How do major holiday sales benefit my business even if they're not related to my art?

Major holiday sales tap into classical conditioning - similar to Pavlov’s dogs. Western culture has conditioned consumers their entire lives to expect deals during certain times. When retailers spend massive amounts on advertising during these periods, it creates FOMO (fear of missing out) and gets people’s credit cards ready. This happens whether people realize it or not. You benefit from all that collective advertising spend without having to do it yourself. The psychology of the marketplace during these times puts people in buying mode, and they’ll purchase things they weren’t specifically looking for. Even if your art has no thematic connection to the holiday, you’re capturing buyers who are already primed to make purchases.

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Asked by an artist questioning the relevance of holiday sales · Answered by Patrick Shanahan · art-marketing-podcast · 2022-04-18