Why Every Author Should Think Beyond Selling Books at In-Person Events

Knowing what merchandise readers and non-readers will respond to can increase your visibility as an author

When I first started attending author events, I thought success came down to one thing: selling books.

If someone stopped at my table, I hoped they would pick up a copy, flip through a few pages, and decide to take it home. If they didn’t, I assumed I had lost a sale.

After attending more festivals, vendor markets, school events, and book signings, I realized something important.

Not everyone who visits your table is your reader; at least, not yet.

Some people are shopping with a limited budget. Others don’t read the genre you write. Some simply enjoy meeting local authors and want to support creative people in their community.

That realization changed the way I looked at in-person events.

Give People Different Ways to Support You

As authors, it’s easy to think our books should be the only thing we sell. After all, writing stories is what we do.

But merchandise creates additional ways for people to connect with your work.

Someone who isn’t ready to spend $20 on a novel may happily purchase a bookmark, sticker, or keychain. Those smaller purchases still support your business, and they often introduce people to your brand.

Sometimes today’s bookmark buyer becomes tomorrow’s loyal reader.

Merchandise Builds Your Brand

One of the biggest benefits of merchandise isn’t the immediate sale. It’s more about the awareness that it creates.

A bookmark gets tucked inside someone’s favorite novel.

A sticker ends up on a laptop or water bottle.

A tote bag gets carried into the library or grocery store.

Each item quietly reminds people of your books while introducing your name to others. Over time, those small reminders help build familiarity, and familiarity often leads to trust.

Create an Experience, Not Just a Book Table

One lesson I’ve learned is that presentation matters.

A table with only stacks of books can look nice, but adding a few carefully chosen merchandise items gives visitors more to explore. It encourages them to slow down, ask questions, and spend a little more time at your booth.

Those conversations are often more valuable than the sale itself. They help people connect with you, your stories, and the passion behind your work.

As a children’s book author, I had tons of interest in the lessons and activities I paired with each book. So I created a read and learn kit, where customers receive a copy of the book and all the lessons and activities that pair with it.

This has done surprisingly well with people such as parents of young children, educators, and grandparents.

Start Small

The good news is you don’t need a huge budget to begin.

You don’t have to order hundreds of products or fill your table with dozens of different items.

Start with one or two pieces of merchandise that naturally fit your books and your audience. Pay attention to what people pick up, what they ask about, and what sells. Every event becomes an opportunity to learn what your readers enjoy.

Your merchandise can grow alongside your author career.

The Bigger Picture

At the end of the day, your books are still the heart of your business.

Merchandise isn’t about replacing them. It’s about creating additional entry points for people to discover your work.

Every bookmark, sticker, tote bag, or keychain is another opportunity for someone to remember your name. And in a world where readers have countless books competing for their attention, being remembered is one of the most valuable things you can achieve.

What started as a simple idea to add variety to my event table has become something much bigger. It’s another way to serve readers, strengthen my author brand, and make meaningful connections with the people who stop by to say hello.

Sometimes the smallest item on your table can lead to your biggest opportunity.