Thank you for signing up to spend time with me this morning! My name is Danielle Kaminski, and I own Reinvintage Warehouse in Spartanburg, SC. I opened my very first vendor booth there in October 2014, just after they launched as Vintage Warehouse of Spartanburg. In October 2018, I became a co-owner, and in 2021, I rebranded the business to reflect the evolving landscape of antique and vendor malls.
I work with all kinds of vendors, including vintage and antique dealers, curators of market finds, and boutique owners. However, since we’re at the Maker’s Marketplace Event, I imagine most of you fall into the Artist & Maker category. That’s where I’ll focus today. There’s enough to discuss to keep us here all day, but I’m going to give you the most valuable hour I can!
The Sorting Hat
Booth vendors generally fall into one of three groups: Hobbyists, Side-Hustlers, and Career Builders. Identifying which group you’re currently in—and recognizing when or if that changes—will be crucial in finding your rhythm in this vendor business model.
The Hobbyist
A Hobbyist is a talented artist or creator who finds joy in the creative process and simply wants to share their work. This might be you if your booth isn’t a necessary source of income. Many hobbyists don’t mind if their booth occasionally costs them money, as long as it offsets some material costs. For Hobbyists, the act of creating is often the reward, and having a space to showcase their work is a bonus. I’d estimate that 75% of my new vendors start in this category.
The Side-Hustler
A Side-Hustler sees business as an exciting challenge. They may have dabbled in MLMs in the past but wanted more freedom in their product selection and messaging (this was me when I started my first booth!). They understand that upfront costs are part of any new venture, but if they aren’t seeing a return after a self-determined period, they’ll move on to a new idea. These vendors appreciate the flexibility of a vendor booth—it’s less permanent than a brick-and-mortar shop but still provides a space to experiment and grow. They’re typically more interested in turning a profit than building a brand (which isn’t necessarily a bad thing!). Side-Hustlers are often early adopters of new marketing strategies and trend waves.
The Career Builder
A Career Builder has a fully formed brand concept, even if they haven’t articulated it yet. They view their vendor space as a strategic sales channel and partnership. Rather than relying on a full-time job while their booth generates side income, they use the vendor setup as one of multiple revenue streams, allowing them to focus on building their brand. Most Career Builders I’ve worked with started as Hobbyists or Side-Hustlers before leveling up. Few begin their journey with this long-term vision, but with time and strategy, many reach this stage.
Partner or Employee?
One of the strongest indicators of long-term success in a vendor store is your mindset about the store itself. Do you see the mall and its owners as partners in your business, or do you view them as employees you’re paying to sell your product?
A Partnership Mindset
In a typical business setting, partners work together for the collective success of the team. While each partner has specific responsibilities, no one is expected to do all the work alone. Partners collaborate, problem-solve, and execute solutions together. Their compensation often comes from profit sharing or a salary structure.
An Employee Mindset
Employees, on the other hand, report for scheduled shifts and perform specific duties outlined in their job description (similar to your vendor/lease agreement). You pay employees to complete a job, and if you want them to take on more responsibility, you must increase their pay. Employees aren’t expected to develop solutions for management; they’re expected to follow instructions.
You get to choose which mindset you bring into your relationship with the store where your booth is located. I was a vendor in five different storefronts before becoming a shop owner, and I’ve now worked with about 500 different booth vendors. I can tell you that approaching your vendor mall as a partnership—without expecting more from them than you’re willing to contribute—exponentially increases your success and satisfaction.
Pricing, Products & Presentation (The Three Ps)
When selling in a physical booth, whether at a pop-up market or vendor mall, you must focus on Pricing, Products, and Presentation to maximize sales.
Pricing
Accuracy: Know your product’s value and communicate it clearly. The price of your product shouldn’t fluctuate based on where you’re selling. You can offer discounts where your overhead is lower, but the base price should remain consistent—because the value of your product doesn’t change. If it’s worth $50 in your vendor booth, it’s worth $50 at an outdoor festival. Don’t negotiate your value.
Clarity: Every item in your booth needs a price tag. While sign pricing can work at pop-up markets, it’s not ideal for vendor malls where you aren’t present. About 75% of customers won’t ask for a price—they’ll simply put the item down and move on. If they do ask, and the store owner has to call or text you, they likely won’t wait more than two or three minutes. Lost sales happen daily because of missing price tags!
Products
If you create handmade goods, you may have a few simple product categories (e.g., soaps, lotions, candles). That’s great! These consumable items encourage repeat customers. However, if you create one-of-a-kind art pieces with higher price points, it can be harder to make consistent sales. Consider these solutions:
Think Smaller: For every large piece you create, make four smaller ones using the same materials and color palettes. These offer a lower price point and appeal to customers with limited space.
Explore Reproductions: Sell prints of your most popular paintings. Offer framed and unframed options to accommodate different budgets. You could also turn artwork into note cards or mugs.
Teach Classes: If customers love your work but don’t need art, they might love an experience instead. Teaching a class provides additional income and expands your brand.
Collaborate: If another vendor offers sublimation printing, team up to create tumblers, ornaments, or T-shirts featuring your art.
Presentation
Your booth’s presentation includes product packaging, signage, displays, and overall tidiness. Key points:
Signage: You’re part of a collective, but you’re still your own brand. Make sure customers know your name! If your vendor mall doesn’t allow you to display it, reconsider if that’s the right place for your business.
Keep It Neat: Treat your booth like your home. It should feel inviting, not cluttered or dusty. Many vendor malls require vendors to refresh their space at least twice a month.
Packaging: A small investment in packaging can make a big difference. A $50 product might justify a $0.20 linen pouch to elevate its perceived value.
Answer Customer Questions: Since you’re not always there to answer questions, let your booth do the talking. Signage should highlight key product details. If something needs a demo, create a mock display. Pro tip: Print a QR code linking to a social media post or video about your product so customers can learn more on the spot!
Ready for More?
The Three Ps are just the beginning. We barely touched on branding and marketing! If you want to dig deeper simply sign-up below and I’ll send you more tips and resources over the next few weeks to help you up your booth business game this year!
