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Behind the Table: A Guide for Artists at Armageddon Expo NZ

Making the Most of Artist Alley from Set-Up to Sell-Out


For artists looking to share and sell their work, few opportunities in New Zealand compare to the buzz and energy of Armageddon Expo’s Artist Alley. Held across multiple cities like Auckland, Wellington, Christchurch, and Palmerston North, it’s a chance to connect with a like-minded crowd, show off your creativity, and make some sales. But behind every beautiful booth is a lot of planning, effort, and cost.

Here’s what it really takes to prep for Artist Alley—and how you can make the most of it.


The Real Costs of Attending Artist Alley

1. Stall Fee: Expect to pay at least $350+GST for an Artist Alley table which is commonly a 2m x 2m space. Premium placements like corners or extra space cost more. You can share a booth with an artist friend to share the costs, just make sure you let the organiser know.


2. Accommodation: Unless the event is local or you have family/friends to crash with, you’ll need a place to stay. Budget $100–$180/night for a hotel or Airbnb. Booking early and splitting with fellow artists can help reduce costs. Getting a place close to the venue may be more expensive but could save you on parking by walking. On the other hand, getting a place further away means what you save on the accommodation you can put towards parking.


3. Travel: Petrol and parking add up fast—especially if you’re hauling gear and stock. Consider investing in a folding trolley or suitcase with good wheels. When I transitioned to suitcases with wheels for my stock, it was a lifesaver!


4. Merchandise & Art Production: Whether it’s printing art prints, having merch like keyrings and stickers ordered, your upfront investment might be between $300–$1,000, depending on how broad your range is and how much stock you estimate will sell.


5. Display Materials: Display material is essential. This includes things like grid and mesh panels, blu-tac, velcro, signage, display boxes and tablecloths. It all depends on what your products are but art is visual so you need to use your space wisely. Use the wall panels you’re provided by the event. These are velcro friendly and means you’re not having to hammer anything as some events prohibit nails. 

My personal secret weapon? Thin ply board with velcro on the back and a screw on the front—lightweight, sturdy, and perfect for hanging framed and canvas art on these walls. They’re easy to move and rearrange and it means I can hang my art without damaging the walls. Budget $50–$150 for display materials. This should be an initial set up cost, not a cost to spend every expo.

6. Packaging and Labelling: Don’t forget to factor in the cost of any packaging like clear sleeves and backing boards for prints, and bags for customers to take goodies away in. They protect your work and make it look professional. Not everyone does this, but if you are wanting to come across high-end and professional, this is the way to go. My prints are ordered at Printart in Auckland and I order them with the acid-free sleeve and backing board. Labelling is the other factor like swing tags, and price labels. These can be printed at places like Warehouse Stationery, I recommend a card stock so they last and don’t rip. Blank label stickers or a pricing list poster are also good choices. Packaging and labels can cost anywhere between $30-$100 depending on how many items need packaging.


7. Food and Daily Needs: Expos are long and busy, so bring snacks and plenty of water, but plan for $20–$40/day for meals or coffee runs. I stocked up at a local supermarket each day to keep food costs down.


8. Advertising and Marketing: Business cards are something people can take away with them even if they don’t buy anything then and there. This card can direct them to your social media pages, your website/web-store and anything you want them to follow.

Social media is everywhere so be sure to tell people near and far about you exhibiting at expos. Share on your personal profiles, business pages, Facebook groups, make videos, stories. You’re not spamming, trust me! The algorithm will show only a small percentage so share, share, SHARE! 

Long Days, Big Smiles

Artist Alley isn’t just about putting your work on a table and hoping for the best. It’s a customer-facing marathon, often from 9am to 6pm. You’ll need to be:

  • Polite and welcoming to everyone

  • Genuinely engaged with people who show interest

  • Prepared to repeat your pitch or story about your work dozens of times

  • Patient with browsers (who may come back later!)

  • Switched on, even if you’re an introvert—it helps to practise a few go-to phrases and break up the day with short walks or stretches

Remember: you’re not just selling art, you’re selling an experience and a connection with you.


Presenting Your Work

Great display makes a huge difference. Consider including:

  • Original artworks framed or canvas should be displayed on the walls or an easel. These are the high-ticket items and need love and care, and to be highlighted.

  • Prints in multiple sizes (I use A-series so A5, A4, A3) sell well. Some people provide posters instead at a lower price point. This is an option and totally depends on your brand. These can be displayed on the walls, in a box/crate, plate holder, easel or even in a folder for customers to select works from.

  • Bookmarks, stickers, keyrings, pins, tote bags and notebooks are accessible, lower-priced items. These can be displayed using grid mesh, corkboard and pins, and card display stands. 

Clear signage is a must to ensure customers know what they’re looking at, what they’re paying and how they can pay.

Try to keep your table cohesive, on-brand, and not overcrowded. A clean, easy-to-navigate setup invites people to linger longer.

Pricing  and Payments

Finding the right price point can be tricky. There are many variables at play and many ways to price your work. Here are some tips:

  • For products like prints and notebooks, use the formula: (Cost of Goods) x 2 or 3 = Retail Price.

  • Consider your skill level and uniqueness—don't undersell yourself. This also impacts the other artists. 

  • Research what other artists with similar experience charge. This can be an indicator of your price point.

  • Offer a mix of affordable and premium items so there’s something for everyone.

  • Use bundle deals (e.g. 3 stickers for $10) to boost sales.

WisePOS3 Paywave Card Reader from Stripe

Most people pay using cards now so a Paywave reader is definitely recommended. I use the WisePOS3 from Stripe. This is a bluetooth device that connects with my Stripe account and I activate through a payment app. If you use Shopify, this is a super easy way to have a Point of Sale system.

There are other apps that allow paywave payments so even if you don’t have a card reader, you can still take card payments. This method still has people a little wary as it’s done straight on your phone.

If you attend multiple expos and events a year, consider hiring an eftpos machine like the ones through SmartPay. These aren’t the cheapest option but can be worthwhile for regular events. 

Bank Transfer is becoming more popular for exhibitors to accept payments. So you can have your bank details on a card to present if that’s a payment method the customer can do. I recommend checking the details on their phone before they confirm and be aware of the date and time on the confirmation page.

Cash. Believe it or not, cash is still a thing! Have a small float of five and ten dollar notes, a few gold coins to provide change. Keep prices denominations of 2 or 5 to make this easy. I’d avoid anything like $4.50 where you’ll need 50c pieces. 


Grow Your Audience On and Off the Table

Sales are great—but building a long-term audience is even better. Use your time at the event to:

  • Encourage email newsletter signups with a QR code or sign up page and provide an incentive (e.g. “Sign up for 10% off your next order!”)

  • Offer small freebies (like a sticker) to anyone who follows your social media on the spot

  • Add QR codes to your business card or signage

Mention upcoming launches, commissions or markets to stay front-of-mind





NZ Events to Show and Sell Your Art

Artist Alley is just the beginning. Consider these other NZ events and markets:


Final Thoughts

Attending Artist Alley at Armageddon Expo is a brilliant opportunity—not just to sell your work, but to meet fans, test ideas, and grow your creative practice. With thoughtful prep, smart pricing, and the right attitude, it can be an exciting and worthwhile experience.

If you’re preparing for your first (or fifth!) Artist Alley—you’ve got this!


 
 
 

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