Why shouldn't I stop marketing on December 24th just because the Christmas shipping deadline has passed?

Art and photography don’t need to arrive before Christmas like typical consumer products under a tree. Many successful artists have sales where prints don’t arrive for months, yet customers still buy. There are multiple post-Christmas buying scenarios: people who’ve finished everyone else’s shopping and now shop for themselves, tax-related purchases, office furnishing decisions, and people with Christmas cash to spend. New Year’s sales have shown very significant activity in recent years. The expectation that art must be under the tree is a trap—stay on the gas through December 31st.

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Asked by artists concerned about post-Christmas marketing · Answered by Patrick Shanahan · art-marketing-podcast · 2023-12-20