Discounting Your Art: The Pros & Cons Every Artist Should Know
Discounting your art can feel like a double-edged sword. On one hand, it might help you make a sale. On the other hand, it can devalue your work and train customers to expect lower prices.
In this guide, we’ll discuss the pros and cons of discounting, when it’s strategic (and when it’s harmful), and alternative ways to incentivize buyers without lowering prices.
4 Years of Marketing Experience…
condensed into these 11 marketing lessons
✅ The Pros of Discounting Your Art
1. Can Increase Sales Volume
Discounts can stimulate demand during slow periods, making your art more accessible to a broader audience. This works well if you have excess inventory you need to move.
2. Attracts New Buyers
A well-timed discount (like a holiday sale) can bring in hesitant buyers who were on the fence. Limited-time offers create urgency, encouraging first-time collectors to take the plunge.
3. Builds Customer Loyalty (If Done Right)
Exclusive discounts for past buyers (e.g., "Collectors get 15% off their next piece") reward loyalty and encourage repeat purchases—without training new buyers to expect markdowns.
4. Marketing & Promotional Opportunities
Discounts tied to events (Black Friday, holiday sales, gallery clearances) can generate buzz and attract attention to your work.
❌ The Cons of Discounting Your Art
1. Reduces Perceived Value
Frequent discounts train buyers to wait for sales, making them question your original pricing. If your work is always "on sale," the full price starts to feel inflated.
2. Hurts Profit Margins
Every discount cuts into your earnings. After accounting for materials, time, taxes, and fees, you might end up making far less than your art is worth.
3. Damages Relationships with Past Collectors
If someone paid full price and later sees the same piece heavily discounted, they may feel cheated—harming trust in your brand.
4. Encourages Bargain Hunters (Not True Fans)
Buyers who only purchase at a discount aren’t your ideal collectors. They’re less likely to invest in future work at full price.
When Should You Discount? (And When Shouldn’t You?)
✔️ Good Times to Discount:
Clearing old inventory (to make room for new work).
Exclusive offers for past buyers (not the general public).
Limited-time promotions (Black Friday, holiday sales) with a clear end date.
❌ Avoid Discounting When:
A buyer directly asks for a lower price (sets a bad precedent).
You’re selling new or high-demand work (don’t devalue it prematurely).
You feel pressured or resentful (undervaluing your art hurts long-term growth).
Smarter Alternatives to Discounting
Instead of slashing prices, try these value-boosting strategies:
1. Offer Bonuses (Not Discounts)
"Free shipping" (feels like a perk, not a price cut).
"Buy one, get a small complimentary piece" (adds perceived value).
"Free framing" (if applicable).
2. Payment Plans
Make art more accessible by offering installments instead of lowering the price.
3. Tiered Pricing (Pay Less, Get Less)
If a buyer can’t afford a large original, offer a smaller piece or print instead of discounting the original.
Discounting isn’t inherently bad—but it should be strategic and controlled by YOU, not the buyer.
Set a "line in the sand" (e.g., never discount more than 15%).
Focus on value, not price—explain why your art is worth the investment.
Use bonuses, not discounts, whenever possible to maintain perceived value.
Remember: Your art’s worth isn’t defined by its price tag. Charge what you need to feel well-paid and respected for your work.
You’ve Mastered The Craft - Now, Master the SALE.
Learn the process and systems behind selling your craft.
Stop waiting for gallery validation or social media virality—take control of your success.
