Why Craft Show Shoppers Buy More when you Offer Less

When I first started selling at craft shows, I wanted to make all-the-things.

I had many ideas for products, and for each product, I had several ways to alter it to give options.

I wanted my craft show table to appeal to as many shoppers as possible…for obvious reasons.

Appealing to more shoppers means more sales, right?

Wrong.

And that’s not just my personal experience. There are studies that prove limiting product options will increase sales.

“Choice overload” explains why too many options can overwhelm customers and reduce the chance they make a purchase.

 

The Paradox of Choice: Why Less Can Be More

The concept of choice overload — sometimes called the “Paradox of Choice” — suggests that when people are faced with too many options, they can experience stress, confusion, or decision paralysis.

Instead of helping shoppers, a large selection can make them hesitate or walk away without buying.

One classic example from consumer research is a jam-selling experiment where tables with 24 different flavors drew a lot of attention — but very few purchases.

On the other hand, a table with only 6 varieties led to far more shoppers buying jam because the smaller selection made it easier to decide.

(source) https://www.flyriver.com/g/jam-experiment

• Too many options increase mental effort. Shoppers feel overwhelmed trying to compare all the choices.
• Decision difficulty lowers satisfaction. With more options, people worry about picking the “perfect” one and may delay buying or feel unhappy afterward.
• Simpler choices speed decisions. When shoppers can quickly compare a handful of items, they’re more likely to decide — and decide in your favor.

 

How choice overload happens at craft shows

At craft shows, customers are often browsing casually and making decisions on the spot.

Too many items with lots of styles, colors, or sizes can slow them down or make them unsure what to pick.

There’s another downside to that too.

A craft show table with many options may look busy (and like it’s making lots of sales), but it can slow down a table’s turnover rate and prevent new shoppers from getting in.

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

But a carefully curated, smaller selection can help in three big ways:

1. Shoppers Don’t Get Overwhelmed

When stock is limited to your best pieces — the most popular, most eye-catching, and easiest to explain — customers can quickly understand what you offer and imagine owning it. They don’t get stuck comparing dozens of similar items.

2. Focused Displays Highlight Your Best Work

A smaller collection makes each item stand out. Instead of blending into a sea of choices, each piece feels special, which encourages purchase. Quality over quantity becomes visible.

It’s also much easier to create a craft show display when your product line is focused.

3. Customers Feel Confident and Satisfied

Research suggests that people feel better after choosing from a smaller set because the decision feels more manageable. This increases satisfaction and makes them more likely to buy again from you or recommend you to friends.

 

Tips to Sell More by Offering Less

Here are practical ways to apply this idea at your next craft show:

Curate Thoughtfully

Pick your best-selling items and leave behind dozens of mild variations. Aim for a concise, attractive display of different types of products rather than every color or style.

 

Organize by Category

Instead of 40 similar bracelets in different shades, group a few in each color story — maybe 4–6 options per category. This limits cognitive load while still offering choice.

>> Craft Show Display 5-Minute Fix: Color Groupings

 

Use “Anchor” Pieces

Highlight 1–2 signature pieces that you want to sell the most of. These help customers quickly recognize what makes your work special.

 

Clarify Benefits

Use clear tags and short descriptions to help buyers decide faster — explain materials, size, or ideal use. The easier the decision, the more likely they are to commit.

 

Limiting options doesn’t mean no choice; it means smart choice. A curated, thoughtful display can help customers make decisions faster, enjoy shopping, and buy more — even if you brought fewer products.