2023 Review: Pop-Up Stand at Erina Fair – Busy, Cost Effective & Fun!

For the two weeks leading up to Christmas 2023, we had the opportunity to set up a pop-up stand at Erina Fair on the NSW Central Coast. It was the first attempt at retail and the learnings were great. Due to  a late cancellation of service, we were without a card payment system and that cost us a number of sales, so moving forward a contingency plan was formulated.

With holiday shoppers flooding the centre, foot traffic was high, and the overall experience proved to be a successful venture.

Though we didn’t make a huge profit, we were able to break even, which for a short-term retail experience felt like a win, especially considering the cost of the stand. further, my daughter Jade, who is studying commerce, got to experience business at the real coalface,  at which she excelled.

Market research in terms of sales demonstrated that our sustainable and handmade leather journals were in high demand-  actually selling out— an insight that has shaped our buying strategy moving forward., with a larger order placed to ensure more stock for  Christmas 2024. We also identified the correct price point after making adjustments across several days.

The high foot traffic at Erina Fair brought in a steady stream of customers daily, creating a fantastic opportunity to test our products in a retail environment. The stand was strategically positioned near other popular stores, which helped draw in curious shoppers who were already in a buying mindset.

This environment was very different from the wholesale-focused approach we tried earlier at the AGHA Trade Show in Sydney, where the pace was slower, and the products felt more generic. At Erina Fair, we could interact directly with consumers, understand their preferences, and see what products resonated with them. The retail setting helped us realize that people loved the tactile nature of our journals, which isn’t always obvious in the wholesale context.

Reflecting on both experiences, we’ve seen firsthand the differences between wholesale at AGHA, retail at Erina Fair, and the more niche-focused market approach we take at events like Bondi Beach Market and Flemington Markets (as outlined in our December market schedule). While the wholesale and retail approaches both have their merits, the market route continues to be more cost-effective, with lower overheads and a more direct connection to customers. Plus, the sustainable and eco-friendly nature of our products, which we take great pride in, tends to shine in a market setting where we can tell the story behind our materials and production.

Overall, Erina Fair was a great learning experience and showed us the value of a retail presence during peak shopping seasons. It is certainly more reasonably priced than Westfield, which was ridiculous for a small business. Coupling that with the insights from AGHA and our consistent market participation, we’re excited to further refine our approach and explore even more avenues in 2025 and beyond. Each method brings something unique to the table, and we look forward to continuing to connect with customers who appreciate our sustainable, high-quality products.