And what to do about it!
I was at a craft show the other weekend, and when I wasn’t in my booth selling, I was chatting with my fellow exhibitors about their upcoming show schedules. And one phrase seemed to come up in almost every conversation:
Wait listed.
Almost every maker I spoke with found themselves on the wait list this year for at least one show that they normally get into without any trouble.
So what gives?
Well based on what I’ve been hearing from show organizers this season, artists and makers have been applying to shows in record numbers this year.
If you think about it, it makes sense. So many of us are burnt out and frustrated by the Internet (fickle algorithms and the whims of big tech) that we’re looking for other ways to connect with customers and grow our audiences. I returned to craft shows in late 2023 after swearing them off completely, albeit with a few boundaries in place. (I still won’t do multi-day outdoor shows.)
But this also means that shows are getting more competitive, and suddenly shows artists and makers have counted on for large chunks of their revenue may not be a sure thing.
So what can we do about it?
Here are five things to do when you aren’t getting into as many shows as you hoped:
#1: Level up your applications.
If you’re seeing more nos than yeses on your show applications, the first thing is to take a good, hard look at the applications themselves and see where you can improve. Sometimes this means leveling up — creating new designs or taking better photos (or hiring someone to do it for you) — but it could also mean making sure that your application fits what each specific show is looking for.
One of my favorite show application hacks is to spend time digging through the show’s website and looking at the previous year’s artists in your category. That’s because the image or images a show uses are typically the same ones the artists have applied with. Make note of the general trends you’re seeing. Are the photos on plain backgrounds or are they styled shots? (For jewelry, are they mostly on or off the body?) Are you seeing more one-of-a-kind work, or does it feel like more production pieces?
Every show is looking for something different, and taking a few minutes to research what a show is looking for (and tailoring your application images accordingly) can go a long way toward getting in. Of course, not every show features artist images on their website, and if that’s the case, you’ll just have to make your best guess. But taking the time to understand what a show is looking for can greatly increase your chance of getting in.
#2: Apply to extra shows.
I know that more artists applying to more shows only makes the problem of over-competitive shows worse, but if shows are a key part of your revenue strategy, it’s something you’re just going to have to accept as the new reality.
When it comes to how many shows you should apply for, it starts by looking at your goals as well as your previous acceptance rates. If your goal is to do one show a month, you’re probably going to need to apply to two or three shows each month as things get more competitive. If your goal is one a quarter, I’d recommend applying to at least three or four different shows during that time frame.
Now, I get it, some shows require you to pay an application fee, and that can be hard on your budget. So you still shouldn’t apply to any shows that you don’t have the intention of doing. But these days, most of us can’t just rely on applying to a few key shows and expecting to get into all of them. Instead, you’ll want to identify at least a few backup shows to help round out your show schedule if you don’t get into your top choice.
#3: Hit up wholesale.
Even if you were to do a show every weekend (which I don’t recommend, but hey, you do you) there would still be plenty of locations that would never see your work. That’s why I love selling to stores. It lets you have a physical presence in places that you might never make it to in person.
This is especially true as shows get more competitive. If there’s a show you feel is a great fit but you got rejected or waitlisted this year, use it as an opportunity to do a little research into the stores in that locale then reach out to those stores.
Of course, you don’t have to limit this strategy to places you’ve been rejected. You can research stores anywhere you think you’ll find a high concentration of your ideal customer. And if you are going to a particular show, you can use that as an opportunity to reach out to prospective stores. Let them know you’ll be in town and invite them to the show. Or make an appointment to stop by and share your work before or after the show.
#4. Get creative with in-person events.
One of the major reasons I think shows are seeing record applications is because we’re all so burnt out on the Internet, especially online shopping in the post-Covid era. It turns out that people want to touch and try things before they buy them.
But leaning into IRL selling doesn’t have to be limited to traditional retail shows. If you’re not getting into as many shows as you want, you might have to get creative and organize your own events. I’m not advocating you found a craft show (though that’s cool too) but instead, think about smaller in-person events.
If you have stores that you’re working with, you could pitch a trunk show. This could be something you personally attend (great for writing off a trip to a place you’ve got your eye on) or you could send a box of your work for a limited showing. If your studio is in a public place, you could host open studio events and sales. Or you could partner up with fellow makers in your community to hold a small sale somewhere public. If your work doesn’t sell well in your local area, you could ask friends or even your best customers to host you for a sale in their home, office, or local community.
The point is, if you get creative, there are lots of ways to share your work in person that don’t involve standing in a tent for three days!
#5. Lean into your list.
I’ve written before about why I think email marketing is so essential for artists and makers in 2025 (and beyond) and knowing how competitive shows have gotten makes this even more true. First, for any shows you are doing, be sure to make a concerted effort to get people to sign up for your list. This means making it easy and obvious with signup forms or QR codes (or both, which is what I do) plus asking people if they’d like to join your list when they make a purchase.
But collecting email addresses is only half the battle. That’s because your list only works if you actually email it. I’ve talked to artists and makers who have spent years (decades even) amassing an email list at shows, but never bother to email this list. And this is a huge missed opportunity!
At a minimum, your list is a great way to let your fans know about upcoming shows! But it can really shine during downtimes when you don’t have shows. Emailing your list to showcase products new and old is a great way to drive traffic to your website and generate revenue when you don’t have shows going on.
I have a feeling shows will only continue to get more competitive over the next few years, but this doesn’t have to be to the detriment of your business. Leveling up your applications and leaning into other marketing strategies (IRL and online) can help make up for the unpredictability of retail shows.