7 Ways Vendor Market Organizers Can Help Small Businesses Succeed (Part 1)

After 11 years of selling at pop-ups, craft shows and markets, including plenty here in Toronto and across the GTA, I've seen the best and the worst of vendor events.

At their best, vendor markets are a really great way to support small businesses. They create a new point of interaction for the host, whether that's a city, a town or a mall showing how much they care about local business. They also give small businesses a beautiful spotlight in front of shoppers who might never have found them otherwise.

There's a dark side, too. Some organizers treat vendor fees as the whole point. They charge the fee and do very little to set vendors up for success. They don't advocate for us, and they see us only as a source of revenue. Vendors talk, and those markets struggle to fill tables the next time around.

This is Part 1 of a two-part series. Part 1 covers planning and setup. Part 2 covers promotion, market day and the follow-up that keeps vendors booking.

Here's how to be the market vendors are excited to book again, starting with the first 7 tips.

1. Know Your Shoppers Inside and Out

Who walks through your doors? What's the age range, what are they into, why do they come, and what do they usually spend? This is make or break.

When I ask a market organizer about their shoppers and they don't have that information, it tells me they don't know who they're selling to. If you don't know who you're selling to, how am I supposed to know who I'm selling to?

Put a shopper snapshot right in your vendor application: expected foot traffic, demographics, peak hours and the categories that sold well last time. It attracts vendors who fit your crowd, and it helps them bring the right stock, prices and displays.

2. Confirm Vendors 6 to 8 Weeks Out

Most small businesses don't have a warehouse full of extra stock sitting around. Many make their products by hand or order in batches.

Confirming vendors 6 to 8 weeks before the market gives them time to build up inventory, plan a display that works for your space, and promote the market to their own followers. Rushed confirmations lead to half-empty tables and quiet social feeds, and shoppers notice both.

A fully stocked table takes weeks of planning. Early confirmations make it possible.

Related: The Downside of Being a Creative Entrepreneur, and What You Can Do About It

3. Send a Vendor Welcome Pack

A week before the market, send one email with everything vendors will want to know:

• Cross streets, a map pin and photos of the entrance and loading area, plus the nearest TTC or GO stop.
• The best parking options, with rates and walking distance.
• Load-in and load-out windows, plus which door to use.
• What to expect inside, like stairs, elevators, ramps and table sizes.
• Power, wifi and cell signal, so payments run smoothly.
• Bathrooms and refreshments, including nearby spots for food and drinks.

People have different levels of disability, some visible and some invisible. Choosing a venue with step-free access, elevators and accessible bathrooms means every vendor and shopper can take part comfortably.

Little touches count here. The Toronto Stationery Show sets aside one of their three bathrooms just for vendors, because they know how important it is for us to run in and run out, especially when we're on our own.

4. Space Booths for Real Selling

Packing in as many tables as the room will hold might look good on a spreadsheet. On the floor, it hurts everyone.

Vendors use the space behind their tables to store extra stock, room between tables to step out and talk with shoppers, and space to touch up their displays as things sell. Shoppers want room to browse without bumping elbows. Plan your layout with real aisles and a bit of space behind every booth, and the whole market feels calmer and sells better.

Room to breathe means room to restock, rearrange and greet every shopper.

5. Lend a Hand at Both Ends of the Day

Setup and teardown are where vendors spend the most physical energy. An extra set of hands to help lift tables, add risers or put up banner stands makes a huge difference.

At the end of a long market day, pushing a wagon, dolly or suitcase back to the car can feel like it's using every last bit of energy. Assign a few volunteers to vendor support, keep a couple of dollies on hand to lend, and stagger load-out by section so the doors don't jam up.

6. Curate a Mix That Works for Everyone

Six candle tables in one row means six vendors splitting the same customers. Aim for a mix of categories and price points, and space similar vendors apart.

Cap the number of vendors in each category. Depending on the size of your market, that might mean 2 or it might mean 10. A good rule of thumb is no more than 1 vendor per category for every 25 vendors. A 50-vendor market caps each category at 2, and a 250-vendor show caps it at 10.

Remember, confused shoppers don't buy anything, and too many similar options lead to confusion. A thoughtful mix means shoppers get more to explore, they stay longer, and every vendor gets a fair shot at a great day.

7. Greet Vendors Like Honoured Guests

A small thank-you waiting at each table when vendors arrive sets the tone for the whole day. A handwritten note, a coffee card, or a little treat tells vendors you're glad they're there.

Our Hey You, In Case You Were Wondering Notepad makes an easy, useful thank-you. Vendors use it all day for price notes and reminders, and every page greets them with a little encouragement.

Bonus tips

• Post a vendor map and clear signage. Shoppers should be able to find every booth, including the ones in the back corner.
• Discount fees for swag bag contributions. If your market has swag bags, lower the vendor fee for those who contribute. Most vendors rarely see a real return from swag bag items, so this makes it worth their while.

Frequently asked questions

How do you host a successful vendor market?

Know your shoppers, confirm vendors early, give them clear logistics and room to sell, promote individual vendors, and stay in touch before, during and after the day. Vendors who feel supported sell more, and they book again.

What should be on a vendor event checklist?

Shopper profile, vendor confirmation dates, a welcome pack with parking, transit and load-in details, a floor plan with room behind each table, a promo kit, signage, volunteers for load-in and load-out, a photographer, and a recap email.

The bottom line

A market planned with vendors in mind sets everyone up for a great day, before a single shopper walks in.

Keep reading: Part 2: 7 ways to promote your market, support vendors on the day and follow up.

Looking for vendors (or a speaker)?

PleaseNotes still pops up at markets as a vendor. Nowadays, I also do a lot of speaking and workshops, and I love pairing a talk or hands-on session with a vendor table. If you'd like to add a little extra draw to your next market, reach out at CherylSutherland.com.

Do you have any tips or things you would like to share? Comment below!

About the author

Cheryl Sutherland is a confidence coach, keynote speaker, and the founder of PleaseNotes. She helps women own their worth through workshops, keynotes, and personal growth tools that make confidence something you can practise every day. Her work has been featured in Forbes, InStyle, HuffPost, Fast Company, and Thrive Global, and she's partnered with organizations like WestJet, Intuit, CBC, and Dress for Success. Want Cheryl to speak with your team? Visit CherylSutherland.com.