Effective Advertising Strategies for Vendors at Makers Markets and Art Fairs
- SaraThompto
- Feb 25
- 6 min read
By Sara Thompto
Owner/Founder
I Heart Indie Markets
Showing up to a maker's market or art fair with beautiful products is only half the equation. The vendors who consistently see strong sales usually start marketing well before event day.
If you are wondering how to promote your booth at a craft fair or how to increase sales at a makers market, it starts with one simple mindset shift: Self-promotion is just as important as seeing promotion from the market organizer. Any strong market organizer should be working hard to bring in a crowd, but a successful event is always a shared effort. The best markets thrive when both the organizer and the artists and makers actively promote and show up for the event together.
Here are effective advertising strategies vendors can use to promote themselves before and during makers markets and art fairs, while also building up their own audience for sales outside of markets too.
1. Start With the Audience You Already Have
The easiest place to begin is your current audience.
Your Instagram followers, email subscribers, past customers, and even friends and family already like what you do. When you promote an upcoming maker's market to them, you are speaking directly to your target market.
If someone has already bought from you or engaged with your content, they are much more likely to come see you in person. When you show up with your own audience, you are not hoping to find your ideal customer. You are inviting them.
This is one of the most effective vendor marketing strategies because you are warming up people who already trust you.
2. Post About the Event More Than Once
There is a common marketing rule that people often need to hear about something multiple times before they take action. Sometimes it takes five, seven, or even more touchpoints before someone decides to attend an event or make a purchase.
So if you post once about an upcoming art fair and assume everyone saw it, that is not realistic.
Instead:
Announce the event when you are accepted
Share a reminder two weeks out
Post again the week of the event
Share daily reminders the final three days
Post the morning of
Repetition is not annoying. It is necessary. Most people miss your first post.
3. Use Instagram Stories to Build Anticipation
The week or two before a maker's market is prime time for building excitement.
Some easy content ideas:
Packing orders and prepping inventory
Sneak peeks of new products launching at the event
Booth display practice setups
A countdown sticker
Polls like “Which color should I restock?”
When followers feel involved in your process, they are more invested in showing up.
4. Build and Use an Email Newsletter
If you do not already have an email list, markets are one of the best places to start building one.
Put out a clipboard or have a scannable QR code for people to sign up, and also include a card on how to sign up for your newsletter with each purchase.
Once you build that list (even a couple is worth it!) start sending these emails -
Before the event:
Send a dedicated email announcing where you will be
Include date, time, location, and what is special about this event
Mention exclusive items or limited quantities
You can do this once a week or once a month; whatever you’re comfortable with.
Also once a week or once a month, write a wrap-up Email Newsletter
Include a thank you to those who came out
Offer a small discount code for those who could not attend (just an idea but not necessary)
Maybe even consider a “what worked and didn’t work for my business this month” paragraph. Other vendors would find this interesting and customers like to see the inner workings of a small handmade business.
Email marketing for makers is powerful because you own that audience. Algorithms cannot hide your message.
5. Promote Your Other Upcoming Events While You Are Vending
When you are already face to face with customers, do not miss the opportunity to invite them to see you again.
You can:
Display a small sign listing your upcoming events
Mention your next market during checkout
Include a postcard with future event dates in shopping bags
If the market organizer provides promotional graphics or materials for future events, use them.
Share them on social media or display them at your booth. This strengthens your relationship with the organizer and shows you are invested in the community.
6. Collaborate With the Organizer
Market organizers want you to succeed. When vendors promote events, everyone benefits.
Ways to collaborate:
Share and tag the event page in your posts
Repost official graphics or countdown posts
Comment on the organizer’s content to increase visibility
Offer to be featured in their vendor spotlight
The more you jump into supporting or promoting the upcoming event in collaboration with the organizer, the more cohesive and exciting the promotion feels, which draws in audiences.
7. Cross Promote With Other Vendors
Community over competition is not just a feel good phrase. It is a smart marketing strategy.
Try posting something like:
“Find me at the (insert market name) and make sure you also check out two of my favorites, @VendorOne and @VendorTwo, who will also be vending at the (insert market name).”
Tagging and sharing other vendors:
Expands your reach
Strengthens relationships
Encourages reciprocal promotion
When multiple vendors promote each other, everyone benefits from shared audiences.
8. Create a Simple Promotion Schedule for the Two Weeks Before
If you want structure, here is an easy plan.
Two weeks before:
Announce the event on your feed
Share to stories with a countdown
One week before:
Post a product highlight
Share booth prep or inventory restock
Three days before:
Post a reminder with event details
Tag the organizer and location
Day before:
Share a packing or setup preview
Morning of:
Post your booth number or exact location
Invite followers to stop by and say hello
Consistency beats intensity. You do not need to post ten times a day. You just need a plan.
9. Give People a Clear Reason to Prioritize Your Booth
If someone is deciding between dozens of vendors, a small nudge can make the difference.
Consider giving your audience a specific reason to seek you out. It could be something exclusive, time sensitive, or interactive.
Ideas:
A special item available only at that event
Early access to a new collection
A small bonus discount for newsletter subscribers
A giveaway entry for customers who shop in person***
When people feel like they might miss out on something, they are more likely to make the effort to show up.
***I Heart Indie Markets does not promote the idea of giving away free merchandise often. This might be a good strategy once a year or at an event that's for a cause. Some vendors even do this for their birthdays, but no other time in the year. If this seems like a strategy you'd like to try, use it sparingly and make it for a special occasion so you're not undervaluing your work.
10. Remember That Visibility Builds Long Term Growth
Not every person who sees your post will attend. Not every person who attends will buy.
But every time someone sees your brand, you are building familiarity. The next time they see you at a maker’s market, they may finally make that purchase.
Marketing for art fairs and craft shows is rarely about one single post or one single day. It is about showing up consistently so your audience knows where to find you.
Final Thoughts
If you are out there vending weekend after weekend, this might look like a lot, but it’s not meant to be done all at once. Think of this as a toolkit. Choose a few ideas per event, keep it manageable, and build momentum over time.
If you want to increase sales at makers markets, start by increasing visibility before the event even begins.
Use your current audience. Repeat your message. Collaborate with others. Promote future events. Build your email list. Share your excitement.
And, even the littlest bit of extra effort for events can make all the difference.
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