Why should artists start preparing for Q4 holiday sales in July or August instead of waiting until October?

Starting early is critical because your potential buyers aren’t a light switch you can just flip on. Research shows that effective frequency—the number of times people need to see you, your work, and your story before they buy—requires consistent exposure over time. A 1959 study by Hubert Zielski found that 13 ads spread across a full year generated sustained demand, while 13 ads crammed into 13 weeks created a spike that collapsed just as fast. Half of advertising’s total effect only shows up in the long run, so you need to be early to collect that payoff. By mid-October, 40% of shoppers already know exactly what they’re buying, and nearly half of holiday shoppers start before Halloween. If you wait until October, you’ve already missed the window when buyers are researching and forming their purchasing decisions.

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Asked by general teaching · Answered by Patrick (inferred) · art-marketing-podcast · 2026-07-27