How to Attract Wholesale Orders at Craft Shows (or on Etsy)
Selling your products wholesale to retailers can be a great revenue stream…if you’ve priced your products properly. Selling wholesale often means bigger orders with less effort.
Instead of having to sell 50 items to 50 different customers, you can sell 50 items to a retailer in one transaction.
Of course, profit margins are lower when selling wholesale, but it does allow you to spend less time marketing, selling, and shipping directly to consumers. So there are some perks (especially if you’re an introvert like me and don’t enjoy selling).
Store owners and buyers are looking for a few key things from a business when considering if they want to carry their products.
1. Get your products “retail ready”
Retail buyers are wondering if a product will be a fit in their stores. So they’re not just looking at the products. They’re also examining:
- packaging
- pricing
- branding
- display
- perceived demand
If your products look polished and professional, it’s much easier for a buyer to imagine them sitting on their store shelves.
A few simple ways to signal that your products are wholesale-ready:
- Use consistent packaging and labels
- Display products in organized groupings
- Show clear pricing
- Make your branding cohesive
When a booth looks organized and retail-ready, buyers naturally start thinking about how the products would look in their own store.
2. Communicate sales
Retail buyers don’t just want pretty products; they want products that move.
Your booth can help communicate that.
For example:
- adding “bestseller” sign(s) next to top product(s).
- mentioning which items are most popular
- displaying products that are running low
- sharing comments like: “This apron has been our top seller all morning.”
These displays demonstrate how customers shop your products and what items tend to sell together. That information is extremely valuable to a retail buyer.
3. Communicate that you’re interested in wholesale orders
Of course, you won’t know who’s a retail buyer at a craft show, and some events are too busy to talk to every shopper.
Consider adding a small sign that says something like:
- “Wholesale inquiries welcome”
- “Interested in carrying our products in your shop? Ask us about wholesale.”
- “Boutique owners: ask about wholesale pricing”
This does two things:
- It signals that you already have wholesale systems in place.
- It invites buyers to start a conversation.
4. Have a line sheet
If a buyer is interested in placing a wholesale order, you want to be ready.
A wholesale line sheet typically includes:
- product photos
- wholesale pricing
- minimum order requirements
- product descriptions
- ordering details
- contact information
Some vendors keep printed line sheets behind the table, while others collect the buyer’s contact information and send it afterward.
5. Look for cues
Wholesale buyers will ask questions that typical shoppers don’t.
For example:
- “What are your lead times?”
- “What are your minimum orders?”
- “Are your products currently in any stores?” (They want to know if their competitors are already carrying your products and/or if you have experience fulfilling wholesale orders).
If someone asks you these types of questions, you can simply ask them if they own a shop.
If they do, the conversation can easily shift into discussing wholesale.
6. Follow up after the craft show
Even if a buyer doesn’t place an order at the show, the connection can still turn into a wholesale account later.
If someone expresses interest in wholesale:
- collect their name and store name
- get their email address
- make a quick note about what products they liked
Then send a friendly follow-up after the event with:
- your line sheet
- wholesale ordering details
- a thank you for visiting your booth
Many wholesale relationships begin with a casual conversation at an event and develop later.
With the right booth setup, clear messaging, and a little preparation, your craft show display can attract both shoppers and shopowners.
And a single wholesale account can sometimes equal the sales of an entire weekend of craft show customers.
So while you’re focusing on great retail sales at your next event, remember:
The person quietly studying your booth might just be your next wholesale buyer.
Hey, I’m Erin 🙂 I write about small business and craft show techniques I’ve learned from being a small business owner for almost 2 decades, selling at dozens of craft shows, and earning a diploma in Visual Communication Design. I hope you find my advice helpful!
We hand pour soy candles and make wooden items for your home such as cheeseboards, cutting boards, coasters, Christmas décor and ornaments, etc. We have wholesale deals with a couple of local stores, but are looking to diversify and get our products out to a wider audience than Western New York. I really appreciate your articles and they have really helped us take our business in a great direction. Thank you!
Hi Erin,
The problem I am having is my wish to change product lines. I really want to make little girls’ and boys’ clothing to sell. I have been successful selling apron sets for moms and girls; mostly little girls’ aprons. I reopened my etsy shop under a new name and without aprons. It’s getting likes and favored once again. No sales.
I have two businesses at present with 3 days of sales at two shows coming up. I want to introduce my new line, but I know that doesn’t work; it confuses my customer, my USP isn’t clear. One of the sales is at a school and the other is at a corporate office. I believe I should introduce my new line of little clothes at the corporate office show and keep the apron line for the school. My goal is to phase out adult aprons.
I do have a both lines on consignment in a gift boutique since August, and have done fairly well there. The owners love everything I make.
It has been difficult for me to change product lines because I want to sell both at once.
Kellie – thank you so much for reading! That’s amazing that you already have your products in local stores. It will be beneficial when growing wholesale accounts; you know the process to follow (just translate it online since you can’t meet with every store owner in person). And the fact that you’re already in stores shows new retailers that your products sell well in-store and you’re capable of fulfilling wholesale orders. Wishing you lots of luck!
Jo – that’s great your lines have been doing well on consignment! When introducing new lines at a craft show, it can be beneficial to make the majority of your display focused on your main products that you know sell well (aprons) and a small space to the products you’re trying to phase out (adult aprons) and in (children’s clothes).
For example, you may simply display one adult apron or have a couple on your table (with more stock behind the table) and give the majority of your space to little girl’s aprons. Then you may also display a few girls’ clothes (so it makes sense with the little girls’ aprons) and if someone is interested in that product, you can simply mention you also make little boys’ clothes. Slowly introduce more girls’ clothes based on what garners the most attention.
If the products you’re trying to introduce aren’t selling well, try to determine why not, and even why your aprons do sell well. Use craft shows to gather feedback on new lines and ask for the boutique owner’s opinion too. They may have feedback based on samples you bring in, or if they decide to carry a few pieces, their customers may provide feedback. Good luck with the new line!
Thank you Erin, for your guidance and advice. It’s just what I was needing!
I am a big fan of yours and love reading all of your ebooks and your emails that I subscribe to as well. I will definitely take your timely advice on introducing my Lily and Rose little clothes at my events this week.
Thanks for the information. Very helpful. I have 2 shops on a consignment agreement. I met one of the owners at a show. I’m now in the midst of streamlining a line that lends itself better to wholesale. I hope your future articles will address the topic of wholesale.
Thanks again and much appreciated.
Fantastic information in an entertaining way! The blog gives so much insight into the subject matter that it does not only become quite easy to understand the concept but to implement it as well.
CandyBanks Studio not only designs original quilt patterns — we also print photos on fabric for you to incorporate in your quilt, wall hanging, or fabric art. Also available are custom printed fabric labels for your fiber art — with or without photo.
Made Urban is a great How-To resource for marketing your products! It’s been very helpful and a great encouragement when I read about some aspect that I got right on my own.
You rock.
What a purrfectly timed article! I signed up with an online wholesale business recently and I just had my first sale yesterday! I was hesitant about selling wholesale, but my account rep was so awesome and I was convinced it would work for me. Thank you so much (as always!!) for the advice here! My next step is to get my lookbook in order!
Hey Tonya,
Great to hear from you! That’s so exciting! Keep me posted on how it goes. I’ve always been curious about using a wholesale businesses vs. doing the outreach to retailers on your own. I hope it’s a very successful endeavour for you!
~Erin