When you’re running a market stall, one of the most exciting parts is buying stock and finding new products to sell.
I don’t know about you, but I love going to gift fairs and discovering new products. There’s always something interesting, unusual or a little different that catches my eye.
And sometimes I’ll come across something and think, “Oh my goodness, I absolutely love this!”
Then, before I know it, I’m convincing myself that everybody else is going to love it just as much as I do.
But here’s the problem.
Just because you love a product doesn’t mean your customers will. That’s the hard reality.
It’s a trap I think a lot of market stallholders fall into, especially when they’re first starting out.
And if you’re not careful, you can end up with boxes of products that you thought would fly off the shelves, only to discover that customers aren’t nearly as excited about them as you are.
The Danger of Buying What You Love
We all have our own interests, hobbies and tastes.
Maybe you love quirky homewares, collectables, unusual gifts or something very specific that appeals to a particular niche.
And there’s absolutely nothing wrong with that.
In fact, being passionate about the products you sell can be a great thing. It makes talking to customers easier, and you’re probably going to know quite a bit about what you’re selling.
But there’s a difference between buying something because you love it and buying something because there’s a demand for it.
I’ve been to gift fairs where I’ve spotted products that I absolutely adored.
My immediate reaction is to think about how great they’d look on my stall.
But what I sometimes forget to ask myself is whether the people visiting my market would actually want to buy them.
And that’s a pretty important question!
You might have a very niche interest, and there could be plenty of other people who share that interest.
But are those people visiting your particular market?
That’s what you need to find out.
When Customers Just Aren’t Interested
One of the frustrating things about selling at markets is that you can be completely convinced a product is going to be popular.
You buy the stock, arrange it nicely on your stall and wait for customers to show some interest.
Except they don’t.
They walk straight past.
They don’t pick it up, ask questions or even stop to have a look.
And you’re standing there wondering why nobody seems interested in something you thought was fantastic.
Of course, a slow-selling product doesn’t always mean you’ve made a bad buying decision.
There could be several reasons why customers aren’t responding.
But one possibility is that you’ve bought something based on your personal interests rather than what your customers are looking for.
It’s an easy mistake to make.
After all, we naturally assume that other people will appreciate the things we appreciate.
But when you’re running a business, you have to remember that you’re buying for your customers, not filling your own shopping basket.
Sometimes It’s Not the Product. It’s the Market.
Here’s something else I think is really important.
Just because a product doesn’t sell at one market doesn’t mean it’s a bad product.
Sometimes you’re simply trying to sell it to the wrong audience.
Let’s use Japanese anime merchandise as an example.
Imagine you’ve got a stall selling anime figures, collectables, keyrings and other Japanese pop culture products.
You take them to a general weekend market where most shoppers are looking for everyday bargains, household items or second-hand goods.
You might make a few sales, but perhaps there isn’t much interest overall.
Does that mean anime merchandise isn’t worth selling?
Of course not.
Now imagine taking those exact same products to an anime convention or a Japanese pop culture event.
Suddenly, you’re surrounded by people who have specifically come along because they’re interested in those types of products.
The merchandise hasn’t changed.
The prices haven’t necessarily changed.
But the audience has.
And that can make a huge difference.
This is why I think it’s so important to understand the type of market you’re attending.
A product that struggles at a general market might do incredibly well at a specialist event.
Likewise, something that sells brilliantly at a craft market might not attract much attention at a car boot sale.
You need to match your products to the people who are likely to be shopping there.
Get to Know Your Market Before Buying Stock
If you’re thinking about introducing a new product range, one of the first things I’d suggest is spending some time understanding your market.
And I don’t just mean walking around and seeing what other stallholders are selling.
Actually pay attention to the customers.
Are they mostly families? Collectors? Tourists? People looking for bargains?
Are they spending money on gifts, clothing, homewares or practical everyday items?
What products seem to attract the most interest?
You can learn quite a lot simply by observing what goes on around you.
If you’re attending the same market regularly, you’ve already got an advantage because you can start recognising buying patterns.
You might notice certain products sell better at particular times of the year, or that your customers tend to prefer lower-priced impulse purchases.
None of this guarantees that a new product will sell.
But it gives you a much better starting point than simply buying something because you personally like it.
Do a Little Market Research
Now, I’m not suggesting you need to spend weeks researching every single product before you buy it.
But a little bit of research can go a long way, particularly if you’re thinking about investing a decent amount of money in stock.
There are a couple of online tools and websites I’d suggest looking at.
Google Keyword Planner
Google Keyword Planner is a useful tool for getting an idea of what people are searching for online.
You can enter keywords related to a product and see estimates of search interest.
For example, if you’re thinking about selling a particular type of collectable, you can check whether people are actively searching for it.
It won’t tell you exactly how many people will buy that product at your local market, but it can give you an indication of broader interest.
And sometimes it might reveal related products or keywords you hadn’t considered.
Amazon
Amazon is another place I like to look when researching products.
You can search for similar items, see what products are popular, look at customer reviews and get a general feel for what’s available.
Amazon’s Best Sellers lists and sales-ranking information can also provide useful clues about demand.
But remember, Amazon shoppers and market shoppers aren’t necessarily the same people.
Something that’s incredibly popular online might not appeal to the customers visiting your local market.
I’d use Amazon as one source of information, rather than relying on it completely.
Look at What Customers Are Actually Buying
You can research products online all day, but don’t underestimate what you can learn from speaking to customers.
Listen to what people ask for.
Pay attention when someone says, “Do you have anything like this?”
Notice which products they pick up, which ones they ask questions about and which ones they actually buy.
Sometimes customers will give you ideas for products you never would have thought of yourself.
And that sort of feedback can be incredibly valuable.
But Don’t Be Afraid to Try Something New
Now, I want to make something very clear.
I’m not saying you should never buy a product unless you already know there’s a market for it.
Because if everybody thought that way, how would any new product ever become successful?
Some of the most interesting products are things customers didn’t even realise they wanted until they saw them.
And there’s definitely something to be said for being a little adventurous and trying something different.
After all, if every market stall sold exactly the same products, markets would become pretty boring places!
Sometimes you have to take a chance.
You might discover something at a gift fair that you’ve never seen before and think it could be a real winner.
And you might be right.
The trick is not to get so carried away with your excitement that you invest more money than you’re comfortable risking.
Rather than buying a huge quantity, why not start with a small selection?
Put the products on your stall and see what happens.
Do people stop to look?
Do they ask questions?
Are they buying?
If you get a positive response, you can look at increasing your stock.
And if the products don’t sell, at least you haven’t tied up a huge amount of money.
It’s about finding that balance between taking a chance and being sensible.
Don’t Give Up on a Product Too Quickly
Another mistake I think stallholders can make is giving up on a product after one disappointing market.
Let’s say you’ve introduced something new and hardly anyone shows any interest.
Before deciding the product is a failure, ask yourself why.
Was it the wrong type of market?
Was the product displayed where customers could easily see it?
Was the price appropriate for the audience?
Did you have enough variety?
Or was it simply a quiet market day?
There are plenty of reasons a product might not sell, and not all of them have anything to do with the product itself.
Going back to our anime merchandise example, you wouldn’t necessarily give up on selling anime products simply because they weren’t popular at a general market.
You might try a different market or a specialist event where the audience is more likely to appreciate them.
Sometimes a change of location or presentation is all that’s needed.
Of course, you also have to know when to cut your losses.
If you’ve tried different approaches and customers still aren’t interested, it might be time to move on.
But I wouldn’t automatically assume a product is a bad choice just because it hasn’t sold straight away.
Remember, You’re Running a Business
I think this is probably the biggest lesson of all.
When you’re buying products for your market stall, you have to put your business hat on.
It’s wonderful to sell products you’re passionate about, and I certainly wouldn’t suggest taking all the enjoyment out of choosing stock.
But at the end of the day, your stall needs to make money.
And that means thinking about what your customers want, not just what catches your eye.
You might personally love a very unusual or niche product.
There might even be a fantastic market for it somewhere.
But if that market isn’t the one you’re attending, you’re going to have a much harder time selling it.
That doesn’t mean you have to abandon your interests or only sell boring, everyday products.
It just means being a little more strategic about what you buy, how much you invest and where you choose to sell it.
Final Thoughts: Buy With Your Customers in Mind
Next time you’re at a gift fair or browsing through a supplier’s catalogue and something catches your eye, enjoy that excitement.
Finding new products is one of the fun parts of running a market stall.
But before placing that order, ask yourself one simple question:
“Do I love this because it’s something I’d buy, or is it something my customers would actually want?”
Sometimes the answer will be both, and that’s great.
Other times, you might realise you’re getting a little carried away with your own interests.
And sometimes you’ll come across something completely new that you think is worth taking a chance on.
There’s nothing wrong with experimenting.
Just start small, do a little research and pay attention to how customers respond.
And if something doesn’t sell, don’t automatically assume the product is the problem.
It might simply need a different audience, a different location or a different approach.
Because when it comes to running a successful market stall, it’s not always about finding the best products.
It’s about finding the right products for the right customers.
Not sure which market suits your products? Browse the market directory, or read how to turn slow market days into opportunities.
Keep reading: 7 ways to boost your market stall sales and why timing matters when selling seasonal products.
