Preparing for a Craft Fair

“What should I take to the craft fair?” 

This is a frequently asked question.  The question gets a variety of answers from the materials to make the stand out of, the variety of supplies, to taking a variety of things to the show with different price points.

I’m sorry to say that the last piece of advice leads to set ups that look more like a jumble sale rather than a display of finely crafted works.  These stalls have a lot of closely arranged pieces to fill the space.  They have a lot of price points.  They have a wide choice of colours in each range.  What is the potential buyer to make of so much choice?

It is important to have an identity on display.  Are you a maker of votives, table ware, suncatchers, garden objects, panels, recycled and repurposed glass, etc.?  If they all are displayed, it is difficult for the viewer to determine what it is that you do.

This identity can be a unified colour range throughout the items you are selling.  It could be a range of bowls, platters and other table wear with a consistency of colour or design.  It could be your concentration on making objects from recycled glass. Essentially, you are telling the viewer what you are about.  It could be from “I make jewellery” to “I make glass objects in a range of blue green” (not that I think the latter is a real identity, but it is a possibility).  This “identity” can change from venue to venue, of course.

The usual way shops and stores distinguish their important items, is to give them display space.  This is vital for craft shows too. Space around items allows each item to have its own significance.  It is possible to give this space by concentrating on just a few lines of work.  You can always have spare stock under the table or out back to fill the gaps caused by purchases.

You may decide to go for the jumble sale approach. One of the reasons might be the people coming will be looking for lower priced objects. (Should you be selling your pieces at bargain prices?). You may be unsure of the nature of the visitors to the show and want to appeal to a wide range of people. You still need to give each piece its space.  You may have a range in multiple sizes and colour ways.  Display only one product in the full range of sizes and only a single item in each of the colour ways.  Your “under the counter” stock will fill in the sizes for the colour range.  In this kind of way, you can make space for each item even when you bring a multiplicity of objects.

So many times, I see little evidence of descriptions relating to the object or range of products.  You need to illustrate the thought you have put into the creations by the descriptions you give to the pieces.  Simply putting the pieces out in a nice arrangement is not enough.  You need to tell people what it is, the concept that led to its development, possible uses, how it might fit into a life style and its benefits – unique art piece, display of the owner’s ability to choose beautiful objects, etc.  And of course, you need to give the price.  You might also want to make it possible for a buyer to have it shipped, so you need information about delivery costs as well.  In giving this kind of description, you are showing you have put thought into the piece and into the buyer’s needs too.

It is very unusual to see anything about the maker.  Unless people are looking for bargain basement items, they want to know about the maker.  They are buying your story almost as much as the object. You have a story relating to your life and your approach to making.  Tell it. Display it prominently.

Where else can your products be found?  People want to be assured that they are buying things in demand. Telling where else your creations are sold helps assure them that their choice is validated by other people’s interest (even though they are buying a unique piece).  Put this information in a few sentences and put it up somewhere on your stand.

Telling people about where you can be found in the real world, on social media, your blog, and any online marketplaces is important.  Often people can turn into repeat buyers through maintaining contact. At the least it can promote continuing relationships, which may turn into commissions.

Research the market. You need to look at the profile of people that will be attending the event.  If it is a gardening event, you might take garden-based objects, or set your pieces in a garden-like atmosphere. If it is a school event, think about the background of the parents.  If it is a stand-alone event, then you need to think about the population of the area, or the people that the event will draw.  The organisers in all these cases should be able to give you information on the people who are likely to come. 

Take things that will appeal to the people who will be browsing and arrange them appropriately to the event as well as getting the display right.  This might involve different table coverings, or backgrounds to reflect the ethos of the event to which the craft fair is attached.  You need to make a connection with the potential buyers.  Show that you are tuned into their lifestyle.

Preparing for a craft selling event is much more than what structure to hang or display your work on.  It is about reflecting the environment of the event. Will the people be browsers that need to be converted to buyers, or are they going to be coming to buy? Those two groups have different display requirements. What your identity will be in relation to these buyers will determine the range of material you bring to the show. 

Summary

A craft fair is very similar to a shop display or your offering on an online craft marketplace. 

• Your display needs to immediately say what you do. This is assisted by the walls, coverings, etc. of the stand, but is most importantly shown by the selection of objects to show.  This is what tells people what you do.  It is your identity for the time being. 
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• You need to lovingly describe each object on display. This gives the buyer a feeling for the concept behind the item, an idea of the benefits and value of it to their life.
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• You need to tell your story. They are buying an idea of the maker as well as the object.  It is a good idea to tell people where else your work can be found too – even if it is at other craft fairs just now – but especially if you are on any online marketplaces such as Etsy.  Engaging them with your social media is also a good idea to help maintain the currency of your story.
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• You need to find out about who will be attending the event.  The social and economic characteristics, the age profile, the status of the event and many other things will be important to what you bring and how you dress it.

Finally, all these elements of an approach to selling your work apply to anything you are thinking of selling on an online craft marketplace.  Getting it right at craft fairs prepares you for successful online selling too.