Why Indie Artists Should Never Offer Black Friday Sales

Black Friday is here, and many indie artists are slashing prices on their books, prints, and other merchandise. This, in my view, is a big mistake. Here’s why.

Companies like Walmart can afford to slash 20% – 40% off their merchandise because they order products in mass quantities. They can discount that “door buster” toaster 40% off because they’ve negotiated that with the vendor.

The independent artist generally does not have that luxury. We incur expenses and generally have much smaller margins to work with. I feel that charging a lower price devalues an artist’s work. If one can purchase it for 30% less than the normal price, the consumer’s mentality is that it is only worth the discounted price.

Here’s a thought, my fellow artist friends. Instead of offering massive discounts (and potentially taking a loss), why not keep your price as is and build value in your work? Personalize it. Give your fans something extra for supporting you – whether it be a custom sketch, a sticker, or even a personalized letter saying thank you. (Better yet, do all three.)

-Krishna