It might be better described as Buy Unique, Buy Better, Buy Handmade.
Less as defined by the English dictionary is reduced, inferior, diminished.
Unique is a word that best describes what we make. Handmade by default is usually unique. And who doesn’t want ‘unique’?
But I’m guessing the Buy Less tag is to encourage sales by implying handmade goods are worth more in quality etc at a time when people are going to be penny pinching and cutting back.
We all understand why the Buy Less is used but I suspect that a lot of our customers, many of whom are a little older will not and would indeed read it literally as Less.
I was thinking of what other words might have been used if chosen by someone a generation older and thought of the word Smart. So I found a few synonyms for that and think “Buy Smart” or “Buy Wise” would have given a far more meaningful message without sending the customers away without buying.
My daughter is a Marketing Strategist and says :
it makes sense to me
fits with zeitgeist
expression of shared values - people buy from people
The slogan could be buy from us, not from stores like primar k who encourage you to buy a load of far-away mass produced rubbish that will end up in landfill… that would have the same meaning… but would be a very st slogan 
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Good ads work a bit like jokes - you have to leave room for people to ‘be in on it’ and get a dopamine hit from the fact they ‘worked it out’
My daughter’s very esteemed work is a mystery to me as my IT work was to her so…All the same I will not be using the Buy Less slogan in case my customers don’t understand Zeitgeist 
I don’t understand what zeitgeist is and I’m old so for me the buy less, buy better, buy handmade honestly makes perfect sense. Having said that one of my oldest friends husband was CEO of a huge advertising company prior to retiring and he always said I was an advertisers nightmare! The sort of person who doesn’t seem to think like most people anyway.
I personally like the slogan and I love the campaign and it’s whole ethos, I actually don’t mind people buying less as we are far too materialistic as a species anyway, but my art and my folksy shop doesn’t need to make me a living so I can totally see why some people might feel ‘buy less’ could be off putting…. I guess as always it comes down to not being able to please everyone at once.
Having said that, Mr Paintedhorse just said if he read the slogan ‘buy less, buy better, buy handmade’ he’d take it very literally and just buy less and possibly just leave the page and go watch tv instead. 
So far I’ve had lots of positive likes on my social media when I’ve posted my Buy Less, Buy Better, Buy Handmade art so it must be working. Personally, I think it’s fine though I still love the word ‘unique’ to describe handmade. 
Must be different areas as the people I have asked all said the same about the’Buy Less’ having negative connotations. A couple said what right did someone have to tell them to buy less and would have walked away at that point,
So interesting to hear everyone’s views and who can tell if the message will prove positive or negative for Folksy businesses - but I’m still for it because it puts ‘clear blue water’ between our sort of ‘small businesses’ run by individuals trying to make a modest but honest profit and the bigger more impersonal profit driven ‘big businesses’ raking in the ill gotten gains.
I thought exactly the same as Joy but everyone else seemed excited by it. I want to make more sales and the “buy less” hit me straight away as it’s the first phrase. It seems a completely contradictory message to me. Buy less … but I really want you to buy from me. I understand the idea behind it and am so pleased Folksy are putting a lot of effort into raising their profile. I just wish the wording was different.
Hi All
I have decided not to join this campaign for craft because of the wording and secondly it did my head in trying to upload my own pics when it was first launched to no avail.
The overall idea is good but it sends out the wrong message by saying ‘buy less’. I agree with what others are saying. I think Folksy.com need to adjust the wording for their sellers, especially as fees are increasing! If we are to keep going under these very difficult economic times we do need more meaningful promotional support. That doesn’t include ‘buying less’. I watched a documentary on Netflix regarding the world shortage of people now working with their hands for a living. Very interesting. To replace the bells at Notradam cathedral there are now only two bell makers in France still in business. It used to be over a hundred! That’s just one instance given. Bells are hand made. It also pointed out that craft skills are not being passed on to the next generation.
Quality craftsmanship should be respected and not undermined. Let’s face it most sellers earn far less than the minimum hourly legal working wage as ‘self employed’ individuals. We are also facing rising costs for our materials, energy and seller’s fees. So ‘buy less’ is totally unacceptable for me.
Personally, I think the message is obvious, and ‘buy less but better (ie no more mass produced rubbish but high quality handmade items from small sellers)’ is exactly what everyone ought to be doing.