Start With Your True Costs

Before you set a price, know what each piece costs to make. This goes beyond the bag of clay. Work out a cost per item for every material. For clay, divide the price of a 12.5kg bag by the number of pieces you throw from it. A £20 bag that makes 20 mugs means £1 per mug. For glaze, divide the batch or tub cost by the number of pots dipped. Don't forget tools, sandpaper, wax resist, and kiln shelves. Then add packaging: bubble wrap, tissue, boxes, and bags. A mug might need £0.50 of packaging.

• Clay: cost per bag ÷ pieces per bag.
• Glaze: cost per batch or tub ÷ pots glazed.
• Firing: energy per kiln load ÷ items in load.
• Packaging: boxes, wrapping, tape, labels.

Add 5% for wear and tear on equipment and kiln elements. Keep a notebook or spreadsheet so you can update costs as prices change. This is your base material cost.

Put a Fair Price on Your Time

Your time is the most forgotten cost. Time each stage of a typical piece. For a mug: wedging and throwing 10 minutes, trimming 5, handle 5, glazing 5, packing 2. That's 27 minutes, or 0.45 hours. Decide on an hourly rate. At minimum, aim for the UK National Living Wage (around £11 per hour). But you are a skilled craftsperson — £15 to £25 per hour is reasonable. At £20 per hour, your labour for that mug is £9. Add this to materials. A large bowl taking two hours has £40 of labour alone. Don't work for free; it devalues your craft and makes your business unsustainable.

Factor in Firing and Overheads

Firing is a major expense. An electric kiln firing to 1260°C can cost £10 to £30 in electricity. If you fill it with 30 mugs, that's £0.33 to £1 per mug. Also account for kiln maintenance: elements, shelves, and thermocouples. Set aside a small amount per firing. Aim to fill your kiln efficiently to spread the cost. Then general overheads: studio rent, insurance, website, craft fair stall fees, and travel. Add up annual overheads and divide by annual output. If overheads are £3,000 and you make 1,000 items, that's £3 per item. This is why you need a mix of price points.

Research Your Local Market

Your costs set the floor, but the market sets the ceiling. Visit craft fairs within an hour's drive. See what other potters charge for similar work. Note the venue: a village hall fair has different expectations from a city arts market. A mug selling for £12 in one place might sell for £28 in another. Look at quality, size, and complexity, not just price. Check local galleries and online marketplaces. If your price is far above the local market, either reduce costs, find a better venue, or accept lower profit. Never underprice to match the cheapest competitor.

Use a Simple Pricing Formula

Bring it together with a formula. A good starting point:

• Materials + Labour + Firing + Overheads = Total Cost
• Total Cost + Profit Margin = Wholesale Price
• Wholesale Price × 2 = Retail Price (for craft fairs, you sell retail)

For a mug: materials £2.75, labour £9, firing £0.75, overheads £1. Total £13.50. Add 30% profit (£4.05) = £17.55. Round to £18. If similar mugs sell for £22 locally, charge more. If they sell for £12, make a smaller mug or find a better venue. Round to friendly price points: £8, £12, £18, £25, £35, £50.

Present and Adjust With Confidence

At the fair, display prices clearly. Offer a range: a £6 trinket dish, an £18 mug, a £45 bowl. Bundle deals like "two mugs for £32" increase average spend. Record what sells. If an item sells out in the first hour, you are underpricing it — raise the price next time. If nothing sells, review your display, venue, and pricing. Don't slash prices mid-fair; it upsets earlier buyers. Adjust for your next event. Fair pricing respects your materials, time, and skill — and keeps you in business. And remember, a fair price is one that pays you properly and brings customers back.