Winterfair, Hartford, Connecticut – December, 2023

Last weekend, Tuxedo Cat Press had a tent at the South Windsor Apple Fest. I had no idea how popular the event would be, but I hadn’t done an event in two months, so when another author had to bow out and offered me her spot, I signed up. I figured I’d hang around, talk to some people, and maybe sell a couple of books.

It was a long day, to be sure. I arrived at 7:15 a.m. to set up, and I didn’t get home until nearly 7:00 p.m. But it was a good, fun, and productive day, complete with perfect New England autumn weather and a visit from Chuckles, the official mascot of the Lutz Children’s Museum (and my neighbor). Best of all, sales were excellent, which always makes for a good event.

In two weeks, the Season begins in earnest. This weekend and next are my last unbooked ones until after Christmas. I recently confessed to someone that one of the main reasons I keep my Upcoming Events page on Tuxedo Cat Press’s website up to date is that otherwise, I’m likely to forget where I’m supposed to be, much less when.

Some authors don’t like to do fairs, holiday markets, and other types of events that aren’t “literary.” It’s all a matter of what you like, I suppose. That, and whatever works.

Mind you, I have nothing against literary events with several authors. I have two multi-author events coming up, one in late October and one in late November. The only real downside is that my sales tend to be somewhat anemic on those occasions. Maybe it’s the glut of authors at such events, an embarrassment of riches for the book shopper. By contrast, when I’m the only author, my table set up between a jewelry artisan and someone who blends herbal teas, my books stand out.

Even though it’s tiring, I like doing the holiday markets. Big-name authors generally don’t need to go out into the world except maybe for a few weeks at publication time, but authors like me—the ones most people have never heard of—we have to show up if we want anybody to know about our books. Sure, we can run ads and send out newsletters and post on Instagram, but in my experience, those approaches aren’t nearly as effective—or as much fun—as chatting with someone face to face.

The people who come to these events are remarkably nice. Even when they’re not interested, they listen and then say, “Thanks,” as they turn away. But every so often, I’ll tell someone about the book, and they’ll say, “Okay, you sold me,” which is enormously satisfying.

While anybody can sell books at these events, they do seem to be an especially good fit for indie authors who have complete control over every aspect of their sales plan. If that’s you, here are a few things I’ve learned:

Ask lots and lots of questions. Some organizers send out flyers, maps, and informational emails so that you’ll know everything from set-up times to what equipment to bring. If the organizer doesn’t tell you, be sure to ask. Will chairs and tables be provided? How big is your space? Will you have access to electricity if needed? Do you need to bring a tent? If you don’t ask, you may be unpleasantly surprised when it turns out that you have nowhere to sit.Bring a wagon, hand truck, or other way to transport bins. Books are heavy. Decorations for your space may be bulky or awkward to carry. Parking may be a lengthy walk from the entrance. Especially if you plan to take part in several events, a hand truck, a dolly, or a collapsible wagon is a good investment.Set prices at round numbers. Trust me when I say that you don’t want to spend the day worrying whether you have enough pennies. While traditional wisdom dictates that prices should end in .99, show pricing is different. Say you normally sell your book for $18.99, and state sales tax (which you do have to collect) would make the total $20.20. Make life easier for your customers as well as yourself: charge $20.00 even, and take the twenty cents out of your share. It’s much easier for a customer to hand over a twenty-dollar bill and leave with your book than to fish around in pockets and change purses for dimes which, let’s face it, most people don’t even carry anymore, which means you’d have to make change. Who needs the aggravation? Trust me, if you set your price at a round number, the sales will be much simpler, and you won’t miss the coins.Consider offering special deals or extras that people can only get at a show. Last year, my printer sent me over three dozen books with black marks along the top. The text was fine, but there was no way I could sell these books, especially when people often buy my books as gifts. Obviously, I complained and the printer replaced them, but they didn’t want the defective books back, so they’ve been sitting around my office for the past year—that is, until I went to the South Windsor Apple Fest. I took a dozen of the defective books along with my regular inventory of pristine copies, and I sold the defects at half-price, and guess what? Every one of the defective books sold, because people love getting a deal. It’s the same reason I offer a small discount if someone buys both State v. Claus and Becoming Mrs. Claus . Those who come to artisan fairs and holiday markets are obviously happy to spend a bit more to support local craft folks and authors, so it’s nice to give them a little deal as a way of saying “thanks.”Be creative with your setup. I have two folding tables, one four feet long and the other six feet. When I take part in an event where I have to bring my own table, I always take both. Last spring, when I was at a multi-author event on the town’s Main Street, I was lucky enough to be on the corner by a four-way intersection with traffic lights. I set up my tables parallel to each other so that I could have one facing the intersection and the other facing the sidewalk to draw attention from those walking as well as driving. Other times, I’ve made them into a V or L, depending on space. At the holidays, my main décor (other than the books and framed covers) consists of gold bottle-brush trees and strings of battery-powered lights, but in the warmer months, I put large bunches of artificial daisies in wire lantern holders weighted with gauze bags of marbles (I discovered the hard way that they’ll blow over if they’re not weighted).Offer freebies. I have stacks of bookmarks for both State v. Claus and Becoming Mrs. Claus . On one side is the book’s cover and some gold decorations; on the other side is the Tuxedo Cat Press logo, together with the website address and a QR code. People love to take bookmarks even if they’re not buying a book, and I’m happy to give them out because who knows when they’ll pick it up and think, “I remember meeting this author. I wonder what her book is about?” Also, I offer candy because that’s what Santa would do. (Note: if you’re going the candy route, make sure it won’t melt. Once, I took Hershey’s chocolate kisses to an event where it turned out we were in the August sun with no tent, and you can guess how that turned out.) At the holidays, I offer candy canes, and in the spring and summer, I have peppermints—all individually wrapped, of course.Don’t forget to advertise. Few things are as disappointing as telling someone about your event after the fact and having them say, “I wish I’d known! I’d have come!” If the event’s organizer doesn’t have a flyer for you to use in your ads, use your book covers as the artwork when you post about the event. (I periodically work with one fantastic event host who checks to see whether her vendors are doing their part in advertising the event.) Be sure that your posts include the event date (including day of the week), opening and closing times, and the location—not just by name (the Town Green), but also the physical address so people can put it in their GPS. If the venue offers free parking, include that in your ad. The more you advertise, the better the chance that someone will come to see you because they saw your name on the post. Remember: nobody can come to an event they don’t know about.Have fun! Whether the day is quiet or busy, be sure to take some time to enjoy yourself. If nothing else, it’s a chance to watch people and gather material for characters in your next book!Holidays on Main, Old Wethersfield, Connecticut – December 7, 2023