How to Set Up a Successful Market Stall in Australia

There’s nothing that quite compares to being your own boss. The freedom to make choices without being questioned, the opportunity to set your own hours, and the limitless ways to express your creativity and harness your passion are just some of the benefits.

It sounds great, right? So then, it’s no surprise that launching a market stall is often the first foray into self-employment that many people take. Selling at markets is also a great way to dip your toe into selling your products, and seeing if there’s a receptive audience and opportunity to make money from your product. For many, it can also be a stepping-stone for launching into retail, or even kept as a nice side income.

The good news is that it’s quite easy to get started, and in no time you can be up and running. Want to know how? Then read on to discover how to set up a market stall successfully and everything you need to get going.

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What is market stall trading?

A market stall is a booth or stand where individuals or small businesses sell goods. These can range from artisan produce to food, antiques, clothes, handcrafted goods, and much more.

Markets can be in the form of a permanent fixture, as well as open-air markets, farmers markets, street markets, and even car-boot sales. Don’t assume all terms are the same – before you start selling at markets, have a read of their trading requirements, stall fees and eligibility criteria, which can vary. For instance, the Bondi Farmers Market prioritises sellers that grow their own produce, in keeping with their ethos.

What equipment will I need for my market stall?

Creating an appealing and functional market stall setup can attract customers and ensure an enjoyable, comfortable retail experience. Some market organisers offer equipment as part of the stall fee or for hire. If not, some equipment essentials to help you get started might include:

• Display stands, shelves, or trestle tables
• Clear signage (e.g. for your business name, logo, contact details, social media, pricing and product offerings)
• Packaging materials (e.g. bags, boxes or tissue paper)
• Promotional and marketing materials (e.g. business cards, pamphlets, catalogues or a mailing list)
• Access to power
• A gazebo, if it’s an outdoor market, to help weatherproof your stall and keep product displays in place
• Helpful extras, such as hand sanitiser, tissues, pen and paper
• A cash float, a point of sale (POS) system and payments solution, like Square Reader or Square Tap to Go, best suited to your business

If you are selling clothes, shoes, or accessories, you may also need:

• Clothing stands and racks
• Hangers
• A changing room
• Mirror
• Chair

Before you set up shop, check whether there are any licences, registrations or permits you may require. This will depend on factors such as the nature of your business, the products you sell, the income you generate from them, and whether you employ staff. The Australian Business Licence and Information Service (ABLIS) offers a useful online tool to help you identify the specific requirements for your business.

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What equipment do I need to set up a food stall?

Planning on setting up a food stall? Food safety legislation differs between states and territories, so you’ll need to know what is legally required to trade safely and successfully.

First up, you’ll need to register for a temporary food premises licence with your local council or state Food Authority. To trade, you’ll need to meet the Australian Food Code for temporary food premises. The Food Code has requirements for each stage of the food handling process, such as the processing, preparation, transport, storage, display, labelling and handling of food, as well as the construction of the food stall itself.

In NSW, for example, stallholders must adhere to the necessary NSW Food Authority guidelines to trade safely. If you are planning to sell unpackaged, ready-to-eat, or food that is classified as potentially hazardous (which means it requires temperature control to remain safe), you will need to have a trained and certified food safety supervisor on-site and ensure all food handlers receive adequate food hygiene and safety training.

Remember to check with the market organiser to see what trading regulations they have in place for food vendors. Some markets may require you to have insurance, such as public and product liability insurance, before trading or to purchase additional services, such as access to power, running water or cold storage, beyond the standard stall fee. They may also restrict what can be sold at their events. For example, the Finders Keepers Market does not allow the use of single-use plastics, like utensils and the sale of drinks in plastic bottles.

For a food stall, some of the basic equipment you’ll need may include:

• A stall structure with walls, a floor (mats or covering) and a roof that allows for adequate ventilation, food protection and lighting (if used at night)
• BBQ or cooking equipment
• Display cabinets
• Food preparation and serving tables
• Hot and cold food storage containers
• Cooking utensils
• Food thermometer, alcohol swabs and temperature logs
• Sneeze barriers (if you’re serving unpackaged food)
• Handwashing facilities (with warm water), liquid soap and hand towels
• Utensils and food washing bucket or area
• Food-grade hand sanitiser, detergent, cleaning products and sponges
• Aprons, protective clothing (if needed) and disposable gloves
• Waste bins, lids and bin liners
• Food packaging, which may include cups, plates, napkins, straws, and cutlery
• Sauce bottles or individual servings of condiments, seasonings and sweeteners
• Copy of your food license
• Access to power and water
• Fire extinguisher
• First aid kit
• Pens and paper
• A cash float and payment solution, like Square Terminal, suited to your business

Contact your local council or your state or territory food authority to learn what applies to your stall and local area.

How to set up a market stall

Once you’ve found a suitable market space and approved to be a seller, it’s time to get market-ready! Here are nine tips for selling at markets successfully.

Know your customers

First of all, it’s important to know who your target customer is. That way you can build your store to be as attractive and appealing to them as possible. For instance, if you have a high-end product, you’ll want to invest in high-quality packaging and branding. If, on the other hand, you’re simply shifting goods quickly, then you need to think about ways to make payments quick and easy for customers.

Stand out from the crowd

Marketplaces can experience high footfall, but there’s also plenty of competition. When you first set up a market stall, it’s worth investing in branding that makes you stand out. This means some upfront costs for store frontage, signage, display, packaging and pamphlets. With your target audience and brand in mind, use colours and illustrations that best reflect your business to draw customers in. Before you do, take a walk around some of your competitors’ stalls and see what they do well and what you can improve on further.

Offer samples

Also known as ‘reciprocity’ in marketing lingo, the psychology behind offering free samples is to make the customer feel special, and encourage them to buy with you. So, if you’re selling brownies, rustling up smoothies, or flogging beauty products, look at how you can lure customers in with a little something to whet their appetite. 

Price competitively

When you set up a market stall, you’ll want to price your products strategically. Remembering that you need to be profitable (and scalable) for long-term success, whilst remaining competitive. One pricing strategy is to create several price points for the same product category so that there’s something for every customer. For instance, if you sell a box of candles for $25, you might want to offer individual ones for $5, as well as gift boxes for $50.

Offer multiple payment options

Nowadays, it’s really important to meet customer needs, especially when it comes to sales transactions. With a growing trend to go cashless, if you’re selling at markets, it’s essential to have options to pay by card, as well as accepting cash. The Square Terminal is an all-in-one EFTPOS machine for payments and receipts, while Square Readers are affordable and portable, offering customers the option to pay by chip and contactless cards, Apple Pay, or Google Pay from anywhere.

No hardware? No problem. Square Tap to Pay lets you take contactless payments in person on compatible iPhone or Android phones.  it’s essential to have a tap-and-go credit card reader, as well as accepting cash. Square Readers are affordable and portable, offering customers the option to pay by chip and contactless cards, Apple Pay, Google Pay from anywhere. Consider it your must-have payments kit.

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Build relationships with customers

Unlike selling online, the opportunity to sell face-to-face gives you a huge advantage in building rapport and relationships. So have chats with your customers, get to know them, treating them as friends. Not only will this give you an advantage when selling at markets, but it will also help spread the buzz about your business and ensure customers return time and again.

Stock up

When potential customers stumble across your stall, you have a small window of time to convert them. It’s better to be prepared with too much stock than to disappoint with less. Also keep in mind that, where possible, offering a variety of styles, colours, and sizes will help with conversions. And, if you’re feeling brave – offering bundles and promotional offers will see those sales rolling in!

Spread the word

When you first set up a market stall, don’t be afraid to tell the world. Get yourself on Facebook, Instagram and X/Twitter – do your own PR. Social media and local online directories are great ways to keep your business top of mind to potential customers. Here you can promote offers, share opening times and build up a loyal following. Remember that social media is a two-way channel, so it’s also about interacting with customers and not just putting content out.

Get market stall insurance

Although each market will have its own trading terms, it’s likely that you will need to come prepared with your own public liability insurance. Most organisers won’t allow you to trade without it. Don’t worry though, some larger markets include this in your stall fee. Insurance companies also offer market stall packages designed for traders, which may include product liability and professional indemnity insurance. Check with your market organiser to see exactly what you’ll require.

There’s a real joy about setting up as a trader and selling at markets. The customer interactions, the buzz of making a sale, and the opportunity to earn a living from something you genuinely love. It can be highly satisfying and rewarding, as well as a real learning opportunity when it comes to the basics of retail and customer service. So, whether you’re looking for a side hustle, to test an idea out, or to set up as a long-term trader, there’s never been a better time to go for it!