Wal-Mart Show Mentality
Sunday October 14, 2007
At a show recently, I heard an all too familiar comment from a shopper speaking to a friend browsing a booth: "You can get some of these at Wal-Mart for $6..." This is what I refer to as the "Wal-Mart" mentality. The ever-present search for the lowest price without regard to quality. How do crafters overcome this mindset when selling their wares? First of all, make sure the quality of your products is of the highest standard. Then, make sure you let your customers know! What suggestions do you have to help fellow crafters beat the ongoing "race to the bottom" of the pricing scale?
Comments
Wal-mart mentality. The thing is, people here should not be making AND SELLING things they just love to do. They have to know if there is a market for it. Any why, oh why do you want to make something that has already been made, beaten down with an “I already have that” stick, and then wonder why people make such silly commments - yet truthful!
How do I combat this mentality? I emphasize quality AND I have a story to sell my products. If people don’t have a story, one that could play on people’s emotions, create some sort of nostalgia or describe the niche you are in and why people should buy it, then you are ahead of the game. The more higher quality items EVERYONE sells at a show - that is also correct for the demographics in the area - your sales will be reflected back at you. If the crafts person is simply happy doing very local shows say at a church, and you make something that isn’t a high ticket item, expect the Wal-mart remarks to fly. If you sell at bigger, higher priced shows like fine art shows or juried shows, you won’t get these comments, unless the show is just a poorly run show, because it appeals to different demographics.
My point? Don’t make and sell things that you can find at stores because people will go to stores to buy them. And then what is the point of calling your items art and craft? Do make things that fill a need, (fills an entertainment need, decorative yet functional, etc.) In other words, don’t just make simple candles, but say candles that have little treasures in them like a semi precious stone or mineral pendant. Don’t just take photos of what you like, but photos that people want to buy like of historical landmarks that locals and tourist would buy.
I love all types of shows - the very small art and craft show to the super high end fine art shows, but when I see various crafts people - peers - complain of how the show is bad because they didn’t make anything and either blame it on the promoter or say it is the customers “Wal-Mart” mentality, they need to look at themselves first and make sure they are in check before the blame gets shifted onto other possibilities.
- Michelle
Glad to see this topic now, but I have been living with the drastic impact of the Walmart effect for 3 years, at least. I DO agree that quality is key, and also with the comments (and good advice) to design and sell items that are not readily available in big box stores, BUT, that is a little too limiting. And a little too simplistic.
Just 2 weeks ago, a shopper at my booth commented to her friend : “Why should I pay this when I can get it at (big box store name) for $15???” and I did explain to her WHY buying from me meant she was getting the REAL thing. It was a cashmere scarf, and truly, if she wants it at a big box store, chances are the item is NOT really cashmere, or of such poor quality that it will fall apart. However, she was not convinced and told me so.
Artisans selling their own designs need to overcome this problem, BUT the larger problem is that MY PRICES have been so negatively affected by Walmart’s incredible influence on depressing retail prices overall that I have to ask 30% LESS FOR ALL ITEMS than I did 4 years ago. That is what Walmart has done to retail wordwide, and it has impacted even more dramatically on handmade. I cannot stress enough to those just thinking about selling their own designs — the real retail world today means you can probably only price your products 30-50% LESS than what you think you can get. And you have to be willing to put lots of your products on permanent “sale” or you will not sell at all.
I have been living with shoppers who complain about prices all the time, and they usually never buy from me, BUT the long term effect has been very negative on how I have to price ALL my products. This has added a whole new layer of stress on how to price my goods. And, I am not the only one.
The only good thing we artisans have to hold on to and stress this holiday season is ———– QUALITY, and guarantees that your products are made from materials that are honest and real, may work, finally, in our favor. In other words, cashmere at my booth means it really IS cashmere. And I know where the original material was made, and the supplier I bought it from and can attest to that. I am 100% honest about my products, what they are made of, where the raw materials came from, and I stand by all my products as the best quality I can produce. My 65% repeat customers are also proof.
Yes, we can tout Quality and reliability, BUT we can not fight the negative effect Walmart has had on retail pricing, and we will have to live with that forever. We will always have an uphill battle in pricing our products AND being paid adequately for our handmade work.
I get a little irritated and impatient when I hear other artisans say, “Handmade quality will, in the end, do better.” THAT is NOT TRUE. Customers are trained to look for bargains and sales, and the percentage of customers who appreciate handmade, quality goods has diminished——and our prices have suffered. I suspect that it takes artisans 40% more time, effort, and costs more to sell your products than it did 3-4 years ago. And it is not getting any better. We can all talk about quality and pursuing our “love of the work” but that does not pay the rent. We can spend 90% of our time trying to persuade shoppers that our prices are justified, but, the reality is, 70% of shoppers are looking only at price, and do not care about quality. They want a bargain, and they want to pay nothing for something.
As I read through those two comments, I even recognized myself, when it came to that ‘Wal-Mart’ mentality, since I love bargain hunting, even if I dislike[reads–loathe] shopping at the big chain stores. But, because I’m also a crafter, I began to think more realistically, thanks to what was said. I have never ventured into selling my crocheted things at shows, but I have sold them to family and friends, and to one small rustic shop owner, who didn’t want to pay me a fair price at first, but who couldn’t take her eyes off the baby blanket I’d crocheted.
I was just thinking–what if what we make is a combination–most of it things, like Christmas trees skirts, and table runners, curtains, or pot holders, etc., for just an example–that we can make fairly inexpensively, but that we can double, maybe triple our cost in our asking price, and if they sell well, can help counter-balance the other craft items we make, that not only cost more for us to make, but also take far more time to make, which means we need to ask a higher price for them, sometimes just to try and do better than break even?
I, also, make latch hooked rugs–big ones–and, everyone I know keeps telling me that I need to begin selling them–BUT, they are expense–just to buy the supplies to make each one, the cost is astronomical–plus, they take LOTS of time to make–so, I know the draw-backs out weight what I could earn making them to sell–however, I’m thinking that, if I ‘diversify’, perhaps I could make something that would be relatively inexpensive to put together, yet have great handmade quality, as well as public appeal, that lots more people would more readily buy–but, as an extra bonus, have some craft items on hand, that are expensive, that some people might be interested in, and willing to pay for–that way, my mainstay would sell rather easily, but the “bonus items”, such as the hand hooked rugs, would be given a chance to be seen on a regular basis, and possibly finally find the people they were literally “meant for”, who would buy them, and pay a fair price for, as well. Also–some advice I heard awhile back–if our things are not selling, do NOT lower the prices–raise them, instead. The reasoning being–people who truly can afford to pay for quality, handmade items, will be far more attracted to the higher priced ones, whose prices never go down, only up–since, they might believe the higher prices indicate true quality.
I like to turn that saying around and remind them of the long lines and effort og going to Walmart. we talk of how Walmart has gone down since Sam Walton passed. I close by saying that unlike Walmart, I appreciate your business and I have no long lines…..
I’ve learned that I cannot overcome that mentality when shoppers really are just looking. But for those that are interested in my product but do think they they an get it cheaper i explain to them that yes, you can get it cheaper at _____store, but you are here now, the product is available now and look how much you’ll be saving by not having to spend your time in the car, wasting gas, going to the store, standing in line and putting up with people that really don’t care what your needs are. I’ve used this man, many times and have made the sale. I also use it for those that say they can make it at home. Yes, they can - but then they have to figure in material costs, time, gas to and from the art store, etc. That usually convinces them to “get it now’!
we’ll never beat the retail stores for prices but I think we can at least give ‘em a good fight!
I am a “retired” craftsman (and the emphasis is DEFINITELY on the term ‘craftsman’. I am also very definitely female.
I spent many years perfecting my craft…tweaking my display…refining my slides (for juried shows)…and honing my customer skills. The demise of customer interest in fine crafts cannot be solely landed in Walmart’s very large corporate lap.
Sorry about that…wrong button!
I am going to date the demise of the American Arts and Craft Shows to some politically-correct idiot…twenty, or so years ago…who decided that the word “craftsman” was sexist.
I loathe, despise and abhor the word “crafter”. It implies a beginner or a hobbyist with a bottle of Elmer’s or a hot-glue gun and a bunch of “stuff” purchased at the nearest dollar store.
Look up the word “craftsman” in the dictionary! My Webster’s defines ‘craftsman’ as “one who practices a craft; artisan.” It took me literally thousands of ‘man-hours’ (there’s that dreaded sexist word again!) to develop my craft. I am still very proud of my accomplishment, because I developed a process that resulted in a unique product. Now that I have left the circuit, the product is off the market.
I AM a “craftsman”.
I am NOT a “crafter”.
I could have accepted the word “artisan”, because it connotes a level of skill and artistic sensibility.
If you wish to point fingers and place blame for the devaluing of true respect for craftsmanship…take a bit of the responsibility for your dilemna.
Marketing is at least 80% perception. The customer must ‘perceive’ beauty and quality. The customer wants something unique and valuable (in some fashion). They don’t just want the “thing”…they want the ’story’ behind the thing. They need you to be a bit of a character…engaging and witty and warm…and very passionate about what you do.
So, my fellow ‘artisans’, you allowed promoters, managers, arts organizations, and galleries to hang a new label on you. It’s the same label that Walmart, et al uses to sell ‘parts’ to hobbyists.
And…after all these years…it still gives me the “creeping willies” to hear the term ‘crafter’ used in radio spots, or to see it on applications to prestigious shows…or on artsandcrafts.guide@about.com
I agree with Margaret about the fact that the customer wants a story, be knowlegeable about your product and be able to truthfully answer any questions that they might have and also if there is a warranty on your product, be sure to tell them and I give them a card with my info on it so they may reach me for replacement. I’ve thought about not quarantees but that sometimes pushes them over the edge toward that sale and future sales. My sales are mostly repeat sales with customers.
WE sell good quality costume jewelry that is guaranteed and I see the same customers a lot and they refer me to other shows. The shows are so full of jewelry sometimes that it seems they are just big jewelry shows instead of craft shows. The promotors are just selling real estate. I try not to do very many arts and crafts show because I do hear the Walmart Mentality some and I just tell them the truth. If you can find a product that holds up as well as this one and has a lifetime replacement guarantee, feel free to buy it. They still buy from me.
I am the director of a medium-size, really great arts & crafts festival that was just over. In my area, there are at least ten major shows the same week-end mine is held. That is done for a reason–it draws 150,000 people into the area for the events.
However, an exhibitor of mine went to one of the other shows that began the day before ours, and brought back this observation: she found an item that was buy-resale, or could be purchased off ebay, for twice the price of the ebay sale. That is also not fair to customers who have been told that “all the items for sale in this show are hand-made.” Right, in China! I have a very harsh jury process that our exhibitors go through. If they are caught at our event with buy-resale, they are either removed right then, or told they will not be allowed back. I am trying very, very hard to have a top quality show.
On the other hand, how many makers of goods try to get rediculously high prices for their things? I did observe it at my show. I suggested that the exhibitor would probably sell more if the prices were reasonable. You simply cannot overprice goods and expect customers to buy them because they are hand-made, or original designs. This is, however, where the “selling” comes in. You interact with the customer, show them how you worked hard to create an item that is unique (hopefully you don’t have a dozen of the same thing sitting there) and that it is to their advantage to have this original, great item.
I’ve been working with my girlfriend for two years now selling both our photography and her brother’s original, hand crafted art work. And we too have certainly seen our fair share of “Walmart Shoppers” at Art Shows, Craft Shows and other types of shows. My feeling is that, while many of your comments are quite true … it helps to have a story, focus on quality, assure the highest possible quality, etc. … IF someone has come to a show looking for bargains and is willing to accept Walmart quality goods, we may simply not be able to sell them anything they want.
Our response to this growing trend was to add lower cost small items to our line of offerings to satisfy those dedicated bargain hunters who simply won’t spend much money, no matter how good the product is, how good the story is or even how much they are personally impressed by what we have to offer. We got plenty of “Oooo’s and Aaaa’s” and “this is just wonderful” from people who eventually either spend nothing or only a few dollars on our very smallest pieces. We knew we had to adapt.
I think we have to accept that Walmart shoppers are a part of the crowd and we can either ignore them as they wonder through our booths OR design part of our line to match their price points. I once saw a very fine painter who offered both original oil paintings and small 8×10 post card and even business card sized prints in her booth. Not all products lend themselves to this approach, but I have to commend the creativity of a sculptor I met once who not only offered a wide range of sculpture sizes, he’d taken to selling creative and striking t-shirts that depicted (and advertised) his work and his web site.
Yes, Walmart has had its effect on all of us, as has the internet. I guess we can either fold up our tents and go home or find ways to adjust and adapt, by following some of the good advice that’s been given in people’s comments here and using some of our creative energy to answer the question “how can I create something of quality and value that will appeal to a different kind of customer”. In the end, our success or failure is up to us.
I quit making angels tha ti so enjoyed making because of wal Mart and Jo Anns they got too much in the ready made and turned their back on the crafter. I could not sell my pretty angels to make a $1.00 profit because you could get the gaudy ones for $10 bucks. so i still have a few, gave the rest away, but i havn’t made one in a long time. Hobby Lobby used to be Crafts Etc and thye are another one you can buy their crafts online and have a better choice than in the store on most things. I am going into jewelry making now and starting on clay and leaving my dolls and angels in the storage bins untill i feel i can make and sell them again.
90% of you commentators are demonstrating a basic marketing strategy - “loss-leaders”. Every store has them, that really low priced item, usually in short supply, that gets the customer into the establishment. By having an attractive display, however, one can entice a buyer to browse, and by being attentive to what attracts the shopper’s eye, be there with a story to back up the product. I just turned 50, and have been sewing for over 42 years - I have no intention of quitting! By being flexible, and creative, one can keep in touch with potential customers while not losing themselves to the woes of unsold product. Something that was popular in the 80’s may be popular again, or will never be. Pay attention to the demographics - Raggedy Ann was recently inducted into the Toy Hall of Fame - share this with your shoppers. I make hobby horses, dolls, and recyle furs into heirloom bears for families. I show pictures of my sons as toddlers with their horses, and now they are my helpers at sales - 20 years later! Show the durability of handcrafted items - kids are tough customers, and p arents want to know that the product they buy is also safe. Be prepared - I have helped customers ship my horses to places like New Zealand and England, by showing that they fit in flower boxes.
Another strategy also mentioned here is having that ‘diamond’ - the one expensive item meant just for that special customer. It is ok to have one or two of these; too many kills your budget. Pricing yourself too low will give the impression that you can be ‘garage-sale’ bickered down to an even lower price. I once had three items, fairly intricate to produce, that I could not sell. Rather than lower my price, I raised it $15 - and sold all three at the next sale!!!
Number one policy that my sons and I use at craft sales - do NOT sit behind a table and ignore customers who come anywhere near your booth. In fact, I am usually wandering just outside my booth and watching customers reactions to my line. Then I am able to come up to them from behind, or the side, and engage them in conversation. How many times have you seen a vendor go through the process of extricating themselves from behind a table in the back of their booth, and by the time they even get close to the customer, the customer has bolted?? 95% of the time, customers are afraid that if you do start talking to them, they will be ‘convinced’ to buy something that they don’t really want. By listening first, one can get an inkling of potential interest, and mold the sales pitch to the specific needs of that person.
Another strategy that I feel is important - try to add new products, particularly if you are going to the same sales year after year. I just went to our local pre-Xmas sale last night, and was very disappointed! The same old tired vendors and the same product as ever - if it doesn’t sell in a few years, retire it for a while!!! Or take it to a new community. Taking your product out of province, or at least home community, makes it look more enticing - because if they don’t buy it NOW, when will they see you again?
I always bring unfinished products along, that I can work on by hand at a show. This is a conversation opener, as people are naturally curious. My favorite is doll faces that I personally hand-embroider. When potential customers can see that you are actually doing the work, they are much more convinced of the quality of workmanship.
Lastly, if you are a serious craftsman/artisan, you will figure out your niche, and how to make it work for you. Buy raw goods wholesale, find time-effective methods to produce, and be patient, ever watchful of the right opportunity.
Been there, Done that! And the point is, people. . .is that, Wal-Mart and China, have got us by the balls! Figuretively and Literally! And by no exception either, as a crafter, I also have to buy some of my supplies made in China. I have no choice in the matter. What is one suppose to do in this case? Especially when the hobby and specialty stores are out of stock, or they simply don’t stock the particular item. Well, my decision in this matter is, think one step ahead of Wal-mart and China. If I find an item at Wal-Mart that’s cheaper than what I find at a craft fair show (and that entices me as well as cute or beautiful, etc.). I take that Item and enhance it better than the Chinks or the Wal-Bangers! Hopefully, they don’t have “lead” contents in them. That’s where I show I can do better as an American at a Craft Show! That’s where I take my silent revenge! And, you know what, People love them! That’s right folks! Think one step ahead of Wal-Mart and China. Enhance a product that one can get for a Dollar$ and that you can sell at a Craft Show for $2 dollars! At least you can say it’s “made in America” even though the supplies come from Wal-Mart or China.
Are you kidding me! Potpourri is sold at Walmart! Michelle wrote “Don’t make and sell things that you can find at stores because people will go to stores to buy them”! So what is the “STORY”?