What Does it Take to Prep for a Vendor Market?
Hey ya’ll, it’s MARKET SEASON!
This time of year, my entrepreneur friends and I are super busy with events, especially markets. The holiday season is a wonderful time for us to sell our wares and meet new customers. It’s a lot of fun, but a lot of work too! I often use my blog to give an inside scoop on what it’s really like to be an authorpreneur, and this week is no different. Here is what market season prep looks like behind the scenes.
6 Pre-Market Tasks
(You Likely Didn’t Know Needed to be Done)
#1 Book Inventory and Ordering
In order for me to sell books, I need to buy them first. At any given time there are around 250 books in my basement. But which ones? The first step is to lay them all out and take stock. Then, I’ll place an order for what I think I’ll need. This is always a bit of a guessing game. Sure, books don’t spoil or go bad… so I could order a thousand! But spending all my savings to then sit on product for months… doesn’t really work out well for the cash flow situation. I do my best to order what I think I’ll need and a little more (just in case).
For example, because I have a market coming up in St. Paul, I ordered a few more of my Duluth based Champion Chocolatier series that usual, because Minnesota people sure to do love the North Shore. But when I’m at the Mistletoe Market later in the month, I’ll be certain to have tons of Close Quarters for the La Crosse locals.
Books usually take 2-3 weeks to be printed and shipped to me. So this important step is often written in my calendar about a month before market season.
#2 Book Signing
If you’ve been following my social media stories the past week, you know that I’ve been signing a lot of books. I could just scrawl my name inside each book and call it good, but I like to do a little more than that. For each of my books, I find a quote that connects to the story and write that on the title page along with my signature. This step takes a little extra time, often more time than I have to spend with each customer at a busy market, so I like to do it ahead of time. This way, when a book is purchased, all I have to do is add the personalization (To: ______) and hand it over.
This task is mindless and easy, so it doesn’t need to take the place of other tasks during my “work day”. Instead I usually work on it in the evenings while we watch TV as a family.
#3 Pricing
Situations change from event to event. Things like mileage and event fees make a difference in how much I have invested in a selling event. Some markets cost little to nothing, while others cost hundreds of dollars. I also may have added another book to my line up, thus changing the overall price of a bundled series. (As a self-published author, I am able to buy my books at cost + shipping. For more information on royalties and how I decide how much to charge for books, read this post.) I also think about how things sold at past events and considering adjusting prices to increase sales.
For example, I have a bunch of zipper pouches that have been slow sellers. (I’m not sure why, I love these things and think they are great!). So for my next market, I’m going to try selling them for $15 each or 2 for $25. If that doesn’t go well, I’ll try something else the next time around.
Figuring out how much I want to charge per item or bundle is definitely something I need to do ahead of time, rather than make it up on the spur of the moment like a garage sale.
#4 Signage
I’ll then make new signs (thank you Canva!) to reflect these prices so that customers clearly know the cost of my items. I frame these price sheets and include them in my table display.
I also like to have signs with information on how to stay connected to me. Lately this has come in the form of QR codes to my email newsletter sign up landing page in mini frames. Here are a few of my signs, just to give you an idea.
For this market season I have upgraded my signage. Often times people think I am a retailer or book distributor (like Usborne Books). Once they find out that I am the author of the books they see, they are much more interested (and willing to buy). Personalized and autographed books make GREAT gifts! I learned that I need this fact to be front and center, rather than the result of a two minute conversation. My signs hopefully reflect that, including this new beauty I designed on Canva and ordered from Next Day Flyers.
#5 Help
Running the actual market is a lot of work. Often my husband helps me pack and set up for events, and my parents will help me sell books. Standing and talking and selling for 6-8 hours takes a lot of effort. It’s fun, but work… and harder work still if you can’t take a break to eat lunch or go to the bathroom. Securing help is a step you might not think of… but a necessary one. My best advice is to find an author friend that you can share a table with. Not only will you cut your cost in half, but you’ll have a built in buddy to give you a break. Also, sometimes is easier for you to brag up another person’s books than your own. Together you can hype up each other’s offerings without appearing outwardly arrogant or salesy.
#6 Packing!
Getting all my stuff to the market is a task in and of itself and you better believe “packing” makes it on to my to-do list the week of an event. Books, tables, a chair, table cloths and display décor, signs, money bag (with cash for change - add a stop at the bank to the to-do list!), square card reader, book marks, bags (pre-stickered with my brand logo), and… what am I forgetting?!?!? If I’m totally honest… it’s at least one thing.
In addition to these steps, there’s buying the packaging (bags) your shoppers will use, assembling any kits or bundles, checking with collaborators on co-created product, social media posting, picking out your outfit (something thematic to the event and comfy!), booking a hotel (if necessary) and probably a dozen other small things I do on autopilot. It’s a lot!!
I’ve been doing markets for the past 5 or 6 years. It’s not an exact science. Each market and event is different, even from year to year at the same annual event. No matter the turn out (or weather), your sales or lack there of, remember that this is an opportunity to meet new customers, build relationships and the let the world know you exist. Markets are a TON of work, but in my opinion, definitely worth it.
Here are the markets and events I’ll be at this season. I hope to see you there!
P.S. As a shopper and attendee of these markets, remember that some of the people you see are side gig hustlers and others are out there trying to earn their mortgage payment. But no matter what, they have a passion for the “thing” they are out there peddling. Be kind, pay a little more than you would for something on Amazon, and if you love something you find… tell a friend. Word of mouth referrals are still the BEST way for any business (big or small) to succeed.
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