Why should I run a Mother's Day sale if my art has nothing to do with Mother's Day?

Your subject matter is irrelevant when it comes to major holiday sales. Think of yourself as a store in a mall. During major sales like Mother’s Day, Black Friday, or Amazon Prime Day, massive amounts of advertising money flood the marketplace from all retailers. This creates a psychological conditioning effect - people are primed to shop and look for deals. When someone comes to the mall looking for a Mother’s Day gift, they’re in buying mode. They might see your window display and make a purchase that has nothing to do with Mother’s Day at all. You benefit from all that collective advertising spend and the heightened buying psychology, even if your work isn’t thematically connected to the holiday. You simply need to have your doors open when people are ready to buy.

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Asked by an artist skeptical about holiday sales · Answered by Patrick Shanahan · art-marketing-podcast · 2022-04-18