Beyond Christmas - Turning Holiday Shoppers into Regular Patrons

'Tis the season - for shoppers to look for that one-of-a-kind, "it's something they don't have" type of gift, and where better to look than at galleries and crafts fairs and gift shops that carry local artisans' works? Unlike the major retailers, December 26 likely won't be a crazy mob scene of gifts being returned, but you really don't want the day to be too quiet, either.

As an artist, December 26 (and the days following) offer an opportunity to communicate with those who purchased your work - whether via e-mail or a handwritten note (yes, I did say handwritten!). It's a personal thank you that keeps you connected. And, by the way, another thought is to suggest a way in which your patron can further appreciate your art work - such as sharing with them what inspired you to create it. It helps the piece's new owner to create a connection with your muse.

Once you have a way to stay in touch with patrons, you might consider an occasional e-mail or newsletter that keeps you and your customers connected throughout the year. Let people know where you are exhibiting. Share with them an exciting new project, or a place you've recently traveled. Building relationship is key to building repeat sales, and developing a dialog through routine communication helps to build that relationship.

Know Your Market

There will always be the eternal question between the artist who is the purist and the artist who wants to make money from art. It does not matter what the 'art' is - whether it is literary, musical, visual, or kinetic. Those who choose to pursue art for "art's sake" may find themselves in the Social Services office applying for food stamps, while those who are willing to adjust their art for the tastes of their potential market may enjoy the financial fruits of their labor.

This challenge between "art for art's sake" and "art to make a living" is not new. The dichotomy between the two is as old as recorded history itself. The Hebrew Scripture talks about artisans who can work gold and silver and those who can weave being employed to help fabricate the Ark of the Covenant. History is replete with examples of incredibly gifted artisans who lived lives as paupers because their work was not appreciated at the time.

And so, today, the artist still faces the same challenge: do you pursue your art as you understand it, or do you identify some unfilled "spot" in the market that you can fill by making a few adjustments to your artistic style?

The decision is as individualistic as art itself. For some artists, the decision to satisfy the needs and expectations of a defined audience are worth the adjustments to artistic direction. For others, the desire to pursue art as we understand it means taking the chance that no one else will pay for it.

For those who decide to pursue art as a business, there can be a sense of freedom in having money to continue to pursue art. For those who wish to be artists no matter what, the challenge to make a living from art may always be present.