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Best practices for running an artist studio sale
A well-planned studio sale can generate new interest in your work, clear space in your studio, and build lasting connections with collectors. Below are our top tips for running a successful sale on indy.auction.
1. Set attractive starting prices
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Encourage bidding activity by keeping your starting prices low.
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Lower entry points often lead to more bidders, stronger competition, and higher final sale prices.
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Remember, a studio sale is about accessibility, giving collectors new opportunities to own your work.
Top Tip: Even if your usual gallery prices are higher, studio sales are a chance to create momentum and attract new collectors.
2. Variety is key
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Select works that showcase a range of your practice – from larger pieces to sketches or studies.
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Think about how the works fit together to tell a story.
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Provide clear descriptions for each lot, including size, medium, and year, along with high-quality images.
3. Build a clear marketing plan
Marketing is key to driving traffic and attracting bidders to your sale. Focus on the channels you control directly:
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Share posts across your social media platforms.
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Add the auction link to your Instagram bio.
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Feature the auction on your website.
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Send an announcement via email or newsletter.
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Use a mix of formats (behind-the-scenes content, work-in-progress shots, auction countdown reminders).
Top Tip: Treat your auction like an exhibition opening, build excitement before it begins.
3. Leverage your network
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Activate your existing community of social media follower, friends, family, collectors, past supporters and other contacts.
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Encourage your network to share your auction with their circles, so you tap into entirely new audiences.
- Collaborate with peers, art groups, or creative communities for cross-promotion.
Top Tip: The more people in your network who share your auction, the stronger the “network effect” and the more bidding activity you’ll generate.
4. Customise your auction page
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Customise your auction to include your branding for a professional look.
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Ensure you link your socials and website so collectors can learn more about your work.
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Direct all promotion traffic back to your auction page.
5. Keep bidders engaged
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Remind bidders as the auction end date approaches to encourage last-minute competition.
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Share auction updates and spotlight certain lots during the sale.
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After the sale, thank your bidders and keep them connected for future opportunities.