What happens when collectors buy work before a public show or gallery opening?

When collectors buy work before the public sees it, several powerful things happen. First, you make significant sales before your event even begins. Second, when the public arrives and sees sold dots next to many pieces, it creates social proof and FOMO (fear of missing out). People think, ‘I’m the first one here—why are pieces already sold? This artist must be in high demand.’ This perception increases the perceived value of your work and can drive additional sales during the public event.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2021-04-13