Feature: The Fun Of The (Art) Fair

The next three months will be the most important in the year for designers and makers as the shoppers prepare for Christmas.

Fairs are a great opportunity but they also can be quite expensive. Let’s have a look at how to prepare for them for the best results.

From the local parish hall to large professional venues, there are many opportunities to sell to the public before and around Christmas time. These events vary widely by their professionalism, their promotional reach, their attendance, and the cost of their stands. Choosing the right fair is crucial to make the most of your investment. You need to consider the type of customer attending, the footfall, and the cost of the stand, which will inform your break-even point.

Taking part in a retail fair should be part of your overall strategy. Sales should be only one of your goals. Meeting customers face-to-face is a great way to get feedback on your products, build up your mailing list, get commissions and drive traffic to your online shop. Make sure you make an effort to promote the event to your network.

You will need to be confident about your pricing structure and clearly (and tastefully) display prices as people will often move on rather than ask. Most customers at that time of the year shop for Christmas gifts, at very definitive price points: Stocking fillers, £20, £50 and under £100. Packaging will help transform your product into a covetable gift.

Fairs are an intensively physical experience. You will need to think about how much stock you need to take, and how to transport it. Practical details, branding and practice are the key words when it comes to building your stand. You will need to create an attractive display in a short amount of time. A well thought-out toolbox will ensure that you do not miss all those essential bits and bobs.

Finally, you should follow up on any conversation you started having with prospective customers and new clients quickly after the fair, making sure to let them know where to find you next.

Good luck with the 2014 autumn and winter fairs and enjoy the rush!