Why you should give markets a go
I wrote last time about how important it has felt to give myself time to play and explore materials in order to find an honest way forward; within constraints to allow for depth. I also shared that an important part of my creativity (and not mine alone) is the finishing and ‘publishing’. For the publishing part of the process my primary avenue is my web shop, and from here there are many ways to develop marketing and sales. Yet, between the publishing and the sales there is a gap between the private exploration of making and publishing, and market research where you get real data back.
I know: when It comes to creativity, it is my task to put it out there and follow my muse. It is your task to judge. It is my not my task to worry or be led by your judgement because everyone will have different ideas and this will lead to doubt.
However, when my designs are up for sale then I need some input: I need to know how it looks together as a collection out there in the world. How far off are my prices? Who is my usual buyer group? In the cold light of the day, can I get an objective response from myself as to where I can take this next? “I know who I am when I see what I do” (David Epstein).
So… What does one do at this formative stage?
Markets are a relatively cheap and are an easy, non-commital way to get your stuff out there. You can get a pitch, set up your stall, and see what happens.
And I can’t recommend it highly enough. However I would offer the following advice for an artist who is new to markets:
Some lessons learned from my first markets
– Have a purpose and don’t let it be money. Much of my work is not particularly market friendly price-wise. But I am not going to markets in order to sell hot-cakes. What are you seeking from the day that is within your gift?
– Respond to the experience as objectively as you can. See above. What did you learn? And how does this help you develop? This is business stuff. Your work is your work. Judgements on the work are not judgements on you personally. If you identify a problem, be grateful to have found it now. Go and fix it.
– People are diverse. Not everyone will like your stuff. Even fewer will buy it. Who does like your work? Are there patterns? Why might that be? Don’t start trying to please your audience. Continue to make from the heart. Don’t be a hack. But, does this group liking your work give you some information? Can it help your marketing activity?
– Have fun with your display. Presentation is important. You will not get this right the first time. Or even your 10th. I feel utterly out of my depth in this department, but life is full of hurdles and we mustn’t let them prevent us from reaching our goals. We must leap over them, crawl under them, knock them over, or walk around them. Learn from others. Be inspired by them; but let this display be another opportunity to authentically communicate your aesthetic and your values. Most people like to see something different and authentic. What are you looking for when you go to a craft or art market?
– Be yourself. Be friendly. Be relaxed. Don’t grasp. People are not to be feared. If people approach your work, be grateful. What are they drawn to? What have they been doing with their day? Do they have a connection with your medium or your pieces? Be available so as not to seem disinterested, but don’t be overly attentive because that gives people the ick and makes them want to be anywhere other than there. Markets are a fascinating place to people-watch, especially from behind a stall. For some people, it takes a certain level of bravery to approach a stall with a stall holder standing behind it. Spiders are more afraid of you than you are of them.
– Take notes. This will also give you something to do, especially when and if you are having a crisis of confidence. Just write it all down and go with it. Even if you sell nothing, I bet you will have learned something from the experience and your notes will give you something to look back on. Why do we think we will remember dreams? They seem so immediate and real. Yet, if we don’t write them down upon waking, they are gone like a wisp of smoke in the breeze.
– Be open to the idea of indirect opportunities coming up, such as making links with other sellers, someone else doing something which prompts an idea in you, or someone asking for something you don’t usually do. Look out for opportunity to show up. It probably won’t be what you are expecting.
– If it’s an outside market, expect rain. Don’t worry about it or hope to wish it away. Prepare for it. If you have a ‘suitcase’ stall, mini greenhouses seem to be the best option. The rain probably will reduce sales. But life would be weird if it was always easy right? Dream days wouldn’t be dream days if every day was a dream day.
Go for it
Prepping for markets can be intense, especially when you are still in the setting up process. There is so much to make, set up and plan. And because you learn so much each time, you come away with a huge to-do list. On the one hand this is great because, hey, there is that direction you have were looking for, but OMG where did all the time go?
I am enjoying doing markets. They are hard work, they always challenge my self-confidence, and can be unrewarding financially. I am determined not to fall into the trap of changing my artistic direction in order to sell more at them. I think this would be short sighted. But they have turbo-charged the development of not only the business side of this project but also the creative side too. Will markets be the central hub of this project of mine? I suspect not. Will I continue to do them? Hell yes.
Running a market stall as a creator requires a good dose of stoicism. But if you approach this with an open minded and objective mindset, eager to learn – and pair this with a general openness towards strangers – I would be surprised if you did not get a huge amount back.
I for one am genuinely looking forward to the remaining winter markets I will do in 2025. It’s been such fun putting together my collection of winter decorations, upgrading my display, and getting some sales under my belt. My next market will be at the Made in Bristol Gift Fair at the Bristol Beacon on 22/11/25. If you can, do come and say hi.
And what comes next after this busy period running up to Christmas? I am also looking forward to the mid-winter stock take: what do I want to aim for in 2026? What have I learned? Where do I want to apply my attention? Which of my mounting pile of designs will be brought to life next?
More of that next time.
Thanks for reading.
Ed