5 product mistakes that deter craft show sales
When it comes to a business, many things can deter sales, but this article focuses on problems specific to a product.
When you have a shopper at your craft show table, it’s safe to assume they have some interest in your product.
So if your conversion rates are low (i.e. you get lots of shoppers at your craft show table but very few of them buy), take a look at this list and see if you may be making any of these common mistakes.
1) Overwhelm
We live in a world of unlimited choices, which can become overwhelming. Although shoppers like options, when there are too many, it becomes difficult to make a choice.
At this point, a shopper will end up walking away to take time to think about it.
- You can read more about how too much product variation can deter sales here: How your Creativity is Killing Sales
It’s so tempting to go wild with your creativity and try to have something for everyone (in hopes of selling to more people), but a wide variety of products and product options can actually have the opposite effect (you’ll sell to fewer people…this study proves it).
Develop a product line and product collections that make it easy for shoppers to compartmentalize and make buying decisions.
Here are a couple of articles that will help you build a product line full of items that work together:
- How To Sell More to Each Customer (w/ a Ladder System)
- How To Cross Merchandise in a Craft Show Display
And here are articles on building strong product collections (to offer options within those select products):
- How to Develop a Product Line Using the 3 – 5 Strategy
- 5 Steps to Create a Product Collection that Sells
2) Lack of trust
The higher the price point, the more importance a consumer puts on a purchase and the business/creator they’re buying from.
If someone is spending $5 on a scrunchie, they probably don’t need to know the maker’s credentials and won’t worry about if they’re skilled enough to make the item.
However, as a price increases, a consumer wants to have a sense of safety; that this person knows what they’re doing and are an expert in their field.
Your products should be curated to communicate what you’re an expert at.
It’s unlikely that a small, handmade business owner is an expert at sewing, soap making, and candle making. So, having a broad product offering like that can create distrust and deter sales.
Make sure everything from your product line to product packaging and product quality communicates that you’re a trusted leader in your industry.
3) Unknown value
As much as I would love to support every vendor when I’m shopping at a craft show, I can’t just buy for the sake of buying.
I already have jewelry, soap, winter accessories, etc. at home.
So, for me to spend money on another pair of earrings, I must see the value in them.
They must clearly answer questions such as:
- “why do I need another pair of earrings?”
- “if I buy this pair of earrings, what will it add to my wardrobe that I don’t already have?”
- “is this something I’ll have a hard time finding somewhere else?
The products you make and bring to a craft show should be something different than what your target market already has at home or can easily buy (from another vendor or at a retail store).
Then, you must communicate that unique factor. The easiest way to do that is through repetition.
For example, if I make scrunchies, it’s likely my target market already owns a scrunchie or two and can find various colors of scrunchies at a drugstore or another craft show vendor selling hair accessories.
But if I make scrunchies that fit a popular fashion trend (e.g. cottagcore), now I’m offering something different.
If I only have one or two “cottagecore” scrunchies, my message of why my scrunchies are different and more valuable than the scrunchie vendor down the aisle is lost.
A table full of trend-forward scrunchies sends a clear message as to why a scrunchie-lover should buy from me (“my scrunchies will keep you on-trend”).
4) Above/below average prices
Many craft show vendors think that high prices kill sales. And although some sales will be deterred by prices being out of a shopper’s budget, that’s not where the problem is.
Prices that seem (to consumers) higher OR lower than average will throw off more sales.
When your prices are higher than average, it’s important to communicate to shoppers why your prices are higher (e.g. do you use better quality materials?).
However, I don’t often find craft show vendors are overpricing their work.
What’s more common at a craft show is underpriced products, which will also deter sales.
When a product’s price seems lower than average, it sets off a red flag and gets shoppers wondering, “What’s wrong with it?”.
Make sure you’re pricing products properly and you aren’t undervaluing your work in an attempt to make more sales.
5) No sense of urgency
I’m generally not an advocate for one-of-a-kind items when building a profitable handmade business. However, a perk of only making one of each design is that it creates a sense of urgency.
If a shopper falls in love with an item and realizes there’s only one of it, they’ll feel more compelled to buy.
If they notice there are several items that are exactly the same, they’ll think, “I can come back later to buy it”.
At a craft show, you can create this sense of urgency, even if your products aren’t one-of-a-kind. Simply create more of a display setup (rather than a stock setup). Here’s how to do that: Craft Show Display 5 Minute Fix: Display vs. Stock
If you have lots of stock in each product, try keeping the bulk of it under your table and restocking as it sells down.
For example, instead of putting out every bar of soap I have in lavender scent, I might display 5 bars on my craft show table and keep the rest in boxes under the table. After each sale, I can restock.
The other technique to consider when developing products for a craft show is a “limited edition” collection. Just like how Starbucks only offers Pumpkin Spice in the fall and their customers go crazy for it. Communicate to shoppers that if they don’t buy the limited-edition item today, it may be gone tomorrow.
I hope you found this article helpful!
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Hey, I’m Erin 🙂 I write about small business and craft show techniques I’ve learned from being a small business owner for almost 2 decades, selling at dozens of craft shows, and earning a diploma in Visual Communication Design. I hope you find my advice helpful!