MARKET LIFE: MY 18 MONTH JOURNEY

As another busy winter market season comes to a close and the quiet of January sets in, I’ve found myself reflecting on just how far I’ve come over the last 18 months. Markets have been a key source of income for me over this time and I've seen real growth in sales and engagement over the year. When I set off doing markets it was a lot of trial and error and although there is a lot to celebrate  there are just as many things I’d do differently if I could start over. 

I still remember how big the leap felt doing my first event and I know many of you out there may be navigating that same path. Whether you’re a maker looking to take the plunge or a follower of mine that wants to see what is involved from the makers in the events you attend, i’m going to share what my first 18 months have taught me and I hope to be able to share some insights along the way. I will say this is just my account so feel free to take anything that works for you and ignore things that don’t resonate!

ITS ALL IN THE PLANNING

Markets can be an excellent place to make sales and find your 'tribe,' but there is no getting around it: they are hard work. There can be a satisfying kind of exhaustion that comes from being up at 6:00 AM on a Saturday, standing on your feet all day in the elements, and maintaining high energy chats  with customers. Which is then followed by a pack up and sometimes a long drive home. It is as much a mental game as it is a physical one.

My first piece of advice for anyone looking toward their first few events is to be brutally honest about your capacity. It is easy to look at a calendar and see "free time," but markets are about more than just the hours you spend at the stall.

You have to account for the invisible hours: the weeks spent making stock, the day before spent packing the car, the physical toll of setup and pack down, and most importantly the recovery time afterward. If you work a full time job or have fixed responsibilities or like me, a neurodivergent individual with sensory challenges, how many weekends can you truly give away without burning out? I remember finishing my first Winter season and felt completely wiped out for weeks and it took me ages for my creativity to return.

Figure out why before you apply

For me this is one of the most important steps. Every market holds value far beyond the final number taken at the end of the day. Before you hit submit on an application consider do you understand what success looks like for that specific event:

• Sales/Commissions: Are you looking for a high volume of sales or is the goal to find customers

  who are interested in bespoke commission work? 

• Brand Awareness: Sometimes a high footfall event is worth the fee just to get your brand in front of thousands of new eyes and potential shop owners.

• Community: Don’t underestimate the power of connection at markets. People are interested in the person behind the brand. Early on, I worried my work wasn’t good enough to have a place at markets but the interactions and positivity helped spur me on and. I’ve made regular customers from markets/events and had purchases through my website following a market.

  • Gaining awareness in your local community can also be a huge win for long term growth.

• Networking: You aren't just there to meet customers. Markets are the best places to meet potential stockists, find venues for future workshops, or meet other makers for collaborations and partnerships.

• Content: Markets are also a great place for content creation. A few hours spent filming "behind the scenes" clips at your stall can fuel your social media marketing for weeks.

The Lesson: If you know your goal (e.g., "Today is about ???"), a lower sales day won't feel like a failure if you walk away with other things

CHOOSING THE RIGHT MARKET FOR YOU

There is no one size fits all and no right market to go for. It will depend on what you sell and your audience. A village hall craft fair has a completely different atmosphere than a large event or an art show..

I’ve learned the hard way that the type of market can really dictate sales. My colorful ceramics were a hit at Glastonbury, where the crowd was looking for something vibrant and unique. However, that same stock struggled at a smaller monthly market where the customer base were looking for lower priced, more traditional items. If a market’s aesthetic is minimalist and your work is full of colour and energy, you might be losing a battle from the moment you unpack.

Do Your Homework

If you can, go see a market as a visitor first. It’s the best way to get inspiration for your own stall and to feel out if your work "fits".  If visiting isn’t practical (such as the case for one off events) consider reaching out to other vendors. Most makers are happy to share feedback on whether an event is well run and who the typical customer is.

The Reality of Applications

Don't be discouraged by a no. There is often a lot of competition for the best spots, so my advice is to apply to more than you expect to get into. Especially when you are just starting out and your brand is new there may be some time to get into the biggest and best markets. However using that time to develop and fine tune your stall and find out works is time well spent.

The Entry Fee Gamble

Choosing a market is often reliant on how much you want to pay in fees as well.

• High Fee Events: These usually offer higher footfall and potential for big spenders but they are also a risk. If the weather is bad or the people there don’t fit with your style, you can be out of this investment..

• Low Fee Events: These can be great for testing the water but may come with lower footfall so you may end up taking lower sales. You could use them to trial new products, play with your layout, and get comfortable talking to customers without the pressure of a huge overhead.

KEY THINGS TO INCLUDE BEFORE YOU APPLY

Application Process and Brand Fit 

• The Timeline: Check how far in advance you need to book. For example, many Christmas markets open their applications as early as July so it helps to have a plan.

• Curation/Competition: Look into whether the event is curated and maker selectively or whether it is first come first served. It is also vital to check for competition. You want a market that doesn’t have a lot of makers in your category so you aren't one of ten people selling the same type of product.

• Organiser Support: Look for markets with a strong online presence and following. Check if they provide "media kits" or graphics to help you advertise.

• Hidden Opportunities: Consider the "extra" value. Some events attract stockists, shop owners, which can lead to other opportunities for growth far beyond the day's sales.

  
  

The Logistics of the Day

• Footfall/Intention: High footfall is great, but look at the type of traffic. Paid entry often filters out casual browsers and brings in serious shoppers. Free entry brings the crowds, but you may have to work harder to convert them into customers.

• Arrival and Setup: Understand the parking situation and the unloading. Can you park near the venue to unload, or will you be hauling heavy stock across town? Find out if there is a staggered arrival or a free-for-all.

• Physical Setup: Check what is actually provided. Some indoor events provide a table and chair, while others require you to bring everything which will require more money spent prior to the event. If you need electricity or WiFi for your card machine, ensure this is available before you arrive. 

The Atmosphere

• Maker Mix: Check if the event is strictly "Artisan/Handmade" or if it includes resellers. The presence of mass produced or AI made items can heavily affect the price expectations of those attending..

• Indoor vs. Outdoor: This is a big one. I’ve had some of my best events outdoors because they

  allow for a larger footprint with multiple tables under my own gazebo. However, you have to consider the extra cost of a gazebo and the suitability of your work. If you sell paper items, the dampness and wind of an outdoor market can be your worst enemy. Many of my jewellery cards have been ruined in the elements!

• Demographics: Consider the crowd. Does the typical age range and interest of the visitors match your price point and aesthetic? My items (jewellery and ceramics) aren’t often in an impulse buy range and suit those with disposable income

• Layout and Flow: Placement of your stall can matter! Look at the floor plan. A "loop" layout keeps people moving past every stall, whereas dead end aisles can completely kill the sales of those at the far end.

• Atmosphere: Be aware of "attractions" like live music or food trucks. While they bring people in (everyone loves food), being placed right next to a loud speaker can make it nearly impossible to have the conversations needed to sell artisanal work. Food smells can also pass onto work made of fabric as well for example.

TIPS AND TRICKS

To survive the season, you need more than just great stock, you need a solid plan for yourself and your stall.

Protect Your Energy

• Selective Scheduling: Don’t feel pressured to say "yes" to every opportunity. Be realistic about your physical and mental capacity, especially if you are balancing markets with a full time job. It’s better to do three markets brilliantly than ten markets while completely burnt out. Trust me on this one - heh

• The Solo Survival Guide: If you’re trading alone, your neighbors are key. Make friends early! They are your support  when you need a quick toilet break or a coffee. Most makers are incredibly supportive, so don't be afraid to lean on it.

  
  

Things you need

Never leave home without a full set dedicated kit of things. My must-haves include:

• The Toolkit: A tablecloth, Pens/Pencils, a notebook, spare price tags, scissors, and plenty of blu tack or safety pins. I also make use of spring clamps, string/cord, and a label maker.

• Payment:  Sourcing a card machine or a way to take card payments is important. (I use Tide which is a bank account which I then got a card machine through - square is also a good cost effective option - but consider if you want one that uses your phone sim or separate). While card payments are now the standard, don’t underestimate cash. I was surprised by how popular cash still is at certain events. Ensure your card machine is fully charged and that you have a small float of change ready.

• The Tech: A card machine or some way of taking payments, a portable charger for your phone and card machine. Don’t forget cables!

• Comfort:  Bring more water than you think you need, emergency snacks, and most importantly layers of clothing - there's nothing like being freezing for 8 hours. Tip - If you are outside on concrete bring a bit of carpet or cardboard to stand on as it reduces the chill from the ground to your feet.

• Packaging: Whether it’s bags, boxes, tissue paper, eco bubble wrap paper etc. These can make the whole process feel finished and keep your items safe and protected once they leave your stall. Be sure to bring business cards and other extras. 

• The Essentials: Ensure you have your Public Liability Insurance (PLI) saved on your phone or printed out. Check if there are any other regulations (for precious metal jewellery for example you need to have hallmarking signage)

Prep Like a Pro

• The Home Test Run: Always do a mock set up at home first. Mark out your table dimensions on the floor (or set up your table if you can) and ensure everything fits and looks cohesive. This saves you so much stress (and time) during the early morning setup rush.

• Data!: I can’t stress this enough - Keep a log of every single thing you sell and things that did/did not work at events. This data is important to capture. It's how you’ll decide what to change/make more of for your future markets. Make a spreadsheet now, log on the day in your notebook and it will be easy to update after events.

STOCK AND PRICING

I’ve learned that the way you curate and price your items is often more important than how much stock you actually have. You don’t need to bring everything you’ve ever made; you need to bring the right things for the right crowd.

The Magic Number

Every maker has a price point where customers don’t have to stop and think before they buy.

• The Impulse: For my ceramics and jewellery, I found that £25 and under is the golden number for impulse buys and I sell a lot of items in this bracket. These are the items people pick up while browsing for themselves or for a quick gift. 

• Balance: You should aim to have a good range of price points - this allows you to reach a wider demographic of budgets and customers. You can also see what works for you across the events.

• Go big: Balance your spread. While the lower priced items are good for mileage of sales, those big pieces/more expensive works  can act as a magnet to draw people into your stall. Even if they don't buy the expensive piece, it can raise the perceived value of your smaller items.

Strategic Pricing & Bundling

• The Power of the Bundle: Can you create a "3 for £X" deal? Bundling encourages people to spend more than they originally intended…and is a great way to move stock that might be sitting.

• Flexible Margins: Remember that your profit margins don’t have to be identical across every item. It’s okay to have a lower margin on a gateway product if it gets a new customer into your brand.

Multiples or one of a kind

If everything you sell is a one of a kind, it can be more difficult to track trends.

• Spotting Trends: By making multiples of a specific design or glaze, you can clearly see what is popular. If you bring ten of something and eight sell, you have a winner.

• Visual Ease: Too much variety can actually overwhelm a customer (I’ve seen this happen at my stall). I find that by breaking items up by type or color/style/item makes it easier for the eye to land on something they love. This is still something I am working on as a stall filled with colour and my love for new glazes.

Tailor Your Inventory to the Event

Don’t be afraid to edit your collection based on the market's theme.

• Contextual Selling: Not every piece works for every event. When I attend a Flower Show, I left the more abstract pieces at home to focus heavily on plant/gardening themed items.

• Seasonal Shifts: Obviously, winter is the strongest season for sales, but there is value in the rest of the year if you adapt your stock to the season’s mood. I found that certain items did better in the warmer months and my bright glazes really popped in the outdoor markets in the sun.

DESIGING YOUR STALL

Your display is the way to capture your customer -  In a busy market, you have only a few seconds to catch a customer’s eye and get them to make a decision whether to visit you. If your stall is well organised and inviting, it does half the selling for you.

• Height: If your products are all flat on the table, they become invisible from a distance. Use crates, shelving, or tiered stands to bring your work up to eye level. Make sure your best work is the first thing people see as they walk toward you.

• The Power of Clarity: As I mentioned above, make your brand and your prices really clear. If they can’t see a price they might be afraid to ask.  Large, legible signage removes that barrier.

• Curate for the Eye: A cluttered table can be overwhelming. Group your items by type or colour.. This makes the display feel cohesive and helps draw the customer’s eye to specific "collections" rather than a sea of random items.

• Gaining followers: Not every person who loves your work will buy today. Having a large, clear QR code displayed prominently that links to your Instagram or website. It allows people to follow your journey and find you again when they are ready to purchase. Having them follow you can be really powerful. Check out the Marketing Rule of 7, it’s a principle stating that customers need seven interactions (touchpoints) with a brand's message before making a purchase.

• Don't Forget Lighting: Even at indoor events, the lighting can be unpredictable and outdoors in the winter it can get dark quickly. A few battery powered spotlights or warm LEDs can make your items pop.

ON THE DAY

Once you are set up and the public arrives this is when the work begins!

Keep Your Hands Busy

I’ve found that one of the best ways to be approachable is to actually be working. Whether I’m taping small ceramics, polishing chains, or assembling jewelry, staying busy with my hands does two things:

• Removes Pressure: It takes the pressure off the customer. They feel they can browse in peace because your focus isn't on them.

• Showcases Craft: It highlights the handmade nature of your work. People love to see the process, and it can also act as a conversation starter.

Master the Soft Lead

This is a tough one to master and i’m sure there is much better advice out there

• Welcome: Find a nice welcome that works for you. I often use feel free to pick anything up for a closer look (important for ceramics when people can be hesitant to touch). I also use ‘I’ll just be here please do let me know if you have any questions on anything’ but it’s important to craft your own.

• The Compliment: I often give compliments (not falsely) ‘BTW I just want to sayI love your [shoes/dog/dungarees/earrings]!’ This often gets them talking and engaging

• The Detail: If you see someone looking at a specific item, share a tiny detail about it: ‘That mug actually has my newest glaze combination on it’, or ‘that stone is red Jasper sourced from Fife’. This turns your product into more of a story.

• Wear Your Work: If you make jewellery, clothing, or bags, wear them! It shows the scale, how the item hangs, and proves that you believe in what you make

Flying Solo

• If you are by yourself, your prep needs to be on point. Bring more food and water than you think you need. Or if like me you love the opportunity to get food at the market get it early before the rush!

• Make Friends: Introduce yourself to your neighbors during setup. Not only does this make the day more enjoyable, but having a friend  means you have someone to watch your stall for five minutes while you grab a coffee or take a toilet break 

LOOKING AHEAD MY 2026 STRATEGY

Wow, that ended up being longer than I expected. I may also add to it as I learn more. Last year was a lot of trialing new markets and places. However As I move into the new year, I’m shifting my focus from a wide variety of seeing what works to being a little more intentional. 

My goals for this year are below:

• Quality over Quantity: I’m focusing on less but larger events in the Spring/Summer period and then upping my market season in Winter.

• Finding My Tribe: My ceramics are colorful and artisanal; they thrive where people value luxury, handmade work. I’ll be prioritising markets and events that attract that "creative tribe."

• Stockists: I will be doing less markets this year as one of my big goals for 2026 is to establish myself in a number of shops and build those relationships. I also have goals for wholesale and partnerships with other makers. As I’m not a full time maker what I can then make in my available time is limited.

  
  

Attending markets/events is a journey of constant learning. If you’re just starting out, remember to be patient with yourself and just take every event as an opportunity for feedback and growth.. Keep reviewing and improving what you do season on season.

If you do markets, what were your biggest lessons learned at the stalls this year?