I do about 3 shows a year, mainly because of cost, distance and getting older slower and pots weigh more than they used to. All that aside, here in Seagrove NC we have a fall pottery show and functional pottery sells at a very reasonable price. My coffee mugs are $16.95 and soup mugs $18.95. My work is mid range prices. You can get a $10 coffee mug from many different potters.
When you consider the cost of a show($500 for 2 days), downtime from the shop, travel, cost of making firing and all the other factors of life, a comparative cost of a mug vs the monthly payments on a home in any large city($250k) a mug should sell for $50 or more.
So it goes back to volume vs eclectic at higher price per lb. Both positions are flawed but there's not many choices. If you have an affluent market, you sell to it and lose the low end. If you are fighting for the low end, do what you can.