistic, never as core range.

Always ask which you are looking at before building a planogram around it.

A practical buying checklist

• What is the case quantity, and is an assorted option available?
• What is the landed cost per unit to my address?
• Where are the price breaks, and can I realistically sell through to them?
• Is this a continuity line or a closeout?
• Branded or generic, and do I have the other one on the shelf too?
• What are the payment terms, and will they improve with order history?
• How quickly can I reorder if it sells faster than expected?

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Source your range from JMD All Star

JMD All Star Impex Inc. has supplied wholesale general merchandise for over 30 years from our warehouse at 120 Ethel Road West, Piscataway, New Jersey. We carry more than 2,000 live lines across 25 categories, branded and generic, sold by the case.

Call (732) 287-0123, send an enquiry, or register a wholesale account to see bulk pricing. You can also browse the catalogue or download our e-catalog.