Whether you’re new to craft sales or a seasoned veteran, if your sales aren’t where you want them to be you might be making these three big craft sale mistakes.
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I did my first craft sale in the summer of 2016. I’d been attending craft sales as a shopper since I was young and, for years, had known I’d want to sell at one someday.
When I booked my first market, I was a little terrified. What if no one liked my products? What if no one bought?
Starting at craft sales is a whirlwind. There are so many decisions to make! You have to figure out how much product to make, how to sell it, and how to display it. It’s a lot, all at once. But it was thrilling too. I loved talking to people and being part of the excitement of a craft sale. And I loved seeing the look on people’s faces when they fell in love with something I had created.
One of the things I’ve noticed at craft sales, though, is that there are a lot of artists who just don’t get it. They don’t understand how to sell or how to present their products in a way that makes people want to buy. They have great products, but it isn’t enough to have great products.
If you’re frustrated with how your craft sales have gone in the past, or if you’re new to craft sales and want to know what to avoid before you do your first one, I’ve got some tips for you. These tips are based on both my own experiences, as well as things I’ve observed at the markets I’ve sold at.
Let’s dig in.
3 Craft Sale Mistakes that are Costing You Sales
Mistake #1: You Don’t Have a Hook
A few weeks ago I was a vendor at a craft sale that had a lot of duplicates. There were at least six different crafters with crochet plushies—two of whom were clearly using the exact same patterns. During my walk around the venue to look at all the other products, I remarked to one of the vendors that it was unfortunate she had so much direct competition. She sort of laughed and said, “but mine are better.” Okay, but how?
There was nothing that differentiated hers from the other vendor selling the exact same plushie. The yarn was the same (at least as far as I, a non-crocheter, could tell), the pattern was the same, the colors were the same… The only difference was in her setup, which was significantly better than the setup of the other crafter.
She didn’t have a “hook”—a clearly defined reason why someone should buy her plushies over anyone else’s.
If you sell a product that is common at craft sales—jewelry, soaps and lotions, candles, knitting, crochet, etc.—you need a hook.
This doesn’t have to be a life-changing claim. (And please, don’t make any claims that aren’t true!) You just need something that will “hook” your potential shopper. Think about your product’s features and benefits, the materials you use to produce it, and the people who might most like to receive it. Do you use locally produced materials? Do a portion of your proceeds go to charity? Does it make a great gift for that person who is impossible to buy for/has everything? If it’s a plush or a toy, is it easy and convenient to clean?
Make sure that your hook is short, powerful, and easily communicated. Practice saying it until it sounds natural and conversational.
You don’t need to sound “salesy” to be a good salesperson.
Mistake #2: Your Prices Aren’t Clearly Communicated
Pricing is a sore spot for many crafters. We have to walk a fine line between paying ourselves a fair wage, covering costs, and considering what the market will bear. There are all sorts of pricing calculators that can help you determine what you “should” charge, but those calculators don’t take into account the subtleties of local economies.
Your pricing will depend not merely on your material costs and time, but also on your personal goals—is it merely a side hustle that you want to make a little extra money on? Do you want to make it into a full-time, profitable gig?
Whatever prices you decide on, stick to them with confidence. Make sure that you have signage with that pricing so it’s clear to potential buyers what your items cost. People don’t like having to ask and many prospective shoppers might simply continue to the next booth rather than asking you what your items cost. You also don’t want someone to think that you’re open to negotiation on the price. Your prices are your prices, and you deserve to get what you’re asking for your products.
You can price items individually with stickers or labels, or if you have many items with the same price, put up one or two signs that clearly indicate which items that price applies to. It gives shoppers the chance to browse and make purchases confidently. It also avoids the awkwardness of shoppers backing out of a transaction at the last minute because they “didn’t realize it was so expensive”.
Mistake #3: Your Display Lacks Intention
There’s a reason that big stores hire people to strategically plan how their products will be displayed. Merchandising is both an art and a science and utilizes psychology and shopping trends. And while you’re not going to hire a merchandiser to design your craft sale display, you do yourself a massive disservice by not thinking seriously about how you present your products.
Start with thinking about the types of products you’re selling. Plushies for kids? Maybe your display should utilize bright colors and fun imaging. Natural bath & body products? What about stacked wooden crates or slat walls? Stationary? Go for classic office/study vibes. Create a story with your display that highlights the products you’re selling. Selling high-end jewelry? Think about what high-end jewelry stores look like and how they sell their products—try to emulate those vibes.
Utilize depth and height. Don’t just set everything down on the same level; add risers to the back of your display or the corners of your table. Make your display visually interesting.
Not sure where to start? Go to Pinterest and search for craft sale displays. There are so many amazing examples out there.
And you don’t have to spend a fortune. Grab pegboards from Dollar Tree and attach a bunch together to make a tall display. Get simple shelves from the dollar store to add height. Order a tablecloth in your preferred color palette from Amazon. Use bed risers to boost your table’s height a bit.
This can and should be an ongoing process. I’ve been doing markets since 2016 and my display has changed a lot over time. I’ve kept what has worked and changed what hasn’t. I listen to feedback from shoppers. If they’re having a hard time finding my price tags, I change them up for the next market. If they don’t seem drawn to one side of the table, I rework the layout for next time. Even artists who have been doing markets for years can find themselves making craft sale mistakes. It’s a learning process; improve as you go!
Want some more display tips? Check out my blog post on things you should definitely be bringing to your markets here.
Are you making any of these mistakes?
A lot of people go to craft sales and hope that their lovely products will just sell themselves. Artists don’t often like to think of themselves as salespeople, but we must be advocates for our art if we want it to sell.
When you take the time to create an intentional display, be confident in your pricing, and clearly communicate the value of your product, you vastly increase your chances of having a profitable day at the market.
Are you already doing these things? If not, will you try to utilize any of them at your next market?
Can you think of any other craft sale mistakes you’ve noticed at the markets you’ve participated in?
And if you’re new to markets, check out my post: 15 Questions to Ask Before You Commit to a Craft Sale or Market.
