Why Too Many Products will Harm your Craft Show Sales

When I started my handmade business, I thought more was more. The more options of handbags I offered, the more sales I could make because I’d be appealing to a wider variety of customers. I had:

No clear customer I was targeting.

No clear style I was known for.

No product collections.

Just a pile of handbags in a variety of styles, colors, fabrics, and finishes.

Packing my table with a variety of stock was one of the biggest display mistakes I made. This article backs up that theory.

Now I know, through experience, that less equals more.

In fact, a study backs up that claim and shows that:

25% LESS product resulted in 27% more sales. 

Simple as that. Reducing the number of product options increased sales.

In this article, I want to share the key takeaways from the study and how you can use them to boost craft show sales.

 

THE JAM STUDY

A study was completed by Sheena S. Iyengar and Mark R. Lepper, to understand how an increase in choices impacts decision making and purchasing behaviour. You can read all the details of the study here.

The researchers conducted 3 different studies (one involving jams, another involving student assignments and the third involving gourmet chocolates), but the jam study created a similar situation to a craft show, with results I found really interesting.

The jam study was conducted in an upscale grocery store that specializes in offering a wide selection of options (for example, the store carries 250 varieties of mustard). A great place for people who want a wide variety of options to choose from, but does it mean they’re more likely to find something to buy?

The researchers set up two different jam testing booths on two different occasions:

• Testing booth 1 – an extensive selection of jams (24 different flavors of jams)
• Testing booth 2 – a limited selection of jams (6 different flavors of jams)

They set up one testing booth for 5 hours on a Saturday and the other testing booth for 5 hours on the following Saturday. They studied all shoppers who entered the store:

• Saturday 1 – extensive display: 386 shoppers total
• Saturday 2 – limited display: 368 shoppers total

Of the total shoppers, they tracked how many passed by each booth, how many stopped at each booth and how many who stopped ended up purchasing.

Pretty similar to the numbers you should be paying attention to at a craft show.

• How many shoppers does the organizer estimate entered the doors?
• How many stopped by your table?
• How many sales did you make?

>> Here are 7 Stats to Track at Craft Shows (to improve sales)

It’s important information for calculating your return on investment and determining if the event is worth signing up for again next year or if you’re profiting from craft shows in general.

Here are some important takeaways from the studies you may want to think about for your next craft show:

 

TAKEAWAY #1 – More does sometimes equal more

Of all the shoppers that entered the grocery store on each Saturday, more was more when it came to attracting people to the booth:

• Extensive jam selection – 60% of shoppers stopped by the tasting booth
• Limited jam selection – 40% of shoppers stopped by the tasting booth

However, less was more when it comes to purchasing:

• Extensive jam selection – 3% of people who stopped purchased a jar
• Limited jam selection – 30% of people who stopped purchased a jar

The totals equate to:

EXTENSIVE SELECTION

• 386 total shoppers in the store
• 242 passed by the booth (63%)
• 145 stopped at the booth (60%)
• 4 purchased (3%)

LIMITED SELECTION

• 368 total shoppers in the store
• 260 passed by the booth (71%)
• 104 stopped at the booth (40%)
• 31 purchased (30%)

How this applies ot craft shows

This is where I believe many craft show vendors get misled, either by other vendors’ booths or even by their own; they think the busiest booth equals the most successful.

A while back, a craft show vendor contacted me, disputing my theory that less is more and that handmade business owners should focus on a niche and refine their product selection.

They told me that they offer a wide variety of products, no two items are alike, and their booth is always the busiest at a craft show.

This study does back up their point.

They probably do have the highest number of people stopping by their booth, but they may not necessarily have the highest sales, based on the results of the three studies. And if they do have the busiest booth and the highest sales, perhaps they could be higher.

More = more when attracting shoppers

Less = more when making sales

Let’s look at it this way: if both displays wanted to sell 10 jars of jam,

• the extensive selection would need to attract 333 people
• the limited selection would only need 33 people to stop by

I don’t know about you, but I’d rather use my sales pitch 33 times than 333.

 

TAKEAWAY #2 – Decision making

In a similar study with chocolates (by the same researchers), participants spent more time making a decision when faced with an extensive selection than with a limited selection.

How this applies to craft shows

The longer a shopper stays at your craft show booth, the less time there is for other people to shop your table and for you to make sales.

>> 10 Ways to Increase your Craft Show Booth’s Turnover Rate

You don’t want to rush shoppers through their experience, but when shoppers must spend a lot of time in your space, taking everything in before they can decide to buy, it doesn’t leave room for new shoppers to stop.

 

TAKEAWAY #3 – Shopping experience

In the same study, with the selection of chocolates being the variable, participants who encountered an extensive selection rated the decision-making process as more enjoyable, but also more difficult and frustrating than those who encountered the limited selection.

How this applies to craft shows

It is fun to browse through all the different products at a craft show, but you want the experience people have at your table or booth to end on a high note.

Shoppers may enjoy looking through an extensive selection, but if they become frustrated when trying to make a decision, they’re less likely to buy.

 

TAKEAWAY #4 – Satisfaction

In the study with chocolates, people either had 30 chocolate options, 6 chocolate options, or no options.

When asked if they felt the options were too few, just right or too many, those who encountered 30 chocolates said there were too many options, while those who had 6 options said the number of options was just right.

How this applies to craft shows

There isn’t necessarily a “right” number when it comes to how much is too little and how much is too much for craft show shoppers. It will be up to you to test those numbers for your products.

Use your sales stats to determine which products are your most popular. 

And if you’re nervous about cutting back on your selection, try simply keeping some products/product options behind the table. They’re still there if you come across a customer looking for a specific item. But they’re not overwhelming every shopper.

 

NEXT STEPS

Here’s what you can take action on this week to apply the less is more method:

STEP 1 – Assess your Numbers

Before you start cutting products from the lineup, look at your numbers. Which products are your best sellers, and what do they all have in common? Which products do you sell the least of? Which products are your most profitable?

You must be strategic when implementing changes, and then track the results of your changes so you can ensure you’re on the right path, or quickly correct if you’re going off-path.

If you need help with reviewing and implementing changes that will have a positive impact on your business and help you reach your goals this year, download THE SUCCESS PLANNER.

 

STEP 2 – Assess your Products

When someone walks by your craft show table, what do you want your collection of products to say? You only have a few seconds to get a clear message across, so don’t try to cram too much in.

What is the niche you sell products in?

You’re not just selling jewelry, you’re selling _______________ jewelry (turquoise jewlery, jewelry made with healing crystals, modern and geo-shaped jewelry, etc.)

Here’s how to determine if you’re currently offering too many products.

 

STEP 3 – Assess your Display

Once you have your product selection in line, make sure your craft show display is doing it justice. Colors, props, signage, etc. should help convey the message you want your product line to tell, and increase how much people think your products should cost.

If you need help with your craft show display, sign up for the FREE email challenge: 5 DAYS TO A STANDOUT DISPLAY (the free sample chapter mentioned in STEP 2 is also included in the challenge)