How do I maximise sales in an online auction?

A ‘White Glove’ online auction is one where every single item sells—a 100% sold result and the ultimate goal of any auctioneer.

While selling every item is an achievement, the real advantage of online auctions comes from creating competitive bidding. The most successful auctions see multiple bidders competing for each lot, driving final prices well above the high estimate.

Having helped sell thousands of items across hundreds of auctions—from contemporary art to collectibles, luxury fashion, and charity experiences—we’ve identified two consistent factors behind high-selling results: Attractive starting prices and rare or unique opportunities. 

Attractive pricing: why start low?

In any retail environment, attractive pricing helps items sell because buyers are drawn to bargains. At auction, low starting prices do more than attract attention—they trigger two powerful auction psychology effects that drive higher bids: Attachment and Competition.

1. Attachment (The Endowment Effect)

When a lot has an attractive starting price, it appeals to multiple potential bidders who see it as affordable. Over time—days, weeks, or even minutes—these bidders begin to imagine the item as theirs.

This is similar to a lottery ticket buyer fantasising about their winnings before the draw. By the auction’s final moments, this sense of ownership causes bidders to act irrationally, often pushing prices far beyond the original estimate.

2. Competition

A low starting price also increases competition. More bidders means more rivalry for each lot, which naturally escalates final prices.

Research from Princeton University on the winner’s curse in common value auctions highlights this effect:

“As soon as the volunteers thought they were bidding against other live humans, they found it impossible to bid rationally, whatever the auction rules… Once we’re involved in an auction we’re not just paying to own the sale item, we’re paying to beat other people.”
– Tom Stafford, BBC Future

In online auctions, the countdown clock intensifies this competition, forcing quick decisions and amplifying “auction fever.”

Scarcity sells: key ways items can be rare 

Scarcity motivates buyers because items are unique and time-limited.

“Auctions use the principle of scarcity, whereby we overvalue things that we think might run out.”
– Tom Stafford, BBC Future

1. Availability to the market 

• Items that are rare to the market, such as artworks from highly sought-after artists with long waiting lists are perfect for auctions.

  • Amy Beager, O Happy Dagger – Estimate: £2,000–3,000 → Sold: £3,500

  • Okiki Akinfe, Ramer – Estimate: £140–180 → Sold: £2,200

  • Flora Yukhnovich, Study – Estimate: £6,000–8,000 → Sold: £42,000

• Limited-output artists like Alexandre Marciano:

  • Alexandre Marciano, Epoqué – Estimate: £250–500 → Sold: £750

   

Left: Amy Beager, O Happy Dagger,The Top 100 Live-Stream Auction. Middle: Okiki Akinfe, Ramer, Bigger Pleasures Timed Auction. Right: Flora Yukhnovich, Study.

Alexandre Marciano, Epoqué, Enter the Abstract Live-Stream Auction.

2. One-of-a-kind items

• Strong bidding happens on unique objects, such as one-of-a-kind artworks, bespoke collectibles, or special editions where there is only one chance to own them.

  • Jordy Kerwick, Untitled – Estimate: £1,500–2,500 → Sold: £6,500

Jordy Kerwick, Untitled, ArtUK Timed Auction.

3. Last remaining in a series

• Final works from limited editions generate strong competition:

  • Lottie Bolster, On:growing–Part I – Estimate: £380–600 → Sold: £2,000

Lottie Bolster, On:growing–Part I
Christmas Auction. This work was the last work from an edition of six.

4. Rare price opportunities

• Buyers love bargains below market value:

  • Alison Goldfrapp, Marco Trio – Estimate: £500–800 → Sold: £750   

Alison Goldfrapp, Marco Trio, Art UK Timed Auction.