If you want to make money at handmade markets and festivals, my advice is simple:
👉 Make what sells.
Don't just try to “sell what I make.”
Because here’s the reality—those are two very different strategies.
"Sell What I Make" Isn't Always a Good Business Plan
A lot of makers start here (I did):
- This is what I like to make
- This is my style
- I'll just sell it and see what happens
And sometimes that works.
But sometimes…
👉 Customers don’t want it.
Or your product only appeals to a very small percentage of shoppers at that particular market.
So you end up sitting there wondering why sales are slow—while other booths are busy all day.
A Real Example From The Market
One of my market buddies had a beautiful booth full of:
- Hand-knit hats and beanies
- Children's knitwear
- Scarves, ponchos and shawls
- Hand-dyed wool yarn
In fall and winter—and at the Oregon Coast—she did great.
In spring and summer?
👉 Not so much…for obvious reasons.
So last year she made a smart move.
👉 She changed what she was making.
Instead of only focusing on cold-weather items, she started making crochet plushies.
And her sales?
📈 Up 40% in one market season.
In fact, she's now selling more product while working at fewer markets.
What Changed?
Before:
-
Target customer = someone shopping for cold-weather wear
Now:
- Still selling hats (same audience)
- PLUS:
- Gift shoppers
- Parents & Grandparents
- Kids
- Anyone looking for something cute and fun
She didn’t abandon what she loved.
👉 She added what sells.
She Also Reworked Her Display
Her hand-dyed yarn used to sit on a table surrounded by hats—it didn't stand out.
Now?
👉 It’s front and center—and a lot more of it.
And guess what…
👉 It sells more—because people can actually see it.
Know Your Audiences (And Your Market)
Before you change everything you make, ask yourself:
👉 Are you in the right market?
Not every show is a good fit.
If you’re at the wrong type of event, even great products won’t sell well.
(And yes—I’ve absolutely been there.)
👉 When a Vendor Event Isn't Good
But if you are in a good-fit market…
You Need to Make (And Bring) What SELLS
If you’re in this business to make money, you have to pay attention to what customers are actually buying.
Not just what they compliment.
Not just what you love making.
👉 What they are pulling out their wallets for.
Here's how this plays out in my own business...
"Bread & Butter" Funds Your Business
For me, it’s jewelry—so I’ll speak about what I know.
At markets, my consistent sellers are:
- Earrings (all day, every day)
- Simple wearable pieces that go with everything
- Items at a reasonable price point ($30-60 for us)
Those are my bread & butter.
And they matter.
Because:
👉 Those sales fund everything else—and keep me in business.
They allow me to:
- Keep showing up to markets
- Travel to bigger "away" shows (with higher booth fees)
- Invest in materials and carry a large inventory
- Spend time making higher-end, more detailed pieces
At a recent market, my "bread & butter" items made up 45% of my total sales.
That's significant.
And here’s something a lot of people don’t talk about:
👉 My bread & butter pieces often have a better profit margin than my more expensive items.
They take less time to make, use fewer materials, and sell more consistently.
Meanwhile, my higher-end pieces:
- Take significantly more time
- Use more expensive materials
- Don't sell as quickly (which means money sitting in inventory)
What I've Learned (The Hard Way)
If something isn’t selling, you have to be willing to ask:
- Is this the right product for this market?
- Is it priced appropriately?
- Does it appeal to enough people?
Because sometimes the issue isn’t effort.
👉 It’s product-market fit...and product-customer fit.
If You Don't Care About Making Money...
Then truly—make whatever you want.
No strategy needed.
But if your goal is to:
- Increase your sales
- Grow your business
- Actually make money at markets
Then you need to focus on what sells.
Quick Reality Check
If other vendors are consistently busy—and you’re not…
It’s worth asking:
- Am I making what customers want?
- Or just what I like to make?
That answer can be uncomfortable—but it’s usually where the growth is.
Final Tip: Your Booth Matters Too
Even great products won’t sell if your booth isn’t working.
Ask yourself:
- Is my display too busy?
- Can people quickly understand what I’m selling?
- Is pricing clear?
- Do I look approachable?
People are much more likely to buy when they feel comfortable stepping into your space. (Here is a previous blog post about how to encourage customers to shop in your market booth.)
Next Time You're at a Market...
Pay attention:
- What are people picking up or trying on?
- What actually sells?
- What sits all day?
That information is more valuable than anything.
And it might just change what you decide to make next.
Have you ever pivoted?
Have you ever re-evaluated your offerings in your market booth? If so, I'd love to hear what you did:
- What did you add to your collection to drive more sales?
- How did you change your display to be more customer-friendly?
- Did you expand your price points so you had something for every budget?
I'd love some feedback from other artisans who've made changes that resulted in more sales!