What happens when I acquire new customers during holiday promotions, and why does this matter long-term?

When you run promotions during holidays—especially if you have a proper pricing lineup with items from entry-level to premium—you’ll acquire more new customers than at other times of the year. These new customers enter your ecosystem at various price points. Over time, customers who start with lower-priced items may eventually purchase your higher-priced work. This is how you build an upward business trajectory year after year. Each holiday promotion grows your customer base, and as you consistently show up and nurture these relationships, your business compounds in growth. Understanding and executing promotional campaigns during peak buying seasons is fundamental to building a sustainable art business.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2026-04-16