Is there a rule of thumb for sales vs. booth fee?

The Narrative

The Empathy

You see a new market opportunity, but the booth fee feels steep. The organizer promises traffic, the photos look busy, and you're left wondering, "How much would I need to sell just to make this worth it?" It's hard to decide without a benchmark, especially when some weekends feel like a jackpot and others feel like a grind.

The Education

Many vendors start with a quick rule of thumb: aim for 5x the booth fee in sales to break even on a slower day, and 10x the booth fee to feel great about the trip. For example, a $100 booth fee suggests $500 in sales as a baseline and $1,000 as a strong target. The key is remembering that this is a sales multiple, not profit. You still need to cover product costs, card fees, travel, and your time.

How to Adapt by Category

• High-margin goods (art prints, jewelry, soaps): You can lean closer to 5x because each sale keeps more profit, especially if your materials are a small fraction of the price.
• Food, beverages, or low-margin items: Push toward 8x-12x so the thinner margin still leaves room for profit after ingredients, packaging, and permits.
• Custom or time-heavy work: Add an hourly goal. If a show ties up 10 hours total, aim for a sales target that pays your wage goal plus costs, then compare it to the 5x/10x benchmark.
• New-to-you markets: Treat the first event like research. Use a smaller multiple or split the fee with a partner, then raise the target after you've seen the foot traffic.

The Solution

Track each event's booth fee, sales, and net profit so you can build your own benchmark. After a few shows, you'll know the sales multiple that actually delivers the margin you need. That history lets you say yes to the right events, decline the wrong ones, and price confidently when a premium market charges premium fees.