How I Made Sales Before and After the Craft Show (Most Vendors Miss This!)

When most handmade business owners think about vendor events, they focus on one thing: the sales they’ll make at their booth.

But what if I told you that some of my easiest and most profitable sales didn’t happen during the show at all?

In fact, once I figured out how to make sales before the doors even opened and continue making money after the booth was packed up, vendor events became less stressful—and a whole lot more profitable.

Here’s how you can make it happen too.

🎯 Step 1: Start Selling Before the Event

When I first started doing vendor events, I made the same mistake most makers do—I assumed that sales only happen during the hours the show is open. I’d spend days sewing product, hauling tables, setting up at 6 AM, and cross my fingers that people would walk by and buy something.

I remember one Saturday when I worked myself into the ground… and barely covered my booth fee. I went home exhausted, frustrated, and wondering if any of this was even worth it.

But then I tried something different.

A few days before my next fiber festival, I posted a photo of my newest project bags on Instagram and emailed my list saying, “I’m bringing these to the market this weekend—but if you want first dibs, message me today and I’ll set one aside for you.”

That one simple move covered my booth fee before I even unloaded the car.

Why it works:
People love exclusivity and urgency. When you say “Only 10 available—debuting Saturday!”, it builds buzz. Even if they can’t attend, your audience still feels like they’re part of the excitement.

🛍️ Step 2: Capture Leads During the Event

At shows, I used to believe that if someone liked my work, they’d buy it right then. And if they didn’t? Well, they must not be my customer.

That mindset cost me hundreds in missed sales.

Here’s what I finally realized:
The people who stop at your booth and don’t buy are still potential customers. Maybe they didn’t have cash. Maybe they needed more time to think. Maybe they were just overwhelmed.

But they showed interest. And that makes them warm leads.

At first, I tried the old clipboard trick: “Join my email list.”
Almost no one signed up. And the few who did? I couldn’t even read their handwriting.

The game-changer was this: Offer real value in exchange for the signup.

Now, I offer things like:

• A same-day discount (e.g., “Get 10% off right now if you join my list”)

• A free sample or small gift (I once handed out yarn swatches—cost me pennies, added 40 new subscribers)

• A thank-you coupon they can use later online

That shift turned passive interest into active sales. One of those new subscribers placed a $75 order two weeks later—all because of a tiny freebie and a follow-up email.

📩 Step 3: Follow Up After the Event (Most Vendors Skip This!)

Here’s where almost every maker drops the ball: post-show follow-up.

After a long weekend of hauling tables and talking to customers, the last thing you want to do is send another email… but that’s exactly when your leads are warmest.

They just met you. They just saw your work. Maybe they even picked up a freebie.

And if you don’t follow up? That connection fades fast.

After one fiber festival, I forced myself to test this.
On Monday morning, I emailed everyone who made a purchase or joined my list and said:

“Thanks for stopping by this weekend! If you didn’t grab your favorite project bag at the show, I’ve opened up 5 more custom order slots—first come, first served.”

All five slots sold out in 24 hours.

That follow-up email made more money than three hours of vending at that show.

The lesson? Your booth might close—but your sales window shouldn’t.

💼 Real Life Example: Pre-Orders + Follow-Up = Paid Upfront Production

When I was getting ready to launch a brand-new project bag style—this time through a manufacturer—I had to cover upfront costs for fabric, materials, and production.

I didn’t want to just throw it all on a credit card and hope it worked out.

So I tried something new: Pre-orders.

I announced the bags to my audience and said:

• “Pre-order now to reserve yours.”

• “Want to see them in person first? I’ll have samples at Knitters Day Out and Wool Gathering.”

People placed pre-orders at the event. Others pre-ordered online.
And after the event, I followed up with those who showed interest but hadn’t purchased yet.

By the time I placed my production order?
100% of my costs were already covered.

Every sale after that was pure profit.

📝 The Takeaway: Don’t Just Sell At the Booth

If you’ve only been selling during event hours, this is your sign to stretch your sales window.

• Build hype before the show

• Capture emails during the event with irresistible offers

• Follow up after to keep momentum going

This strategy has changed how I do vendor events—and it’s brought in more money with less stress.

To make it easy for you to implement, I put together a free Vendor Event Tips Cheat Sheet with these strategies and a few extra wins you won’t want to miss.

👉 Grab it here →http://businessbydezign.com/vendortips

And if you’re ready to start treating your events like a business—not just a booth—subscribe to my YouTube channel for weekly tips, strategies, and stories from the maker world.