10 Ways to Make Craft Show Shoppers Think your Prices Should be Higher

Craft show shoppers are judging your products and placing a value on them before they see their prices.

If they think your product’s prices are going to be lower than they actually are, it makes it much harder for you to make the sale.

Here are 10 things you can do to increase the value shoppers place on your products, so they’re more likely to buy.

1 – Niche

Position yourself as an expert by sticking within a niche.

We all expect to pay more for expert advice, specialized services, and products made by an expert.

As a small business owner, it would be almost impossible for me to be an expert at making several different types of products (e.g. knitted goods, jewelry, soap, candles, and bags).

So a table full of too many types of products sends a message that what you’re doing is a hobby and not a business.

People place a lower value on products made by a hobbyist.

Try to

• stay within one type of craft (e.g. knitting OR sewing)
• stay within (or close to) one category of product (e.g. bags OR home decor)
• And you may even consider staying within one sub-category of product (e.g. schoolbags)

It may take some trial and error, but with each craft show, narrow down “your” craft; what you’re an expert at making.

 

2 – Style positioning

Shoppers don’t just buy products for the sake of it. They look for products that help showcase their style/lifestyle or that help them develop it.

When you think about stores that have a more general style that appeals to a wide range of people (e.g. Old Navy), you’ll realize their prices are much lower.

On the other hand, when you think about a store that has a more distinct style (e.g. Banana Republic has an old-money-chic style), they’re able to set higher prices.

Although other factors determine pricing (e.g. Banana Republic quality is better than Old Navy), you’ll notice that businesses that focus on a distinct style can price higher (and have customers willing to pay the high prices).

If you create products in a wide range of styles, it can lower the perceived value of them.

When all of your products follow the same clear and recognizable style, it makes them feel more special and unique.

 

3 – Product packaging

Any element that is attached to your product or that your product is contained in can lower or raise the perceived value of your product.

Packaging elements to consider:

• Product tags – any label or tag that is a part of a product (e.g. candle label, care label, brand tag, etc.) should look professional and help elevate your products.
• Price tags – prices handwritten on stickers can lower the perceived value when compared to a branded, printed price tag attached to an item with twine or a ribbon.
• Packaging – if you package your products in a bag, box, sleeve, etc. make sure it looks professional.
• Printed material – adding care labels or cards can give your products a premium feel.
• Shopping bags – how you wrap each purchase can increase or decrease the value people place on your products (even after paying). Delicately wrapping a purchase in branded tissue paper and placing it inside a branded shopping bag will not only make the item feel more special to a customer, it can also catch the eye of other craft show shoppers and get them to place a high value on your business and its products, before ever laying eyes on them.

 

4 – Presentation

Your craft show display is a big element that can help increase the perceived value of your products.

There is a lot that goes into creating a professional and value-increasing display, but here are a few tips:

Tablecloth

Choose a tablecloth that works with your brand and lets your products shine. For example, if you’re selling high-end jewelry, your tablecloth should look high-end. Make sure there are no wrinkles (I love to use a spray bottle to spritz my tablecloth and remove any creases that were caused while it was folded), no staining or snags, and that it’s a color and material that works with your products.

Fixtures

Choose fixtures that properly display your products and make it easy for people to shop. Nothing that can easily tip over or requires shoppers to move 5 items to get to one.

You should also try to make your fixtures match. When you go into a retail store (such as Old Navy or Banana Republic) they don’t have some wood fixtures, some plastic, others metal, a few on one side of the store painted black and others painted pink. They stick to one or two materials/finishes. Try to do the same with your craft show fixtures. You can spray paint them all the same color or stick to a similar finish (e.g. all wood).

Displays

Group your products in a way that makes sense (How To Cross Merchandise in a Craft Show Display) and try to have a mix of stocked products and displayed products.

This article will help explain why having a mix of stock and displays is important: Craft Show Display 5 Minute Fix: Display vs. Stock

 

5 – Stock levels

Stuffing a craft show table with too much stock can lower the perceived value of your products.

Limited quantities make items seem more exclusive and special, which will make shoppers think they’re more expensive than they are.

Try to leave negative space on your craft show table and keep some stock behind your table if it’s looking too full.

If you’re speaking with shoppers, you don’t have to worry about missing out on a sale because an item isn’t on your table. When you notice a shopper looking at a product you have more stock and options in, mention that to them and ask if there’s a color/size/print they’re looking for.

 

6 – Attire

You are a part of your craft show display, and you’re representing your brand.

Imagine walking into a high-end, trend-forward clothing boutique and the salesperson looks like they just rolled out of bed. They’re not wearing anything that’s on-trend or that’s sold in the store.

You’re going to wonder if you can trust that person’s opinion on trends and dressing for success. You’re also going to think twice about the prices.

Consider your brand (e.g. is it feminine, classic luxury, or whimsical?) and then present yourself in a way that aligns with it.

Here are more tips on dressing for a craft show: What to Wear to a Craft Fair to Boost Sales

 

7 – Sales techniques

When a salesperson seems uninterested, it devalues the products and shopping experience. On the other hand, pushy sales techniques can cheapen an experience as well.

Try to make connections with shoppers and cater to what they need. If they want to chat about their new job, which they want a new bag for, ask questions about their job as you help them pick out an item. If they seem as though they want to be left alone, be friendly, allow them to shop, and check in periodically to see if they need any help.

It’s also important to point out features that are valuable to shoppers.

For example, explaining the type of sewing machine I use or how many hours I spend making each of my handbags isn’t valuable to my customers. Instead, they might care about the durable vegan material I source or how my newest collection uses Summer’s on-trend color or style.

Be sure to think about what your target market needs to hear to find the most value in your products, then communicate that point in your sales pitch and signage.

 

8 – Social proof

When people see that others are interested in a business/product, they place a higher value on it.

You show shoppers your social proof at a craft show by:

• Adding a couple signs with customer reviews/testimonies
• Using signage to point out how popular a product is (e.g. “100 sold this year” or “my most popular product”, or “This item always sells out”)

Also, having a busy booth is a sign of social proof. Other shoppers will want to come over and find out why your products are so popular.

 

9 – Pricing

Although it’s subtle, round pricing can signal “premium” and lead shoppers to believe the product is higher quality.

Instead of pricing an item at $24.99, round it up to $25.

 

10 – Confidence

Try your best to feel confident when standing behind your table, presenting your work, or having conversations.

Subtly show shoppers that you’re knowledgeable in your market (e.g. if you’re a jewelry maker, you know what the latest jewelry trends are) and at your craft (e.g. share how many years you’ve been a silversmith or the courses you’ve taken to learn your craft).

When you exude confidence, shoppers will immediately put more value into your work.