7 Reasons you’re Not Making More Money at Craft Fairs

We’ve all signed up for a craft show with high hopes, thinking the event’s proven track record or our products will bring tons of sales, but we end up walking away a little disappointed.

So many factors can throw off craft show sales, but these are the most common reasons for low sales.

REASON #1: You’re choosing the wrong events

Just because a craft show has been around for years and draws big crowds doesn’t mean it’s right for every crafter. 

Before applying to or accepting an invitation to a craft show, consider the type of shopper the event attracts, what they’re likely shopping for, and if your products and brand are a fit. Here are a few other elements to consider:

• The event’s vibe – it may be a well-produced event, but if your products don’t fit in, you won’t be making much money. Imagine trying to sell little girls’ tutus at an underground bazaar. As many people as the event attracts, when your tutus are surrounded by handmade beard oil, edgy art, and craft beer, your ideal customer isn’t likely to be in that crowd.
• The event’s financial demographic – What are people heading to the event for? To do Christmas shopping or to pick up groceries? People stopping by a farmers’ market are likely heading there with the intention to spend around $20. You may have trouble making sales if your products are in the higher price range.
• The event’s marketing – Take a look at an event’s branding and marketing plan/reach before applying. The organizers must be doing a good job of reaching their target market and marketing the craft show in a way that catches their attention. 
• The event’s purpose – Consider the main reason people will attend the event and whether it will help or hinder your sales. If people are flocking to a festival to enjoy live music and food trucks, they probably aren’t going to buy a piece of art to carry around all day. 

REASON #2: Your product line makes you look like a novice

There’s nothing wrong with being a beginner, but even an expert crafter can look like a novice if their product line is too expansive. 

When you sell a little bit of everything (e.g. knitted goods, tumblers, handbags, candles) it makes it hard to:

• create a cohesive display
• communicate to shoppers that you’re an expert at a craft
• charge higher than average prices 

Imagine one person trying to sell you auto repair services, haircuts, and legal services. How skilled do you think that one person is at doing all 3 things?

We generally put our trust in specialists.

When a craft show vendor is selling too many types of products or too many varieties of one type of product, they come across as a novice; not a specialist.

If your sales are low or non-existent, consider how many categories you’re selling products under.

As a small handmade business (and especially as a new business), you should be selling under one category (e.g. knitted goods, or jewelry, or candles).

REASON #3: Your products can’t be used together

The easiest way to boost your craft show sales is to get each customer to buy more. 

If you’re selling just a few different types of products in a wide variety of options, chances are, shoppers will only be able to find one item to buy.

At my second or third craft show, I had narrowed my product line down to handbags. However, no two bags were alike; I had a wide variety of styles (crossbody bags, handbags, clutches, etc.) and an even wider variety of fabrics/colors. 

Most people shop for a handbag; they don’t buy two or more handbags at the same time. 

However, they might buy a new handbag and a matching wallet, cosmetic bag, keychain, etc.

If your products can’t be worn/displayed/consumed/etc. together, they’re unlikely to be purchased together. 

>> Check out: 5 Strategies to Increase Units Per Transaction

REASON #4: Your products are too basic

What makes your knitted hats different from every other vendor selling knitted hats? Why should shoppers buy a pair of druzy studs from you instead of a store in the mall? What’s the benefit of buying your organic lip balm instead of Burt’s Bees?

Consider your target market and the features they care about most when shopping for your category of products. Then consider how you can put a different spin on those features. 

This is called your USP (unique selling position). 

If you’re not sure how to define your craft business’s USP, check out:

• How To Find a USP for your Handmade Business
• 8 Mistakes Handmade Businesses Make with their USP

REASON #5: Your display is throwing shoppers off

Everything surrounding your products alters people’s perception of them…..for better or worse. The tags you put on your products, the fixtures you use to display them, the props you use, and the overall look of your craft fair booth all influence a shopper’s decision to buy (or not).

Shoppers place a value on your products before they ever see a price tag, simply based on the way you display each item at a craft fair.

Your display needs to draw shoppers in, lead their eye from one product to the next, encourage people to shop, and increase your sales.

Not sure if your display needs help?

Join the FREE 5 DAY CHALLENGE: 5 DAYS TO A STANDOUT DISPLAY. It will walk you through how to create a powerful display that draws shoppers over and converts more of them into customers.

REASON #6: You’re not pushing sales

Sales techniques don’t need to be slimy or awkward. They can be helpful and natural if you just point out the benefits of your products.

Sure “handmade”, “locally made”, “one of a kind” or “high quality” may be considered a benefit, but in most situations, it’s not what drives purchasing.

Are you going to buy a wool hat just because it’s handmade?

Probably not.

But you might buy a new knitted hat because the vendor has displayed it in a way shows how beautiful the color looks with a navy winter jacket, how cozy it looks when the matching scarf is looped around the neck, and it makes you imagine exactly how and where you’d wear the hat.

Or, you might buy a new knitted hat because the vendor has shared an interesting story about the wool industry and why they decided to start a vegan winter accessory line. You might feel compelled to buy products that are more animal-friendly.

Think about how your products can make a shopper’s life better.

>> Are your art prints going to make it easy for someone with zero design skills to create a stunning art wall and pull a room together?

>> Do your bath bombs help people reduce how many endocrine disrupters they’re exposed to?

>> Does your jewelry line make it easy for people to achieve a bohemian style?

Your products may be so good they sell themselves. But if you put a little effort into sharing why your products are great, you’ll be amazed at how much more you can sell.

REASON #7: You didn’t invite your people

If you’ve left all the marketing up to the event organizer and didn’t bother to tell your loyal fans about the event, you’re missing out!

Yes, you’re paying an event organizer to bring the crowds but when everyone does their part to spread the word, it makes it bigger and better than any one person could, and everyone ends up making more money.

Give your fans an incentive to visit you at the event and start talking about it!

It’s much easier to sell to existing customers than it is to make new ones. So get your existing fans, followers, and customers to your next craft fair.

Here’s how to get more of your target market to your craft show table:

• How to Promote a Craft Show (as a vendor)

Finally understand why your hard work isn't resulting in more sales

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Erin (Creator of Made Urban)

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!