5 Things Craft Show Shoppers Shouldn’t See

When I first started selling at craft fairs, it was all about ME.

>> The products I wanted to make

>> The display that was easiest for me to create

>> Letting people shop in silence because I didn’t feel comfortable selling

But when I started putting the shopper/customer first, my business changed for the better.

I sold more at events, saw an increase in sales after events, attracted wholesale orders, and running my handmade business became easier.

These 5 don’ts put the shopper first and may help you view things from their perspective.

 

Don’t #1 – Showcasing everything you can make

Conveniently, my “best” product ideas would come the day before a craft show and keep me up until 2 a.m. making “just one more”.

In the beginning, my craft show table was a mixture and rotation of everything from flannel pajama bottoms, rice heating bags and hand warmers, pillows, aprons, burp cloths, mittens, and a variety of bags.

I was focused on what I could and wanted to make, instead of the way consumers shop and what they typically buy together.

Consumers don’t tend to shop for pajamas and purses at the same time. They’re either shopping for sleepwear/loungewear or items to accessorize an outfit.

Someone might buy pajama bottoms, a pajama top, and a sleep mask, OR a new handbag and a matching wallet and keychain. But a shopper is unlikely to buy a pair of pajama bottoms and a new wallet in the same transaction.

When I added more product varity, I took away opportunities for customers to buy more than one item. 

I used to think: The more types of products I offer, the more likely it is someone will find something to buy.

But your creativity is likely killing your sales.

As this study proves, more variety can lead to overwhelm and decision fatigue, which leads to fewer shoppers buying.

When you try to offer too many types of products (e.g. jewelry, knitted goods, candles, soaps, etc.) or too much variety (e.g. metal jewelry, wire-wrapped jewelry, crystal jewelry, plastic beaded jewelry, etc.) you confuse shoppers.

• They don’t know how to pair items together
• They have a hard time deciding between so many types of products
• They don’t know your area of expertise.
• They question the quality of your products (i.e. “can one person really be skilled at creating soap, jewelry, AND knitting? Or is that soap going to give me a rash and will that jewelry fall apart?”).
• They don’t feel like your products/business/brand are made for them.

Can you make sales when you have a variety of items on your craft fair table? Absolutely. 

But from my experience, I made one-time sales from shoppers who wanted to buy something small at the craft show.

• I didn’t build a loyal following
• I didn’t have many people investing in a bigger/higher-priced item
• I didn’t sell multiple items in one sale (i.e. one shopper buying multiple items…here’s how you can increase how many items each shopper buys)
• I couldn’t charge premium prices

Show shoppers what you’re great at making, what your passion is, and why they should buy from you, by keeping your product selection limited.

A craft show display with too much variety also starts to look cluttered and messy. Sticking to 3 – 5 types of products, colors, materials, etc. keeps your display looking and feeling cohesive.

 

Don’t #2 – Items that don’t showcase your unique style

Once I started focusing on one category of products (bags), I had more shoppers stopping at my table and made more sales. But I still had work to do.

Even within the bag category, I was offering too many options, branching into too many subcategories, and didn’t have a signature style or USP (unique selling position).

>> Here’s how to create a signature style: How to Develop a Signature Style for your Handmade Business

>> Here’s how to uncover your USP: How To Find a USP for your Handmade Business

I was just another vendor selling tote bags, shoulder bags, crossbody bags, clutches, and coin purses in a variety of materials.

When I started selling my weekend bag it was like flipping a switch. That bag caught shoppers’ attention and they would go straight to it. There was a sense of urgency from shoppers to buy it, it would be the first style to sell out, and people were pre-ordering weekend bags while at the craft show. Not to mention, retailers approached me asking to carry my products.

I didn’t have to reinvent the wheel; I just had to create something that was above and beyond what the average bag vendor was selling.

The more I focused my product line around that weekend bag, the more sales I made.

I got rid of the clutches, the crossbody bags, and the endless styles of totes. I stopped buying the same materials my competitors were using, and focused on one subcategory of bags; travel bags.

Even the way you present your products can give the perception you’re offering something different.

• Group products in a unique way – grouping by color can create a different vision/inspiration/feeling (here’s how to create product groupings on your craft show table). For example, highlighting pastel colours in a scarf display can give the scarves a feminine feel when every other winter accessory booth is showcasing a wide variety of colors.
• Use props and signage that tell a unique story – for example, a jewelry vendor could stand out by adding props that help tell a story about WHERE the jewelry might be worn. Such as beach elements for casual jewelry that might be worn to the beach, or Christmas-themed elements for jewelry that might be worn to Christmas parties and dinners.
• Highlight a benefit your competitors aren’t – for example, many soap vendors sell “cold-processed soap” but not many vendors explain WHY that’s a benefit. If every vendor is advertising “cold-processed soap” and one vendor is advertising “Gentle skincare” or “Environmentally friendly soap” they will stand out to shoppers.

 

Don’t #3 – Incohesive display fixtures

At my first craft show, I gathered wicker Ikea baskets, plastic bins, a deep green jacquard tablecloth, and clear acrylic picture frames from around my home to use in my display.

Although it was a good way to save some money, it created a disjointed display that distracted from my products.

You don’t have to spend a lot of money, but you should be strategic when choosing items for your display.

If you’re borrowing items from your home, stick to one (or two) materials/finishes.

For example, I should have used wicker baskets OR plastic bins, but not both. If I had gone with wicker baskets, I could have used wood picture frames for signage, instead of my modern clear acrylic frames.

You can also shop your local thrift store or dollar store to find fixtures and props that work together, without blowing your budget. And a can of spray paint can make a variety of fixtures look more cohesive.

As you sell at more craft shows, put a portion of your profits towards new fixtures.

I hated having to put my living room back together after an exhausting craft show. It was much more convenient to keep all of my craft show props tucked away in a bin so I knew where everything was and could simply throw the bin in my trunk without having to ransack my house.

Don’t #4 – A display with no story

The first craft show table I set up said: here’s some stuff I made…and some photos my friend took on the other end of the table.

I took a different direction at the next few craft shows and my table said: here’s a bunch of purses I made.

Because the type and style of purse I made was all over the place, I didn’t help communicate to shoppers:

• What type of woman were my purses for
• What style of wardrobe my purses would fit into
• Where my purses might be worn
• What they might be worn with
• What my bags might be used for (e.g. book bag? Diaper bag?)

The easier you make it for someone to imagine using your products, the easier it is for them to buy.

When I introduced my weekend bag, my craft show display started to take a different direction. It slowly morphed into a “travel” story. People could imagine using my bags for a trip because the majority of items on my table told that story.

By simply focusing on one type of product, you can tell a “story”. For example:

>> Bags and cases one might use when packing for a trip, luggage tags, and passport wallets tell a “travel” story.

>> A table showcasing bohemian-style jewelry tells a “bohemian” or “music festival” story.

>> A bath and body vendor selling soap, bubble bath, bath salts, and candles tells a “bath time” or “relaxation” story.

You can also help communicate a story through props, fixtures, and signage. For example:

>> Travel-themed props help communicate the “travel” story.

>> Using wicker display fixtures, adding ceramic vases with pampas grass, and wearing a boho dress and flower crown would help tell a “bohemian” story.

>> Adding rolled-up towels, a tabletop water fountain, and softly playing spa music would help tell a “bath time” or “relaxation” story.

A good story is easy to follow and doesn’t jump around.

When my weekend bags were next to evening bags and beach bags, it was hard for shoppers to follow my message.

I was forcing shoppers to think about going to the beach one second, then accessorizing with a satin clutch appropriate for prom the next.

It created confusion and made it harder for a shopper to focus on making a purchase.

Think about the details that surround your customers when using your products.

• Who are your customers? (specifically…e.g. not just “women”; what kind of women?)
• What are they doing when using your products?
• Where are they using your products and what are they surrounded by?
• When are they using your products? (e.g. time of day, week, year)
• Why are they using your products? How do they want to feel? What’s the benefit/goal they’re hoping to achieve?

These details can help you build a story, which you can then communicate through products, fixtures, props, colors, and signage.

 

Don’t #5 – A vendor who doesn’t know how to sell

I spent my first few craft shows meekly saying “hi” and awkwardly watching people shop. I’m sure craft show shoppers didn’t appreciate it and my sales numbers were reflecting my lack of effort.

• Telling people about product features they can see for themselves was not helpful.
• Watching people shop and saying nothing while they were at my table was awkward.
• Looking at my phone or talking to other vendors while people were in my space was rude.

You’re not annoying people by selling your work.

Especially when you find the right way to sell.

You have to uncover the benefits people care about and share your story.

As explained in the soap example earlier; “cold-processed” doesn’t mean anything to most consumers. That’s a feature; not a benefit. 

How does the customer benefit from cold-processed soap? A cold process may create a milder soap, which translates into “gentle cleansing that won’t dry out your skin”. That’s a benefit consumers care about.

How do your customers truly benefit from buying your products?

Don’t point out benefits that every product in your category provides.

For example, all jewelry adds style to an outfit, all soap cleans, and all art decorates walls.

What type of consumer are your products perfect for and how do they specifically benefit them?

• Jewelry might add a bohemian style to an outfit
• Non-toxic soap might be a benefit to those with sensitive skin
• Art might add a mid-century modern vibe to a home

When selling, point out how your products are different and how a shopper will benefit from those features.

Give craft show shoppers an experience, teach them something they don’t know, and leave them with a story they can re-tell to friends.

If you really hate selling, check out these ideas to promote your products without speaking.

 

Craft Show Checklist

To summarize this article, ensure you have the following elements in place:

One category of product

Narrow your product line down so you’re selling products that fit under one product category (e.g. jewelry or knitting, but not both). Better yet, focus on a subcategory, niche, theme, or target market when choosing products for your craft show table. For example, try focusing on one style of jewelry (e.g. bohemian), one type of material (e.g. healing crystals), or a target market (e.g. brides).

To ensure your product line doesn’t get carried away, consider following the 3 – 5 method explained in this article: How to Develop a Product Line Using the 3 – 5 Strategy

A unique angle

Explore ways you can stand out from your competitors. Even if you don’t have direct competition at a craft show (e.g. you’re the only vendor selling soap), consumers are still considering your competition before buying. They’re aware of the soap they can buy at the drugstore, their current soap brand, the soap vendors on Etsy, etc. Your products, brand, sales pitch, etc. need to communicate to shoppers why they should buy from you.

Try exploring how you can develop a USP: How To Find a USP for your Handmade Business

And consider if you have, or can strengthen, a signature style: How to Develop a Signature Style for your Handmade Business

A story & message

Your craft show table should immediately tell shoppers what you sell (product category of subcategory), who it’s for (your target market), and why they should stop and buy (story/message). Think about your target market and how they want to feel or look, or what they want to do or have. Then consider ways to tell that story through your product line, fixtures, props, signage, and even your attire (here’s What to Wear to a Craft Fair to Boost Sales).

A branded display

You don’t have to hire a graphic designer and spend hundreds of dollars to build a brand. You don’t even need a logo. You simply need to know the feeling or vibe you want your business to evoke/create. If it’s “natural & earth friendly” choose earth tone colors, natural materials, and earthy elements for your products, tablecloth, fixtures, and props. If you want your brand to exude feminity, you might use pastel colors, soft finishes, script fonts, florals, etc.

A strong sales pitch

Put yourself in your customers’ shoes and explore the benefits (not product features) they care most about and that will drive purchasing. Be sure to highlight those benefits in your craft show signage and when speaking to shoppers.

 

For a step-by-step plan to improve your craft show display, join my free 5-day email challenge: 5 DAYS TO A STANDOUT CRAFT SHOW DISPLAY