When most authors think about selling at festivals, craft fairs, bookstores, or conventions, they picture a table covered in books.
While books should absolutely be the focus, they’re only one piece of what you’re offering.
At every event, you’ll meet people who love your personality, your story, or your mission, but they may not be ready to buy a novel that day. Merchandise creates additional opportunities for those visitors to support your work while helping them remember you long after the event is over.
One of the biggest mistakes authors make is only offering one purchase option.
Imagine a customer who only has $10 left in their budget. If your least expensive item is a $20 paperback, you’ve unintentionally priced them out.
Now imagine your table instead includes:
Bookmarks ($3–5)
Stickers ($3–4)
Magnets ($5–8)
Keychains ($8–12)
Art prints ($10–15)
T-shirts ($20–30)
Your books
Instead of leaving empty-handed, that customer can still support your work.
Small purchases often lead to larger ones later.
I am always amazed when I go to author events to see all the various types of merchandise authors offer. I’ve seen authors offer:
Magnetic Bookmarks
Tote bags
Pens
Notebook packs with their name and website on them
And so much more.
Every item someone takes home becomes a reminder of your books.
A bookmark gets used every time they read.
A sticker ends up on a laptop or water bottle.
A tote bag goes to the library.
A T-shirt sparks conversations.
Each item advertises your books without you having to say a word.
The more often people see your branding, the more familiar your name becomes.
This was one of the biggest lessons I learned.
Many festivals attract families, shoppers, and tourists, but not always just avid readers.
Someone might love your artwork.
Someone else might collect stickers.
A child may be excited about a bookmark or activity kit.
A spouse may buy a shirt while their partner buys the book.
Merchandise allows you to connect with people who otherwise may have walked past your table.
A table filled with only books can sometimes blend in with every other author booth.
Adding merchandise creates texture, color, and variety.
Instead of seeing rows of books, visitors see a display that invites them to browse.
The longer someone stays at your booth, the more likely they are to ask questions, start a conversation, and ultimately make a purchase.
You don’t need dozens of products.
Start with items that naturally fit your books and audience.
For children’s authors, this might include:
Character stickers
Coloring pages
Read-and-learn kits
Magnets
Activity packs
For thriller or mystery authors:
Quote bookmarks
Character art
“Crime Scene” stickers
Branded notebooks
For fantasy authors:
Maps
Character cards
Enamel pins
Book-inspired apparel
Think about what your readers would actually enjoy owning; not just what you can print.
You don’t have to invest hundreds of dollars all at once.
Begin with one or two affordable products.
See what sells.
Ask customers what they’d like to see next.
Your merchandise line can grow right alongside your readership.
Every event teaches you something new, and over time you’ll learn which items become your best sellers.
Your books are still the heart of your business.
Merchandise simply gives readers more ways to connect with your stories and support your career.
Sometimes the person who buys a $4 sticker today becomes the reader who purchases every book you publish tomorrow.
Don’t think of merchandise as replacing your books.
Think of it as another doorway that welcomes people into your author world.
Ready to begin planning out your merch? Subscribe to receive an Author Merchandise Planner.
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