How to learn from flops, pack up with grace, and pivot to the right-size fairs or trade shows that actually move the needle

Let’s get brutally honest — with a splash of humor and a refill of whatever’s in your favorite mug.

Not all markets are created equal.
Not every event is going to be “worth it.”
And no, it’s not always your fault.

Sometimes you’re a beautifully branded candle company surrounded by funnel cake and $5 leggings. Sometimes you're next to a booth blasting Pitbull and selling “Live Laugh Love” vinyl decals while you’re over there whispering about hand-foraged essential oils.

If you’ve ever left a market questioning your life choices and muttering, “Never again,” this post is your permission slip to learn from it, pivot, and go after events that are actually aligned with your business.

Let’s unpack it — one mildly traumatic vendor experience at a time.

First: You’re Not a Failure, the Market Just Wasn’t for You

Let’s normalize this truth: just because a market flopped for you doesn’t mean your products suck. It usually means:

• You were at the wrong kind of event

• The price points didn’t match the crowd

• You didn’t reach your ideal customer

• The vibe was off (and let’s be real — vibes matter)

Markets are like shoes. You don’t keep wearing the ones that blister your feet just because they looked cute in the promo flyer.

Example:
Sienna from The Slow Studio makes earthy, small-batch ceramics. She tried her first outdoor summer festival... next to a corndog truck. Her mugs melted in the heat, no one wanted to carry breakables, and she sold two pieces — one to her booth neighbor. Next time? She applied to an indoor indie craft fair with a higher ticket price and a curated list of vendors. She sold out.

Track the Flop Before You Ditch the Dream

After every market — especially the painful ones — sit down and track a few key things before you declare yourself doomed.

Here’s what to measure and why it matters:

1. Total Sales vs Event Costs
If you made $300 but spent $185 on the booth fee, gas, and snacks, was it worth it? Maybe. But probably not long-term.

2. Average Order Value
Did everyone buy one $5 sticker or were people bundling? This tells you if shoppers were just grabbing small things or were ready to spend.

3. Booth Engagement
Did people stop and chat? Walk right past? Hover but not buy? These are cues about your display, signage, or event alignment.

4. The Crowd Itself
Were these your people? Did they ask about your process, know your materials, or were they just chasing kettle corn and deals?

5. Follow-Up Potential
Did anyone follow you online? Join your email list? Ask about customs or wholesale? Sometimes a slow-sales day plants seeds for big returns later.

Know When to Go Bigger… or Smaller

Once you’ve got data, don’t panic — pivot.
Some vendors thrive at large, multi-day shows. Others kill it at cozy 40-vendor pop-ups. Your job is to figure out where you shine.

Consider Going Bigger If:

• Your price point is $45+ and your products need storytelling

• You have a polished brand and can handle high inventory

• You’re ready to build wholesale or trade show connections

• You’re comfortable with multi-day setups and large crowds

Consider Going Smaller If:

• You’re testing a new product line or brand direction

• You want to build local loyalty and repeat customers

• You don’t want to overextend on prep, fees, or inventory

• You thrive in low-pressure, community-focused spaces

Example:
Jess from Woven Wild Goods started in tiny neighborhood markets with $10 earrings. As her brand matured, she added $120 wall hangings and custom commissions. When she moved into a 2-day design market with a higher-income crowd, her sales tripled — because she matched the right product to the right people.

The Power of a Good Pivot

One “bad” market can be gold — if you learn from it. The worst move? Doing the same kind of event again and hoping for a different result.

Here’s how to pivot like a boss:

• Ask the organizer what kind of shopper they expect

• Talk to fellow vendors before applying — they’ll spill the tea

• Map your product line to the event style: is it a shopping crowd or a “free samples and vibes” crowd?

• Test a mix of shows, then review your data quarterly

• Don’t be afraid to say no — even to “prestigious” markets if they don’t align

Final Thoughts: You’re Allowed to Outgrow Events

Markets serve different purposes depending on where you’re at. What worked for you in year one might not serve you in year three. That $40 booth you used to love might now feel like wasted energy when you’ve got a full line, a loyal audience, and bigger goals.

It’s not a failure to evolve. It’s smart business.

You don’t owe anyone your weekend, your inventory, or your back pain unless it’s worth it. Track what works. Learn what doesn’t. Try new things, but don’t be afraid to move on.

Because all markets are not for you.
But somewhere out there, there’s one that is — and it’s going to feel like the right shoes: supportive, powerful, and ready to carry your business forward.

Need help planning your next market strategy or booth display that helps you pivot with purpose? We’ve got real-world guides, modular booth setups, and display tips that help you grow (without guessing). Let’s ditch the corndog crowds and find your people.