Off the Beaten Path: Drawing Customers to My Market Stand
Every Sunday morning, I pack up my baked goods, drive to the Olney winter farmer's market, and set up my stand in the back walkway. It's not prime real estate. It's not on the main paved path. Most people don't naturally flow past my table unless they're specifically looking for me or are in the mood for a smoothie or cup of coffee.
And yet, I need to make this work. The winter market is quiet enough as it is—fewer vendors, fewer customers, and everyone moving quickly because it's cold. When your stand is off the typical path, you're fighting an uphill battle for visibility and foot traffic.
So I've been brainstorming, experimenting, and observing what works (and what doesn't) to draw people to my little baking outpost. Here are three strategies that I will try in order to entice customers to venture off the main path and discover what I'm offering.
1. Create a Sensory Beacon That Draws People In
The Challenge: People don't know I'm here unless they stumble upon me by accident.
My Solution: Make my stand impossible to ignore through strategic use of visual appeal.
What I'm Doing:
The secret weapon? Samples! Being able to demonstrate why my baked goods are the best in the market has led to significantly improved sales week-over-week, with 36% higher gross sales on December 28, which is quite impressive (considering that people are more likely to have desserts in their house from the holidays)!
What I Will Be Doing:
I need to improve my signage. My table banner is nice, but I need something more eye-catching from a distance. An immediate purchase is a whiteboard where I can rapidly alter prices or advertise flash sales to quickly move inventory, but I’ve been thinking about getting an inflatable tube man.
Is it possible to be too over-the-top with eye-catching props? Time to find out!
2. Build a Digital Presence and Pre-Order System
The Challenge: Even if people want my products, they might not know I'm at the market or what I'm bringing each week.
My Solution: Use social media and pre-orders to create intentional trips to my stand.
What I'm Doing:
Every month, I post my farmer’s market dates on my social media, and provide heads up for upcoming dates in the week leading up to the visit. Additionally, orders can be picked up at my stand for free!
What I Will Be Doing:
In the future, I will provide a more detailed listing of seasonal items to bring to the market, provided that there is a customer base that requests them.
Speaking of requests, if you want a return of the apple thumbprints to the local market, write APPLE in the comment section, and I’ll send you a promo code for your next order, be it in person or online!
3. Partner with Adjacent Vendors and Create Cross-Promotion
The Challenge: I'm competing for attention with vendors in better locations.
My Solution: Turn those vendors into my allies instead of competitors.
What I'm Doing:
I've built relationships with vendors whose stands are on the main walkway by offering samples and pointing out my location. So far, I’ve had a small handful of people that have mentioned that the empanada stand told them to stop by, so I think it’s working!
What I Will Be Doing:
Create combination deals: “Buy any product while holding a Zeke’s Coffee, get $1 off!"
I offer to watch other vendors' stands during bathroom breaks (relationship building matters)
The Result: Instead of competing for the same pool of customers, we're expanding the pool together. People who came for coffee discover my desserts. People who came for my cookies discover the amazing pizzas. Everyone benefits.
The Reality Check: Some Weekends Are Just Slow
Let me be honest: not every Sunday is a success story. Some weekends, despite my best efforts, foot traffic is just low. The weather is terrible, or there's a big game on TV, or people are traveling for the holidays.
On those days, I remind myself that even a few loyal customers matter. The woman who pre-ordered a half-dozen Megabytes and brought her neighbor to try my cookies. The former co-worker who makes a special trip because their wife loves my snickerdoodles. The friends who drive 45 minutes because they think my pecan pie bars are the best in the area.
Those relationships are worth more than any single Sunday's sales total. They're building a customer base that will grow over time.
Lessons From My Other Career: Treating It Like a System
My background in cloud technology has taught me to think in systems and optimize for efficiency. Running a market stand is no different.
I track data: Which products sell best? What time do most customers arrive? Which promotional strategies drive the most pre-orders?
I iterate: If something doesn't work for three weeks in a row, I try something different. If something works really well, I double down on it.
I reduce friction: Every obstacle between a customer seeing my products and buying them is an opportunity for improvement. Can they see my prices easily? Are samples readily available? Is the transaction process quick?
I monitor and adjust: I pay attention to patterns. If I notice people walking past without looking, I adjust my signage or display. If people stop but don't buy, I engage with conversation or offer samples.
What's Next for Me
I'm planning to try a few new things in the coming weeks:
A "baker's dozen club" where people can pre-pay for weekly pickups at a discount
Collaborating with the market to improve signage directing people to vendor areas beyond the main path
Not all of these will work, but I'll never know unless I try.
Your Turn: Let's Share What Works
If you're a market vendor dealing with similar challenges, I'd love to hear what's working for you. What strategies have helped you draw customers to an out-of-the-way stand? What have you tried that didn't work?
Drop a comment below with your experiences. We're all figuring this out together, and I believe sharing knowledge makes all of us more successful.
And if you're a market customer reading this, here's my ask: next time you visit a farmer's market, take a few extra minutes to explore beyond the main path. Some of the best vendors are hiding in the corners, waiting to be discovered.
I'll be the one in the back, next to the coffee stand, with the amazing baked goodies on display. Come say hi!
