The 2026 market season is officially underway, and for artists, crafters, and makers across the country, the opportunities are still very real.
That was one of the clearest messages from ACT Insurance’s recent live event, 2026 Trends for Artists, Crafters & Makers: Growing and Protecting Your Creative Business, hosted by Kyle Porter and featuring Sarah Miller, Program Manager for ACT.
Using insights from ACT’s new 2026 Small Business Creative Outlook Report, the session explored what is happening inside the creative economy right now, including:
- Consumer buying behavior
- Sales channel trends
- Rising costs and operational pressures
- New and changing risks
The report included surveys from more than 500 ACT-insured creative businesses and over 600 consumers, providing a real-world look at where the market stands heading into peak event season.
Demand Is Still Strong for Makers and Creative Businesses
Despite economic uncertainty and rising costs, the creative business economy remains active.
One of the biggest findings from the report was that demand itself isn’t the issue. Consumers are actively attending markets, buying from independent creators, and looking for unique products they can’t find elsewhere.
According to the report, more than 30% of consumers said in-person events and markets are their preferred place to shop for handmade or creative products. More importantly, 71% said they attend events to see and feel product quality in person.
Sarah Miller explained that while 2025 brought mixed performance for some businesses, the overall outlook was more positive than many creators may expect.
“About 44% of the businesses we surveyed reported growth, either slight or significant increases in sales, and then another 28% stayed about the same. So roughly 70% of creative businesses were stable or grew last year.”
Still, not every business experienced growth. Some creators struggled with tighter margins, inconsistent event performance, and depending too much on a single sales channel.
That led directly into one of the live event’s central themes: diversification.
In-Person Events Still Drive Revenue
One of the strongest insights from the report was how important live events still are to independent creative businesses.
The majority of creators surveyed said that 75% to 100% of their income comes from in-person events. Only a very small percentage said online sales alone generated that level of revenue.
That doesn’t mean online sales are unimportant. In fact, live event speakers emphasized that the strongest businesses heading into 2026 are building hybrid models.
Kyle Porter described online sales as a complement to event-driven revenue, not necessarily a replacement.
“What we found is operators are looking at this as a hybrid. Events are still going to drive that revenue and customer discovery, but online channels offer that consistency and side income.”
The report also found that 23% of creators plan to expand their online sales presence in 2026.
Successful businesses are being more intentional about where and how they sell. Events remain critical for meeting new customers and building relationships, while online platforms give shoppers a place to return after the event for longer-term sales opportunities.
Smart Growth Matters More Than Ever
As operating costs continue to rise, Porter and Miller shared that growth is not just about doing more events or adding more ways to sell. For many creators, the smarter move is to focus on quality over quantity.
Rising event fees, travel costs, supply prices, and limited time are pushing small business owners to look closely at which opportunities are actually worth it.
Creators are encouraged to:
- Prioritize high-performing events
- Avoid overbooking themselves
- Build consistency with customers
- Expand intentionally rather than reactively
- Evaluate profitability, not just revenue
One recurring theme throughout the session was that more activity doesn’t always equal more profit.
The speakers noted that some businesses struggle because they chase too many opportunities without understanding where their strongest returns actually come from.
Risk Is Becoming More Expensive
ACT’s analysis found that claims happened less often year over year, but claim severity increased significantly. Claims were down nearly 29% year over year, while total claim costs increased by almost 50%.
The takeaway was clear: creators may not be experiencing more incidents overall, but when something does go wrong, it is costing more.
Much of that risk is directly tied to the event-driven nature of the creative economy, where outdoor markets, fairs, and festivals introduce unpredictable conditions. ACT’s report found that:
- Weather-related incidents were the most common, representing 46.1% of all claims filed
- Accident and property damage claims followed, accounting for 24.2%
- More than 40% of claims involved tents and canopies, highlighting how common setup-related risks can be at outdoor events
“Risk follows the calendar and the crowds,” Miller explained, noting that 55% of claims occur between May and August during peak event season.
Outdoor events naturally expose creators to weather, setup-related issues, and changing conditions.
Fire Losses Emerged as a Major Cost Driver
While weather claims were the most common, fire-related losses became one of the biggest financial concerns. According to the report, fire claim costs increased by 225%.
It’s important to note that this was not driven by a dramatic increase in how often fire claims happened, but rather by the severity of those incidents.
Average fire claims approached $30,000, making them roughly ten times more expensive than other types of losses.
These incidents can stem from equipment such as kilns, propane tanks, or dust collection systems. “One incident can wipe out an entire season,” Miller explained.
Understanding Coverage Matters as Businesses Grow
For occasional vendors or first-time sellers, short-term event coverage may make sense. For businesses attending markets throughout the year, annual coverage provides more steady protection and easier operations.
As creators expand into teaching workshops, selling online, or carrying more inventory and equipment, their risks can change too. Their insurance coverage should reflect these evolving risks.
“The goal isn’t to eliminate risk,” Porter explained. “It’s to understand and manage it.”
Final Takeaways for Creative Businesses in 2026
Demand remains strong. Consumers still value handmade products and in-person shopping experiences. Events continue to play a major role in business growth and customer discovery.
At the same time, creators need to operate more strategically. The businesses positioned for long-term success:
✔️ Add new sales channels intentionally
✔️ Evaluate event profitability carefully
✔️ Build consistent customer relationships
✔️ Understand that new operations mean different risks
✔️ Protect their businesses as they grow
For creators preparing for peak season, the message was simple: grow selectively, not aggressively, and protect your business with insurance that keeps up with your creativity.
Read the full ACT Insurance 2026 Small Business Creative Outlook Report and learn more about coverage options for artists, crafters, and makers at ACT Insurance.
