Do you know about the 'Golden Quarter'?

Are you ready for the Christmas season?

No not holidays, ham and prawns, awkward (or enjoyable) family gatherings, and matchy matchy jumpers.

I mean, are you ready to take advantage of the huge amounts of money being spent on gift giving?

In retail they call this time ‘the Golden Quarter’ – October, November, and December are when most sales happen.

It’s the quarter that can make or break a retailer because it is so important to their annual results.

It’s the season when Amazon and other online retailers go gangbusters

At this time of year people get a bit caught up in ‘retail therapy’ the idea of shopping may fill some people with dread, but many people love it.

Do you have a plan to take advantage of this with your art sales?

If you want to make sales in the Christmas season, now is the time to plan.

If you have work in galleries it’s time to check in and discuss restocking with new work, rotating artworks between galleries, making sure they have smaller works on hand, or whatever else you and your galleries think are the best approaches.

If you sell online, it’s time to start warming people up to think about your art as gift-giving.

Help them to feel confident buying your art and to buy easily.

In another 4 to 6 weeks many galleries will start promoting small works group Christmas exhibitions – and if you are in Australia many galleries will be closing for January.

In December many artists post their Christmas offers. This is really too late to start – many people get their gift shopping done in Ocotber and November – but December is a great time to send final reminders.

Don’t leave it too late. Build your Christmas promos into your plan from here on and start your promos early.

What are you going to offer to who and when (remember one email or one post won’t get you cut through so plan your promotions out between now and Christmas (don’t forget about cut-off dates for shipping)

Good luck!