From Consideration to Purchase

Why This Matters at Old Town Farm & Art Market

At Old Town Farm & Art Market, many purchases don’t happen the first time a customer sees a booth. Customers often move through a quiet decision-making process, observing, considering, and returning, before they buy.

Understanding this progression helps vendors recognize that hesitation isn’t disinterest. It’s often part of how customers shop at a busy, experience-driven market.

What “Consideration” Looks Like at the Market

Consideration happens when a customer:

  • Slows down near a booth

  • Looks closely at products or pricing

  • Picks something up, then sets it down

  • Asks a question, or almost does

  • Walks away but returns later

These moments signal interest, even when no purchase happens right away.

Why Customers Don’t Always Buy Immediately

Several factors influence timing:

  • Customers want to see the rest of the market first

  • They are comparing options or prices

  • They plan to return after eating or meeting friends

  • They’re deciding how much they want to carry

  • They’re budgeting across multiple purchases

Delays are common and often intentional.

How Vendors Support the Decision Process

Vendors who convert consideration into purchases tend to focus on clarity and comfort rather than urgency.

We often see this working through:

  • Clear pricing that answers questions without pressure

  • Simple, confident responses when customers ask

  • Allowing space for browsing and decision-making

  • Being present and approachable when customers return

Customers are more likely to purchase when they feel in control of the decision.

Return Visits Matter

Many market purchases happen on a second or third pass.

Helpful observations include:

  • Customers returning after walking the market

  • Shoppers pointing out booths to friends or family

  • Customers coming back in future weeks after initial exposure

Consistency, recognition, and professionalism increase the likelihood of these return purchases.

Removing Friction at the Point of Purchase

When customers are ready to buy, ease matters.

Things that help:

  • Clear pricing and product descriptions

  • Organized checkout areas

  • Simple payment processes

  • Products that are easy to carry

Reducing friction allows customers to move from consideration to purchase smoothly.

Common Challenges We See

Purchases sometimes stall when:

  • Customers feel rushed or pressured

  • Pricing or options are unclear

  • Vendors disengage after initial interest

  • Checkout feels awkward or slow

These moments often influence whether a customer buys or walks away.

Practical Ways to Think About Conversion

Vendors often benefit from:

  • Watching where customers hesitate

  • Noticing when customers return and why

  • Observing what questions come up repeatedly

  • Paying attention to which products convert most consistently

Conversion improves through awareness and consistency over time.

(Optional resource for vendors interested in understanding how customers move from interest to purchase at Old Town Farm & Art Market.)