SOLD OUT: 5 tips to help you sell out your next art exhibition

Picture this: It’s 2021. YOU LOVE COFFEE and you’re selected as the artist of the month to display your artwork in an iconic coffee shop’s art gallery. It’s located in a high-traffic area in the heart of Downtown Dallas. You spend a lot of time deciding the layout, ordering prints, and getting a large custom matte glass piece made.

Being the advertising and marketing genius you are, you also cleverly promote your gallery and have a bunch of friends and social media followers stop by the shop to view it.

But by the end of the exhibition - you did not sell one piece of art that was on display.

Now, picture this: In 2022, you’ve continued establishing yourself as an artist, and have even branched out into curating at another coffee shop. You are now more determined to display your work at the iconic coffee shop again.

All the pieces you wanted to sell, SOLD OUT.

That was a glimpse into my experience over the past year. I just wrapped up my gallery at Flying Horse Cafe for the second time, so I thought I’d share a few lessons and tips on what made this gallery successful.

Here are the five things I did differently to sell out and tips that can help you sell out your art too.

1. KEEP IT SIMPLE 

Be intentional and mindful of your potential shopper's experience. During my first gallery at Flying Horse in 2021, I had 12 artworks on display along with multiple sizes of my work available for sale. I even had a sizing graphic created so potential customers could know that they weren’t limited to the 12x18 size that was in the gallery.

I later realized that the buyers wanted what they saw on the wall and the pricing model on my website was too complex.

In 2022, I limited the gallery to 6 artworks and stuck to only putting what was actually for sale there on my price sheet display.

Give potential buyers a chance to admire your work in-person and redirect them to browse your website if they are interested in seeing more. Don’t have too many sizes also. If you want to have more than one size available, I recommend one small/medium size and one large size. 

2. KNOW YOUR WORTH

Consider all the factors involved in your creative process, then intentionally price your work. There are two major things to consider: the cost of materials and the time it took to create your artwork including brainstorming to it being a deliverable.

I’ll be very transparent and say that I priced my work better during the 2021 gallery rather than this year. I didn’t feel super confident in charging the true worth of my work because I really just wanted it to sell (read more on why below). I undervalued my work. 

During the last week of the exhibition - the same week everything sold out - I had five people tell me to raise my prices…two of which were my customers. It was a learning lesson and that’s why I want to share this with you. 

Your work is valuable - how you perceive your work is how you show the world to value it as well. Be confident and firm in your pricing. The customer/audience that you really want will find you and pay for it without question. 

3. TELL EVERYBODAYYY *Beyonce voice*

Be loud and proud! Tell anyone with a listening ear that you’re an artist and that you have a gallery at *location*! Share and post about your work on all your social media platforms often. 

It’s also helpful to reach out to people directly, especially your supporters, when your gallery debuts and invite them to check it out. Personalized messages can help you connect with people and it shows gratitude to those who have supported you. 

I have never had a problem with telling people where my work is displayed, but I wish I would have ran an advertising campaign on Facebook and Instagram during the gallery duration and sent out a newsletter announcing the gallery to my mailing list. 

I did run an advertisement on Instagram two days before I took my work down because I thought I wanted to sell the last piece left. I stopped the ad within 24 hours because I decided it was fate that nobody else bought my favorite one. I was happy to bring it back to my home! 

Think deeply about why we always see ads and the power of repetition when it comes to consumers. Your work can easily be forgotten or remain unknown if you don’t promote it. Use social media and anything else you’re involved in to let others know!

4. VISIT YOUR GALLERY OFTEN

Hang out where your gallery is every chance you get and especially during peak hours, if applicable. The cool thing about coffee shop and cider bar galleries is that it’s normal to hang out there on a regular basis.

Last year, I visited Flying Horse often, but it was just to get coffee. This year, I was working on drinking less coffee, so I did work on my laptop there instead. I met more people who admired my work and had a chance to converse with them. I met someone who said one of my pieces reminded him of a scene in Terminator 2. 

Invite friends and family to meet up at your gallery. Go by yourself too. People admire your work and want to meet you. You never know how your network can expand just by being present at your gallery.  

5. USE SOLD STICKERS

A simple, bright sticker can make others aware that someone agreed to your prescribed value (price) and that it is valuable enough to purchase. Not only is this helpful for potential buyers to know that your work is already sold, but also think about it from a psychological perspective.  

It brings attention to your art. Other curious minds will want to understand the value the buyer saw and possibly become one too.

After I made a sale and put the first sold sticker up, I noticed my website traffic increased significantly for the landing page I created for my gallery items. Two days later, I had a sold out gallery! 

Use sold stickers every time you sell your art. Post about the sold work on your social media and have it reflected on your website too. This can have a positive effect on the perceived value of you as an artist + your art. 

BONUS

DO NOT GIVE UP

If you don’t sell your work, don’t accept it as defeat. Take notes on this moment and analyze the lessons. Just because it didn’t happen, does not mean it will never happen.

After my 2021 exhibition at Flying Horse ended, I was invited to bring my large glass Pegazus piece to Kettle Art Gallery in Deep Ellum. It sold for way more there!

My other leftover prints have turned into my favorite part of my home decor. I’m really glad to have my own work up everywhere in my space.

Beyond the 2021 gallery last summer, I was still selling my art during that time. My 11x14 prints were selling out via Kettle Art Gallery and my Instagram stories. I offered a pick-up option on my IG story and used it as an opportunity to have my buyers meet me at Flying Horse (re: tips #3 and #4!).

Always try to sell your art at other places and try different methods until something works the best for you. Look into vendor events to participate in. I recommend checking out events like Vibes Texas and the Deep Ellum Outdoor Market!

I hope these tips were helpful for artists and anyone else desiring to learn and grow in their craft. Remember to keep it simple, price your work intentionally, market your gallery, use sold stickers when you sell your work, and never give up!!

Showcasing your work helps you gain more exposure and an understanding of your process. Use coffee shops and other “untraditional” gallery spaces every chance you get. It will only help as you continue to progress in your artistic endeavors.

Check out my video below about my installation at Flying Horse. Believe it or not, it was super stressful!