Markets: You Made $0... What Now?

Whether it’s your first market or you’re a seasoned market attendee, there’s a chance you’ve made $0 at an event. It can be pretty disheartening to go home with no reward for your efforts, especially if markets are a part of your livelihood. But before you throw in the towel, beat yourself up or start digging into the market organisers for an unsuccessful day – let’s look at why these days happen, why they can still be valuable and what you can do about it!

It’s important to note that there is a difference between making $0 and taking $0.

If the market stall fee is $20, and you sell $20 worth of product, you have made $0 that day. Whereas, if you have gone to a market, regardless of the stall fee, and sold nothing, you have taken $0.

Whether you prefer to look at your market profits with or without the market fee and other associated expenses, that’s up to you! It doesn’t distract from the fact that making and taking $0 can be equally disheartening and disappointing.

There are a lot of reasons that you might make $0 at a market.

A significant factor includes global changes such as inflation, which is pushing potential customers into situations of financial hardship. When funds are being used or saved for essentials like groceries and medications, there is sometimes little space for anything else. It’s not something you have done wrong, and it’s not the fault of customers who would love to support small and local businesses and artists – it’s just the unfortunate state of the world.

Some grey days are great! Others, not so much...

Poor weather can also play a part with a lack in foot traffic. That said, some of our greatest market days have been in terrible, stormy weather – so don’t discount that just yet! There are many people who are keen to support small, rain or shine!

Outside influences aside, sometimes it can be the fault of lack of marketing. Most market organisers are on top of promoting their events and the stall holders that will be joining them – but there are the rare groups that prioritise making money over creating a successful event.

Always look for consistent, well-established and trustworthy markets to attend and promote the events you will be at ahead of time so potential customers will know where to find you!

With the above in mind, let’s look at why ‘unsuccessful’ market days can still be worthwhile.

Sure, you’ve made $0… But what have you achieved during the event?

• Did you showcase your work?

• Did you answer questions for potential customers?

• Did you offer commissions?

• Did you give out business cards?

• Did you meet with the people in your local area and learn what they might be interested in?

If you have said yes to any of these, it doesn’t mean the event you have visited – and made $0 at – was a waste of time.

Networking is an incredibly valuable tool. It invites people to visit your website or social media pages. It showcases your work, and opens up the possibility for future gift ideas and commission options. And it opens up the doors for future opportunities!

Potential customers are looking to see what YOU have to offer!

I have lost count of the times that someone has passed by one day, and returned at a later event with a gift idea in mind or asking for a commission to be done.

There are so many variables that influence our customers to buy – from upcoming birthdays, anniversaries and holidays to gifts for someone who recently lost a family member or friend, or are otherwise going through a difficult time and need a ‘pick-me-up’. These circumstances vary month to month, and market to market. And just because someone hasn’t purchased something one day, absolutely doesn’t mean that they won’t in the future.

We’ve talked about why $0 days happen, and why they’re not a complete waste of time… Now let’s look at what you can do about it!

You can never predict the sales you’ll have on the day. Never ever. Regardless of weather, regardless of market reputation and regardless of the event that you had attended the month – or day – before.

You can’t predict the future. You can’t predict how successful, or unsuccessful, a day you will have. And by attending any market, you need to take the good with the bad, and learn from your experiences.

Experimentation is one of the essential keys to success.

Had a day of low sales? Pay attention to your customers and what they are drawn to, not only in terms of sales but what they look at (and don’t look at) most of all. You may find it to be worthwhile mixing up your stall set-up and getting some different displays to highlight the items that were otherwise being missed. Or maybe you’ll find more interest in putting up signs or banners. There’s no hard and fast rule, and there is no harm in experimenting with ideas.

People walking past? Look at the way you engage with customers, and how they engage with you. Some people will walk past regardless of what you say or do, and that’s ok. Some people need inviting in, but it’s important not to be too pushy either. A friendly ‘good morning/afternoon’ often does the trick, and if they’re interested by a glimpse at your stall, they’ll engage at their own pace.

It’s better to be a friendly artist than a pushy salesperson. If they wanted the latter, they wouldn’t be supporting small!

You may have spent some time trialling all of the above suggestions. And sometimes, the market IS the problem, particularly if it’s new and/or poorly advertised. If you are finding there is one market above all else that just isn’t getting you sales, you may not be the right fit for the market, and it may not be the right fit for you. There is no harm in trying other places, or taking a break for a couple of events and coming back at a later time.

Sometimes, you make $0 at a market. It’s frustrating, it’s disheartening, but it’s almost a rite of passage. Unless you’re someone who sells coffee or cake, I would imagine every stallholder has had their $0 day – I know I have! It’s not something I’m afraid or ashamed to admit, because markets are not a guaranteed 9 to 5.

Try new things. Embrace the ‘failures’ and learn from them. No one in history ever made something great of themselves without stumbling along the way, and your journey is no different.

Wishing you best of luck at your next market!

Kimberley (they/them) Accessories by Antoinette