ABSTRACT There have been many traditional markets dying because of the modern markets. In fact, there are still traditional retailers surviving and maintaining their business for year. The traditional retailers are sales keliling in Jambewangi village, Banyuwangi. This research was purposed to reveal some patterns of social relations found by the sales keliling in maintaining the business existence and to know various strategies used to support their business. This research employed the ethnographic approach where the researcher got involved directly at the sales keliling activity from the product purchase on the agent to the marketing to the society. The object of the research was directed to the social relations built to maintain the business existence. The main subject of the research was the sales keliling, and some supporting informants, such as the agent, the car owner, and other sales keliling customers. The data collection used snowball. This method was applied through observation which was that the researcher did the direct research in the field by following the sales keliling activity, doing the interview thoroughly with the agent, the sales keliling, the car owner, and the customers, and doing documentation by taking pictures of the sales keliling in some activities. The data analysis method used was the interactive model analysis method by Miles and Huberman including the data collection, the data reduction, the data service, and the conclusion. The result of the research shows that the patterns of social relations built by the sales keliling included: (1) The symmetric relations including between the sales keliling with the agents, the sales keliling with the customers, and among the sales keliling. (2) The patron-client relations which meant the relations between the sales keliling and the car owner. As the patron, the car owner can make the rules and may have the rights to sell the cars and to protect the sales keliling. In order to maintain the business existence, the sales keliling also applied some strategies, including (1) the work strategy including picking up the ball, bargaining, explanation service, returnable goods, and the easiness in paying including cash payment, barter system payment, and the credit system or nggowo-nyaur. (2) the strategy in maintaining the business including the negotiation with the car owner, the nice relationship with the customers, and the credit system or nggowo-nyaur, and the support within the sales keliling. Key words: sales keliling, the patterns of social relations