Holiday Art – Lucrative or too Competitive?

Many artists and crafters enjoy creating gifts and cards for each season or celebration. Although sales are high for retailers and wholesalers, the competition is keen. Commercial retailers that mass produce at low prices are difficult to compete with unless the artist can duplicate originals and print them in bulk.

I've experimented, but never been drawn to this arena. Our small local art league thought we had the nearby hospital gift shop locked up for our cards, but later discovered that we were dealing with a power hungry novice pretending to have authority which she didn't.

I had produced a shoe box filled with a variety of my own cards for that appointment. Later they sat in my closet and waited for the right time to sell. All that colored ink for the printer and money for inventory. I learned that it's not wise to spend money in advance of sales. More small businesses lose money by stocking too much inventory than through any other means.

I had a friend some years back who was an avid fire truck collector and admirer. He started selling framed photographs of old firetrucks and was doing a great business for a while.

Then his ego got the better of him and he started advertising in national magazines, taking out full-page ads to display his wares. He not only could not keep up with new demand, but he had spent his capital on advertising and had none left for product or inventory. The business quickly spiraled downward.

If your overhead and advertising costs are greater than your profit, you won't be able to dig yourself out of the hole you've made for yourself.

My husband and I decided to change out our kitchen chandelier, a Tiffany-like lamp that did not match our décor. I put the light fixture on Etsy after it had been weighed. What we hadn't anticipated is the size of the box required after the lamp was secured in bubble wrap to protect it from breakage.

The cost of mailing was almost equal to the cost we had charged for the lamp less $35. Of course, our time and the gas to and from the postal station was also not included. We shipped to our loyal customer and sucked up the rest. Lesson learned!

Some buyers may demean an artist's skill and time as they quibble over price and shipping. The hours devoted to learning a skill are dismissed and the professional expertise of the artist are belittled in an attempt to haggle over price.

Once an artist’s reputation and name are well known, they have reached a point where they can produce more in less time. But this doesn't make the cost go down. The cost of professionalism goes up when the artist's work is more in demand.

Whether you decide to focus on the seasons and holidays in an effort to grow your business or not, the most important element in considering to participate or not is to figure out what it costs you for materials and shipping, and what the competition is charging. 

Undercutting may get you a sale, but does it give you a profit? If you're pushing yourself into a box in order to make a sale, it may not be worth your efforts.

"Parasailing Roseate Spoonbill"

Retail is not my bag; Painting Gets my Groove on!

I’ve admitted many times that I’m “technically challenged.” Unlike my younger sister who can wire and change an outlet switch, fix a toaster and repair a toilet; I’m a complete idiot when faced with anything that requires a screwdriver, a key, pliers, or a drill.

No wonder I faced with trepidation my first day as a volunteer at the Southwest Florida Artists Co-operative; temporarily located on Fashion Drive at Coconut Point. Of course, I was depending upon my co-worker to take care of anything major. Joan was a pro. She worked there at least once a month. She would have the store open and ready when I arrived. Not!

Traffic obstacles made her almost an hour late; I had opened and greeted three customers before she arrived and not without some grief and hair pulling. First off the power box was locked, or so I thought. The teaching demo a few days ago indicated that it would be open.

I misread the instruction sheet, and interpreted “the back wall” to mean literally the back wall, not the back wall of the utility room so I set off the security alarm in the dark, mistaking it for the Muzak box. Mall Security rescued me from my stupidity and set things straight before any customers arrived. 

When Joan finally set foot on the premises, I don’t think she found my escapades the least bit amusing.

It was a very long day what with only 27 people coming in and out. The curious artists and novices searching for ideas sparked lengthy stays and conversation. Two customers came in and out to avoid a spontaneous cloud burst. Boring!

We took turns going for lunch, and wouldn’t you know when Joan was gone, I spilled part of my soup over the counter when I jumped up to greet three customers. Luckily the tax sheet was covered in plastic. I was wishing I could hide my humiliation and frustration as I mopped up the mess.  In spite of that, I sold a ceramic plaque of Fort Myers beach and managed to write up the cash sale.

"Raccoons at Sunrise" -- acrylic on 16x20 canvas

The best part of the day involved a newlywed couple from Canada (I could tell by the glow on their cheeks) who bought a gift for the host parents and a lovely necklace for the bubbly wife.

They were also interested in one of my paintings and took my business card when I told them they could order prints online. When I closed up for the day, I breathed a sigh of relief as I headed out into traffic.

I’m in between paintings right now, but I’ll have something new for you shortly. We’re dealing with some family medical issues that require time and attention.

"Star Billing" -- 14x18 mixed media on canvas

I’m also repainting some canvases that I wasn’t overly pleased with. I’m going to see if I can salvage the time and materials and turn them into something wonderful Stay tuned!