What pricing strategy should I use for lower-priced items like greeting cards or small prints?

You need a range of price points because not everyone is ready to buy a high-ticket piece all the time. Lower-priced items open you up to impulse purchases. Someone might not be ready to invest $750 on a piece right now, but they’re definitely willing to spend $100 on cards or small prints. These lower-priced items are essentially advertising for your main work. The number of new customers you acquire per year is one of the most important metrics predictive of future revenue. A new customer is just a transaction—someone who has your product and a way for you to contact them in the future. That’s all that matters. Price these items to move volume and acquire customers, not necessarily for maximum profit per unit.

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Asked by an artist selling greeting cards wholesale · Answered by Patrick Shanahan · art-marketing-podcast · 2025-09-12