Introduction:
Merchandise at festivals is often more than just a revenue stream – it can be an extension of the festival’s cultural and educational mission. Seasoned festival organisers know that the right merch can reinforce what attendees learn or experience at the event, allowing them to carry a piece of that experience back home. Instead of limiting merchandise to generic t-shirts or keychains, forward-thinking festival producers are stocking books, tools, and DIY kits that add real value. These tangible takeaways help festival-goers deepen their knowledge, practise new skills, and keep the festival spirit alive long after the event ends.
Choosing Merchandise that Extends Learning
One of the best ways to make merch meaningful is to choose items that extend learning at home. If your festival features educational workshops, cultural demonstrations, or expert talks, consider stocking related materials that attendees can use to continue exploring those topics. For example, a science or maker festival might sell experiment kits, electronics tools, or project books so participants can tinker and innovate on their own time after attending. A cultural festival could offer craft kits or musical instruments tied to the traditions showcased, enabling festival-goers to practise a dance step or art technique at home. Literary and film festivals often partner with local bookstores to sell authors’ books or filmmakers’ documentaries on-site – at the Edinburgh International Book Festival, for instance, over 60,000 books were sold in just 17 days, illustrating how eager audiences are to take content home (www.thebookseller.com). The takeaway is clear: merchandise can double as curriculum, reinforcing what people learned and inspiring continued engagement.
- Books & Publications: Nearly every festival type can find relevant books or publications to offer. Music festival attendees might appreciate a photo book of past performances or biographies of headliners. At cultural heritage festivals, cookbooks or history books related to the culture can deepen understanding. Providing reading material that ties into your festival’s theme gives attendees a way to dive deeper on their own.
- DIY Kits & Tools: If your event is interactive, many visitors will want to try things for themselves afterward. Selling DIY kits and tools can empower them. A food festival could sell spice kits or home brewing tools after a cooking demo, while an arts festival might have painting sets or craft kits from the artists on display. Maker Faire events exemplify this by featuring the “Maker Shed” – a pop-up store that feels like a technology bookstore meets craft shop, filled with curated books, kits, robots, microcontrollers, science sets, electronics, tools and supplies so people can continue creating at home (makerfaire.com). When you stock items that align with your programming, you transform merch into an educational souvenir.
- Educational Toys & Games: For family-oriented festivals, consider stocking educational toys or games related to the festival’s content. A dinosaur-themed cultural festival at a museum, for example, might sell toy excavation kits or puzzles. These items both entertain and educate, extending the impact of the festival for children once they’re back home.
Bundles and Workshops: Connecting the Dots
Another clever strategy is to offer bundles tied to workshops or sessions. When attendees participate in a workshop or see a demonstration, they’re often excited and inspired – and likely to purchase something that lets them pursue that inspiration. By creating merchandise bundles that complement the experience, you not only provide value but also increase your sales.
Imagine a scenario: your festival hosts a hands-on weaving workshop led by an artisan. Right after the session (or at the merch stand), you offer a bundle that includes a beginner weaving loom, yarn, and a booklet reviewing the techniques taught. Attendees who loved the workshop can grab this kit and continue practicing immediately at home, essentially receiving a structured way to continue learning. Bundling the materials with a how-to guide or workbook makes it a convenient one-stop solution. Festivals from craft fairs in Australia to music camps in the UK have employed this tactic – for instance, folk music festivals often sell songbooks or instrument starter packs after an artist-led music lesson, so newbies can keep strumming along on their own.
These bundles can be marketed in advance as well. If possible, let attendees pre-order a workshop-related kit when they sign up for the workshop or buy their festival ticket. Modern event platforms make this easy; for example, Ticket Fairy’s ticketing system allows organisers to seamlessly integrate merchandise sales with ticket purchases (www.ticketfairy.com). That means a participant could reserve their spot in a cooking class and pre-purchase the recipe ingredient kit to pick up on-site. This not only guarantees a sale for you, but also ensures the attendee doesn’t miss out on a potentially limited item.
From a logistics standpoint, coordinate closely with workshop leaders or presenters when developing these bundles. Often, the instructors or speakers have their own merchandise (like books, kits, or tools they endorse). Partner with them so that you can credit the makers (more on that shortly) and negotiate a fair revenue split. Such strategic partnerships with local businesses or experts can introduce unique products that resonate strongly with your audience, extending the festival’s impact beyond the event itself (ckautocare.ca). For example, a popular chef at a food festival might collaborate with you to sell a branded spice blend or cookbook, giving fans a way to relive their favourite demo at home, while both the festival and the chef benefit from the sales.
Placement Matters: Low-Stress Buying at the Exit
How and where you sell your merchandise can affect the experience as much as what you sell. A pro tip from seasoned event organisers is to place merch booths or shops near the festival egress (exits) for low-stress buying. Throughout the festival, attendees want to focus on performances, talks, and fun – carrying heavy books or fragile craft kits all day can be inconvenient. By positioning your merchandise area toward the end of the visitor’s journey (or near the main exit), you cater to those who prefer to shop on their way out. This approach mirrors the classic museum strategy of routing visitors through the gift shop at the end of an exhibit. Visitors are often still basking in the inspiration of what they just experienced and are in the mood to take home a tangible memory, all without feeling like they’re missing out on festival activities in the moment. In short, impulse meets emotion at the exit, and it can lead to healthy sales when done right (thesouvenircollection.com).
To make the most of this, ensure the merch area is inviting and not too crowded. Display items related to the day’s highlights right by the exit: for example, if a keynote speaker just wowed the crowd, have their book prominently displayed. If a kids’ science show was a hit, put those DIY slime kits or telescopes where parents can easily grab them on the way out. Signage can gently remind people that proceeds support the festival or local artists (if that’s the case), giving one final incentive to make a purchase. The goal is a low-pressure, convenient shopping experience – people can browse casually as they wind down from the event, ask last-minute questions, and leave with something meaningful without feeling rushed.
Additionally, consider offering a merchandise hold or pickup service if your festival spans a large area or multiple days. Some events allow attendees to buy an item and then pick it up at a designated booth near the exit when they’re leaving. This kind of customer service reduces the burden of carrying items and encourages more people to shop whenever they like, knowing they won’t have to lug their purchase around. It’s all about removing barriers to buying while keeping the experience stress-free.
Credit the Makers and Be Transparent
Merch with meaning isn’t just about what you sell, but also how you sell it and who benefits. Today’s audiences are often socially conscious; they care whether the artisan or creator of a product is being supported. It’s essential to credit makers and disclose splits in your merchandising operation, especially when you’re selling items produced by independent creators or partnering with external vendors.
Start by shining a spotlight on the creators. If you’re selling a line of handmade tools from a local blacksmith at a heritage festival or a batch of educational kits from a small startup, let customers know who made them. You can include the maker’s name, a short bio or story on the packaging or signage, or even have the maker present at the booth for signings or demonstrations. This not only gives credit where it’s due but also adds a personal connection to the purchase – a sense of buying something authentic. The Smithsonian Folklife Festival sets a great example here: its Marketplace highlights global artisans (in collaboration with fair-trade retailer Novica) and explicitly frames itself as a way to honour creativity, cultural heritage, and sustain traditional crafts worldwide (festival-marketplace.si.edu). When buyers know their money is helping support a real craftsperson or community, the merch gains meaning and value far beyond the object itself.
Being transparent about revenue splits is another trust-builder. If your festival is taking a commission or splitting profits with a product’s creator, consider being open about it – at least to the creators and possibly to the customers if appropriate. Many creators will appreciate clarity on how sales are divided, and in some cases customers appreciate knowing that the majority of the price is going back to the artist or a charitable cause. In the music world, there’s been a growing backlash against venues that take large cuts of artists’ merchandise sales (often without fans realizing it). In the UK, over 400 venues have pledged to charge zero commission on artist merch to combat this “outdated and unfair” practice (starsalert.com). While festivals do need to cover costs, consider following the spirit of this movement by keeping your splits fair and telling partners exactly how the finances break down. If, say, you offer a 70/30 split in favour of the maker for consigned items, make sure that’s clear in your agreement and don’t hide it if asked. Ethical merchandising practices will earn you goodwill from creators and attendees alike – and likely encourage more high-quality makers to want to work with your event.
Moreover, if any portion of merchandise revenue supports a cause – for example, a percentage going to an environmental fund or a community project – definitely promote that. Many cultural festivals tie merchandising to their mission. For instance, a sustainability-focused event might sell upcycled goods with a note that profits go into an eco-initiative. Disclosing this not only adds meaning to the purchase but can actually boost sales, since attendees feel they are contributing to something positive. Even if it’s not a charity situation, simply communicating “Your purchase directly supports the artist” or “Merch sales fund next year’s festival” can make buyers feel good and build trust.
Merch as a Part of the Festival Experience
Ultimately, merch can be curriculum – it’s a continuation of the storytelling and learning that begins at your festival. When planned thoughtfully, the merchandise itself becomes an integral part of the event’s cultural experience. A festival is temporary, but the knowledge and inspiration it sparks don’t have to end when the stages go dark. By sending attendees home with books, tools, and kits that have meaning, you ensure that the festival’s influence lives on in living rooms, classrooms, and studios around the world.
Think of merchandise as another form of programming, one that takes place in each attendee’s home after the event. A child leaving a cultural festival with a craft kit isn’t just buying a toy – they’re becoming a student of that culture’s art, guided by the kit (which in effect is a mini curriculum). An adult who picks up a history book at a heritage festival is extending their journey of discovery that started with a performance or exhibit they saw. In this way, your festival’s educational impact multiplies. You’re not just selling “stuff”; you’re providing the tools for ongoing engagement.
This approach can also circle back to benefit the festival. Attendees who find value in these meaningful merch items are more likely to stay connected with your festival community. They might share their at-home projects on social media, effectively marketing your event to their friends with a genuine endorsement. They’ll also remember your festival not just as a one-off memory, but as the spark that led them to a new hobby, interest, or understanding. That kind of lasting impression is invaluable.
Finally, in crafting your “merch curriculum,” be creative and inclusive. Consider different price points so that there’s an accessible entry for everyone – maybe a free downloadable PDF of activities to go with that deluxe kit, or a simple $5 souvenir alongside a $50 bundle. By giving every attendee a chance to take a piece of the festival home, you reinforce the idea that the festival experience doesn’t end at the gates. It continues in the conversations they have, the skills they practise, and the knowledge they pursue afterward.
Key Takeaways:
– Align Merch with Festival Content: Choose merchandise that reflects your festival’s theme or programming, such as books, educational kits, and tools that let attendees continue learning at home. This makes the merch more meaningful and appealing.
– Bundle with Experiences: Create bundles or add-ons tied to workshops and sessions (e.g. a kit plus a how-to guide from a workshop). This leverages attendee excitement and provides a convenient way for them to follow through on what they learned. Pre-sell these bundles via ticketing platforms like Ticket Fairy to guarantee fulfilment and boost revenue.
– Optimal Merch Placement: Position your merchandise booth or shop near the exit and consider services like a merch pick-up option. An exit location allows attendees to shop at their leisure as they leave, tapping into their post-event enthusiasm without interrupting their festival fun.
– Support Creators with Transparency: Work with local artisans, authors, and makers to offer unique products. Always credit the creators visibly and ensure fair revenue splits. Transparency about where the money goes (supporting artists or causes) builds trust and can even drive more sales.
– Extend the Experience: Treat merchandise as an extension of your festival’s educational or cultural experience. Think of each item as a piece of the festival that lives on – effectively part of a “curriculum” that keeps inspiring and engaging your audience long after the event.
27th September 2025