Should prices at a craft fair match online prices?
Your prices should reflect the true cost of each sales channel, while still meeting shopper expectations for consistent, fair pricing.
The Narrative (Left Column)
The Empathy
You're mid-market, someone picks up a best seller, and then says, "I saw this cheaper on your site." It feels awkward because you're trying to be fair, but you also know the booth fee, travel, and a full day on your feet aren't free. Meanwhile, online buyers sometimes expect free shipping or a discount code. The pressure is real: price too high in person and you look inconsistent, price too low and you eat the cost of the show.
The Education
Pricing parity starts with channel costs. Online orders carry platform fees, payment processing, packaging, shipping labels, postage, and the hidden costs of ads, returns, and time spent packing boxes. Craft fairs carry booth fees, travel, lodging, display materials, and the same card-processing fees, plus setup and teardown hours. Shoppers still expect the "same item, same price" rule unless there's a clear reason for a difference (like shipping included online or an in-person pickup discount). The goal is to set one base price, then add or subtract transparent adjustments tied to channel-specific costs.
The Solution
Build a pricing worksheet that tracks per-item cost, labor, and margin, then list the real channel add-ons: online shipping materials and platform fees, or in-person booth and travel costs spread across expected units sold. Use that math to define a base price and a small, consistent adjustment for each channel. When shoppers ask, you can confidently explain that online prices include shipping and platform fees, while craft fair prices reward local pickup. A simple, documented approach keeps pricing aligned, protects profit, and keeps trust with customers across every sales channel.
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