Your best selling (2) piece sizes at art fairs

Jonathan Knight Photo September 4, 2024 at 11:54pm

This year, I finally embraced the advice I’ve heard my first two years (I'm about 15 shows into this endeavor): offer only very large or very small sizes—nothing in between. Go as big as you can, focusing on high volume at the small end while attracting quality buyers at the large end. The most successful artists at festivals that I see are selling 2-3 large pieces per show for $4K-$5K or more each. Think 36" x 54" and up or 11" x 14" and smaller. Hang your best 7-8 large pieces; it’s about making a statement and drawing attention as you are competing with 100 other artists every weekend for eyeballs on your work.

Apply only to the major urban shows like La Quinta, Old Town Chicago, Cherry Creek, and Des Moines, where the right clientele are. Mid-range sales between $600-$2K rarely cover margins, but big buyers don’t flinch at a few thousand dollars. Target recession-proof buyers seeking gallery-quality work at a better price—they’ll confidently invest in standout pieces, and that’s how you build a customer base. I've had several people this year make an $8K buy decision in 5 minutes without me saying more than 10-15 words. THOSE are the people you want to sell to and get into your booth. You do that with big work with a big price tag (which is still cheaper than the gallery down the road).

Thom Schoeller September 2, 2024 at 2:54pm

What goes around, comes around :) Ok, so here I am - once again returning to juried Fine Art Fairs/Festivals up here in the northeast. As I write this, I'm about to complete my 2nd season with at least (2) high-end quality juried Fine Art Fairs remaining in the Berkshires region. {and possibly one indoors event near Boston in November which I'm considering} Overall, getting back out there on a consistant basis has been fun. Improvements from my booth appearance dating back several years ago now include ProPanels & hangers, hangable cooling fans, form fitting table coverings, and a custom designed logo (chromalixe aluminum) for inside the booth. My wife & I come up with nifty ideas after each set up & break down that helps to simplify, and cut down on the time required and labor for the next show set up. Lastly, I've already begun to invest in some serious upgrades for the 2025 Art Fair season.. Some are aligned with a more welcoming booth flow, and being able to adapt for corner-booth spaces to take full advantage of the outside walls and a second entry. (My pics below depict a "partial" deployment - the extra Pro Panels and canopy awnings are on order)

Returning to my original inquiry topic, when I first posted this thread about 6 years ago... I was trying to gather input regarding which artwork sizes seemed to be the most popular selling sizes. After 2 years of Fine Art Festivals, applying only to some of the more competitive to get in to higher-end FINEART fairs - and exchanging great information with other artists in my niche' {I love the comraderie} as well as getting wonderful feedback & opinions from more serious home collectors that place value on Luxury art .. this is quickly coming to light. I thought I'd share my personal findings.

First and foremost, it's crucial to decide whether you want to focus on a high-volume, lower-priced approach or go in the opposite direction with luxurious, high-priced, larger prints. Trying to balance somewhere in between can be challenging, as it often requires full commitment to one strategy or the other. Initially, I offered smaller, more affordable loose bin prints in an attempt to cater to a broader, budget-conscious audience. However, I quickly realized that aiming to please mass buyers doesn’t pay the bills.

On the other side of the spectrum, I've found my preferred targeted clientelle will always ask me "How big can I order this piece, and what is the absolute highest museum quality media you offer?" As an example, last September at a show, I purposefully over-priced by $1K a 45x30" Chromaluxe piece - framed with a blk. linen liner and 4" custom Italian scoop moulding. I wanted to use this piece as a bounce-off and for the WOW factor to draw people in {which absolutely works flawlessly}. I had a client from an affluent town nearby walk right into my booth, and examined the framed chromaluxe print with a discerning eye. After several minutes of scrutiny, he told me her wanted to buy it NOW, and have me deliver in person sometime this upcoming week. Fortunately, I was able to hang onto the piece for the duration of the show. Delivery took 15 just minutes and went smoothly. Thats just a single example of the way the larger pieces tend to lure this more affluent client demographic in.

My observations have been as follows. It seems when affluent, serious collectors stop by my booth to view the larger, higher-end pieces on display, they seem momentarily taken back when they notice the presence of smaller and more affordably priced artworks. It’s almost as though these lower-priced pieces introduce a moment of uncertainty, where they question the overall positioning of my collection. For a brief second, it feels like they struggle to reconcile the luxury pieces with the smaller works, which may lead them to perceive the collection with less gravitas before the full scope of my offerings becomes clear.

A note on connecting with your targeted clientelle: Showing at well managed art fairs and festivals in the right regions is crucial for gaining exposure to your target clientele. Serious art enthusiasts and home collectors who are genuinely interested in fine art. Just like in real estate, it’s about location, location, location! Being juried at these events that attract the right demographic ensures that your work is seen by those who appreciate its value. Thus, I've found they are more likely to invest in your pieces. Strategically choosing these venues allows you to cultivate relationships with collectors who align with your artistic vision.

Regarding current inventory on hand, my smallest wall mounts are 24x16". I designed space to display (6) of them on the back wall surrounding a large motif. I wont be adding any more of this smaller size. Yes, I've sold some - but in all fairness, 24x16" pieces get lost on wall space. I do have (3) pieces 30x20", and plan to not back fill them either. Again, I've found my targeted clientelle say they prefer to go larger. I'll be upgrading to 24x36" as a more attention grabbing option. Of course, for the time being I tell them we can order the larger piece immediately on our laptop - and I'll offer a special art fair discount code to apply at checkout to expediate the deal if it seems to be "iffy". This often resolves things.

Moving onto Bin Prints. Bigger is better when it comes to profitability, so I plan to offer the remaining loose 10x15" Open Editions, and I'll begin mounting and matting them with 16x20" Polar white mats to give them a more substantial and luxurious appearance. Once they sell out, I'm done with that size. With regards to adding mats, the same goes for my 18x12" loose prints, which attract significant attention when matted to 24x18". Although I’ve sold many loose prints without mats or frames, I’m transitioning fully to the matted 24x18" presentation {3:2 aspect ratio} for its more refined look.

Additionally, my wide 2:1 aspect ratio pieces are consistently my bestsellers online. The smallest size I offer in this format is 24x12", and I'll be pairing these with 18x30" arctic white mats once I upgrade to larger ProPanel print bins to accommodate them.

That's all I have for today.. as always, I love open dialogue and communication.

Leon Gibbs June 7, 2021 at 2:41am

I've watched some good video about selling artworks in fairs https://youtu.be/OKneS4Co7Do

There are some good tips to sell more

Kathleen Hall June 19, 2018 at 10:45am

I am fairly new to art shows, only started this year. Once I went to large prints, I sold better. I have sold best in 30x40 canvas, sometimes multiple pieces to the same customer. In my bin prints, 11x14 OD have sold best, at $30 each. Print size is 8x12, mat size 11x14. 30x40 canvas, priced at $565, dropped down to $500 each when they buy multiple prints. Again, NOT much experience here. Just thought I would provide my feedback.

Thom Schoeller > Kathleen Hall July 10, 2018 at 7:10pm

Thank you, Kathleen! Apologies for the belated reply, life gets in the way sometimes.

This is the sort of feedback I'm after. 40x30" is a substantial print size. Although I don't make Canvas available, this does provide a good comparative. I'm strongly considering 12x8" and 18x12" bin work (print only - unmatted - shrink-wrapped) to coax people to not walk away empty handed.

Gosh, I've attended several fairs this year already in the northeast, lending a helping hand to a good friend who's also a pro photographer with his booth. I'm continuing to get feedback from other high-quality fine art photographers as well, seems inconsistency is the norm and there is no totally sound formula that works from day to day, fair to fair.
- Thom Schoeller > Thom Schoeller July 30, 2018 at 2:43pm
  
  So here are the results after attending a wide variety of Fine Art Fairs this spring and summer, and adding this information to my findings from '16 and '17. I had a whole bunch of metrics to consider and some anomalies that were rather surprising thrown into the blender.
  
  I've had some wonderful interaction with other artists in my genre'/medium of work as well as feedback from artists outside of my medium who provided details feedback on specific art fairs and why they either will or won't attend specific art fairs again. Generally speaking, about 60% of the artist are NOT thrilled with the venues and say they won't return. That's for another thread.
  
  I've decided it's best for me NOT to try and fit in with other artists, rather I'll forge my own path and market towards a more specific clientele. I'm seeing the vast majority of fine art photographers are displaying "Metal Prints", Canvas Gallery wraps and framed/matted. IMO, all of them are just too common nowadays.
  
  The only one of those (3) I make available on my website is ChromaLuxe which is a premium version of MetalPrint and I'm VERY soon to be either discontinuing this substrate or just making it an entry-level option. I'll stick to my preferred substrate to be unique, both at Art Fairs and my website offerings.
  
  I do notice a large majority of photographers seem to lack skills in closing deals, I've seen by not offering alternative sizes (EX: purchase this today and I'll send you this piece in your desired 36 x 24" with FREE Ground shipping) Seems merchants are willing to let clients walk away thinking "that's all this artist has to offer, that piece was just too small".
  
  When I pop that tent back up for the first time in 10 years I'm going to have the mindset the pieces "on display" are Samples, all available on (these display options) and offer flexibility with the substrate materials and ways in which to display them. To maximize my available SF space I'll present ONE "masterpiece" with a very high price point either 60" or 72" width for the wow factor, and the remainders as 24x16",30x20" and 36x24" for neatness and to view details.
  
  I'll do bin work, prints mounted to 2mm styrene and shrink-wrapped in my two smallest sizes 18x12" and 24x16" at a lower price point for the enthusiast that just can't swing for the premium displays.

Fletcher Dean May 31, 2018 at 5:53pm

Thanks for sharing, Thom. I'm in my third year and still trying to figure it out. I try to offer something in every price point - but honestly I think it's not helping. I did better with fewer price points - or maybe it's the economy. I started with mostly wall art - framed canvas. Did ok. 36x12 in a plein air frame for $300. (All landscape.) Did ok but I print and frame all myself. Now i'm offering bigger wall pieces - 36x24 is my largest. But also added bagged prints with no matte for $20 or two for $35. Seems to be comparable to what others charge. The 2-fer works. I probably sell more of the small prints lately - but I've just been getting the kinks out this year in arts & crafts shows and the 'crafts' part really drops the price point that people are willing to consider. At a traditional art fair, no one blanches at a $300 or even $450 framed wall piece. Most of the rest of my shows this year are pure art fairs so I'm hoping for better luck. I don't offer any metal prints but recently saw a fotog offering metal in a plein air frame and thought that was pretty cool. Not sure that's much help. Last show was a disaster. Told my wife if I ever sign up for a arts AND crafts show again to just shoot me. Plus, a wild storm came out of nowhere and smashed my Trimline tent to something totally unrecognizable. If I could have gotten it back in my trailer, I might have tried selling it as 'modern art.' Maybe call it: Windy day at the beach!

Thom Schoeller > Fletcher Dean June 6, 2018 at 4:19pm

Thanks for the feedback. I definitely get the jest of your experiences and how you are adapting. Sorry to hear about the severe weather damage. That is something always on my mind.

The past 2 weekends I've been back to investigating the "art" shows happening somewhat local to me, my friend Scott (from Hennicker NH) set up his mobile gallery at both events. Show 1 was New Paltz-Woodstock NY Fine Arts & Crafts. Show 2 was another Fine Art & CRAFTS + wine tastings at the Ives Center Danbury CT. I had high hopes that the Ives Center show would be a winner because I'm currently living all of 23 minutes away and almost feel obligated to make an appearance. Both shows were wonderful locations, especially the grounds at the Ives. The New Paltz NY show was packed. Unfortunately, the crafts end of that show lowered the temp of the room. Some amazing high-quality handmade work was on hand, but the items that bordered on traditional "flea market" fair hurt everyone. Before I left that show I spoke with as many photogs as I could for their feedback, a resounding two thumbs down :( A handful of small print sales, no one broke even.

The Ives show was an unmitigated disaster. We spent 4 hrs 15 min. there Saturday. Overheard two artists that spoke with the booth keepers before closing and the tallies came in at barely 3 guests per merchant browsed the displays! I'm 100% with you that I will refrain from attending a mixed show and will stay with Fine Art Fairs. Come to think of it, maybe time to boycott? Anyhow heard the sales tally for the entire 2-day event was....drum roll please.... A pair of earrings!
- Thom Schoeller > Thom Schoeller June 6, 2018 at 7:24pm
  
  I wanted to share this article I found and attach it to my thread. I find it handles the complexities of the 5 "W's" (who, what, where, when and why) associated with art shows, the artist, collectors and connoisseurs alike, dealer galleries etc.. It's a bit high brow, granted the majority of the fairs they describe have very little in common with mobile pop up tent booths.
  
  https://www.bloomberg.com/news/articles/2018-03-06/art-fairs-are-po...

Larry Berman May 28, 2018 at 9:18am

One small size only available unframed but matted and one large size available just matted or matted and framed. Make sure the two sizes aren't adjacent and don't compete with each other. It took me years to figure it out and once I did I made more profit after expenses. Competing sizes compete and everyone but you wins after preparing inventory.

Larry Berman
http://BermanGraphics.com
412-401-8100

Forum

Your best selling (2) piece sizes at art fairs

Replies