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THE MAKER'S GUIDE TO
MARKET STALL TRADING

For business owners, by business owners

 Hello!
If you're a local maker or creator,
side hustler or small business owner,
then this is the guide for you!

1 WHAT IS MARKET STALL TRADING?

2 HOW TO SUCCEED AT MARKETS

3 BEFORE

4 DURING

5 AFTER

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 2

 What is market stall
trading?
A market stall is a stand where individuals or small
businesses sell products. It harks back to the old
market square in the village where people traded
goods. Today, these can range from crafts to food,
antiques to clothing, toys… whatever is trending!

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 3

The pros
Low start-up and
running costs
Stands are typically rented out and
the furniture or equipment required is
minimal compared to a formal store. Low returns and
Lower overheads help reduce costs and direct feedback
therefore improve the bottom line.
Customers get to see, feel and taste
Opportunity to build your products as well as ask questions,
so you are less likely to receive returns.
a loyal customer base
A marketplace is conducive to high Steppingstone to
levels of engagement with your
customers, which in turn builds loyalty greater things
and a fan base.
If the response to your business
is positive at markets, this is an
Brand building important proof of concept should you
wish to begin selling online or to open a
A market allows a business to have retail outlet.
a physical space, as well as an online
presence. It is also a great way of
testing new products or concepts Monetise a hobby or
with customers which can then be passion
introduced to the virtual market.
This is an opportunity to turn an
Fun and camaraderie interest into a side hustle or something
bigger. If you are crafty or you can
Markets are often an integral part of source products customers are looking
the local community, and you are likely for, this is a low-risk opportunity.
to quickly build relationships with fellow
stallholders as well as customers.
Flexibility
Better profit margins
You can choose how often you trade.
The happy coincidence of lower fixed You can choose to operate at a
costs with customers who are intending daily market or only on weekends.
to shop means there is potential for Alternatively, some market stall
higher margins, especially if your businesses choose to only trade at event
product is unique or new on the market. markets or at certain times of the year.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 4

 The cons
Hidden costs Physically tiring
Unexpected costs may include set-up Preparation and packing, followed
fees, insurance and transport costs, by early starts and setups, then
plus the potential for wasted or unsold a day on your feet engaging with
stock. customers, followed by breakdown and
transportation. This is a physically and
High competition emotionally draining activity.

If you are a new business competing Limited durability and

with a similar business that is already
established, you are likely to find it
longevity
difficult to stand out.
Your market stall and other equipment
may suffer from high wear and tear
Limited display space associated with frequent transporting,
packing and unpacking of your stall, and
Market stalls are significantly smaller than trading in different weathers. Plus, you
shops. This means the number of items are at the mercy of the market owners
you can store and display is much less. in terms of what is done to promote the
marketplace to ensure high footfall.

FIND OUT MORE FIND OUT MORE

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 5

How to succeed
at markets

Do your research Explore local and

L What do you intend to sell? online markets
L To whom? See what people are selling, and
L At what price? what competition is out there.
L Is there demand?
L Where will you sell it?

Follow social media Conduct surveys

groups that may be Gauge whether there’s a need
linked to your product for your product, and how much
customers are willing to pay.
See what people are talking about (Factor in seasonal fluctuations,
and why (For instance, if you are for example, selling Christmas
selling educational toys, then decorations in January is a little
following parent groups will give optimistic unless it’s at a huge
you insight into parental concerns, discount.)
which may help you to present your
toys as a solution.)

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 6

Which market?
Markets are varied in their form and offerings. They
may be permanent, open-air, farmers’ markets, street
markets, or expo and festival linked. Check the style
and theme of a particular market before you apply to
set up shop there.
For instance, some require all products to be local and handcrafted, others have
a family-friendly focus, and others are themed. Choose a market that fits your
product and business ethos, is reasonably easy to get to and from your location
and, perhaps most importantly, has lots of feet! You may have to pay more to set
up in a busy market, but the returns in terms of viability are likely to be worth it.

Things to think about...

How often do you Average footfall
want to trade? Are you likely to get enough
Daily, weekly, only at festivals? customers to sustain your
business?

Set-up and rental Is it indoors

costs or outdoors?
Will you recover your costs and This can affect footfall, as well as
make a profit? your selling environment, and it
may impact on the shelf life of your
products. The weather can play a big
role if outdoors.
Travel and parking
arrangements What kind of
Is the market accessible for you and
your customers? Consider the safety
vibe will best
and attractiveness of the venue. reflect your
business?
Are you looking for a business selling
environment, or something more
relaxed and casual?

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 7

Market types
Choosing the right type of marketplace is essential
and serves your purpose to set up a up a market stall.
This could be a side hustle, in which case a weekend-
only or crafters’ fair are a good options.
You may want to create a physical presence in addition to your online business.
Alternatively, markets are the core of your business, in which case you may prefer a
permanent market.

Permanent markets
Stalls are usually set up as mini stores. They are often indoors or under cover and
your relationship with the market owner is that of landlord/tenant.

Street or public square markets

These may be permanent or weekend-only, when traffic is blocked off. Well-run
markets become destination events or tourist attractions.

Farmers markets
These are growing in popularity worldwide as people seek to source locally grown
and produced foodstuffs. Increased footfall in these markets has seen them
growing in scope to include local arts and crafts and live music events.

Pop-up markets
Attractive for hobby-based stalls, these tend to have a niche audience. For
example, a market at a sports event is an ideal place to sell protein shakes.

Exhibition and conference markets

Good for establishing or building your brand, these markets are often expensive
and brimming with competition.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 8

What to sell?
If you don’t yet have a product, then find out which
items are trending in the market stall space right now.
The list below gives you a starting point to consider what you can make, or source,
that customers will be interested in buying.

Organic or farm fresh

produce Antiques

Chutneys, jams and

sauces, especially locally Vegan and meat-free
grown produce

Fairtrade and
Hand-made crafts
environmentally
conscious goods

Plants and flowers, Educational toys

especially if combined
with how-to workshops

Health and wellness Books

products

Vintage fashion Bespoke or antique

jewellery

Craft liquor

Once you’ve found a suitable product and market

space, it’s time to get market-ready!

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 9

Before
Know your customers
If you know and understand your target
market, you can ensure that your
branding, displays and products appeal
to that demographic. For example, if you
are selling high-end, handmade leather
bags, you’ll need to invest in packaging
and branding that reflects your products’
quality (and price tag).

Grab your camera

Have good quality and clear images of
your products and package your products
well – you do not need to use an agency,
but ensure that they look professional,
with a plain background or a background
that enhances (rather than distract)
from the product. A decent smartphone
is a good start.

Source quality products

It goes without saying that if you’re
not selling your own products, you’ll
need to find suitable suppliers.

L Make sure your values align – Your

supplier should be aligned with your
own brand identity and values. For
instance, if you claim to be selling
organic produce, then this should
be certified.

L Watch your profit margin – You

need to source the best quality you
can afford at the best price you can
negotiate from a reliable supplier.
Lower costs allow for higher
profitability.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 10

Be the best!
While most markets have a policy of controlling how
many similar stalls are allowed, chances are that
you will have competitors and they may be well
established if it’s a long-running market.
Do your homework and visit the market. Check
out what your competition is doing and what
other stalls are doing. What stands out?
What’s effective? How can you be
different and better?

With your customers and brand

in mind, use colours, décor
and packaging that reflect your
business to draw customers in.
Pinterest can be a great source of
inspiration.

Just because it’s a

temporary stall or
outdoors, doesn’t mean
you can get away with an
unprofessional presentation.

Get packed and ready

Invest in sturdy boxes and a trolley to save your legs and your back!

Pack neatly and with a view to how you plan to set up the stall. Packing like things
with like into clearly labelled boxes and using dividers or separate inner tubs will
save you time and frustration on market day. Ensure that fragile or delicate items
are carefully wrapped and packed separately.

Pack a stationery box, with handy items such as a calculator, pens, note pad, cash
receipt book, extra price tags, stickers, scissors, sticky tape, Prestik, etc.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 11

Price right
Pricing is a strategic decision. It’s a balancing act
between acquiring new customers with attractive
prices while remaining profitable for sustainability.
It’s important that our prices are not seen to be out
of touch. While consumers may be prepared to pay
more for local and handmade, they must be able to
see the value.
An effective strategy is to create several price points of the same product category
for your customers so that affordability isn’t a perceived block. For instance, if you
sell gift sets of pamper products at R495, you may wish to offer individual products
or lower-value gift sets as well... there’s always something for everyone. Ensure that
each product is clearly priced and labelled. Customers are often reluctant to ask the
price for fear of having to disengage from a hard-sell situation if the price is not in
their budget.

9 is a magic number. R499 is more attractive than R500

and R39 is likely to be a better price point than R35.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 12

Methods to calculate your price
Your Time spent
Cost of
hourly making Price A
supplies
rate product

Example: R 335 + R 1 250 (R 250 x 5 hours) = R 1 585

Cost of supplies
3 Price B

Example: R 335 x 3 = R 1 005

Price A Price B
2 Price C

Example: (R 1 585 + R 1 005) ÷ 2 = R 1 295

Select which price is closest to your competitors' and

test different prices around that mark. Price D

Example: R 1 295, R 1 199, R 1 399

Consider offering retail, as well as wholesale prices

such as a bulk discount price. Price E

Example: Buy 10 items at a 10% discount on a sliding scale for greater purchases.

Whatever formula you decide to go with, your profit margin must cover not only
your labour and materials, but also the ‘hidden’ costs of production and sales.

Remember the profit formula: Total revenue (sales) – total costs = profit.
Total costs include materials, overheads (rent, electricity and water), labour,
transport, marketing costs, etc.

If you are new, consider a price point that is slightly

lower than that of your competitors to entice customers
to give your products a try, but you must factor in your
stock and display costs.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 13

 Offer multiple
payment options
Technology and security are key drivers of a cashless
environment. Many markets actively discourage
cash. It’s essential to have a variety of easy-to-make
payment options.
Do your research (what are other stall holders offering?) and follow their lead.
Tap-and-go credit card readers, Nedbank Pocket Pos, Money Message, Apple Pay,
Samsung Pay and Google Pay or QR code-based options are popular, although it
may make sense to accept cash as well.

If cash is an option, have a float and use a bum bag, rather than a cash box for
safety reasons.

Make it easy for the customer to part

with their money, in whatever form!

FIND OUT MORE FIND OUT MORE

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 14

Spread the
word
Have a marketing strategy and avoid action-paralysis.
Develop an online, social media presence, as many
people will search for your products online – another
reason why good photos are important.
Shout it out loud! Broadcast your presence on Facebook, Instagram, Twitter and
local online directories. Use your email database to offer market promotions to
loyal customers. A loud and proud social media presence strengthens your brand
and helps to build a loyal following. If your product is fun, have an Instagram cut-
out/selfie frame handy for customers to take pics at your stand and ask them to
share your hashtags.

Marketing is a before, during and after activity. Just

think, Coca-Cola is a 130-year-old global brand, but
they never stop marketing!

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 15

During
Be the face of your business!
Get out from behind the table and be a friendly,
passionate advert for what you’re selling. If you’re
sitting down, and especially when you're looking at
your phone, customers might simply walk by.
If you want to make every customer count, then somebody should always be
standing and attentive at the stall. It’s generally advisable to have a lively and
passionate partner/promoter at the stall so that you can take turns and the
occasional break.

Hire sales staff who are as driven and passionate about the
products as you are.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 16

A market is a golden opportunity People buy from people. We are human
to engage face-to-face with your beings. Many people come to markets
customers. They have come, money for a more personable experience. If
in hand, ready to spend and to be you notice that someone is becoming a
entertained. regular customer, offer them a loyalty
card or give them special discounts.
L Chat to people – be open and Everyone likes to be recognised and
friendly. made to feel special.

L Demonstrate how the product works

and invite people to taste a sample It takes just 3-4
or try something on.
seconds for a
L Wear your product, if appropriate, or potential customer
have a uniform that speaks to your
brand. to walk past your stall.

L Ask questions that show you’re

Consider your own market
interested in your customers. experiences as a customer –
L Be excited about your product and what makes you pause and
make the most of what you have, engage with the stall owner?
with what you have. For instance, if
you sell a clothing range, persuade
family and friends to model the
clothes for you.

People
buy from
people

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 17

Create However, it’s better to be prepared with
excess stock, than to risk an interested
customer leaving empty-handed. Having
excitement a variety of styles, colours and sizes,
also helps with engagement… if the
At any market or expo, there are always customer is looking doubtful, suggest
a few stands that have a crowd in front the red option.
of them. Either the stall owner is doing
something interesting or entertaining,
or the product is attractive in its own Have excess stock in
right… it’s hard to walk past the smell boxes ready to bring
of delicious freshly ground coffee or
a boerie on the braai! This is where out, but don’t over-
creativity and a little showmanship
crowd the space.
come in.

Attract and engage with one customer

and more will arrive. It’s the law of Stick to the rules
attraction and FOMO!
L Familiarise yourself with the market
This is why restaurants seat people in rules and regulations ahead of time
the window: If it looks busy, it must and follow them. You don’t want to
mean other people like it, so I'll probably be fined or refused access next time
like it too. because you or an employee flouted
the rules.
Have professional signage and branding
that stands out, so that customers will L Also, remember to be a good
remember you. neighbour to fellow stall holders and
ensure that you don’t accidentally
encroach on their space or visibility.
If you do have a crowd, The vendor community is tight, and
can be cliquey – make friends, help
try to include all of them and support each other.
in your explanations and
L If you can’t attend, let the organisers
acknowledge them with know as soon as possible so that
another vendor can have a chance
your eyes and a smile.
to exhibit. Blank spaces are not a
professional reflection, and threaten

Stock up future traffic to the market.

You’ve created a unique and attractive Always pitch! The quickest

stall and you’re all prepared. Then the
customer asks: “Do you have it in blue, way to be barred from a
or a size 14?” Judging how many units market is failing to arrive
are needed, in which design and size,
is a skill that comes with practice. or setting up late.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 18

Be your own mystery shopper
Once your stand is set up, look at it from the customer’s viewpoint. Is it interesting,
eye-catching, and professional? Does it invite the customer to linger? Are your
best-selling products prominently displayed? Where can you stand to effectively
engage with customers, without scaring them off and allowing them to “wander”
around your stall?

Make your stall a “mini retail store”, plan and practise what your stand will look like
and opt for an open stand where customers can walk in and browse. Hide storage
boxes from view and don’t let the additional stock overpower the space on the
stand. Consider adding wooden shelves for different displays, add a carpet or mat.

Create height and balance to your stall by using wooden

crates, tins, boxes and shelves. Bring in relevant décor such
as greenery or theme-appropriate bunting and drapery.
Everything laid out flat is boring.

Image: https://www.madeurban.com/blog/craft-show-table-layout-tips/

A white gazebo and backdrop lights up

your products and your stand.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 19

 Have
business
cards and
flyers handy
In addition to the usual contact details,
include your website address, social
media handles, other markets where
they can find you, and any special
aftercare instructions for your products.
Consider offering an incentive to sign
up for your newsletter or to receive a
discount off the next purchase.

Get leads!
Encourage customers to join your
mailing list by offering market
incentives or promotions. Add a
newsletter sign-up form or tablet
to your table, or harness the power
of social media and offer a voucher
for customers to follow you on social
media.

Take professional-looking photos of

your products and photos of your
stall (preferably with customers) and
post them on social media inviting
customers to come and join in the
fun. Remember that photos do not
need to be taken by a professional
Image: www.etsy.com

photographer or through a marketing

agency, but they must be clear, and
position your product well.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 20

Tricks to photograph your
products professionally

Lighting Most smartphones are equipped with a

zoom function, but you must avoid using
You need constant, even light for it. Zoom enlarges the image but at the
product photography. Consider expense of quality, resulting in grainy,
investing in a lightbox to avoid shadows blurry images. Instead of using zoom,
and distractions. By changing your get as close as you can to your subject.
position, placing near a window, or If you have too much background in
simply shooting outside, you’ll get the photo, you can always crop it later
brighter photographs with true-to-life without sacrificing the quality of the
colours. If you must use indoor lights to photo.
get bright enough photos, opt for white
lights, not yellow tone. The photos and packaging that you
present will be the first and only
interaction potential customers will
Resolution have with your business.

The higher the resolution of your photo, Make sure that it stands out enough to
the better it will look. Choose the convert into a sale!
highest photo resolution available in
your camera settings.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 21

After
Reach out to your
customers
Load new customer and newsletter
sign-ups onto your database and send a
It may be tempting to put follow-up email thanking them for their
your feet up after a long interest and asking for feedback. This
is the start of a relationship and every
day at the market, but… relationship takes effort.

Sales vs stock Reflect and learn

reconciliation
What worked well what did not – and
It’s essential to reconcile what stock why?
was sold against what is in hand. This
tells you which items are most popular What can you do better?
and it should also trigger a re-order
of supplies for the next market day. Stop
Discrepancies may unfortunately tell a
story of stock theft or wastage.

Start
Stock control
Ensure that sufficient supplies are
Continue
on order to replace those units sold
and tweak your offering according to
popularity. Take care to re-pack and
check labelling carefully to reduce your
admin going forward. Conduct a quality
control check while re-packing to avoid
taking damaged goods to market.

Run your numbers Rinse and

Is your bottom line positive or negative? repeat for
your next
What was your revenue vs your costs
and did you make the profits you
anticipated? What can you do to

market
improve sales and/or reduce costs?
Did you have the right mix of products

day!
and prices?

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 22

 Tips for
food and
beverage
vendors

L Ensure that you adhere to L Ensure access to water and correct

government regulations for food cleaning products.
preparation and labelling. https://
www.gov.za/documents/foodstuffs- L Ensure that you have back-up
cosmetics-and-disinfectants- heating and correct gas installations.
act-regulations-general-hygiene-
requirements-food-0 L Have an efficient ordering and
payment system.
L Have everything pre-chopped and
ready to go. L Products should look and taste
great.
L Ensure you plan your order, payment
and service processes ahead of time. L Have own signage and takeaways
Long queues are frustrating and may that people can remember you by.
ultimately cost you potential sales. This is useful when you get the "I'm
coming back" comment.
L Be prepared for inspections.
You WILL get checked by health
inspectors, so ensure your staff, your
stand and your products are ship
shape. Examples of essentials are
hairnets and gloves.

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 23

Work out the costs of
starting up a market stall
One-time costs
Market stall equipment R

Market stall signage R

Equipment and machinery to make products R

Raw materials R

TOTAL R

On-going costs
Stock (product dependent) R

Market stall license and rental (market dependent) R

Business insurance R

Labour (dependent on hours worked) R

Marketing and website R

Payment equipment and software R

Transport (people, products and stall furniture) R

Samples R

Data R

TOTAL R

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 24

 Market Day Checklist
Market Name: Date:

Organiser’s Name: Contact Number:

Physical Address:

Set up Time: Break-down Time:

Payments and Power Display and Furniture

Cash float Gazebo/umbrella
Cash receipt book Table, tablecloth and tablecloth
weights/clips
EFT/POS terminal
Comfy chairs
Scan machine
Props, display stands, banners, peg
Terminal charger
boards, hook boards/clothing rails
Extra receipt roll
Sales bin/basket
Till box/cash bag
Portable change rooms
Cell phone and power bank,
Mirrors
chargers, power cords, adaptor,
generator if necessary Lint roller

Marketing Mannequins

Announce presence on social media Lamps and lighting

Email customer database with Products and Labelling

market details and product list/
Stock
special offers
Variety of sizes, styles, colours and
Add your business details to the
labels
market directory online
Stock trolley
Update business website with
market details Waterproof stock boxes
Ask family, friends, and fans to SA law and market-compliant food
share labelling

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 25

Pricing Packaging
All products clearly priced Wrapping – market compliant
(many require eco-friendly
Price variety and bundles
wrapping)
Special offers
Tissue paper
Promotional Materials Paper bags/carriers/boxes
Business cards Food/drink containers
Brochures/flyers
Brochure holders/weights
Clothing
Newsletter signup sheet and Comfortable shoes
clipboard or tablet
Jersey/coat (dress for the
Offer/giveaway details for environment)
newsletter signup
Hat
Tasters/samples
Sunglasses
Stationery
Plastic tub/stackable drawers for Miscellaneous
ease of storing and finding
Rubbish bags
Pens and markers
Cloths
Sticky tape/duct tape
First Aid box
Prestik
Lip balm
Notepad
Body spray
Extra price tags
Hand sanitiser
Markdown stickers
Tissues
Scissors
Sun cream
Stanley knife
Bug spray
Calculator
Nets or fans to ward off bugs from
Refreshments food
Water bottle Insurance as per law/market
requirements
Lunch/snacks
Breath mints
Reusable coffee mug

SIMPLYBIZ MAKER'S GUIDE www.simplybiz.co.za | PAGE 26

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