Because if you’re not writing it down, you’re just guessing (and guessing is not a business strategy)

You packed the car, set up your booth, smiled at strangers, handed out freebies, did the “I hope someone Venmos me” dance, and now you're back home wondering... was it worth it?

If you don't track what happened, you're left with only vibes and vague feelings like “I think I did okay?” or “No one bought anything, but someone did say they liked my earrings.”

That’s not data. That’s a memory blur.

If you’re going to invest your time, energy, inventory, and back muscles into in-person events, then it’s time to track your metrics like the boss you are — not just the tired artist hoping it all works out.

Here are the 5 core metrics you should track after every single market, craft fair, or pop-up — and why each one moves the needle in your business.

1. Total Sales (Duh, But Seriously)

Let’s start with the obvious — but don’t skip this just because it seems simple.

Total sales tells you what came in. Without this number, you can’t make sense of anything else. But here’s the thing: you can’t just write down “$546” and call it good. Break it down.

Track:

• Total sales

• Cash vs card vs other (Venmo, Square, etc.)

• Refunds or returns (if any)

• Market fee, parking, gas, food, babysitter, etc.

Why It Matters:
Your “total” might feel exciting — until you subtract what you spent. A $600 market with $200 in costs is not the same as a $400 market with $20 in costs.

Action Tip:
Keep a dedicated spreadsheet or a Market Recap Sheet where you record gross and net sales for every event. After 4–5 shows, you'll start to see which events are actually profitable, not just busy.

2. Number of Transactions (aka Customer Count)

A $500 day could come from 5 customers or 20. You need to know which.

Track:

• Number of total transactions

• Average sale per person

• Largest and smallest order

• Most common items sold per transaction

Why It Matters:
Knowing how many people actually bought helps you spot trends. If your average transaction is $12, but you want to increase your revenue, you don’t just need more customers — you need bigger orders.

Action Tip:
Set a goal for average order value and test bundles or “buy more, save more” offers. Try grouping slow movers with bestsellers and track if the average order value goes up at your next market.

3. Bestsellers and Dead Stock

You made the stuff. Now find out what people actually wanted. Your bestsellers will point you toward what to stock, restock, or feature.

Track:

• Top 3 items sold

• Products that didn’t move at all

• Items people picked up and put back

• Customer comments (“Do you have this in another color?” or “Oh, I wish this had XYZ”)

Why It Matters:
This is product development gold. If a product is being ignored every weekend, stop making it. On the flip side, if something sells out every time, consider increasing price or production.

Example: A clay earring vendor realized her fruit-themed styles always sold out, but her abstract ones never moved. She simplified her line and focused on fruits — her revenue doubled within two months.

4. Traffic vs Conversions

Maybe you had 100 people come to your booth and only 10 buy. That’s a 10% conversion rate. Is that good? Bad? Time to dig in.

Track:

• Rough booth visitor estimate (use a clicker or count per hour)

• Total number of buyers

• % conversion (buyers ÷ total visitors × 100)

Why It Matters:
High traffic with low sales means something is off — either your pricing, your display, or your product-market fit. Low traffic with decent sales? Your booth is doing its job. Now you just need a better event.

Action Tip:
If your conversion rate is under 10%, re-evaluate your display flow, signage clarity, and how you engage with visitors. A great display should sell without a long explanation.

5. Leads Collected for Online Sales

Sales are great. Repeat business is better. If people didn’t buy, but signed up for your newsletter or followed you online — that still counts as ROI.

Track:

• Email signups

• Instagram follows or DMs

• QR code scans

• Conversations that lead to wholesale, collabs, or referrals

Why It Matters:
Not every sale happens on the spot. Someone might not buy your $80 art print while holding a funnel cake — but they might order it next week. Leads are your lifeline between events.

Action Tip:
Use a sign-up sheet with a perk (10% off their first order, free shipping code, etc). Or run a “Win a $25 shop credit” giveaway — entries = emails, and emails = long-term sales.

Final Thoughts: Treat Your Market Like a Mini Business Review

Every event is a data collection opportunity, not just a cash grab. If you’re only tracking the money, you’re missing the full picture.

Start thinking like a retail strategist, not just a maker behind a booth. Ask:

• What worked?

• What flopped?

• What’s worth repeating?

Track it. Study it. Adjust accordingly. You’ll feel more empowered, less frantic, and way more confident choosing future events.

Because let’s be honest: you didn’t start this to guess. You started this to grow.