Posts Tagged Book Fairs
What I Learned at the Lichfield Book Extravaganza
Posted by Sally Jenkins in Events, Promotion on July 15, 2025
A few months ago I discussed the pros and cons of authors paying for tables at book fairs.
Meeting the Deputy Mayor of Lichfield at the Book Extravaganza
That post was based on the experiences of other writers. I’ve now taken part in one of these events as a stallholder. Here is what I learned:
1. A tall pop-up banner proclaiming your name, genre, book titles etc. is not essential. Individually they look professional, but space around the stalls can be limited, meaning the banners crowd each other out. I don’t have a banner and don’t plan to get one in the near future.
2. It’s essential to be able to accept both cash and card payments. I downloaded the Sum Up app onto my android phone in order to take card payments – this app doesn’t require the purchase of a separate card-reading device. I practised at home to ensure that I knew where on the back of the phone the customer needed to tap their card/phone. I had a couple of failed payments on the day but discovered that closing the app and starting again solved the problem. Sum Up takes a very small commission on each transaction. Also ensure you have a cash float in order to give change to those who hand over a £20 note.
3. Very few people will stop and peruse your table of their own free will. Make eye contact as people pass your stall and then immediately engage them in conversation; a question about the weather, compliment their outfit, bag etc., make a general comment about the event or whatever else pops into your head. Then lead gently into the books on your table. But accept that a lot of people will ignore you or not be your target reader. As with the rest of the publishing industry, you need a thick skin!
4. Have an ‘Event Special Offer!’ to attract people’s attention and act as a conversation opener about your books. This helped me a lot.
5. Make friends with an adjacent stallholder – you will need someone to watch your table when you go for a toilet break or in search of a cup of tea.
6. Take enough food and drink to last the whole day to reduce the amount of time you spend away from your stall.
7. Have business cards and bookmarks to give out.
8. Take a tablecloth plus book stands and an easy to see price list. I noticed that the few stalls with books just laid flat on a bare table attracted the least interest.
9. When someone buys a book, encourage them to join your email list either by displaying a QR code for direct online signup or by taking down their email address on paper to manually add later. I regret that I forgot to do this!
The Lichfield Book Extravaganza was a success for me (as well as a learning experience). I sold twenty books which more than covered my costs and I enjoyed the day. I will do this event again because it was fairly close to home, but I would think twice about travelling a long way unless it was for something special.
Please leave a comment if you’ve had experience of similar events?
Book Fairs
Posted by Sally Jenkins in Events, Markets, Promotion on February 15, 2025
Book Fairs appear to be growing in popularity. These are gatherings of large numbers of authors for the purpose of signing and selling books to the reading public. Authors pay for a table at these events. Sometimes readers have to pay an entrance fee and sometimes the events are free entry. 
These are not the same as Literature/Book Festivals where there is a program based around authors speaking about their books. Nor are they the same as events like The London Book Fair which is principally for the publishing industry, not the reading community.
There has been some discussion amongst the members of the New Street Authors Collective about whether Book Fairs are financially worthwhile. Tables usually cost upwards of £25 with those located in prime spots, and thus receiving the most footfall, priced higher. Many events cost significantly more than that. Adding in the cost of travel, parking and food and drink increases the financial outlay even more. Depending on how much authors charge for their books, the profit per book over cost price may be around £3. The sheer number of authors at these events means that competition is fierce and therefore the number of books sold may well only be in single figures. This means that many authors won’t make money at these events.
I’ve never attended one of these book signings and so I asked my fellow writers what the attraction was, given that they were likely to end up out of pocket.
F. D. Lee – “You don’t get many sales but more often than not you do get fans and fans will be loyal to you whatever you do.”
Dawn Abigail – “For me it’s a question of having some ulterior motive, i.e., Do I want to go, irrespective of how much I sell? If so, then sales are just a bonus.”
Jill Griffin – “It’s a good way to meet other authors and share information.”
Lee Benson – “I enjoy meeting people in the flesh and, at the shows I’ve attended, I’ve always sold books as well as getting school performance bookings and meeting other authors who want to be interviewed for my radio show and vice versa.”
The attraction of Book Fairs for authors is not wealth and riches – we all know that the average writer earns a pittance from his work – but the social aspect of mixing with other bookish people and comparing notes.
If you’d like to dip your toe into this world, whether as an author or a reader, here are a few places to try:
Book Extravaganzas (Midlands) organised by Rosie’s Retro Bazaar and Fantom Publishing
Book Signing Events in the UK A range of genres and locations
UK Book Signing Events Private Facebook Group
Sally Jenkins 