Building repeat customers at events
To build repeat customers at events, give every buyer a reason to find you again. Hand over a card with your details, invite them to join an email list with their consent, trade at the same markets regularly and follow up promptly on any problem with an order.
Make the first sale a good one
Repeat custom starts with a good first experience. Be friendly, wrap items neatly and answer questions honestly. Customer retention is the practice of keeping existing customers buying, and at a market it begins at the table.
Give people a way to find you
- A card or flyer in every bag, with your name, website and social accounts.
- A sign on the stall showing where your next events are.
- A QR code that links to your website or social page.
Build an email list with consent
An email list lets you tell customers about new stock and your next pitches. If you plan to send marketing emails, people need to agree to receive them, and the Information Commissioner's Office (ICO) publishes guidance on direct marketing. Keep a clear record of who agreed and how.
Short, useful messages work best: new stock, a restock of a popular line, your next three dates. Always include a simple way to opt out.
Be reliable
Customers who know where to find you come back. Pick a few markets you can attend regularly, and tell people your pattern. The marketing and promotion hub covers how to let people know in advance.
Look after problems
If an item is faulty or not as described, consumer law gives the buyer rights, and the Consumer Rights Act 2015 is the main source for goods. Answer promptly and fairly. A well-handled complaint often makes a loyal customer.
Ask for feedback
A quick question such as "What would you like to see on the stall next time?" gives you ideas and shows that you care. Note the answers after the event and act on the ones that come up more than once.
Reward regulars
A simple thank you, a small extra or an early look at new stock can be enough. Keep rewards modest and check that they still leave a margin.
Frequently asked questions
How do I get customers to come back to my market stall?
Give a good first experience, hand out a card with your details, show your next events and invite people to join an email list.
Can I collect customer email addresses at a market?
Yes, if you explain what you will send and people agree. The ICO has guidance on direct marketing and consent, so read it before you start.
Should I have a loyalty card?
A simple stamp card suits some traders, especially for low-priced items bought often. Check that the reward still leaves you a margin.
How often should I email my customers?
Send messages when you have something useful to say, such as new stock or event dates. A steady, modest rhythm is easier to keep up.
Gazebos built for regular pitches
Once a pitch is confirmed, the stall needs to fit it. Gala Tent makes market stall gazebos for traders who set up week after week.
Useful pages on our sister sites
Event Industry Trader is published by Gala Tent. These pages from Gala Tent and the wider Gala group go further on the kit, branding and payments covered here.
Where to check the rules
- Wikipedia: customer retention
- Legislation.gov.uk: Consumer Rights Act 2015 explanatory notes
- ICO: direct marketing and electronic communications
Rules vary by council and by event. Confirm requirements with the organiser and the relevant authority before you act.