Elaine Chernoff has been selling secondhand goods in a variety of settings for more than 10 years. She first began in British Columbia, but has since moved to Alberta where she has had display booths set up in a variety of settings. Specializing in collectibles from the 50's, 60's and 70's, Elaine has some basic pointers to help you create a dazzling display that will not only attract traffic to your booth or table, but one that will entice shoppers to both buy and to come back regularly.

Whether you are choosing to display your wares at a flea market, antique and collectible show, or in an antique mall, there are a few key strategies to ensure the best possible display.

Whatever it is that you decide to sell, make sure that you know a bit of information about it. For many secondhand shoppers the "stories" are what makes their shopping experience fun. They want to know where an item came from, about the brand, what it was used for, if it is a collectible, and if it still has practical applications. You may even decide to have a few reference materials on hand, or a list of resources/Web sites, to provide more detailed information on your wares. This helps to build confidence and credibility. I like to have a bulletin board nearby with clippings from magazines that show similar or related items and how they could be used.

2. Know your shoppers.

Make sure that you have a sense of the kind of shoppers that frequent the venue where you are choosing to set up shop. Be aware of the sort of items they are most often looking to buy. It doesn't mean compromising your wares, just ensuring that you have a few items that will attract them to your booth. I like to pay attention to how potential buyers "scan" my booth. If they laugh at my retro items, they are probably people who threw away similar stuff and may not be interested in what I am selling. However, if they are taking the time to look at things and start reminiscing, you know that they will appreciate the value. It is also good to be able to spot the differences between the first timers, the seasoned shoppers, and other dealers and vendors. They all have slightly different expectations.

Every venue is different and there are often better locations within a place than others. For some displays you may want to be on a corner and for others you may need wall space. Make sure that you choose a space that can accommodate your needs well. You will need room for tables, shelves, and to show off your wares. Keep in mind that you may not always have a choice in where you set up and often price will dictate your location. Wherever you set up, make sure that the space is well lit.

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4. Be creative and offer a visual feast.

You may want to bring in some extra tables, shelves, stools, or boxes to help display your wares. I often have a small table handy that I cover with a solid colour tablecloth. Use a small bench, wicker shelf, or even a wooden box to create different levels. It is important to make sure that the display is stable and all breakables are protected from falling. I usually group items by colour, texture (brass, wood, wicker, stainless steel, etc.), and by theme. I try to create displays that are eclectic and I always try to have a few items, such as aprons, that no one else has. This helps to set me apart from the others. I also like to set up my displays according to season. For the spring/summer I will have straw hats, Hawaiian shirts, BBQ items, plant stands, and things for entertaining. During the fall/winter season I may sell fake fur hats, Christmas items, and stationery.

Change is key. It is important to vary your display, moving things out and around, and adding new items as often as you can. The same buyers will come back often and they will notice your changes. Have a good selection of a variety of items--big, small, and in-between, as well as some less expensive and others of more value.

Do your homework and make sure that your prices are reasonable. You can get a good sense of this by checking out other vendors who sell similar items, visiting some of your local secondhand shops, or even using the Internet. Your venue will also dictate the price--people will have different expectations at flea markets than they will at an antique mall or fair. In my experience, shoppers will on average have about $20 to spend per outing and I will therefore try to keep most items priced around $10 or less. However, I do also have higher priced items for those who are ready to spend a bit more.

I also have an established price for "preferred customers" and other vendors. For example, I always offer a vendor rate of 20% off the regular price. And if I notice that a customer is interested in purchasing several items, I will often offer a discount.

Secondhand shoppers usually enjoy the whole shopping experience, and that includes chatting with the vendors. You really have to like being part of this business and it is good to be upbeat even if people are not buying. Be available for questions and don't be afraid to start talking with visitors about their particular interests. Notice what they look at, how they dress, and be aware of their body language. It is also important to be respectful of other vendors and their wares and to take the time to get to know them. This way you can refer shoppers their way and they will do the same. They will even watch your booth if you need a break. If this is something you plan to do regularly, let people know that you are always searching for new items and updating your booth often.

Don't be afraid to tell everyone you know about "your hobby" and where you will be set up. They may even have some items that they would like to sell on consignment. Have business cards or some kind of promotional materials available for customers to take away. Sometimes it is nice to have promotional items from other vendors available and they will do the same for you. Having a notebook handy is a good idea, to jot down people's names and specific items they are searching for. This way you can contact them if you find what they are looking for, and if you decide to expand, you have contact names for a mailing list. You might even try listing some of your higher priced items in the free classifieds on this site under Marketplace. You can include a photo and also mention where you have a booth/display set up.

People secondhand shop because they enjoy the entire experience. They will appreciate a vendor who is knowledgeable, enthusiastic, and is having fun. Celebrating and/or acknowledging key events like Halloween, Christmas, April Fool's Day, Valentines Day, and Easter can help to keep things interesting. Slow days can be long, so you need to find creative ways to stay positive. Get to know new vendors, tell stories, seek out other people's stories, flirt, and do whatever it takes. I will often use the slower days to start a new project, sort through old items, review magazines, or even just to clean. Stay alert and keep smiling!

Never buy something from one vendor in the same area and then re-sell it in your booth at a much higher price. Take this find to a different venue that will not put you in a compromising position with that vendor.

Always pay a fair price for items at garage sales and thrift stores. If you know that you can sell it for a much better price, don't bargain on the price. You might even offer them a cut for 25-50% of the selling price.

Share your knowledge with other vendors and they will do the same with you. You can keep track of trends by visiting the local secondhand stores, visiting Ebay, and talking with other dealers on a regular basis. The secondhand business is a small community in of itself and people do generally take care of each other.

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