How to find your first customers for your craft business

Early customers play an important role in shaping a craft business. They provide income, but just as importantly, they offer feedback and validation that can help build confidence.

Many craft businesses begin by selling through:

• markets, fairs and pop-ups
• small independent shops
• direct sales to customers
• online platforms or websites

These settings allow you to test products and pricing with relatively low risk. Selling in person also gives you the chance to see how customers respond and to hear what they value.

It's important to remember that it is common for sales to be inconsistent at this early stage. What sells well at one market or location may sell poorly at another. Factors such as footfall, audience, weather, time of year and price sensitivity can all influence results. Where possible, try selling in a small number of different settings before making significant changes to your products or prices.

Use early sales to test and learn

Selling early does not require everything to be perfect. Businesses often learn more by doing and adjusting than by waiting. Many refine their products, pricing and presentation only after seeing how customers respond in real settings. Allow time for patterns to emerge.

Working with early stockists can be particularly useful. Independent retailers often understand their customers well and can offer insight into:

• which products sell best
• price points
• presentation and packaging

These relationships can help you better understand not only what sells, but why it sells - something that becomes increasingly important as you consider new sales channels. See how to work with retailers as a craft business.

Price your craft product appropriately

Uncertainty around pricing is common in early sales of craft products. If customers hesitate, ask questions about price, or compare products, this can be useful insight. Small adjustments to price, size or format can help test what customers are willing to pay, without changing the core product. Find more tips to help you develop your pricing strategy.

Consider testing new product lines

Early sales can also help you test if there is demand for related or complementary products. This might include variations on existing items, small additions to your range, or seasonal or limited-edition pieces. Introducing these in small quantities allows you to manage risk and observe customer response without committing significant time or materials. 

Avoid overproducing too early

Early positive feedback can create pressure to increase production quickly. A good market day or a well-matched audience in one location can give a misleading signal, or limited data at the very least. Be aware that producing too much stock too early can tie up time and money, and limit your flexibility. To help manage risk, increase production gradually, choose sales channels carefully and review demand over different settings and time periods.