There is a lot of talk in the handmade community about whether craft fairs are a worthwhile investment of time and money and I decided to write this post after reading this blog post over at Ali’s Craft Studio, where Ali mentions selling her new designs at a recent show (and tells of how scary it can be!).

my craft stall at a local show
I spent a lot of time in my first year of business selling at fairs, markets and shows and discovered quite a few things – some of which may be obvious and some slightly less obvious.
Some fairs are a considerable investment of both time and money: these are often the thee or four-day events, spread over a weekend and maybe a late night too. There’s lots of potential for selling well, but potential for disaster too. I’ve learnt to check whether both the organiser and venue are well-established, whether good and wide-ranging advertising is in place , whether the weather will make a significant impact on visitor numbers (at some venues, this can make or break an event) . . .

blue skies at a marquee event
(in a similar marquee, the day – as well as my feet and good mood - was saved only when I discovered waterproof furry boots and luxurious thermal socks for sale in the garden centre nearby)
and – of course – whether you have enough stock and some way of displaying it effectively. Laying it all flat on the table, even on a nice cloth, doesn’t count and good displays really do make a difference. I invested in Gridwall (the uprights in the first picture) to make the most of a standard six-foot table.

wrapped and ready
It’s not all about expense, though. Sometimes, fairs and markets can be really cost-effective: farmers’ markets can be good value, attracting lots of potential customers willing to spend on something a bit different and many organisers are pleased to welcome locally-handmade crafts into the mix.
Established indoor markets, wanting to attract the public back into our towns’ market halls are getting creative with arts, crafts and vintage fairs. The ones being held in Warrington are even backed by TV advertising and the cost for a stall really is minimal.
But, for me, sometimes the best things about fairs are not the actual sales on the day, important though those are. Fairs give you the opportunity for:
- promotion: hand out your business card and invite people to visit your internet shop
- interaction: gain ideas from your customers’ questions, comments and requests
- validation: it’s hard to work alone all day every day and keep positive about your own creations, especially to begin with. How fabulous, then, to get lovely enthusiastic comments from the general public – especially when they’re willing to part with hard-earned cash too!
- meeting lots of other like-minded people - other stallholders as well as the general public. Lots of friendships have been formed behind a craft table! Ask questions and offer advice - you’ll gain and learn bucketloads! We’re a friendly bunch.
- immediate feedback – this one is really important. Big businesses spend a lot of money on market research. You don’t need to. At a craft fair you have the ideal opportunity to present a new product to the market at comparatively very little cost. You can immediately gain customer feedback and use this, either to decide to invest in making more of the item or to adapt or develop it in some way. You could even have a mini-questionnaire for customers. Research can be such a worthwhile use of a fair (but don’t neglect the selling and promotion). Possibly the most worthwhile research is the informal eavesdropping you can’t help but do when customers are browsing: they’ll be brutally honest when chatting to each other. Don’t take every negative comment to heart, but if they’re all saying the same thing, then of course you need to take note. Bear in mind, though, that different markets will in all likelihood yield different results in both sales and comments.
I don’t do as many craft fairs now as I did before, because internet sales are keep me busy. But the ones I do are working for me in more ways than just selling – which is, I think, good value for my money and time.
What do you think? I’d love to hear the ways craft fairs are working (or not) for you.