How To Keep Making and Selling Art During a Recession

by Dawn Wheat
(New Mexico, USA)

Many artists have been affected by the global recession. It has taken its toll. As an assistant for a contemporary art gallery, I meet people every week that are trying desperately to find new avenues to promote and sell their art, and in the process, are feeling some despair.

Below is a list of helpful tips I have gleamed by experience and through talking with artists and art industry people, that I think will help with the common struggle of marketing and selling art during a recession.


Make Smaller Pieces of Art

Make smaller pieces of art at an affordable price – it is good marketing sense. People may purchase more than one piece – it can add up.


Make Your Art More Affordable

Price your artwork to suit your market. I use a formula: My level of experience plus my time (labor) plus the cost of materials and marketing (can include shipping costs and art show booth fees etc). On the other hand, don't price your art too low either. You may be able to lower your prices, if you follow the next tip.


Keep Your Overheads Down

This is really important, and I especially see young artists making big mistakes with this.

Trade with other artists for services like photography or web design (works well if you are both starting out in the art business). Maybe somebody you know needs your graphic design knowledge or really wants one of your paintings in exchange for their services?

Avoid paying a lot for an art website. If you can't trade with someone or do-it-yourself, consider investing in Rapidweaver or another useful low-cost web design programs.

Use Facebook to create a gallery of your work (but don't rely on this very long for your only web presence, because not everyone is into Facebook and will have access to your stuff.)

Go to the manufacturer trade shows to buy discount art supplies.

Subscribe to art store and supply newsletters. You can keep up to date when they are having their sales.

Some paint manufactures have free samples or contests for free supplies...sign up for anything that will give you a discount.

Buy in bulk – the more art materials you buy up front the closer you are to paying wholesale prices.

Search Craiglist.org or any other classified listing service for people selling or giving away art supplies.

If you can, make your own stretcher bars (requires your time but worth the effort if you do it properly).

Artist canvas is CHEAPER if you buy it in the fabric section of Hobby Lobby or a craft store, rather than the arts section. Be aware that some items can be purchased cheaper in other areas and are marketed-up for artists. Other items (like paint) differ in quality by cost. For example, the quality of the canvas is the same whether in the fabric or art section, but paint becomes more expensive as more pigment is added to the medium. The higher cost of the paint means more pigment, brighter colors and less paint to use.

If you need postcards, consider Vistaprint.com.au. You can get 100 postcasrds made for free, and you only pay for shipping and uploading a design. You can make inexpensive business cards using vistaprint. Art business cards are a MUST!



Networking

It is a lot easier to make and sell your art if you have friends that are pursuing similar goals. Not only will friends help pep you up with failures, or give you tips on an art gallery, they may also remind you to have some fun!


Find Low Cost Avenues for Exhibiting Your Art

My father spent many years selling my mother's art. He always told me that if you are thinking about doing a show then go as a visitor first before you participate - then you will know if it brings in people and if those people are buying. Carefully examine the content of the show and if your work will suit. If it is an antique show and you sell duck sculptures, DON'T DO IT!

If you are just starting out, don't spend a great deal of money on shows unless you know something about it first. That is a long-term investment in your business, and you don't want to just spend money without a return.


Other ideas for exhibits:

Be a member of a local arts coalition. This will most likely give you networking and exhibiting experience.

Prepare your art to professionally present to art galleries. There are galleries that will take commissions from your SOLD work and not ask for money up front.

Beware of scams. Use common sense and practice your due diligence when looking for things like juried shows and exhibiting opportunities.

There is nothing wrong with having your art hung in a restaurant or bar. Many do not ask for a percentage of the profits.

Brainstorm different places that might be interested in your art. For example: your local community center, bird store or bookstore.

Join national art organizations. This can be more expensive, but some offer artist directories or "call for artists" newsletters, that can be an added benefit. Spending the money on this may be worth your while, depending on what goals you have made for your art business.

Good luck! If anyone has any success with any of the things I have listed, I'd love to hear your story!

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Dawn Wheat is a painter, graphic designer and an assistant at a contemporary art gallery in New Mexico. With over ten years in the art world, she also grew up watching her parents maintain and prosper from, an original-art business. She knows from experience that artists can actually make a living, if they make wise business choices, even in an ever-changing economy. She thrives to make her own art and also help others who are on the same creative path.

Dawn Wheat Painting & Graphic Design

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