Get Started

Many business-minded people join bazaars knowing Filipinos are impulsive buyers. Especially during the holidays, Pinoys flock into clubhouses, village parks, office buildings, and hotels featuring bazaars to “look for products that you don’t normally see in the market,” says Menchu Pascual, chairman of the 4th Zonta Manila 1 International Bazaar and a bazaar exhibitor.

However, joining bazaars has its risks. “It’s a gamble. You either makes sales or no sales,” says Mhalu Agustin-Pamis of Jamactin Trade & Exhibits. So how do you minimize your risks while increasing your chances of success when joining a bazaar? Note the following:

• The venue

According to Pamis, an organizer and exhibitor, the venue must be accessible to shoppers, to you and to your salesgirls.

You must check if your target buyers are in the area. You must also get tips from organizers because they know the kind of shoppers their bazaars usually attract. The best organizers give priority to ensuring their vendors’ success, and they do it by limiting the products exhibited and getting the bazaar advertised and covered by the media. “Publicity is very important. It is a must,” Pascual stresses.

Exhibitor Erol Villanueva suggests joining bazaars that have been running successfully for years. “Dapat kilala na. Alam na nila kung pa’no mag-organize,” he says.

You also won’t go wrong joining bazaars that coincide with paydays, fiestas and other special occasions.

• The rent

Rental fees vary depending on the venue. Hotels can charge up to P7,000 a day. In parks and clubhouses, the fee is more or less P1,000 a day, says Villanueva.

Although the rent may seem steep in some areas, it will still be worth it if your location, merchandise and target market are in sync. Pascual suggests getting a friend to share the booth to trim your expenses.

The rent aside, the organizers may also offer electrical outlets for an extra charge. Exhibitor Sheryl So advises renting one if you want extra lighting and for plugging in an electric fan or two. “You need it kasi it gets really hot and tiring especially during the day,” she says.

• Your space

After deciding which bazaar to join, the next step is booking early to get a good stall.  Pascual says corner tables and those by the entrance are the most sought. Choose a slot on the right side of the foot traffic flow. ‘If you notice, people automatically look to the right,” says Villanueva. Next, prepare equipment that will maximize your allotted space such as racks, screens, tables, chairs, nets, wires and strings.

• The competition

“You have to watch out and check if there’s a vendor selling the same products,” says Pascual. When you see your competitors selling more items than you do, you may have to bring down your prices, create value packs, rearrange your display, and otherwise adopt other tactics. Don’t let the competition kill you!

Your merchandise mix will depend on your target market. However, you must choose your merchandise well because the wrong choice could send you to the poorhouse. “The organizer from our very first bazaar advised us to have as many items as possible to attract many shoppers,” So recalls. “But we realized that when we had too many products, nakakahilo. Plus, ang hirap sa inventory, display at buhatan yung sobra namang dami.” 

“You have to fill the needs of the customer,” says Pascual. “Food is in demand lately. People prefer to give food as gifts like pastries, baked products, paté and preserves.” But you must present and package your products well to attract buyers.

You must avoid bulky items because of your limited space, So says. “This last bazaar we sold household decor that were not only bulky—babasagin pa,” she says. “Although consignment siya, medyo nightmare because my friend and I had to do a lot of carrying, plus we paid for incidental costs.”

• Your supplier

Look for suppliers who can provide you goods on consignment. “Huwag kang bibili ng items na hindi mo masasauli. ‘Huwag ka ring bibili ng madami kasi baka hindi bumenta, maii-stock lang,” says Villanueva.

Ask around. Use your contacts when looking for reliable suppliers. Check out the newspapers and buy-and-sell magazines for ads.

• Your mark-up

Pinoys love to bargain. Take this into account—as well as your products’ cost, your rent, your effort, and your salesgirls’ wages when deciding on your mark-up. “Don’t discount your efforts,” So says. “Put a high price on it.”

Villanueva believes that a minimum 50 percent mark-up is reasonable and enough to cover your physical and emotional investment, provided you bought your products at wholesale prices. Buying at wholesale prices allows you to price competitively and generate more sales.

However, be flexible on pricing. “Huwag kang manghinayang kung hindi mo makuha yung 50 percent mark-up, kasi hindi na babalik sa ‘yo yan,” says Villanueva. “If the customer insists, ibigay mo na rin.”

• Your inventory

Pamis recommends having a form or record book to monitor your daily sales and keep track of your stocks. “Bring a little of everything,” So advises. “But if you feel that there is an item that will really sell, then bring more of that and keep the extra stock in your van.”

• Your target market

Study your target market well. And don’t assume that wealthy people are spendthrifts.  “Even [people from] the AB market are very careful about how they spend their money nowadays,” says So. “We noticed this when we joined a bazaar [at the Hotel Inter-Continental in Makati].”

Generally, however, ABC shoppers are reliable end-consumers. Children are ideal targets for clothes and toys.

Minimize your expenses. If you think you can do without a salesgirl—go ahead. However, remember that manning your booth all by yourself can be very taxing. And how do you visit the washroom if there’s no one to mind the stall when you leave?

BAZAAR CHECKLIST
Things to mind before, during and after your bazaar:

Before

• Make sure you have enough stocks for the entire bazaar.
• Inventory the merchandise you have allotted for the entire bazaar. Then make another list of the merchandise you will have to take to the venue when you move in.
• List down all your expenses including the rent, your salesgirl’s wages, and your food and transport costs.
• Discuss your floor and ceiling prices with your salesgirl. Check that she’s familiar with all your merchandise and their selling prices.
• Visit your stall and visualize how you can maximize your space and make it attractive.
• Produce attractive price tags, labels and signs. However, use price tags only if your prices are significantly lower than most, says exhibitor Erol Villanueva.
• If possible, prepare and load your merchandise and other items for delivery the night before the bazaar.
• Always carry loose change and small bills.

During

• Be there. Even if you have a salesgirl, your competitor will always beat you if you’re not around and she’s there to make quick selling decisions.
• Know your competitors. Keep your prices competitive. 
• Smile, be pleasant and engage your customers. Sincere flattery won’t hurt.
• Monitor your sales. Take note of what sells well and what doesn’t.
• For food vendors, check your products for spoilage.

After

• If you plan to leave equipment such as tables and racks in the venue, tie them up tightly together.  Don’t leave your merchandise there unless you are absolutely sure about the security. 
• Pay your supplier. Then return your unsold items in the same conditions you received them. Building a good relationship with your supplier is critical if you plan to stay in the business.