The weekend before Christmas brought an opportunity I was incredibly excited about: a local art market held at a small, charming farm just 15 minutes from my house. It was a rare chance to showcase my work close to home, and even better, it gave me the opportunity to connect with my own community rather than the bigger cities and towns where I typically sell.
Unfortunately, the event didn’t live up to my expectations. While the hosts and fellow vendors were absolutely amazing, the real challenge was the lack of shoppers. People just weren’t stopping by. Perhaps it was the timing — too close to Christmas — or maybe the street flags weren’t eye-catching enough. Whatever the reason, the outcome was underwhelming: seven sales, totaling $149. To make matters tougher, most of those sales came from other vendors.
Given the $50 booth fee and the seven hours spent on location — not including the time it took to pack and prepare — the event felt like a significant letdown.
There are few things I always do after what I consider a “bad market”:
Start by analyzing the event with a critical but constructive eye:
- External Factors: Were there circumstances beyond your control, like poor weather, a bad location, or economic downturns? Was the market poorly advertised, or did the target audience not align with your work?
- Internal Factors: Reflect on your own setup. Was your booth inviting and well-organized? Did your pricing match the market’s expectations? Was your pre-event marketing effective enough to draw visitors to your space?
It’s easy to feel defeated after a rough event, but setbacks are part of the journey. Shift your perspective to view challenges as opportunities for growth. Identify areas you can improve without placing undue blame on yourself. Remember, even seasoned artists experience tough markets — the key is learning from them.
Immediately after the event:
- Calculate your total expenses, including booth fees, travel, lodging, and materials, versus what you earned at the event. This will give you a clear picture of the financial outcome. Were there unnecessary expenses? Can you carpool with another artist next time, or reduce inventory transportation costs?
- Review which items sold well and which didn’t. Take note of trends: Are certain price points or styles more popular? This insight will help you refine your offerings for future events. Unsold items don’t have to go to waste. Consider repurposing them for other sales channels, such as online shops or themed collections for future markets.
- Follow Up with Leads: If you collected email addresses, business cards, or social media followers, reach out to thank them for visiting your booth. Share updates about where they can find your work next.
- Gather Feedback: If you had loyal customers or engaged visitors, ask for their honest opinions about your display and offerings. Constructive feedback is invaluable for growth.
Now that you have a big picture of why the event wasn’t as successful, or profitable, rebuild your confidence and momentum and start planning for the future successes.
- Vet Future Events: Spend time researching potential markets. Look at the audience demographics, reviews from other vendors, and the organizer’s track record. Choose events that align with your art style and target buyers.
- Booth Presentation: Use insights from past markets to refine your setup. Create a cohesive, professional display that showcases your work’s unique qualities.
- Build buzz before the next event with social media and email newsletters. Share sneak peeks of new pieces, your booth setup, or any special promotions.
- Offer interactive elements at your booth, such as live demonstrations or giveaways, to engage visitors and make your space memorable. The biggest draw to my booth every market- a Mystery Earring Vending machine! During Christmas we have a DIY Customizable Family Ornament- pic the characters and we’ll assemble it there on the spot! People stop when they see a crowd of other people- it’s the FOMO effect.
Every artist experiences a tough market event at some point. The key is to use these moments as opportunities to learn, adapt, and grow. By reflecting on what went wrong, taking actionable steps to recover, and planning for the future, you’ll be better equipped to handle challenges and thrive in your art career.
