Why is Q4 (the last three months of the year) so important for art sales?

Q4 includes Black Friday, Cyber Monday, and the Christmas buying season. It is massively important for art and photography sales. In 2020, average sales growth in Q4 was 300% year-over-year. While you can sell art year-round, Q4 is disproportionately significant. To have a massive Q4, you need to put in the work all year long—building your email list, growing your following, refining your marketing, learning your systems. Think of it like a comedian touring comedy clubs all year to prepare for the big HBO special. Q4 is your HBO special. You only get 20, 30, or 40 shots at Q4 in your lifetime, so treat it seriously and prepare for it starting in January.

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Asked by an artist asking about the importance of Q4 · Answered by Patrick Shanahan and Nick Friend · art-marketing-podcast · 2021-01-05