5 tips to tackle the artist’s busy season — the holidays

GIVE YOURSELF THE BUSIEST SEASON YET

Colder weather might signal a slow season for some professions and trades, but not for artists.

Right now is our busy season.

Let’s do what we can to make the best of it.

Here are five supreme guidelines to follow for making your busy season the best few months of the year in your art business.

1. Focus on one special thing that you offer during this time

I know as a creative, you probably have all types of different paintings, ideas, sales and schemes in mind. If you’re like me, you’re already plotting your new year’s resolutions.

But right now the name of the game is focus. 

Every person, store, or artist is trying to sell everyone everything. All the winter holidays are right around the corner, and everyone is looking for gifts as early as last month.

You’ll get lost in the crowd if you’re telling people you have x and y and also z but for right now only this is discounted and this other thing is my favorite…. So focus on one thing. 

What’s your ONE holiday special thing? 

For me it’s calendars. I put all my emphasis on them. All my marketing is about calendars. I talk about it night and day. They’re already available even though we haven’t yet crossed the threshold of Halloween. Every year I do this and every year they are a hit. What’s your one thing?

2. Pay special attention to your branding

People are comparing you to other artists right now. 

Your prices, your stickers, your art style, your greeting cards, your vibe — they are looking at you and wondering if you’re a good fit for their mother’s bedroom or their best friend’s wardrobe. Do you make the kind of thing that my cousin would appreciate?

This is where a strong brand comes in.

If you have a consistent message and style, they’ll know immediately whether their mom would like your art or if she wouldn’t. A confused customer doesn’t buy. So be clear and strong in style and offer.

3. Prepare marketing in advance

Truly you should’ve been preparing already. The marketing this season requires is better executed with a good plan behind it.

But if not, you’ve still got time before November 1st rolls around and it’s guns ablazing with the gift-buying.

As artists, we provide luxury items. Things you don’t really need, but you really want it. So gift season is OUR season. 

You should already have laid out a plan for what you want to focus on, what your branding is all about, and how you plan to do your marketing.

If you’re behind, here are some simple marketing ideas:

• post on social media a lot,
• send a lot of emails,
• tell your friends in person,
• print out flyers and stick them in door handles,
• apply to Christmas art markets,
• and you can never talk about your art too much!

As for thinking ahead, these are great strategies:

• get featured on podcasts + magazines
• pitch your art to gift guides
• schedule a December gallery show
• hype your “one thing” all year round

4. Be ready for big orders

Even if you’re not used to receiving a lot of orders, be ready just in case.

For one, this is a great trick for manifesting those orders. And for two, what if you get flooded and you’re not ready? You don’t want someone’s first experience buying your art to be a flop because you had 250 orders and couldn’t handle it. 

Obviously finances and space available for storing supplies plays a role in this, but you’ll know what feels like a good healthy stretch for your art business.

People’s gifts should come on time, with lots of communication, it should look cute in the packaging, and they should be wowed.

5. Be mindful of what you won’t do

I do not accept custom illustration requests during the holiday season.

Don’t gasp too loudly, because yes, I know how much money I’m probably leaving on the table with that choice. BUT I’m also leaving all that stress and rushing deadlines on the table as well.

With my main focus (calendars) truly at the front of my mind in my business, I don’t want to make time for custom orders. When I have custom orders on my plate I make them my priority. And I just can’t do that if I want to focus on my calendars. 

What will you NOT make time for right now?

Busy season is the best season

Stick to these five tips and I know you’ll make magic this holiday season in your art business!! November is always my biggest month due to gift buying and this advice is always what carries me through it.

As always feel free to reply with questions, ideas, or comments 🙂

Stay strange,

Carolyn Whittico