How should I think about running sales and discounts on my artwork?

When you have a range of products through print-on-demand—marking up all your prints 250% from wholesale cost—it doesn’t hurt you to discount 10%, 15%, or 20%. Just because you run a sale on your prints doesn’t necessarily mean you have to discount your originals or limited editions. There’s strategy involved. A properly executed marketing campaign is not just sending an email saying ‘I’m having a sale, here’s a coupon code.’ Two weeks before the sale, you need specific posts with specific language to warm up your audience. Then the sale happens with coordinated messaging across email, social posts, Instagram stories, and Facebook. Then you need to know how to extend the sale. It’s way more involved than just putting a date on the calendar.

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Asked by an artist asking about discount strategy · Answered by Patrick · Art Business Webinar · 2026-08-31