Episode 104: How to Prepare for an Art Fair: Lessons from a Working Artist

18 November 2025 | Paint Rest Repeat Podcast for Artists

Selling Art at Fairs and Exhibitions: My Honest Debrief

If you're an emerging artist wondering how to prepare for an art fair or exhibition, you're not alone — and you're in the right place. I've just wrapped up my third major art fair, and this one pushed me in new ways. From selling small artworks and managing logistics, to riding the emotional rollercoaster of showing your work to thousands of strangers, I’m sharing the real story behind what worked, what didn’t, and what I’d change next time.

Art fairs and exhibitions are big milestones in an artist’s career. They’re exciting, nerve-wracking, and packed with learning opportunities. In this post, you'll get real-world art fair tips to help you feel more confident, more prepared, and more connected to your goals — whether it's your first event or your fifth.

Let's dive in!

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Thrive - the mastermind for artists ready to level up. Applications are open now: permissiontopaint.co/thrive 

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Episode 104: Listen using the player below, or click on your favourite listening platform to subscribe and listen there:

What Went Well: Art Fair Wins Worth Celebrating

Let’s kick things off with what worked — because there were some really encouraging moments from this fair that are worth sharing (and possibly stealing for your own setup!).

One of the biggest surprises? I sold all of my micro artworks — those tiny 15x15cm pieces. This was a first for me and a good reminder that smaller, more accessible works can really resonate with buyers, especially at a busy fair.

Another major win was the connections. I had so many warm, genuine chats with fellow artists and gallerists — a huge part of what makes showing up in person so worthwhile. Big thanks to Pav Spencer, Francis Keevil, Jo Parkin, Korynn Morrison, Michael Sims, Claudio Kirac, Lee Vardanega, Cassandra Ng, and many others who stopped by and shared in the experience.

I also pushed myself creatively and professionally by re-curating my booth four times throughout the event. It was a crash course in display decisions and adapting to the space — skills I’ll carry into every future show.

Smart Systems That Made a Difference

When you’re deep in the hustle of an art fair, the systems you’ve set up (or haven’t!) can make or break your experience. A few things really saved my sanity this time around.

First, my Square app made taking payments super simple — no tech headaches, just easy transactions on the spot. I also stuck to consistent sizing for all my artworks, which made packing, transporting, and hanging a lot more efficient. Another little win? Having a QR code linked to my email sign-up list. It gave curious visitors an easy way to stay in touch and join my community, even if they didn’t make a purchase on the day.

One of my secret weapons was creating mockup layouts of my booth beforehand. This allowed me to quickly rehang my multiple layout changes without starting from scratch. And because I uploaded all my artworks to my website before the fair, I had a backup plan if any tech issues came up — and a ready-to-go online collection for post-fair sales. Lastly, I pre-scheduled all my fair promo emails, which meant one less thing to think about while I was on my feet talking to visitors.

Managing the Mindset Wobbles

Let’s talk about the emotional side — because wow, it’s a ride. Day one of the fair, I made zero sales. I’ll be open, it really rattled me. It’s so easy in that moment to feel like you’ve failed, or worse, to tie your worth to the number on the sales sheet.

What helped me was letting myself feel it. I’ve learnt through Emotion Release Technique (thanks Zoe Boyce!) that bottling it up only makes it worse. Once I gave myself permission to feel the disappointment, I was able to reconnect with what really matters to me — and that’s showing my daughters what resilience looks like. That mindset shift helped me bounce back and show up for the rest of the fair with more intention (and yes, sales did pick up after that).

Those meaningful conversations I mentioned earlier? They weren’t just nice — they helped ground me during the wobbly moments. Knowing you’re not alone makes such a difference.

What I’d Do Differently Next Time

Every event is a chance to learn, and this one taught me plenty. First up: do not hang your work exclusively in a corridor space. My allocated wall space was in a high-traffic area, which sounds ideal… but it actually meant people couldn’t stop and engage with the work properly. There just wasn’t space to pause or talk — so next time, I’ll make sure I’m in a space where viewers can breathe a little.

Another lesson? Breaks are essential. I accidentally went a whole day without eating because I didn’t plan ahead. Between the morning rush, rehanging my space, and chatting to visitors, I didn’t sit down once. I’ll be scheduling breaks as non-negotiable next time.

I also wish I’d prepared some post-fair content in advance — like a few social posts highlighting remaining works or open commission spots. Even if you don’t know what will still be available, you can always tweak or delete later.

Emotional Strategy: Planning for the Crash

Something else I’ll do differently is set clearer goals. I didn’t realise it until after the fair, but I’d unconsciously set myself the goal of selling out. Not only is that unrealistic for most artists — it set me up for disappointment. Next time I’ll set “good, better, best” goals that are measurable and grounded.

I also underestimated how much post-fair recovery time I’d need. Thankfully, I cleared my calendar the week after — and I needed every minute of it. I highly recommend building in that buffer to rest and reset after a big event.

Finally, I’ll arrange for booth cover — even just a couple of hours each day — so I can step away, eat, and take a proper breather.

My Top Tips for Artists Doing Fairs and Exhibitions

After going through all the highs, lows, and learning curves of this latest fair, I’ve come away with some solid advice I’d love to pass on. These are the tips I wish I had the first time around, and they’re especially helpful if you’re preparing for your first big event.

Tip 1: Prepare your narrative.

When someone asks about your work, be ready to talk about it with clarity and heart. Share stories behind the pieces, your process, and what drives you to create. Mention your background, any exhibitions or gallery representation, and your journey as an artist — all woven naturally into the conversation. It builds connection and confidence in your work.

Tip 2: Don’t tie your self-worth to your sales.

I know, this one’s hard. But the truth is, fair days are unpredictable. Instead of focusing only on revenue, look at other wins — email signups, great conversations, people engaging with your art. These all matter and help build momentum over time.

Tip 3: Treat the fair like a learning lab.

Every event is a chance to learn and evolve. Instead of thinking of it as a pass/fail situation, use it to gather insight: what worked, what didn’t, and what you’ll shift next time. Keep notes and treat each event as a stepping stone in your growth as an artist and business owner.

Bonus Tip: Follow up!

Don’t let all those great conversations and connections fade. Reach out to your buyers and leads. Thank them, offer to show them remaining artworks or open commission slots, and keep the relationship going. It’s such a simple step, but one that so many artists skip.

Final Thoughts: You're Not Alone in This

Every time I show up to a fair, I’m reminded how powerful it is just to be there — to put your art on the wall and say, “This matters.” That alone is a win. But these events also remind me that none of us have to do this alone.

If you’re an emerging or growing artist craving structure, support, and a clear plan to sell your work without burning out, I’d love to invite you into Thrive — my mastermind for artists who are ready to take their art biz to the next level. We map out your goals, selling strategy, and support system so you can keep moving forward with confidence (and joy!). Applications are open now at permissiontopaint.co/thrive

Remember — every small, imperfect step is shaping the artist you’re becoming. And you’re doing beautifully.

If you’re ready for more personalised support in building your art business, there are plenty of ways we can work together — from self-paced courses and practical resources to memberships and masterminds. Reach out here.

That’s it for this episode. I’m so glad we could share this time together. Remember — every small step you take brings you closer to the artist you’re becoming.

Ros x