How important is it to run sales and promotions? I've hesitated because I don't want to constantly discount my work.

Running sales is very important. Almost every brand runs promotions—there are maybe two or three in the world that don’t. Sales give people an incentive to buy after you’ve built a relationship with them. Your artwork isn’t cheap, so offering a discount (like 20% off for Mother’s Day or Black Friday) can be the nudge someone needs to make a purchase. You don’t have to run every single sale, but aim for at least one promotion every other month. If you don’t want to do percentage discounts, offer other incentives—like hand-signing open editions for a limited time, or including a personal note. The key is giving people a reason to act now rather than waiting indefinitely.

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Asked by an artist hesitant about running sales · Answered by Juan · Office Hours · 2026-04-23