Book Fairs - Why?
- Sonja McGiboney
- May 8
- 5 min read
You may well ask yourself, “Why should I go to book fairs? It costs money and time and I’m just going to be sitting there competing with other authors and no one will even notice me!”
But, before you dismiss the idea, here are some important points to consider.
You will meet real people who are potential readers. You will meet other authors.
You never know what those face-to-face chats can lead to.
Grow your mailing list.
You can get people to sign up for your newsletter. You might even consider offering a small giveaway to one lucky person.
It’s a way to promote reading
These events celebrate reading, promote literacy, and shine a light on local authors. It’s hard not to feel energized being in that space.
It will help you refine your pitch
Meeting the public at a book fair is the perfect place to practice what you want to say about your book in 30 seconds. The dreaded elevator pitch. You can try out different ones and see which one seems to appeal to readers.
Learn from other authors
Share business cards, compare notes, and look for ways to support each other. You can even trade books. Just being around other writers is fun. Listen to panels if they are offered.
After you read the information below, if you are still unsure if you want to go down this path, then visit a book festival and talk to the authors. You’ll find a friendly atmosphere of like-minded individuals who will gladly tell you about their experiences.
How much will it cost?
Before you sign up for an event, it’s worth taking a closer look at what author fairs cost—because the fee they charge may not cover everything you need.
Here are fees you might incur:
· Space fee: Calculate how many books you have to sell to break even. Sometimes breaking even is great. You still interacted with lots of readers and other authors. Sometimes your E-pub book sales go up after an event.
o Consider splitting a table with an author friend—but check with the venue first to be sure they allow that.
o Double check to find out what the fee includes – You may have to provide your own table, chairs, food, table covers, signage, or tent if it’s outside.
· Books: How many copies of each of your titles should you bring? You’ll learn more as you go to several events. Have at least a dozen copies of each. If you’re worried about running out you can have extra copies in your car.
· Display Materials: Table coverings, signs, bookmarks and other giveaways, QR codes, simple shelf units or easels to give height, and maybe a banner if you’re feeling ambitious. It adds up. You’ll likely keep tweaking your display over time. You want your table to look professional, interesting, and inviting.
· Travel: Gas, food, parking, and for further events, possibly a hotel. Calculate that into the cost.
· Refreshments: You will be there for hours. You will need sustenance. Pack a lunch, bring coffee or a bottle of water. Sometimes there is food available for purchase, but consider the cost of the food and the cost of leaving your booth unattended.
· Time: While it may seem like you are sitting at a table doing nothing all day, make this time useful. You get to relax, talk to people, interact with other authors, get ideas from other tables to implement at your next event, and get insider information from seasoned vendors about sales techniques and other events.
Practical Things No One Tells You (But Should)
Once you sign up for an event, a few details can trip you up if you’re not prepared. These are the things I’ve learned, some the hard way.
Are you taking cash, checks or credit cards? Have change ready. Invest in a credit card reader that works with your point of contact sales app. Figure out taxes before the event. Some authors just round the book price up so they can say – tax is included.
Keep records of sales, expenses, inventory, and travel time. It makes tax time much less painful.
Be sure to bring business cards, rack cards, or small flyers. These matter, especially for e-reader fans who may not buy on the spot. Bookmarks are popular. They also help readers remember you and your books.
Outdoor events bring their own set of requirements. You’ll need a way of protecting your books if it rains. Damp air will warp books, so bring rain gear and plastic/ bins to protect books. Wind can blow over your displays, so you might need weights. It helps to bring scissors, tape, string/rope/ markers, and umbrellas.
One good way to get people to come up to your table is to have a bowl of candy or some other giveaway. A spinning wheel with prizes works every time when selling kids’ books.
Once you’re there, be friendly. Smile. Stand up when people approach the table. Ask them simple questions – such as: “Do you like to read?” or “What’s your favorite genre?” or “Have you ever…?”
If they are not fans of your genre, you can encourage them by saying you find that most people really like the books. They make great presents. But don’t pressure them or tell them your book is a Romance when it isn’t.
Use your elevator pitch. You have a few seconds to gain their attention, hold their interest, and sell your book. Don’t overwhelm them with details. Tell them about your books in one sentence if possible and then give them a chance to respond. Check their body language. Interest looks like leaning in, asking questions, or picking up a book. Disinterest is easy to spot. Polite nodding as they drift away. Respect both.
Placing a copy of your book in someone’s hands can be powerful. Sometimes they are afraid to pick up your books.
Stay put. Roaming the venue to pitch your book while people browse is distracting and unfair to other authors/vendors. Your table is your space—trust readers to come to you. If you have a family member with you, don’t let them wander the aisles handing out bookmarks or flyers. I know the space is open and it’s easy to walk around and share, but every vendor is its own store and you need to respect that. Hawking your wares outside your space, at some events, can get you thrown out.
If you’re sharing a table, don’t interrupt another author’s conversation with a customer. No matter how much you want that person to look at your books too, they are engaged with your tablemate and if you interfere, it’s rude. You will probably annoy both the author and the customer.
Let the reader exit gracefully. Just say “Thanks for stopping. Enjoy the event.”” That leaves a better impression than just one more comment about your books.
Remember - Selling books in person has its own rules. Be approachable and respectful.
And most importantly never stop smiling and engaging with the customers. Even if you haven’t sold a book all day you don’t want them to see that in your posture or tone. Each event is a learning experience and you should enjoy it!
Here are some websites with great information.
Vendor Event Etiquette: How to Prepare, Shine, and Avoid Common Pitfalls https://mandascraftycorner.com/2025/10/04/vendor-event-etiquette-how-to-prepare-shine-and-avoid-common-pitfalls/
10 Proven Vendor Booth Setup Tips to Attract customers and Boost Sales
5 Ways to be Successful at a Vendor Market (Without Feeling “Salesy”
Festivals and/fairs found in Virginia:
Alexandria: The Alexandria Festival of the Book https://www.alexvabookfest.org/
Charlottesville: Virginia Festival of the Book https://www.vabook.org/festival-info/
Fairfax: Fall for the Book https://fallforthebook.org/
Farmville: Virginia Children's Book Festival https://www.vachildrensbookfestival.org/
Fredericksburg : Fredericksburg Independent Book Festival https://fredbookfest.com/
Gloucester: Gloucester Arts Festival Book Fair https://gloucesterva.gov/tourism/events/gloucester-arts-festival-book-fair
Mechanicsville: Hanover Book Expo http://www.hanoverbookfestival.com/
Richmond: State Book Fair Festival- Virginia https://statebookfestival.com/etn/state-book-fair-festival-virginia/
Williamsburg: Williamsburg Book Festival https://www.williamsburgbookfestival.org/
Other places to consider:
Local markets
Church bazaars
Holiday markets
Genre specific festivals
Historical festivals that align with your book
For children’s authors, look for library and school festivals
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