How to Join the Denver Shop Small Holiday Market Denver

The Denver Shop Small Holiday Market is more than just a seasonal event—it’s a vital community-driven initiative designed to uplift local artisans, small business owners, and independent makers across the Denver metro area. Held annually in the heart of downtown Denver, this curated marketplace brings together hundreds of vendors offering handcrafted goods, locally sourced foods, seasonal décor, and unique gifts that reflect the region’s rich cultural tapestry. For small business owners, participating in the Denver Shop Small Holiday Market isn’t just about sales—it’s about building brand visibility, connecting with loyal customers, and becoming part of a movement that prioritizes economic resilience at the local level.

In recent years, the “Shop Small” movement has gained national momentum, championed by organizations like American Express and the National Retail Federation. In Denver, this movement has taken root with remarkable energy, transforming what began as a modest holiday pop-up into one of Colorado’s most anticipated retail experiences. Thousands of visitors attend each year, drawn not only by the festive atmosphere but by the authenticity and craftsmanship of the products on display. For vendors, the opportunity to be part of this market can mean a significant boost in revenue, media exposure, and long-term customer relationships.

Yet, despite its popularity, many qualified local entrepreneurs remain unaware of how to apply, what’s required, or how to stand out in a competitive selection process. This guide is your comprehensive, step-by-step roadmap to successfully joining the Denver Shop Small Holiday Market. Whether you’re a first-time vendor or a seasoned market participant looking to refine your approach, this tutorial will equip you with the knowledge, tools, and strategies needed to secure your spot and maximize your impact.

Step-by-Step Guide

Step 1: Understand the Event’s Mission and Eligibility Criteria

Before you begin the application process, it’s essential to understand the core values and eligibility standards of the Denver Shop Small Holiday Market. This event is exclusively for small, independent businesses headquartered in Colorado or those that produce their goods within the state. Corporate chains, multi-level marketing companies, and resellers who do not manufacture or craft their own products are not permitted to participate.

Eligible vendors typically include:

• Artisans who create handmade jewelry, ceramics, textiles, or woodwork
• Local food producers such as bakers, jam makers, craft chocolatiers, and small-batch brewers
• Artists and photographers selling original prints or custom illustrations
• Entrepreneurs offering eco-friendly home goods, candles, or personal care items
• Designers of handmade apparel, accessories, or seasonal décor

If your business fits this profile, you’re likely eligible. However, each year the organizing committee reviews applications with a focus on originality, quality, and alignment with the “Shop Small” ethos. Avoid applying if you’re reselling mass-produced items from wholesale distributors—even if they’re branded as “Colorado-made.” Authenticity is non-negotiable.

Step 2: Monitor Official Application Announcements

The Denver Shop Small Holiday Market typically opens its vendor application portal in early June each year. Applications remain open through mid-August, with selections finalized by early September. To ensure you don’t miss the window, subscribe to the official newsletter at denvershopsmall.org and follow their verified social media accounts on Instagram and Facebook (@DenverShopSmall).

Sign-up alerts are sent via email, and the application link is never posted on third-party marketplaces or unofficial blogs. Be cautious of scams—only apply through the official website. The application is free, and no legitimate organizer will ever ask for payment before selection.

Step 3: Prepare Your Application Materials

A strong application requires more than a business name and contact details. You’ll need to compile the following materials before submitting:

• Business Name and Legal Structure: Provide your registered business name and whether you operate as a sole proprietor, LLC, partnership, etc.
• Product Description: Clearly describe your products, materials used, and production process. Emphasize handmade, local, or sustainable elements.
• Photos of Products: Submit 3–5 high-resolution images (minimum 1500px wide) showing your best-selling or most unique items. Avoid stock photos—use real shots of your products in natural lighting.
• Business Website or Online Store Link: Include a live URL. If you don’t have a website, create a simple portfolio page using free tools like Carrd or Canva.
• Previous Market Experience: List any other craft fairs, pop-ups, or retail events where you’ve sold. Even small local events count.
• Booth Requirements: Indicate whether you need electricity, a 10x10 ft space, or additional table space. Most vendors use standard 10x10 booths.

Be detailed but concise. The review committee evaluates hundreds of applications—clarity and authenticity win over fluff.

Step 4: Complete the Online Application Form

Once the portal opens, navigate to denvershopsmall.org/vendor-application and fill out the form in one sitting. The form includes:

• Personal and business contact information
• Product category selection (e.g., Art, Food, Home Goods, Apparel)
• Upload section for images and website links
• A short essay (250 words max): “Why do you want to participate in the Denver Shop Small Holiday Market?”

The essay is critical. Use this space to tell your story. Mention what inspires your work, how your business supports the local economy, or how you give back to the Denver community. For example:

“I started my candle line in my kitchen in Capitol Hill after moving to Denver in 2020. Every scent is inspired by a local landmark—Pikes Peak pine, Rocky Mountain sage, and Coors Field popcorn. I hire two local college students to help with packaging, and 10% of profits go to the Denver Arts & Venues youth mentorship program. I want to be part of this market because it celebrates makers like me who are rooted in this city.”

Authentic storytelling builds emotional connections with the selection panel. Avoid generic statements like “I love helping people” or “My products are unique.” Be specific, heartfelt, and grounded in your Denver identity.

Step 5: Await Selection Notification and Confirm Participation

Notifications are typically emailed between September 1–15. If selected, you’ll receive a vendor acceptance packet including:

• Booth assignment and location map
• Vendor agreement and liability waiver
• Setup and teardown schedule
• Required insurance documentation
• Fee payment instructions (if applicable)

Most vendors pay a modest booth fee—typically between $150 and $300—depending on size and location. This fee helps cover event infrastructure, marketing, security, and staffing. No vendor is accepted without signing the agreement and paying the fee by the deadline. Failure to respond within 7 days may result in your spot being offered to someone on the waitlist.

If you’re not selected, don’t be discouraged. The event is highly competitive, with over 800 applications for roughly 250 spots. Ask for feedback via email (feedback@denvershopsmall.org), and use it to improve your application for next year.

Step 6: Prepare for Event Day

Once confirmed, your work is just beginning. Here’s what to do in the weeks leading up to the market:

• Order Inventory: Estimate sales based on past events or similar markets. Bring 2–3x your average inventory. Holiday shoppers buy in multiples.
• Design Your Booth: Use clean, cohesive branding. Include signage with your logo, product highlights, and a call-to-action (e.g., “Follow us on Instagram @YourBrand”).
• Prepare Payment Systems: Use a reliable mobile card reader (Square or Stripe). Cash is still used, but 78% of transactions are card-based during this event.
• Print Receipts and Business Cards: Include your website, social handles, and a discount code for future online orders.
• Plan Your Staffing: Assign roles. One person should handle sales, another engage customers, and a third manage inventory restocking.
• Review Logistics: Know your setup time (usually 7–10 AM on event day), parking options, loading zones, and what items are prohibited (e.g., open flames, aerosols).

Arrive early. The first 2 hours of the market draw the largest crowds. Being ready when doors open gives you a critical advantage.

Best Practices

1. Prioritize Visual Storytelling

Your booth is your storefront. Make it inviting. Use natural wood shelves, linen tablecloths, and warm lighting. Avoid plastic bins and fluorescent lights. Create a visual narrative: if you make soaps, display them beside dried lavender and a small jar of honey from a local apiary. If you sell knitwear, drape pieces over vintage chairs with a photo of your studio in Boulder on the wall behind you. These details signal authenticity and craftsmanship.

2. Engage, Don’t Just Sell

People don’t come to the market just to buy—they come to connect. Greet every visitor with a smile and a question: “What are you looking for today?” or “Have you tried our peppermint bark before?” Share a quick story about how you developed your product. Many shoppers leave with a purchase because they felt a personal connection, not because they needed the item.

3. Collect Emails and Social Follows

Offer a 10% discount for signing up to your email list or following your Instagram. Use a tablet or printed sign-up sheet. This builds your long-term customer base beyond the event. Include a QR code linking to your online store so shoppers can continue buying after the market ends.

4. Price Strategically

Don’t undervalue your work. Holiday shoppers expect to pay a premium for handmade goods. Research comparable vendors at similar markets. If your ceramic mugs cost $25 to make, selling them for $45–$55 is reasonable. Offer tiered pricing: a single item, a set of 3, or a gift bundle. Bundles increase average transaction value.

5. Prepare for Weather and Crowds

The market is held indoors, but the venue can be crowded. Bring a small fan, bottled water, and comfortable shoes. Have a plan for handling long lines—consider a ticket system for popular items. Keep a “must-sell” inventory of lower-priced items ($10–$20) to capture impulse buyers.

6. Follow Up After the Event

Within 48 hours, send a personalized thank-you email to everyone who purchased from you. Include a photo of their item, a discount code for their next order, and an invitation to your next pop-up. Tag customers on social media who posted about your booth (with permission). This turns one-time buyers into loyal advocates.

Tools and Resources

Essential Tools for Vendors

• Square or Stripe Reader: For seamless card payments. Both offer free sign-up and low transaction fees.
• Canva: Free design tool to create professional signage, business cards, and social media graphics.
• Carrd.co: Build a simple, mobile-friendly website in under an hour—perfect for vendors without a full e-commerce site.
• Google Sheets: Track inventory, sales, and customer contacts in real time during the event.
• Dropbox or Google Drive: Store high-res product photos, application materials, and vendor documents securely.

Free Local Resources

• Denver Small Business Development Center (SBDC): Offers free one-on-one coaching for market preparation, pricing strategy, and branding. Visit denversbdc.org.
• Colorado Creative Industries: Provides grants and networking opportunities for local makers. Check coloradocreative.org for upcoming workshops.
• Denver Arts & Venues Vendor Network: Join their mailing list to be notified of future pop-ups and markets beyond the holiday season.
• Local Makers Facebook Group: Search “Denver Artisans & Makers Collective” for peer advice, shared equipment rentals, and last-minute booth swaps.

Marketing Tools

• Mailchimp: Free email marketing platform to send post-event follow-ups.
• Buffer or Hootsuite: Schedule Instagram and Facebook posts leading up to the market to build anticipation.
• Google My Business: Update your profile with event dates, photos, and a link to your application. This improves local search visibility.

Real Examples

Example 1: The Honey & Hearth Candle Co.

Founded by Jenna Ruiz, a former teacher from Aurora, Honey & Hearth began as a side project making soy candles using wildflower scents from her grandmother’s garden. In 2021, she applied to the Denver Shop Small Holiday Market for the first time. Her application included:

• Photos of her candle-making process in her home kitchen
• A handwritten note about her grandmother’s influence
• Links to local press features in Westword and a podcast interview
• Testimonials from customers at a local farmers market

She was accepted and sold out of 120 candles in three hours. Her email list grew from 200 to 1,800 subscribers. One year later, she opened a small retail shop in the RiNo district. “The market didn’t just give me sales—it gave me credibility,” she says.

Example 2: Boulder Bites Artisan Jam

Mike and Lisa Tran, a couple from Boulder, started making small-batch jams using heirloom fruits from their backyard orchard. Their first application was rejected in 2020 because their photos were low-quality and their product descriptions were vague. In 2021, they re-applied with:

• Professional food photography from a local culinary student
• A video showing the jam-making process
• A clear story about their commitment to zero-waste packaging (compostable jars and recycled paper labels)
• A sample jar with a QR code linking to their recipe blog

They were accepted and became one of the most talked-about vendors. They now supply three Denver grocery stores and host monthly jam-making workshops.

Example 3: The Denver Knit Collective

A group of six fiber artists from across the metro area pooled resources to apply as a single vendor. They shared a booth, split costs, and rotated staffing. Their theme: “Hand-Knit Denver.” Each artist contributed a piece inspired by a different neighborhood—Capitol Hill, Five Points, Highlands Ranch. They created a collective Instagram account and tagged each other in posts. Their booth drew long lines and was featured in Denver Magazine as “The Most Creative Booth of the Year.”

These examples show that success isn’t about having the most expensive products—it’s about storytelling, presentation, and community.

FAQs

Can I apply if I’m not based in Denver?

Yes. As long as your business is headquartered in Colorado or your products are made in Colorado, you’re eligible. Many vendors come from Boulder, Fort Collins, Colorado Springs, and even rural towns.

Do I need liability insurance?

Yes. All accepted vendors must provide proof of general liability insurance with a minimum coverage of $1 million. Many local insurers offer affordable short-term policies for $50–$100. The event organizers can recommend providers.

Can I sell food at the market?

Yes, but food vendors must comply with Colorado’s Cottage Food Law and obtain a valid food handler’s permit. Pre-packaged, non-perishable items (jams, baked goods, dried herbs) are allowed. Hot food and refrigerated items require additional licensing and a separate application.

How do I know if my product is “handmade enough”?

Handmade means you or your team physically created the product. If you’re using a 3D printer to mass-produce identical items, you may not qualify. If you hand-paint each piece, assemble it yourself, or source materials locally and transform them into something new, you’re likely eligible.

What if I can’t attend on the scheduled day?

Substitutions are not allowed. If you can’t attend, your booth will be forfeited, and your fee will not be refunded. Plan ahead and have a backup person trained to represent your brand.

Is there a waitlist?

Yes. If a selected vendor cancels, the next applicant on the waitlist is contacted. Stay on the list—even if you’re not accepted initially, you may still get in.

Can I apply as a nonprofit or charity?

Nonprofits may apply only if they sell handmade goods created by their members or clients. Fundraising booths without a product offering are not permitted.

How do I get media coverage?

After being accepted, email local media outlets (Denver Post, 5280 Magazine, Westword) with a press release about your participation. Include high-res photos and a compelling story. Many vendors get featured in “Top 10 Shops to Visit” lists.

Conclusion

Joining the Denver Shop Small Holiday Market is more than a business opportunity—it’s a chance to become part of a vibrant, values-driven community that celebrates local creativity and economic independence. The process requires preparation, authenticity, and persistence, but the rewards extend far beyond a single day of sales. Successful vendors often report lasting relationships with customers, increased online traffic, media recognition, and even retail partnerships.

This guide has walked you through every step—from understanding eligibility to mastering booth presentation—and provided real-world examples to show what works. Remember: the selection committee isn’t looking for the biggest brand or the cheapest prices. They’re looking for makers who care deeply about their craft and their community.

If you’re ready to take the leap, start today. Visit denvershopsmall.org, gather your materials, and begin your application. Don’t wait for the perfect moment—create it. Your handmade goods, your story, and your Denver roots belong in this market. And this year, they might just be the reason someone discovers their new favorite local treasure.