Crowds of people studied wares, exchanged money, and scratched names off of lists. Customers walked around carrying large bags filled with artwork, health and beauty products, candles, jewelry, and clothing.

“Does this have any-,” a customer holding a glass jar of lavender whipped body butter began to ask before being cut off.

“Nope. Everything is all nat-ur-al,” Milwaukee Candle and Apothecary owner Abbey Manalli interrupted.

This was not Black Friday at random mall, America. It was “The Crafty Fair.”

The Crafty Fair, now in its 5th year, took place Nov. 16 in two large rooms in the Goodman Center on Madison’s east side. Hundreds of people attended the event, which featured hand made “indie” items as well as products from traditional crafters.

Little Dandelion Studios owner Jess Heckman has been selling her handmade crocheted items (often recycled or made of salvaged materials) since 2008. Her products include baskets, crochet necklaces, “upcycled” trinkets, and other handmade crafts.  The New Glarus artist said that she has been vending at ‘The Crafty Fair’ since its inception, and that the customer base has always been interested in some of her most unique items.

“People come here for that one-of-a-kind gift. They come here looking for originality,” Heckman said.

One of those customers is Julie Garrett, of Madison. Garrett attends the fair annually in large part for the experience of buying directly from producers. With bags in hand she explained why she shops at The Crafty Fair.

“I like shopping directly with the creators of these products. I love this fair because it feels so good to give my money to them,” Garrett explained. “I spent a lot of money, and you know what? I’m going to spend a lot more.”

Independent craft fairs have filled a valuable niche in the holiday sales market- particularly in younger, urban areas. They offer an alternative to the mass-produced and mass marketed products of malls and box stores.

For many vendors The Crafty Fair is the kickoff to the holiday fair season. This was the first of three fairs for Heckman and Little Dandelion Studios.

“I really like the atmosphere, and the people, and the music. It’s nice to be back on the East Side of Madison,” Heckman said.