Craft Fair Success: A Woodworker’s Complete Guide
Craft fairs put your work directly in front of buyers—no algorithms, no shipping logistics, just you and potential customers connecting over your creations. But success at craft fairs requires more than showing up with nice products. The most profitable makers approach shows strategically, from careful selection to engaging booth design to closing techniques that turn browsers into buyers.
Choosing the Right Shows
Not all craft fairs deserve your time. Evaluate opportunities carefully:
Audience match: Who attends? A high-end artisan show attracts different buyers than a community festival. Your $2,000 dining table won’t sell at a venue where customers expect $20 gifts. Research past vendors and price points.
Foot traffic: How many people attend? Ask organizers for numbers. Established shows share visitor counts; new shows are riskier but may offer lower booth fees.
Vendor quality: Who else will be there? Shows curating quality makers attract serious buyers. Shows accepting anyone tend toward flea market atmosphere and bargain seekers.
Fees versus potential: Calculate realistically. A $500 booth fee requires significant sales to profit. Factor in travel, lodging, food, and time away from the shop. Some prestigious shows justify high fees; others never pencil out.
Start local to minimize logistics and costs. As you learn what works, expand to larger regional shows.
Booth Design and Display
Your booth is a temporary retail store. Design it to attract attention and facilitate sales:
Visibility from a distance: Shoppers decide whether to approach from twenty feet away. A clean, professional look with eye-catching centerpieces draws them in. Clutter and chaos repels.
Height variation: Display at multiple levels—table height, eye level, above eye level. This creates visual interest and maximizes use of your allotted space.
Touchability: Craft fair shoppers want to handle products. Arrange pieces accessibly rather than fortress-like behind barriers. Yes, you’ll clean fingerprints constantly. It’s worth it.
Lighting: Outdoor shows rely on natural light, but indoor venues often have terrible fluorescent lighting. Bring your own—simple clip lights or LED strips dramatically improve how your work looks.
Brand consistency: Your booth should feel cohesive. Matching tablecloths, a professional banner, consistent signage, and coordinated color palette signal “established business” rather than “hobbyist with stuff to sell.”
Inventory Selection
What you bring determines what you sell. Balance your mix strategically:
Price range variety: Include items at multiple price points. Lower-priced items ($20-50) provide accessible entry points and volume. Medium-priced items ($50-200) balance accessibility and profit. Statement pieces ($500+) establish your capability and may sell to the right buyer.
Gift-ready items: Many craft fair purchases are gifts. Products that solve “I need something for my father-in-law” sell readily. Consider how your work fits gifting occasions.
Best-sellers: Bring plenty of proven sellers. Running out of your most popular item wastes opportunity. Craft fairs reveal what resonates with buyers—pay attention and adjust future inventory.
Conversation pieces: Include at least one show-stopping piece that draws attention even if it might not sell. This work demonstrates your capability and draws people into your booth who might buy smaller items.
Pricing at Shows
Craft fair pricing requires different considerations than online or custom work:
Price clearly. Customers uncomfortable asking prices often just walk away. Every item should have a visible tag.
Build in fair margins. You’re spending time away from your shop, paying booth fees, and covering travel costs. Your prices should reflect these business realities.
Negotiate cautiously. Some sellers build in haggle room; others price firmly. Know your approach before the show. “I can do $X if you buy two” creates value without discounting.
Accept multiple payment methods. Card readers (Square, PayPal, etc.) are essential—many customers don’t carry cash. Have a backup in case technology fails.
Engaging Customers
Your presence is a major advantage over online selling. Use it well:
Stand, don’t sit. Sitting behind a table creates a barrier. Stand to the side or in front, approachable and ready to engage.
Greet without pressure. “Hi, let me know if you have questions” gives permission to browse without feeling stalked. Read body language—some want space; others want guidance.
Tell stories. Share what inspired a piece, how it’s made, why you chose certain materials. Stories create emotional connection beyond the object itself.
Demonstrate when possible. If you can do small work at your booth—carving, hand-tool work—it draws crowds and creates memorable experiences.
Collect contacts. Have a sign-up sheet for your email list, offer business cards, and capture social media follows. Many craft fair browsers become future customers.
Logistics and Preparation
Successful shows require preparation beyond the work itself:
Packing: Organize inventory so setup and breakdown are efficient. Label bins, have a system, and know exactly what you brought.
Display equipment: Tables, tablecloths, tent (for outdoor shows), display fixtures, lighting, signage, and backup supplies. Create a checklist and use it every show.
Business supplies: Card reader, cash for making change, bags or boxes for purchases, tissue paper for wrapping, business cards, receipt book.
Personal needs: Water, snacks, comfortable shoes (you’ll be standing for hours), and weather-appropriate clothing for outdoor shows.
After the Show
Learning continues after you break down:
Track what sold and what didn’t. Patterns emerge across multiple shows that guide future inventory decisions.
Calculate actual profitability. Sales minus booth fee, travel costs, supplies, and your time. Some shows look good at first glance but weren’t actually profitable.
Follow up with contacts. People who took your card or signed your list are warm leads. Reach out while the show is fresh in their minds.
Request feedback informally. Ask your booth neighbors how they thought the show went. Experienced vendors often share valuable insights.
Craft fairs combine the challenge of retail with the rewards of direct customer connection. Master the format, and they become a sustainable, enjoyable revenue stream for your woodworking business.
