Ben Carter
Setting up a candle business at a market fair can be a great way to introduce your brand to the world. Before you apply for a market, it's important to consider the location, timing, expected attendance, and vending space details. You should also prepare your inventory and supplies, including a sampler set, line sheets, order forms, and marketing displays. When setting up your stall, use signage to attract customers, such as banners, tabletop signs, and a tent or canopy for outdoor events. Create an appealing display with a variety of candles, leaving space for customers to interact with your products. Finally, don't forget to focus on your brand story and stay enthusiastic throughout the process.
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What You'll Learn
Choose your market
When choosing your market, it's important to consider your goals and target audience. The candle industry has three main market segments: prestige candles, mid-market candles, and mass-market candles.
Prestige candles are priced at $70-$200 and are a fast-growing luxury segment known for premium packaging, fragrances, and brand storytelling. If you want to sell in online boutiques or directly to consumers, prestige candles might be a good option.
Mid-market candles range from $30-$80 and have broad appeal with unique scents like rosewater or grapefruit. These candles are often found in retail stores like Target or Macy's.
Mass-market candles are priced between $10-$40 and are affordable options with standard scents like vanilla or ocean breeze. This market segment is dominated by brands like Yankee Candle and Bed Bath and Beyond.
You can also choose to sell your candles online, in person, or through wholesale, or a combination of these approaches. If you're just starting, it's recommended to focus on one channel before expanding to multiple channels. Online marketplaces like Etsy are a great way to reach a wide audience, but you can also build your own e-commerce store using tools like Shopify or Squarespace. Social media platforms like Facebook, Instagram, Pinterest, or TikTok can also be used for direct sales.
In-person selling at farmers' markets, craft fairs, or festivals allows you to build personal rapport with customers and give them the full product experience. Boutiques are another option for wholesale, but they require a professional and luxurious presentation, targeting the upper mid-market to high-end.
Consider your brand story, target market, and sales channels that align with your personality and goals when choosing the right market for your candles.
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Prepare your inventory
Preparing your inventory is a crucial step in setting up your candle business at a market or craft show. Here are some detailed instructions to help you get ready:
Firstly, it's important to plan ahead. Consider how much stock you will need by researching the expected traffic at the event. As a rule of thumb, research suggests that approximately 5-10% of attendees will make a purchase from your stall. This information can often be found on the event organizer's website or by contacting them directly. Knowing the expected attendance will help you determine how many candles to bring and how much inventory to prepare.
Next, create a checklist of all the supplies you will need, including your candles, marketing materials, and display items. This will ensure you don't forget anything and make the packing process more efficient. It's a good idea to do a test run by packing your vehicle in advance to ensure you have enough space for all your items.
In addition to your candles, prepare marketing materials such as signage, banners, and product catalogues. A large sign displaying your business name is essential, and you can also use banners to attract attention. Tabletop signs for product prices, accepted payment methods, and product benefits will help customers make informed choices. Consider using creative displays such as chalkboards, letter boards, or acrylic signs to showcase this information.
Finally, decide on your display approach. Consider the available vending space at the event and plan accordingly. You may need different setups to accommodate varying space requirements. For example, you could have one setup on a six- or eight-foot table and another in a 10'x10' tent with multiple tables. Use a counter-height table for customer convenience and leave space for them to interact with your products. Feature unlidded candles so shoppers can smell the fragrances, and use props to indicate scent types.
By following these steps, you will be well prepared with your inventory and ready to showcase your candles at the market.
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Set up your display
Setting up an attractive display is crucial when selling your candles at markets, craft shows, or boutiques. Here are some tips to help you set up an appealing and functional display:
First, consider the vending space allotment at the market or event. Different events will have varying space options, from six to eight-foot tables to booth spaces ranging from 8'x8' to 10'x15' or larger. It's a good idea to have multiple setups to accommodate different space requirements. Use a counter-height table so customers can comfortably view and interact with your products. Leave some empty space on the table to give your customers' eyes a place to rest and to provide room for bagging purchases and taking payments.
Next, decide on the arrangement of your candles. You can display one of each item with extra stock kept under the table. Place a few candles without lids so that shoppers can smell the fragrances. Use props to indicate scent types and create a visually appealing display. Arrange your products with a mix of high and low points, using the waterfall technique.
Create eye-catching signage to draw customers to your display. A large sign with your business name is essential, and you can also use banners made of fabric or vinyl. Tabletop signs are perfect for displaying product prices, accepted payment methods, and highlighting product benefits and features. Get creative with chalkboards, letter boards, acrylic signs, counter cards, or picture frames.
If you're selling outdoors, don't forget to bring a tent or canopy to protect your display from the elements. Some tents can be set up by one person, while others require at least two people for assembly.
Lastly, prepare your inventory and supplies well in advance. It can be challenging to determine how much stock to bring, but if you know the expected attendance, you can estimate that approximately 5-10% of attendees will make a purchase. Test your setup at home to ensure you have enough space for your candles and supplies and to minimise stress on the day of the event.
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Create your signage
Creating eye-catching signage is an important part of selling your candles at markets and craft shows. Here are some tips to help you create effective signage:
Large Sign with Your Business Name
Start with a large, prominent sign that displays your business name or logo. This will help to attract attention and make your brand memorable. Consider investing in a custom wooden sign or a lightweight foam board sign printed in full colour.
Banners
Banners are a great way to showcase your brand and products. Fabric or vinyl banners can be hung across tables or suspended between tent legs. Banners are highly visible and can be customised with your logo, colours, and marketing messages.
Tabletop Signs
Tabletop signs are essential for displaying product prices, accepted payment methods, and highlighting product benefits and features. Get creative with chalkboards, letter boards, acrylic signs, sign holders, counter cards, or picture frames. These signs add visual interest to your display and provide valuable information to your customers.
Tent or Canopy
If you're selling your candles outdoors, don't forget the importance of a tent or canopy. It will protect you and your products from the elements, whether it's sunny or rainy. A tent or canopy also provides a structured backdrop for your display, making your setup look more professional and inviting.
Display Props
Use props to indicate scent types and create a visually appealing display. You can use different props to showcase your candles, such as trays, stands, or crates. Arrange your candles at varying heights to create a sense of depth and interest.
Sample Candles
Always include unlidded candles for shoppers to smell. This allows customers to experience the fragrance of your candles directly. It encourages customers to interact with your products and makes it easier for them to make a purchasing decision.
Remember to keep your signage consistent with your brand image and target market. Ensure that your signage is clear, easy to read, and strategically placed to capture the attention of potential customers.
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Interact with customers
Interacting with customers is a key part of selling your candles. Markets and craft shows offer the opportunity to build a personal rapport with customers and allow them to experience the product in full. You can receive helpful feedback and customers can see, touch, and smell your candles before buying them.
Before the market, it's a good idea to prepare your inventory and supplies. Knowing the expected traffic can help you estimate how much stock to bring. Research suggests that around 5-10% of attendees will make a purchase. You can also create sampler sets, line sheets, product catalogues, order forms, and marketing displays to showcase your candles.
At the market, you can set up your display to attract customers. Use a large sign with your business name, banners, and tabletop signs for prices and product information. A counter-height table is ideal, leaving space for customers to browse and make purchases. Display unlidded candles for customers to smell, and use props to indicate scent types.
You can also sell your candles online through marketplaces like Etsy or your own e-commerce store built with tools like Shopify or Squarespace. Social media platforms like Facebook, Instagram, Pinterest, and TikTok can be used for direct sales, allowing customers to purchase through the apps.
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