Selling pottery at a market is one of the best ways to meet customers, test your products and earn money. Its great for beginners, as you are mainly judged on your work alone, which means that you are on a level playing field with other artists who might have lots of reviews/instagram followers etc.
It is also the fastest way to improve your work because you see what real people pick up, ask about and actually buy.
It can also be a good way to gain instagram followers and make people aware of your brand.
This guide combines advice from experienced potters, real comments from the community and practical steps that will make your next event smoother, more profitable and less stressful.
1. How to Choose the Right Market
Markets range from tiny village halls to high traffic artisan fairs. Picking the right ones matters.
Look for markets that fit handmade work
Your best results usually come from:
• artisan fairs
• farmers markets
• curated design markets
• Christmas markets
Avoid events dominated by mass produced items.
Check the vendor list
If there are several potters, make sure your style is different enough to stand out.
Look at table cost vs realistic revenue
Potters commonly aim for:
• £50 table fee = £300 to £500 sales target
• £100 to £150 fee = £800 to £1,500 sales target
The most important rule from long time potters
Once you find a market that works for your style, keep returning every year. You'll eventually build up a full calendar of events that you know you normally do well at.
Vendors with years experience at the same event report that half their sales eventually come from returning customers.
2. How Much Stock Should You Bring
Real potters are very honest about this: bring more than you think.
Running out early or having gaps in the display reduces sales.
For a busy two day market with 3,000 to 4,000 visitors, here is an example:
• 60 to 120 mugs
• 20 to 40 bowls
• 10 to 20 vases
• 10 to 20 pet bowls
• 10 to 20 trinket dishes
• 10 to 20 plates
• Plenty of small impulse items like spoon rests, ornaments or pinch pots
If you have a star product , bring heavy on that. People often return for more.
Should you bring sets?
Yes, but only small ones. Sets of two or four work better than full dinner sets.
Large sets take huge table space and rarely sell on the spot.
Keep backup stock in the van if you can.
One potter said that always carrying extra stock was the single biggest reason they succeeded at markets.
3. Building a Booth That Draws People In
Your display is your shop front. A great booth can double your sales.
Use different heights
Flat tables are a lot less engaging than ones with levels.
Bring levels through:
• tiered shelves
• folding bookcases
• stacked boxes
• crate displays
• plant stands
• an A frame for hanging items
Put your most eye catching items at eye level.
Lighting
Indoor markets often have dull lighting.
Bring LED clip lights or fairy lights. They make a big difference in how glazes look.
Branding
Have your business name visible from a distance.
Use a vinyl banner or a chalkboard sign.
People should know who you are within two seconds.
Atmosphere
Cosy and inviting displays work best.
Warm colours, good lighting and a clean layout pull customers in.
Avoid clutter but avoid empty spaces too.
Plan at home first
Do a full practice layout on your table at home.
Time yourself.
Most markets only allow 45 to 90 minutes for setup.
4. Taking Payments Easily
Your payment system can increase or reduce your sales dramatically.
Use a card reader
Square is the most recommended by potters.
It lets you:
• accept cards, Apple Pay and Amex
• track trends
• apply discounts
• add team members
• download reports
• add items for quick checkout
Most buyers use Apple Pay or tap to pay now.
Bring a battery pack
Your phone dying equals your sales dying.
A battery pack is essential.
Carry a small cash float
Some buyers still use cash, but the majority will tap.
5. Packing, Moving and Storing Your Pottery
Transporting heavy breakable items is no joke. Organise it well.
Best container options
- 10 gallon Rubbermaid tubs
- Clevermade collapsible crates
- Sterilite clear wheeled bins
-Folding rolling crates that you can also sit on
Avoid huge tubs. They get too heavy.
Store boxes under your table
Most markets require hidden storage.
Check in advance that your boxes fit under your table height.
Packaging for customers
Use:
-honeycomb wrap
-packing paper
-tissue paper for gifts
-recycled supermarket bags
-paper bags for nicer presentation
Bubble wrap works but is bulky and less eco friendly.
Set up a dedicated packaging station in your booth.
6. Pricing and Selling With Confidence
Make prices visible
Customers often walk away if they cannot quickly see prices.
Use:
-pencil prices on unglazed bases
-small clear display signs
-aminated price sheets
Do not underprice
Underpricing hurts you and every potter around you.
Start with proper prices, not bargain stall prices.
Long time potters say:
“It is easier to lower your prices at a market than raise them later.”
Tell your story
Always greet people warmly.
Stand up, smile and say hello.
Explain your process and inspiration.
People come to markets to meet the maker.
Know your bestsellers
Track what sells with Square.
Use that data to plan your next event.
7. Marketing and Customer Follow Up
Many potters say the real value of markets is not just the sales, but the long term customers that come from them.
Ways to follow up
• collect emails
• give out business cards generously
• include cards inside bags
• tell people where they can follow you on Instagram
• post about the event on social media before and after
Use signs to encourage buying
For example:
“Father’s Day next week”
“Perfect wedding gift”
“Handmade and food safe”
8. Insurance and Practical Essentials
Most markets require public liability insurance.
ACT Insurance is highly recommended for potters.
Print your certificate and keep a copy in your wallet.
9. A Realistic Mindset for Success
Here are the pieces of advice that came up again and again from experienced potters:
• You learn more at one real market than from months of guessing.
• Bring way more stock than you think.
• Keep a friendly, approachable attitude.
• Invest in a good display.
• Do fewer markets, but do them very well.
• Stick to the markets that work long term.
• Track your sales data, then adjust your stock plan next time.
• Treat it as a long game. Customers come back.
• Do not compare your booth to others. Improve your own each time.
Checklist:
Display
• tables
• tablecloths
• shelving
• lighting
• banner or sign
• props for height
Stock
• plenty of mugs
• bowls, vases, plates
• small impulse items
• backup stock in van if possible
Payment
• card reader
• charged phone
• power bank
• cash float
Packaging
• bags
• wrap
• tissue paper
• tape
• scissors
Branding
• business cards
• email sign up sheet
• social media handle on display
Transport
• sturdy boxes
• wheeled crate
• everything labelled
Personal
• water
• snacks
• warm clothing for outdoor events
Admin
• public liability insurance
• table booking confirmation
• event schedule
Success at markets comes from consistency, not perfection. Your first few events are learning experiences. Each market teaches you what people pick up, what they ignore and what you should bring more of next time.
Expect sales to vary. Sometimes you won't sell much at all, and that's normal. It can be really hard to predict how many sales you will make each time as there are so many random factors that can make people more or less likely to buy.
The potters who stick with the same good markets build repeat customers, stronger displays and more confidence with every event.
Focus on what you can control: your stock, your setup, your pricing and how approachable you are. Everything else will naturally improve over time. Stay friendly, stay prepared and treat each market as a small step forward rather than a make or break moment.