MARKETS : Choosing the Right Show

MARKETS : Choosing the Right Show

After years of working both sides of a market; both as an organizer and as a crafter, I found answers to common questions and concerns.

MARKETS : Choosing the Right Show

There are more pop-ups, markets, and fairs than ever before - which is exciting but also overwhelming. The truth is: the wrong show can cost you more than just the booth fee.

Your time, inventory, energy, and expenses all add up quickly - so choosing the right fit matters. Sometimes a show may not be profitable for you but that doesn’t always make it a bad show – it often means it was a bad FIT. Here is an overview of how to select the right show for you.

WHO GOES THERE?

Start with the most important question: Who is this show for? Every market attracts a specific audience, and advertises to that base whether it’s:

  • Families + kids
  • Pet lovers
  • Holiday shoppers
  • Specific communities (LGBTQ, retirees, parents-to-be)
  • Food and drink

Your brand doesn’t need to be an exact match - but it does need to make sense in that space. Ask yourself:

  • Do my products fit with this demographic?
  • Does the audience align with my price point?
  • Would my ideal customer naturally attend? Know your own target customer.

For example, a punk-rock vintage market and a Christmas craft fair will each attract very different shoppers. Make sure your products - and your brand - feel at home.

VIBE CHECK

Next, consider the theme and product mix. Some shows are highly specific or curated:

  • Textiles
  • Fine art
  • Ceramics
  • Seasonal or holiday goods
  • Themes - like cottage life, punk rock, eco-friendly, vintage, kids

Others are broader but still have a clear aesthetic. You want to:

  • Fit naturally within the show
  • Have enough product variety to belong

If only one or two of your items align, it may not be the right fit.

That said - don’t be afraid of niche shows. While inside competition may feel higher, the audience is deeply interested. Some cheeky humour and sweary items may not fit well in a kid-themed market. A toy booth may not fit in a show for high fashion.

If someone is attending a pottery show, they love pottery. Your job is simply to stand out - through your designs, branding, or booth experience. You may also find friends in your neighbouring booths, which can provide resources and a great community of makers!SHOW ME THE MONEY

Always calculate the true cost of a show. There is more beyond the entrance fee:

  • Supplies and display materials
  • Inventory production
  • Gas and transportation
  • Electricity          
  • Lodging (if required)
  • Meals and parking
  • Hiring helpers

Track everything. This helps you determine whether a show is truly profitable. Even at a free show there can be additional costs.

And remember: Your first few markets may not be big earners - and that’s okay. Think of them as learning investments. Growth can take time. Take notes, find what works, and improve.

WHO’S RUNNING THE SHOW?

The market organizer can make or break your experience. Look for:

  • A proven track record
  • Strong attendance
  • Clear communication
  • Marketing support for vendors
  • Great reviews   
  • Repeat vendors

See how long the show has been running. Check reviews. Ask around. Other makers are your best resource - see which shows they recommend (and which they avoid).

Both large and small markets have value:

  • Large shows = more exposure, but higher cost and complexity
  • Smaller shows = more intimate, lower pressure, great for testing

Well-run new shows can also be hidden gems. Sometimes getting in with a new market means you can grow together, and if you prove a great vendor, you may be guaranteed a future spot with them.GET MORE DETAILS

Small details can have a big impact on your success. Get all the info up front to avoid surprises.

Before committing, also check:

  • Is it free entry or ticketed?
  • Is parking accessible (and free or paid)?
  • Is there clear signage and foot traffic flow?
  • Are there washrooms, food/drink, and seating areas?
  • How does the show advertise? And do they promote individual vendors?
  • Any activities/prizes/music?

These factors influence:
👉 How long people stay
👉 How much they spend
👉 Whether they come back

Final Thought

Choosing the right market is part strategy, part intuition. When you find the right fit, it doesn’t just boost sales - it builds momentum, confidence, and community around your brand. What works for one maker may not work for another. A low-profiting show may become one of your best. Start small, evaluate, adjust and grow.

✨ Want to go deeper? Explore our other posts for checklists, show prep guides, and resources to help you succeed at every stage.

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