Buying from independent designers and makers at this time of year is a great remedy against Christmas shopping overdose. When I turned up at the Made In Bristol Gift Fair 30 min before it closed, I had to curb my excitement. It’s hard to focus when surrounded with so many objects of desire. When I don’t have time for a leisurely browse, I pick up cards from sellers I like the most. Besides a couple of purchases, I’m now left with a bunch of cards of varying sizes and quality.

How well will I remember the products I did not buy then but might purchase later?  Here is a video showing three good examples of printed promotion and explaining how to create a lasting impression.

Below, more practical tips to designers and makers who are selling this month:

Nesting sales. Remember the difference between a product and a gift. The gift holds the potential of future sales. There are several characters in this scenario: the ‘giftee’ receives gift, the ‘gifter’ buys and gives gift. Whilst the gift must contain information about your company, don’t forget the gifter and give them an extra postcard or flyer. This is the best way to be remembered for another gifting occasion or for a treat.

Grow your market. Do your bit of co-promotion and use the organisers’ cards or flyers to promote other events you are taking part.

Easy picking. It’s great to speak to your customers but, typically, it is nearly impossible to serve more than one person at once. Besides eye contact and saying hello, make sure your prices are big, clear and visible. Keep postcards and flyers in view and within reach of browsing shoppers.

Busy packing. If someone still looks at your products while you pack and you are pushed for time, make the effort to talk to them briefly. Give a (post)card and tell them how to buy from you after the event: ‘you can come and see us here’ and ‘here is our online shop’.

End of the (cash) King? Mobile technology makes it a lot easier to take card payments. But don’t forget to have some change and keep your notes and coins in a safe place. As a shopper I now expect to be able to make card payments at pop-up events, which means I am likely to buy and spend more.

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