This time of year, most communities are fraught with holiday craft markets and pop-up shops specifically designed for small vendors and crafters to sell their unique goods. If you sell handmade items, art, or vintage clothing and accessories, fairs and markets are a great way to promote your business and make a little extra cash for the holidays.
Finding markets
Search the ever-helpful internets for “(your city) holiday market”, check with your local etsy street team, Yelp, and Craigslist, event listing sites like Festival Network Online and FairsandFestivals.net, or even your local Chamber of Commerce.
Fees and traffic
Most markets charge a fee to participate, usually anywhere between $15-$700. Smaller markets will charge a lower “booth fee,” while larger, more established events–which usually draw more traffic–charge more. If costs are high, see if the event will permit you to share a booth and split the rental fee. Ask the market organizers to provide statistics about past and projected attendance and average vendor sales if available.
If you’re in the US, you may also need a license or permit to sell–check with the local government to determine the requirements.
What to bring
Besides merchandise to sell, there are other things you’ll need to bring to set up your area.
Set-up
Most markets that take place this time of year don’t require a tent, but a table and chairs, rolling racks, and collapsible shelves are inexpensive basics for setting up. Make sure to bring bags for customers to carry your products home in!
Administrative
Since this is a sales venture, you should bring plenty of business cards, a calculator, pen and pad, a cash box and cash (for change). Each individual piece of merchandise should be clearly priced, and it’s a good idea to bring a mailing list sign-up so you can keep in contact with people interested in your stuff.
Help
You’ll need at least one other person to help take care of customers and watch the booth when you need a break. Portable snacks and a water bottle always come in handy, too.
Make it look good
This is the fun part! The type of merchandising permitted may change depending on the market’s rules and the amount of space available, but remember to stay true to your branding–use your logo and the colors on your site in your decor.
Signage
Make sure your business’ name is clear and legible from a distance. Try to hang the sign with your business name and URL above your table or booth so it’s visible regardless of the crowd.
Displays
If you sell clothing and accessories, display pieces on a dress form or mannequin, or prettify your set-up with colorful table cloths, baskets, boxes, or a backdrop. The more it looks and feels like an inviting boutique, the more people your booth will attract.
Stand out!
Nancy of brick-and-mortar shop Talk of the Town Vintage started out by attending markets and fairs, and often received attention for the hats she’d wear. People would stop by her booth just to see “the Hat Lady.” You don’t have to have a gimmick, but a unique feature that draws attention never hurts!
Follow up
You’ll make contacts with customers and potential customers, in addition to connecting with other vendors–who can keep you in the loop about future opportunities. Keep in touch with your fellow vendors! Send a follow-up email, comment on their blog, friend them on Facebook, follow them on Twitter, or arrange to chat over coffee. Networking contacts are invaluable.
Mailing list
If you collect emails, add them to your mailing list and send a message welcoming new subscribers and asking them to join you on social networking sites. It also helps to remind new subscribers that they’re on your mailing list because they signed up at XYZ market.
Special projects
If people ask you about custom orders or special projects, make sure follow up with an email or phone call. They could turn out to be your best clients!
Overheard