Side hustle hero: selling at fairs

From handmade candles at craft markets to gourmet treats at food festivals and vintage gems at retro fairs, selling at events has become an increasingly popular side hustle. For many creative entrepreneurs, it’s a chance to share their passion, connect with customers and earn extra income doing what they love.

For Julia Ogden - a 48-year-old artist based in Hebden Bridge - selling at fairs has been a vital part of her creative business. With a fine art background and years of experience, Julia has built a side hustle that not only supports her financially but also brings her work directly to the people who love it.

Her career as an artist hasn’t been without challenges. In 2023, her studio was destroyed after a fire in the building, leaving her without materials and stock just weeks before she was due to appear at a major print fair. Despite that setback, Julia showed up with a simplified, one-colour collection that, unexpectedly, helped her create a more cohesive and eye-catching stall.

We caught up with Julia to learn how she chooses the right events, what she’s learned from the highs and lows of fair trading, and her top tips for anyone thinking of turning their craft into a stall-worthy side hustle.

How do you choose which fairs to sell at?

I guess because Hebden Bridge is such an artistic community, I find out about a lot of fairs from friends. But also, through the wider creative world - Instagram’s great for that. People share which ones they’ve done.

That said, I always tell people: do your research. You need to know what the footfall is like. If the fair doesn’t get visitors, you’ve got no chance of selling.

How important is the look of your stall?

Really important. I don't take my paintings to fairs anymore because they are stylistically different to my screenprints. If your stall isn’t coherent, it can put people off. Potential customers walk past so quickly; your stall has to make immediate sense to grab their attention.

After the fire, I lost all my screenprint stock, and the Hebden Bridge Print Fair was fast approaching. I only had time to create a new, one-colour collection, but weirdly, it worked better. It was visually consistent, stood out, and people kept commenting on how striking my stall looked. That was a big lesson - sometimes less is more.

Have you ever had a fair where you didn’t sell?

Millions. And it’s really hard not to take it personally. With a side hustle, it’s important not to feel like you have to say yes to everything. Even free fairs come with hidden costs - your time, your stock, your transport, your food.

If I have a fair where I don’t sell, it can leave me questioning everything. So now, I’m more selective. I only do fairs that make sense for me and my work.

Do you think it helps if people have an emotional reaction to your stall?

Absolutely. Retail is complicated - there are loads of reasons why someone might not buy. But if your stall makes someone stop and feel something, that’s a powerful start.

What’s the worst fair you’ve done?

Easy. It was in a hotel in Ilkley - no signage outside, no directions inside. We were sent through endless corridors and into a back room. Not one visitor came in. Not one.

Is it embarrassing when you don’t sell anything?

Yeah, it can be. But my advice would be, don’t look like you’ve given up. Don’t sit down and look bored. Move things around, make it look like you’re busy, like you’ve just sold something. People are drawn to stalls that have a bit of a buzz about them.

What would you say to someone just starting out?

Visit the fair before applying if you can. Talk to people already selling there. Research whether your work fits. What works for one trader might not work for another.

Do you need sales skills to be successful?

Yes. And merchandising skills too. There are loads of free resources online - short courses on how to present your work better or sell more confidently. It’s worth doing.

What’s your favourite fair?

The Hepworth Gallery fair in Wakefield is brilliant. They’ve got a great reputation, it’s really well marketed and it gets loads of visitors. I always enjoy that one.

Your top tip?

Do your research and ask around. But remember, a good fair for one person might not be right for your work. Think about how your aesthetic fits with the event. It’s okay to be choosy.