Our First Time at Crufts: The Honest Reality

I’ve contemplated how honest to be in this blog. Whether to glamorise it like the other media streams continue to do, or to be upfront about how Crufts felt to us as a small business in the biggest dog event in the world… we’ve decided to be honest.

We attended Crufts for the first time this year. Crufts 2025 was certainly an experience. Would we do it again? We’ll have to wait and see what the rest of 2025 holds for us before applications are released.

Since doing it, we’ve had a few small businesses reach out asking for details—costs involved, the vibe there, and, overall, IS IT WORTH IT?

So, here are our top 10 things you should expect as a first-time stallholder at Crufts.

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1. I was surrounded by charities

We were quite literally smothered by charities. On one corner, we had Alzheimer's UK, another had Battersea Dogs and Cats, and on yet another was the Royal British Legion. Each of them was working hard to recruit volunteers and donors, which unfortunately sent potential customers in the opposite direction. I discussed this with Scruffs® and Bear's Kitchen and they felt the same way: customer's were running away. They really should have spaced the charities out.

2. Costly, very costly. 

The smallest stall, in arguably the worst hall, with only one open side, was £1,300. If you wanted to remove a side for better access, that was an additional £300. Need power? A single plug socket cost roughly £200. These costs add up quickly before you even consider travel, stock, and accommodation. The cheapest hotel is then around £700 for a few nights, and that's before you've eaten, drank, or put fuel in the car.

3. Show dog people vs. pet dog people

Not all, but a significant number of the "show dog crowd" were quite dismissive. Many turned their noses up at our brand, maybe due to the word “Bully” and the unfair negative media-driven stigma surrounding it. We noticed a real difference between those who show dogs and those who just love their pets when it came to viewing our stall.

4. No water stations for dogs – really?

For a business (The Kennel Club) that preaches so much about animal welfare, I didn’t see a single water dish for the dogs anywhere. Many dogs ended up using my personal water dish, which was fine, but it shouldn’t have been necessary. A few customer's did also comment on the lack of hydration stations for the dogs, especially considering the amount of coffee places for us humans!

5. Boring long days

Be prepared for very long days, and not always exciting ones. The show runs from 8:15 AM to 6:30 PM, and depending on your location, the footfall can be painfully slow at times. There are moments of rush, but there are also hours where barely anyone comes past, especially if you’re in Hall 5. Bring something to do during the quiet spells, I did sudoku.

6. Cash is almost dead at Crufts

We took both card and cash, but the vast majority paid by card. If you’re a cash-only stall, you’ll likely lose sales. A portable card reader is a must.

7. Food

Like most big events, food at Crufts isn’t cheap. Expect to pay a premium for pretty much everything. That said, The Cornish Bakery was a solid find—their pasties were super filling for around £6.50, and their onion bhaji one was to die for. If you’re looking for something tasty that actually fills you up for a decent price, that’s the spot.

BUT... there are a few good pointers:

7. Networking

I found that nearby stallholders were super chatty and since I was solo, they'd mind my stall if I nipped away for a few minutes, or offer to get me something if they were nipping out, and visa versa. It was nice to speak to other people about their businesses and passion projects and walked away with some contacts for manufacturing and future events.

8. Running the stall alone isn’t as bad as you’d think

If you only have a small stall, don’t be scared to go solo. People are more patient than you’d expect, if they’re genuinely interested, they’ll wait to speak to you. Plus, nearby stallholders often look out for each other.

Would we do it again?

Honestly? We’re undecided. The experience had its highs and lows. It’s expensive, the footfall isn’t evenly spread, and the environment isn’t always ideal for a small business. But, for exposure, connections, and brand awareness, it definitely had its perks.

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If you’re thinking of doing Crufts for the first time, I hope this helps. It’s an experience for sure—just make sure you go in with realistic expectations.

Would love to hear from other small businesses—if you’ve done Crufts, what was your experience like? Let’s be honest about it.