Problems With Free Art and Discount Prices

An artist recently told me she tripled the number of subscribers she had after she offered a free print when they signed up. Now, she has a list of people who like receiving free art. What she doesn’t know is if any of them are serious art buyers or simply bargain hunters. Another artist told me she discounted her older works of art and advertised the sale on social media. Sadly, she sold only one piece. Adding insult to injury, the buyer tried to get a bigger discount than what she was offering. Both artists told me they followed the advice they read in articles written by “art marketing” advisors. I urged both artists to avoid making these mistakes in the future. In this article you’ll find out why, as I share a few of the many problems with free art and discount prices.

There are exceptions to giving discounts. You will find them listed below under “When It’s Okay to Offer Discounts to these Individuals”.

When It’s Okay to Give Away Your Art
First, I want to offer an exception to my rule about giving away free art. It is acceptable when someone makes a substantial purchase of your art to give an additional gift with purchase, of a lesser value, such as a small print. And, if you have participants in your art patron plan it’s fine to offer them special prices. I also approve of you offering a work of art for an important fund-raising art auction to help a cause that is near and dear to you, especially when it relates to the type of art you create.

Negative Consequences
The practice of giving your art away diminishes its value. As a professional artist your objective should be to increase the value of your art, not undervalue it.

You may know artists who routinely announce discounts of their art on social media, in their email newsletters or on their websites. I have yet to meet an artist who uses this practice and has become affluent as a result.

This tactic might seem to work at first; however, the disadvantages of discounts can really hurt your reputation, credibility, and your art career and negatively impact your profit margin.

If you don’t believe me, research the topic of discounts. The experts  often concur that the perception of your business’s quality suffers. Art is a luxury/optional item. We all expect higher quality items to cost more. Think about prestigious brands like Mercedes Benz, Louis Vuitton, and Tiffany. Buying art is a very special and different experience than shopping for household items at Target.

The Messages You May Be Sending
Your actions are attached to messages. Think about the messages you may be sending when you use certain sales tactics like these. In most instances when I see an artist frequently offering discounts my perception of the art’s value decreases. My level of respect for them may also decline. Prospective buyers may wonder…

Why is the artist having trouble selling their art at their normal prices?

Does the artist lack confidence in their art?

What’s wrong with the artwork?

Was it created with cheaper materials?

Are the discounted works of art inferior to other works?

Is the artist quitting and going out of business?

A Bad Habit
“Free art” and “Discounts” of art often come with negative connotations. The practice sets the groundwork for potential buyers to continue to expect freebies and discounts in the future. A prospective buyer may choose to wait until the next discount is announced instead of buying art now at the full price or they may try to negotiate on any prices listed.

When It’s Okay to Offer Discounts to these Individuals
* Interior designers, art consultants, museums, galleries, and architects receive trade discounts. That is a standard business practice.
* Members of your Art Patron Plan may be given special prices as a special inducement.
* Art buyers who purchase more than one artwork in a single purchase may be given this option.
* Non-profit organizations may receive discounts.
* Occasionally you may want to offer holiday sales for only brief periods of time and clearly state the deadline date.

Add Value to Your Art
Instead of giving your art away or discounting it, my advice is you should be continuously adding value to your art so buyers will say to their friends and family members and professional connections “I purchased this beautiful valuable work of art and I love it” rather than “I paid only $XXX for this work of art — what a bargain!”.  See the difference? Read “How to Add Value to Your Art So You Can Raise Your Prices”.

Stress Quality Not Quantity
Artists who feel they must compete against each other, try lowering their prices to gain more sales. However, a much smarter direction to take is to ask yourself,  “What steps can I take to attract and acquire more high quality art buyers who will appreciate the quality in my art and be happy to pay what it is worth?”

Focus on sharing the many reasons why your art has merit. Share your many achievements. Announce your sold works and the comments of satisfied buyers. Continue to earn the respect of prospective buyers and set your goal to be to raise your prices periodically.

Vast research has demonstrated that most small businesses can raise their prices by 10% and lose only a few customers. You won’t miss the ones you lost because the increase in self-esteem and profit will outweigh the loss.

To me, there must be an excellent reason why an artist is offering discounts. I am not convinced they are doing what is in their best overall interest. The next time you are tempted to announce that your art is available for free or at a discount, remember this article.

You May Also Want to Read

“10 of The Best Sales Tips For Artists”.

“How to Add Value to Your Art So You Can Raise Your Prices”

“Are You Turning Away Art Buyers?”

“Questions Art Buyers Might Ask Themselves Before They Decide to Buy Your Art”

“How to Create An Art Patron Plan”

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