5 Reasons Craft Show Shoppers are Asking You for Discounts
If you sell at enough craft shows, markets, and events, you’ll eventually run into shoppers who think your prices are too high.
They’ll tell you they could make it themselves, get someone to make it cheaper, or find the item at the mall for less.
Yet they still want the item and are asking for a discount?!
If this happens to you once and a while, it’s nothing to worry about. It happens to all of us.
However, you may need to make changes if shoppers are constantly:
- asking why your prices are higher than other vendors
- asking for discounts
- placing items down after seeing the price
The good new is…you don’t necessarily need to change what you make. It may just be a matter of changing how it’s presented.
Here are 5 reasons craft show shoppers may be asking for a discount:
Reason #1 – Not communicating your USP/Value
Whether your prices are higher or lower than average, consumers need to understand why.
Your USP (unique selling position) should help communicate why you charge what you charge, and why your products are worth their price.
Although it may be obvious to a soap maker why “cold process” soap is more valuable than “melt and pour” soap, the average consumer probably doesn’t know why they should pay more for it.
Remember to focus on what’s valuable to the consumer, not you.
Ask yourself why your customers would care (about a product feature). How does it improve their lives?
“Cold process soap” likely means nothing to the average consumer.
However, people don’t want a soap that will irritate their skin. So “free of harmful chemicals” is a better way to explain how the consumer benefits.
When shoppers understand the value a product provides to them, they’re willing to pay more for it.
And if they don’t understand the value of what you’re offering, they may ask for a discount.
Reason #2 – Your display lowers the perceived value
There’s nothing wrong with a flea market table, but that type of presentation can lead shoppers to believe they can ask for a discount.
When handmade items aren’t displayed properly, it can lower the perceived value of them.
If you think about the presentation of items in a dollar store versus a high-end boutique, dollar store items are crammed onto shelves while boutique items are displayed to tell a story/share a message.
Simply removing some of your stock so each item looks more precious and like it’s one-of-a-few, can quickly elevate your display and make products seem like they’re worth more.
Your display doesn’t have to be complicated, but it should look professional.
If your display looks low budget, shoppers may assume your products are low-quality and ask for a discount.
Reason #3 – Your prices are too low
Low prices can attract a different type of shopper; one who is always on the hunt for the lowest price.
These types of shoppers may assume it’s always okay to ask for a better price.
Also, if your display’s signage focuses on your low prices (instead of communicating your product’s value/USP), it’s going to draw in shoppers who love a bargain.
Your prices will tell shoppers how valuable YOU think your items are.
If you’re not confident in your pricing and set your prices too low, shoppers won’t be confident in your product’s value and may ask for a discount.
Reason #4 – You’re attracting the wrong customer
You don’t want to attract bargain-seeking shoppers, but you also don’t want to attract shoppers who generally aren’t a fit for your products.
When you target the right consumer (through branding, product collections, messaging, etc.), you’ll attract people who understand your business and its products.
>> They feel like your products are the perfect match for them.
>> They understand why your product exists and why it’s worth its price.
One example of this (which I’ve shared before) is when I discovered HidrateSpark. It’s an EXPENSIVE water bottle. But I didn’t think twice about the price because it’s a bottle that reminds me to drink water throughout the day. Something I’ve always struggled to do.
HidrateSpark’s marketing message and product features drew me (their ideal customer) right to them.
Take the time to understand your target market and what they’re drawn to.
Everything matters; from the colours you use for your products and the features you highlight to the way you present yourself and speak about your products.
Keep your target market in mind when making business decisions and ensure you’re implementing elements that will draw the right people to you.
For example, does your ideal customer care more about the look of a product or the impact it has on the environment?
If you focus on the wrong element, you’ll attract the wrong shopper who won’t be willing to pay your prices.
Reason #5 – Off-brand packaging
Packaging is another presentation element that can help or harm your product’s perceived value.
If a luxury pair of earrings are displayed on a hand-cut and hand-written earring card made out of flimsy craft paper, it’s going to lower the perceived value of the earrings.
Although it may be a small element, price tags, labels, boxes, containers, etc. should help communicate your product’s value. Done correctly, packaging can even elevate your product’s value.
Hopefully you don’t have to deal with too many craft show shoppers asking for a discount. But if you’re getting more requests than you’d like, try fixing the mistakes explained in this article.
You may also find 10 Times a Craft Show Vendor should say NO helpful.
Happy selling!
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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!
I have read several of your articles, and although I don’t sell my crafts, I found your insights very helpful as a buyer at craft shows and Etsy. I love to buy handmade items and to support makers. As a crafter myself, I think I have an understanding of and appreciation for what goes into handmade works, but you helped me see other aspects of small businesses that I may have overlooked. Thank you.