The Christmas Market season is almost here!
It’s worth spending a bit of time thinking about how to make the most of this sales opportunity and how best to attract customers in a busy market environment.
A few simple tweaks can really make a big difference to help you sell more at Christmas markets.
In this guest post Sinead Koehler, Founder of the popular Crafty Fox Market in London shares her creative top tips to help you sell more at Christmas markets:
1. Are your products ‘giftable’?
Think about who might wish to buy your particular product and why. More so than at any other time of the year, visitors are shopping for gifts.
Think about your packaging – often shoppers are looking for items which are packaged nicely ready for gifting. They may also be thinking about whether the packaging is also practical as gifts often need to be sent in the mail or transported before reaching their destination.
If you have attractive packaging, make sure this is on show as part of your display.
You may also wish to think about offering a free gift wrapping service – the addition of a simple ribbon can make all the difference.
2. Special ‘market only’ offers
While it’s important to keep your pricing consistent, special market day discounts on one or two lines can be persuasive for consumers. This is commonly done when selling cards – eg. £2.50 each or 5 for £10.
Another option may be to package up two or three products into a gift pack which includes a discount.
Make sure items are clearly priced – ambiguity can be off putting.
A ‘sample sale’ box can also be useful for drawing in customers – everyone loves a bargain!
3. Promotional codes for online sales
A market stall provides a useful opportunity for handing out business cards. This often leads to a spike in online sales after the event!
Think about getting a special batch of business cards printed with a unique discount or free shipping code. This means that you can track customers who discovered your online shop via the event.
If you are concerned about giving out too many discount codes, you could limit these to customers who actually buy from your stall. This may encourage them to visit your online shop to make further purchases or to pass the code onto a friend. Consumers love to tell their friends about the amazing handmade products made by friendly artists, discovered at a local market.
4. Display a portfolio of work
Market stalls often provide a limited amount of space for displaying products.
Focusing on ‘giftable’ items on your stall may mean that you choose not to display your full collection. If you have more to show off, think about including a portfolio of work at your stall. This can be done digitally, for example, with an ipad which flicks through images of other work. Alternatively, you could include a book with pictures for customers to look through.
If you offer commissions or personalisation, include a sign as part of your display to advertise this.
5. Tell your audience where to find you
Use your mailing list and social media channels to let your fans and followers know where they can find you during the Christmas market season. The easiest people to sell to are those who have bought your work previously and they will love receiving a personalised invitation to attend.
You could offer a discount code to those on your mailing list who pay a visit to your market stall (eg. ask them to say a specific word or phrase when making a purchase at your stall in order to qualify for the discount).
New Online course:
Making the most of selling at (Christmas) markets & popups
On Wednesday 11 November 2015 The Design Trust starts a new online course on Making the most of selling at (Christmas) markets and popups. Sinead will be one of our guest speakers on this online course! Book now.
More about Sinead Koehler, Founder of Crafty Fox Markets
Crafty Fox Markets take place seasonally across London, showcasing a curated selection of contemporary craft sellers and artists.
Sinead Koehler started Crafty Fox Market in 2010. At the time, she was selling handmade jewellery online and at markets alongside a full-time job in event management. The aim was to shake up the traditional craft fair and create a good quality event incorporating a bar, DJs and workshops.
Crafty Fox Markets currently take place in Brixton, Peckham and Shoreditch and the team also run occasional pop-ups and collaborations. The creative community is at the heart of Crafty Fox with regular meet-ups, informative talks and low-priced stalls for those new to market trading.