I assume you are factoring in all your expenses (booth rental, travel, lodging etc.) when speaking about profits at craft shows.
I have done very few craft shows, but hope to do more. Just locating them has been a problem for me. I have done very well with wholesale and website sales during the holidays. My largest market is wholesale, although I do think that doing all three is a good idea. I'm out for every nickel I can make, and like the variety of methods. IMO craft shows are a good way to get one on one input on your product, and collect some of that retail profit that is lost with wholesale. On the down side, you have to sell an awful lot of soap just to break even.
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Barbara at Oasis Soap Co.
http://www.oasissoap.com