Feeling Down After a Slow Show? Change Your Approach, Control What You Can
The summer season has ended, and (as I am writing this column) the fall season is about to begin. This is a great time to take stock of how things went — our successes and our failures.
What went right and what went wrong. Most importantly, what did we learn from both, and what can we do differently in the future to capitalize on the successes and profit from our failures?
This issue’s column is an overview of what I observed during what has been a tumultuous year and how all of us can take advantage of the opportunities hidden in what appears to be, at first glance, a tougher year than usual.
It’s the End of the World as We Know It (And I Feel Fine)
OK, that may be a bit more dramatic than it needs to be, but I am going to put the emphasis on the “I Feel Fine” part. Before I can get there, though, we must look at the things that raise concerns.
My own experiences on the road this year have been mixed when it comes to sales. Some shows have remained solid, while others showed sales slowing by as much as 30-40%.
This mirrors a trend I noticed last year too. It is also in keeping with the fluctuations seen in retail. The retail sales from my storefront have swung wildly as well, with some months better than last year and others with sales cut in half from the previous year.
Talking with other artists and store owners has confirmed the trend is not limited to me. Most mom-and-pop retail in small towns is down (approximately 30% in my town).
In speaking with fellow artists at shows, they have reported similar experiences. While some shows have still been quite successful, others have had disappointing sales.
Internet sales have become a primary competitor with traditional retail. Increasingly, people are doing much of their shopping on the internet and avoiding going out.
While this trend is concerning, those of us who do shows should consider shifting our approach to focus on marketing our events as experiences. People always want something to do, so cater to this desire to bring your market to them.
Another trend that has existed since the COVID-19 pandemic is that there appears to be fewer artists out there. Many have switched careers, and some who were close to retirement chose to hang up their brushes a bit earlier than planned. Many shows have begun to shrink, and I have noticed more no-shows.
Also, foot traffic at several shows seems to have been reduced. Just like the disappearing artists, many of our traditional art show customers are aging out, and some younger attendees appear to have a different attitude about art and possessions. They like to look at them, but they do not feel the need to own them.
What is my point? While it is easy to say it is the economy and stop there, trends are always multi-factorial. It is better to try to tear things apart and fully analyze them.
This is not to focus on the negative, rather it is the only way to learn from the negative and see what can be altered to make the changes we have to make to stay relevant. Life is all about adapting to an ever-changing world. Retail sales and the art-show-circuit are not immune from this.
