Where to Start

Where to Sell

You should also already have an idea of how and where you will be selling and marketing your products this year. Will you support your home community by setting up and selling at local events and markets? Do you consign with shops in your area or even have a physical shop of your own? Or, is the Internet where you focus your sales? Whatever direction you take for selling, they all have special considerations, but they can be very rewarding for your small business.

Most well-known and popular markets, especially holiday-themed ones, fill up fast and have a vendor waiting list, so signing up as soon as possible is essential. Outdoor Christmas markets invoke a nostalgic feeling with the lights, holiday music, and scents of cinnamon and cocoa wafting through the air. These events always have a high turnout of visitors, and this can mean big profits for small businesses that participate. Knowing when to submit your application, the cost to rent the space, and any licensing requirements ahead of time can help assure your spot in each one you plan on attending. If there are no available spaces, ask to be put on a mailing list to be notified if a vendor drops out and a spot needs filling.

Online sales have the greatest potential reach to retail consumers and don’t limit your sales to city, state, or even country borders. But it can also require extensive marketing to drive buyers to your business until you have established a solid customer base. Etsy alone had 96 million buyers in 2021; repeat buyers made over 81% of purchases. Be it Etsy, Social Media, or your website, you will need time to devote to finding your target audience and getting them to your site. In planning for this season, it’s important to include time and budget for marketing and advertising.

Getting the Word Out

Small businesses can easily get lost in the sea of competition, so increasing your visibility online should be a daily task. Many buyers find their holiday decorating inspiration from Social media such as Facebook, Instagram, and TikTok, and it’s hard to find someone unfamiliar with Etsy. Getting advertising started early in the year can give you a head start by posting what your customers can expect in the upcoming season, getting them excited about what you make next. Even if they put off their purchase until later in the year, a like, follow, or bookmark can mean big future income potential. As your exposure grows, so will your business.

And this is just the start. There are all the details of production, packaging, marketing, and merchandising. Look for more articles in this and future issues.