20 tips for doing art fairs

Estimated reading time: 10 minutes

As I wrapped up MCM London last weekend, it got me thinking back to my first ever fair I ever did. By now I know what to expect from these events, but that definitely was not the case when I first started out. It's been only two years when I got my acceptance to participate in the 7th edition of the Zine Happening in Ghent, which is a small indie zine fair that was ran by the lovely ladies from 'Les Voizines'. Saying that I owe them so much would be an understatement, as they gave me the opportunity to take my first real steps into the illustration world and show of my work in real life.

The experience had such an impact on me as it set off my career in the right directions and even inspired me to run my own fair 'Prente'. I remember trying to prep for it the best I could. Never having done anything like it before, I was so nervous. I went back to my story archive on Instagram to check if I took any pictures of my table. I didn't, but I did found a little video. I only had 4 zines, 3 prints, 1 patch and a few freebie stickers. I was really unprepared. Nowadays I travel all over Europe with so much gear and stock that I don't know how long it's going to keep fitting in my tiny car.

Since I like to pay it forward and hope I get to help young artists like how Les Voizines helped me, I thought it might be nice to write a blogpost full of tips that can set you on your way so you too can have a smooth experience at fairs. As always I write out of my own experience, so what works for me might not necessarily work for you, but it might be starting point if you feel a bit lost.

1.Local events are the key to success.

You want to do fairs, but where do you start? I get that the conventions seem very appealing but like with your stand, you slowly build up to those. The cons ask for a big table fees (ranging from 200 to 450 euros) that you might not be able to earn back when you starting out. Look for small, local events that don't charge table fees. It also gives you the a better chance to connect to local people, artists and businesses a like. After a while you can slowly venture out to bigger events, but know that bigger isn't always better. I personally have found that my work for example does better at smaller markets, rather than at cons.

Building my stand for MCM

2.Prep! Prep! Prep!

Preparation is key. This can mean anything from doing a trail run for you booth set up, preparing a little cash float to charging all your electronics. It's always a good practice to make a little checklist before the event so you don't forget anything important. Also if you work with digital transactions, bring a space electronic device. I have dropped my phone and cracked my screen right as I was setting up my table at an event in The Netherlands. I wouldn't have been able to take any electronic payments was it not for the iPad of my partner. It was a very stressful situation, so don't be like me and come prepared.

3.Dress up your stand and dress up yourself

When we prepare for a market we go all in on making our stands look nice but sometimes neglect everything else. We, as artists, are however an extention of our work and it’s important not to forget ourselves in that equation. I always pick out my cutest clothes when I go to an event. This way I already feel nice before the event starts and it gives me an extra boost of confidence. This is something we all need, especially when the impost syndrome start creeping up.

4.Don't overwork yourself before the event.

I know I just said preparation is key, but don't overwork yourself! I'm very guilty of this one. I try and make as much new work as I can before a new event. I feel like I have to make new stuff every single time. It leaves me very exhausted at the event and sometimes even disappointed when I can't finish my work in time. A few days before the fair you should try and rest and go to bed early. Being well rested will make the whole thing much more enjoyable!

My stand set up at TUIGMARKT

5.Walk before you run.

Yaaay! You got accepted to your first market; but now what? I'm sure you have seen other artists' booths on social media that look amazing. Now you think you have to have a super polished stand and to do so you need to invest in all new gear. You can relax, because I'm here to tell you to slow down. As with anything it's a work in progress. You start with the essentials: your work, business cards and a table cloth. All the other stuff you can think of you would need is extra fluff. Rather than invest loads of money from the get go, you rather slowly finesse your stand every fair you do. This way you'll figure out what works and what doesn't. Don't expect to have the perfect stand from the beginning. It takes practice!

6.Height matters.

I know I said you don't need to invest in a lot of gear, but if you do want that little extra, I suggest you invest in some wire shelving units. The reason why is because you only get a limited amount of space for each event. Sometimes you get a full table, sometimes only half a table. That's why you need to capitalize on the real estate above your table. You want to build as high as possible (within reason) to not only have more space to hang your art but also to capture visitors attention. The higher you build, the more likely you will stand out amongst the crowd. The wire units are very compact and easy to bring and to assemble. They are perfect for events, something that a lot of artists do agree on since you see them literally at every art fair.

7.Bring foldable gear.

Since I already talked about the wire shelving units, I thought we jump right to this section next. Anything that's foldable for your booth set up will be your best friend! Those items are easily tucked away and stored. I've been thinking about investing in one of those foldable carts to help me carry my things when I do fairs on my own. That way I only have to do one trip from my car and I don't have to leave my work unattended.

8.Booth buddies to the rescue!

If you are socially anxious like me, you might want to ask a friend, partner or family remember to tag along with you. This is especially helpful the first few times. Not only can they help carrying your gear, man your booth, take pictures for social media, and help you get comfortable in a new space they also allow you to go take a break when you need to and socialise with other artists. Don't lean on them too much though, as it might stunt your socialising.

9.Range is everything!

If you want to maximize your sales, you want a range of different types of products as well as having different price ranges. Now you don't exclude people who might really like your work but don't have the income to shell out 30 euros for a print. Have a few small ticket items like stickers in combination with big ticket items, like shirts or prints. This way you have something for everyone to enjoy.

10.Interactivity is fun!

People love to interact with you and your art. Having something to interact with can be the ideal ice breaker to open up conversation with people. If you give them a little game to play or thing to spin, it's likely people will stay longer at your stand. The longer they stay, the bigger the chance is that they will buy something from you. Interactivity in your stand will also create more lasting impressions, and people will remember your work even after the fair.

Someone playing our Katjepult game at Playgrounds

11.Bigger isn’t always better.

Anything bigger than A4 can be a pain. Not only are those prints harder to pack and bring, in my experience they tend to sell slower as well. If you are not sure if a print will do well: try a smaller size first and see how your fare.

12. Whatever you do, DON'T overpack!

You got this big event coming up and it's so tempting to think you will sell out of things. Even at big events the chances of that happening is pretty small. Not that I don't believe in you! But whatever the amount is you think you'll need, half it and then half it again. That will probably set you up on the right amount. Your back will thank you later! This also means you don't have to bring ever single print, try be selective!

13.Mystery bags: people love a good sale.

Do you have stock that just doesn't sell? That's totally fine, it happens to everyone. To get rid of your dead stock, make little mystery bags and offer them on sale. This way your dead stock finds a home after all.

14.Business card hell

It feels like no matter how many cards I bring, I feel like I run out most fairs I go to. Business cards are really important so people remember you after the event. Business cards are free however, which means a lot of people will just take them even when they don't plan to make use of them. Just bring as many you can carry. Don't tell me I did not warn you.

15.Network to your heart's content.

Fairs are so great for networking and making friends with other artists. If you are selling really well, it's possible you find little time to walk away from your table to socialise, but at least try and strike up a conversation up with your neighbours. It kills time when the event is a bit slow and chances are you might really get on. You never know to what opportunities they might lead in the future. Too socially anxious to strike up a conversation? Bring snacks to share, this opens the conversation straight away.

16.Fairs: the social media goldmines.

We all hate to participate in social media, but nowadays it’s become a necessary evil. Events are such a good place to record some content for our socials. There are a loads of things happening so just pick your fancy and role with it.

17.Buying art from others.

In the beginning that I was doing events, I always felt obliged to buy from artists that bought from me. Everyone's financial situation is different so don't feel like you have to. It's okay not to reciprocate in those moments. Of course it's nice when you can and want to, but it's not a must! On top of that I get decision fatigue. So I limit myself of getting one or two items that I really really love.

A little snack bag I got from @myfairlassie, an artist I met at MCM.

18.Your heart might be full but your stomach is empty.

It's very tempting to not move from your table all day and then you forget to eat, drink, pee or move. Bring enough food and drink to last you for the whole event and on the way home. Most events have food and drink available but that can be very expensive and eat away at your profits.

19.You win some, you lose some.

You won't make a profit at all your events you do, that's the real hard truth for ya. In most cases breaking even is all you can really hope for. This is especially true when you do bigger events that might be further away, that have more artists and so: more competition. At the end of the day you pay to play and to get your name out there. I know we can all get stuck in our heads sometimes and care a little bit too much how well we are doing financially at the fairs. Try and have fun regardless of your sales and see it as an opportunity to lean more into socialising!

20.How to find more markets?

Now you have done one market, how can you find more? In the beginning it will feel like no markets exist and you don't know where to look for them. If you find one market, you will find others. It helps to follow artist that participate in these events more frequently. They will advertise on social media which ones they are attending. Try and make a list so you can apply the following year. Also try and spot flyers and poster floating around when you are at a market. I found my second market through a flyer at my first ever event, so keep your eyes peeled! I have also have the idea to assemble a list like that myself. This will however be a project for in a few weeks. If you want to stay up to date how that is going, please feel free to subscribe to my newsletter. :)

Hope you are well and comfy wherever you are!

C.