Today I traveled south of my home by just over 1-hour to the 1st annual Fayette County Fiber Festival. I was not disappointed! There were multiple YARN and WOOL vendors there as well as a number of vendors with related, non-yarn items.

The booths/tables were set up in a logical manner and there was plenty of room to move in and out of each area and around - even with many people there browsing and shopping.
All in all, a big HATS OFF to the planners, vendors and support personnel who worked hard to make this happen. I know I am not the only person looking forward to the next Fiber Festival!
I grew up in juried arts and crafts shows (my father is a glassblower). As such, I view events like this through a couple lenses. First, of course, as a consumer and yarn enthusiast; secondly as someone who grew up behind vendor tables (my very first job was filling in for my mother and working the cash box at craft shows while my father demonstrated glassblowing).
Even as we celebrate the return to a post-pandemic normal with events like this, concerning news about the economy persists. The Conference Board predicts that we are in for an economic slowdown over the next couple years. It's understandable, although not welcome, after the post-COVID bounce back. It's also projected to be less painful in the United States than globally, but that doesn't help us individually when we are impacted.
Experts in financial forecasting are bracing for the current weakness in the U.S. economy to last into 2024, which means that many of us will be looking at shopping and spending money differently. It is from this perspective that I pondered my experience today, and I offer my 2-cents in the form of some strategies that may help sellers if/as these predictions come to fruition.
Make It Easy
I am lucky to be able to spend money on my yarn hobbies without thinking too much about it one way or the other. Today I spent just under $200 and have to say that a majority of these purchases were for yarn that I was simply attracted to - but had no pattern or plan in mind.
If I were watching my budget, I would be looking to "scratch my yarn itch" by being able to buy something that was less frivolous and more "justifiable". In other words, in tighter times, I would not feel as free to buy yarn that had no immediate, intended purpose.
To address this, I recommend vendors work up a pattern (or a couple patterns) that would take 1 skein of a yarn from their inventory, and promote the heck out of it before and during the event.
Entice shoppers ahead of the event by advertising the free pattern as available at the event (don't make it available until the show) with the purchase of a skein of yarn, and then make sure that finished EXAMPLES as well as the pattern itself are OBVIOUS and VISIBLE at the show.
NOTE: I love Ravelry, but I recommend making the pattern tangible (available on paper to take with the skein of yarn).

I also noticed today that as LOVELY as all the yarn inventories were, the uniqueness of each offering began to blur as I walked around looking at display after display of yarns. In circumstances like this, decision fatigue sets in.
Decision fatigue (see article linked above) is defined as what happens when we have to make multiple decisions, back to back ("what will I do with THIS yarn?" or "what can/should I make with THAT yarn?", etc.). Our actual ability to make additional decisions in that moment degrades.
Simply, the more decisions we are faced with, the more fatigue we experience and the more challenging it becomes to act on the choices in front of us.
I am suggesting that: Decision Fatigue + financial constraints = fewer purchases
This is where the obvious (free!) pattern and single skein option would stand out and could mitigate the impact of that fatigue.
While we would all hope for shoppers who are adventurous enough to buy 3 to 5 skeins of yarn to make that shawl or sweater; as budgets tighten, many won't spring for that big purchase, however; crocheters and knitters are likely to justify the purchase of a single skein with a free pattern - and, if they can see the utility of it, will purchase more than 1 (hat for Mom, scarf for Aunt, ear-warmer for work friend,...etc.)
If I can see in my mind's eye what I can do with a particular yarn, and it is something reasonably affordable (I'm using 1 skein of any yarn as that definition in this context), I am much more likely to make that purchase. However, if I am pinching my pennies, and I get overwhelmed by too many choices and no clear idea about what I am going to DO with more yarn (face it - we all have significant stashes already), it's going to be easier for me to walk away after buying a snack and/or some small, non-yarn item.
Variety - the spice of life (& yarn shows)
Another very positive addition to yarn shows is the inclusion of non-yarn, but related, vendors. The sprinkling of these in between yarn booths helps to lessen Decision Fatigue and keep browsers and shoppers engaged and energized as they enjoy the event.
I also find it compelling when the person in the booth has specialty knowledge and can "teach" me something - about their product or something related. I found multiple examples of this today and it struck me that these particular vendors had a competitive advantage over those that were not sharing in this manner. This also helps to stop the blur of booths and lets the uniqueness of the vendor shine.
This brings me to the NEXT secret weapon: engagement. As a consumer, I am much more likely to BUY from a seller who is out at the edge of their booth interacting with people. An article titled "6 Ways to Influence Customers and Grow Sales" includes the following suggestions that resonate with my observations and recommendations.:
Make the shopper feel uniquely special
Offer lots of information
Tell the story of your business
Provide a high level of service
You can see all 6 strategies and download a guide to success on the site linked above.
It is easier to walk by without making a purchase when someone is sitting at the back of their booth - even if they smile. Conversely, it is hard for me to walk by without making a purchase when someone is out at the aisle, engaged, smiling and interacting with me.
As the excitement and experiences of today's Fayette County Fiber Festival fade into memory, I look forward to future events around the Greater Pittsburgh area, and wish ALL the yarn and related vendors a happy and HEALTHY selling season.
See you soon!
(C) 2023 Stitch 'n Dish
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