The vibration state monitoring signal of rolling bearings usually shows periodic transient impulse characteristics at the time of the fault, but in the fault sprouting stage and actual monitoring, its impulse components are easily disturbed by random pulses, harmonics, background noise, etc., which increases the difficulty of extracting the periodic shock characteristics of the fault. This paper proposed a rolling bearing fault feature extraction method based on sparse coefficient weighting theory and periodic enhancement strategy to effectively extract weak periodic shock features with a low signal-to-noise ratio. In the proposed period weighted sparse wavelet representation (PWSWR) method, firstly, based on the sparse wavelet model, the mean kurtosis (MK) index was introduced as a weight to distinguish the contribution of the wavelet coefficients of each signal component. Secondly, a sparse signal period enhancement strategy was proposed using the improved envelope harmonic product spectrum period estimation method. The strategy is embedded into the sparse representation model to achieve the periodic enhancement of filtered signals. Finally, the envelope detection of the sparse signal was carried out to identify the fault. The results of bearing fault simulation signals and two engineering test signals showed that the proposed method could effectively extract weak fault features of bearings and had certain advantages compared with other sparse methods.