T
he uplift in shopping that comes with
the festive season makes this the best
time of year to sell your makes. But in
a crowded marketplace, how do you stand
out from the rest? We’ve asked experts and
sellers to share their secrets for clinching
that all-important Christmas sale.How to pick a winner
Whether you’re selling online or face to
face, the most important thing is to make
people take notice of your wares. “There’s a
real skill to making products that feel very
‘now’,” explains the team at folksy.com. “To
stay ahead of the curve, scour magazines,
Pinterest and trend prediction blogs.”
Once you’re confident that you have the
right products, you need to get them in front
of the right audience. Research potential
markets and fairs, and visit the websites of
other exhibitors to give you a feel for the
event. The organisers should also be able to
give you information about visitor numbers
and their demographics so you can make an
informed decision on whether it’s the right
event for you and your crafts.Create a good impression
The way you interact with potential
customers can have a huge impact on your
sales. “We encourage our exhibitors to be
friendly, confident and knowledgeable about
their products and to be able to answer any
questions a potential customer might have,”says the team at ICHF Events, organisers of
some of the UK’s most popular craft shows.
“An experienced and confident exhibitor
will be able to shift their products without
the hard sell and make the customer feel thatthey are about to purchase a unique, must-
have item. Word of mouth is key, too – you
want customers to leave with a positive view
that they’ll hopefully pass on to others.”
Also, think about how your stall looks –
an interesting display will grab shoppers’
attention. “Display stands for my stall were
an initial expense but they were well worth
it,” says greetings card designer Emma
Garland from littleredapple.co.uk. “When
your products are displayed attractively
and can be seen clearly, it makes a really big
difference to your sales.”
This extends to how customers feel when
they walk away with their purchases.
Offering a free gift-wrapping service can
add to the appeal when people have lots of
Christmas shopping to do. Other options
like picking up purchases at the end of the
day can be appealing if people have a lot to
carry. It’s also worth investing in attractivebranded bags, as they’ll catch the eye of
other people out shopping that day.Know your stuff
Textile artist Rachael Baralos from
sewnbyrachael.co.uk has found that having
all the information customers need on-hand
has made a big difference to her sales.
“I always take along a book of
commissions that customers can look
through. People are often interested in how I
make my items, so I always take along some
examples of work in progress.”
As well as being able to answer questions
about your products, consider stock levels so
you don’t disappoint potential buyers. “We
tell exhibitors that they need to ensure they
are ready for high demand, and to have a
back-up plan in case they run out of stock,”
say the experts at ICHF.Price it right
One of the deciding factors in turning a
browser into a buyer is price, but it can be
tricky to get right. “Consider all the costs
that go into designing, making, packing
and shipping your work, says ceramic artist
Jessica Smith from jessica-catherine.com.
Take the time to calculate all the minuscule
costs as they can stack up if you don’t
include them in your figures, and look at
how other people are pricing their work.”
Another thing that’s worth thinking
about is whether or not you will reduce
your prices for particular events or for
leftover stock at the end of the day.
Whether or not you reduce also depends on
the nature of your stock. Edible items have
a shelf life, as do festive-themed products at
the last Christmas fair of the year, but non-
seasonal items can be held over. Work out
beforehand what your reductions will be
and prepare new price labels - scribbling on
top of the original ones won’t look good.
It may be a lot to consider, but the key
to successful selling is to be passionate
about your products and to pass on
your confidence and enthusiasm to your
customers. If potential buyers can see
the love and care that’s gone into making
something unique, they’ll want to buy into
that, and not just at Christmas – you’ll be in
demand all year round!People love to see how you create your products so
it’s a good idea to take some work in progress“One of the factors in
turning a browser into a
buyer is price”
40 CraftsellerGo the extra mile and present products in quirky
packaging to appeal to the Christmas shopperSELL IT