How to Sell Fine Art in Gallery During the Holidays
Ansel Adams, Young Oaks, Winter (1935). Image courtesy of Atlas Gallery.
In the summer and fall, businesses are typically busy preparing for the holiday season—the almost of import time of the twelvemonth for consumer spending. However, as a result of COVID-19, holiday seasons will certainly be dissimilar.
The COVID-19 pandemic has greatly impacted consumer beliefs. This past May, online spending was up 70% year over year—reaching $82.five billion in the U.S.—and consumer trends show a dramatic increase in online searches for and purchases of items to complement spending more than time at domicile.¹
What does this all mean? Segments that have historically lagged backside in e-commerce—like the fine art marketplace—now take opportunities to engage with new and existing art buyers online. Read on to learn how yous can find these collectors and make the virtually of the upcoming holiday flavor.
i. Base your business strategy in the current consumer experience
More consumers than always shopped online in 2020, especially for products they would normally buy in person, such as art. Additionally, research shows that consumers today are more focused on purchasing items for the home than in the past.² In line with these findings, "The Impact of COVID-19 on the Gallery Sector," a study from Art Basel and UBS, institute that virtually collectors grew more interested in buying art during the pandemic, with one third saying their interest in collecting had significantly increased. Begetting these trends in mind, it's wise to consider focusing your gallery'south resources online during this time, as collectors continue to motion online to purchase art.
While commercial art spaces have reopened in many regions, limits on physical interactions and altitude are still at play in some, and collectors are understandably reluctant to browse and purchase art in person due to exposure concerns. The report too found that 92% of collectors surveyed continued buying fine art during the pandemic, meaning that they're looking to online resources—like marketplaces such as Artsy—to buy art.
ii. Make it more convenient to buy art from your gallery
As more collectors turn to ownership fine art online, their expectations are shifting, too—challenging long-standing habits and norms around acquiring art. Now, they're looking for the simplest, safest mode to discover new works online and build their drove. How tin can your gallery guarantee a pleasant, secure feel for collectors looking to buy works?
First, take fundamental steps to ensure a unproblematic, frictionless transaction process. Focus on simplifying key moments in the collector'south buying journeying to brand the biggest, quickest impacts.
In the contempo Art Basel and UBS study, collectors were asked their thoughts virtually access to prices of works for sale online. The bulk (81%) said information technology is "important or essential" to have access to price data while browsing artworks online, while 16% said they find it helpful to accept the price posted, but don't heed contacting the gallery. Only 3% of collectors said public pricing is not important. Therefore, list the prices of your works is no longer but "nice to accept"—it'south essential if you want to sell more art.
Artsy'southward east-commerce options, Buy Now, Make Offer, and Make Offer in Research were built with visible pricing and ease of transaction in listen—and the volume of transactions made through them take increased more than than 130% year over twelvemonth. Additionally, galleries that partner with Artsy receive a suite of protection tools that allow them to transact securely and confidently on our platform.
Beyond the quick wins of incorporating visible pricing and partnering with an online art market place, yous tin utilise channels yous already take to sell art. Consider enabling due east-commerce functionalities on Instagram, Facebook, and your gallery'southward website. Learn more about Instagram and Facebook'south tools for art businesses with The Gallery's Guide to Social Media in 2021
3. Capture the attention of collectors with compelling digital content
It'southward always important to get noticed by collectors looking to buy fine art, especially during the holidays. That's why it's crucial to leverage your gallery's digital channels and share content that collectors volition enjoy, making it more likely that they'll find your works online. Take time to plan a campaign around the holidays that frames the stories of your gallery and artists. For more tips on content strategy, read the Gallery's Guide to Content Cosmos.
Here are a few quick holiday campaign tips from our digital marketing experts:
- Create open up-worthy subject lines for your vacation campaigns. For instance:
- Your Holiday Gift Guide: Our Top 10 Picks
- 5 Meaningful Pieces of Art to Gift This Holiday Season
- [Souvenir Guide] Give Something Meaningful This Holiday Flavor
- Happy holidays. Treat yourself to a new artwork.
- Gift the Joy of Art: Scan our Curator'southward Picks
- Curate a Viewing Room or online-sectional exhibition on Cocked and promote it across email and social media
- Write a personalized vacation message to your clients or e-mail newsletter with a link to a souvenir guide and your top artwork picks for the holidays
In this time of increased online spending for items around the home and irresolute collector expectations, it is imperative to place your artists' work in digital spaces where serious collectors often visit, and where the buy and discovery process is easy and frictionless.
Artsy connects collectors with art they beloved (or will love!) and has an audience of millions of fine art enthusiasts around the globe. Our gallery partners have access to state-of-the-art tools that assistance them leverage our qualified collector base, including analytics to learn near their audition, conversation interfaces to connect with interested collectors, online exhibition tools including Artsy Viewing Rooms, and a variety of purchasing options to offer collectors who are ready to purchase. Larn more than most an Cocked partnership today.
Source: https://partners.artsy.net/resource/3-tactics-to-prepare-your-gallery-for-the-2020-holiday-season/
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