How to Sell Art at Shows and Festivals: A Practical Guide
Making the most of an art show is an art unto itself.
Art shows and festivals are still among the most effective ways to connect with buyers, get real-time feedback, and build relationships that can support your art business for years to come. Unlike selling online, where distractions are everywhere, shows give people a chance to experience your work in person and meet you as the artist. That personal connection makes a difference.
One of the most valuable lessons I learned early on was simple: visit a show before you decide to exhibit.
Since 1988, I have attended, marketed, and helped produce hundreds of art events. One thing I know for sure is how much you can learn just by walking the floor. Notice how people move through the space, how booths are set up, what prices are posted, and how customers interact. Spending a few hours observing will teach you more than weeks of online research. You will quickly see if your work, pricing, and presentation are a good fit for the audience.
Choose Your Shows Carefully
Not every show is the same. Some attract serious collectors, while others are more about community. Some are best for established artists, and others are a good place to start if you are new to exhibiting.
Before you apply, take time to do your homework. Talk with artists who have shown there. Read reviews. If you can, visit the show as a guest. Watch the crowd, look at the artwork and pricing, and get a feel for the atmosphere.
Prepare Like a Professional
Most juried shows will ask for images of your artwork, a photo of your booth, and an artist statement. Your goal is to demonstrate consistency and professionalism.
Use clear, well-lit images that truly represent the work you plan to show. Keep your artist statement short and genuine. Jurors are looking for artists who will add to the event and present their work well, not for a long personal history.
The same goes for your booth. A clean, organized setup shows buyers and organizers that you take your work seriously. You do not need the fanciest display, but you do need one that feels welcoming, professional, and easy for people to walk through.
It is easy to focus on equipment and displays, but those are rarely what make the biggest difference. Buyers respond to your artwork, how you present it, and the experience you create. A simple booth with strong work and real connection will almost always do better than an elaborate setup without engagement.
Create a Booth That Welcomes People In
Your booth should invite people to stop, look, and connect. Avoid filling every inch. Let your best pieces stand out. Make it easy for visitors to step in and feel comfortable. Whenever possible, don’t block the entry with tables.
Try to see your booth as someone walking by would. What draws their eye? What sparks their curiosity? What makes them want to linger?
One of the biggest mistakes artists make is trying to show everything they have. The temptation is understandable. You’ve invested time, energy, and emotion into your work, and when booth space is limited, it’s easy to convince yourself that more artwork creates more selling opportunities. In practice, the opposite is often true. A crowded booth makes it difficult for visitors to focus on any one piece. Giving your strongest work room to stand out creates a better viewing experience and often leads to stronger engagement.
The goal is not to impress with quantity. The goal is to help people connect with the pieces that matter most.
Every Good Thing Begins With a Conversation
Many artists worry about selling because they think it means being pushy. In my experience, the most successful exhibitors are the ones who make visitors feel at ease.
A common mistake is making yourself unavailable by sitting in the back, looking at your phone, or appearing too busy. Visitors do not want to feel like they are interrupting. Often, a smile, eye contact, and a simple hello are all it takes to start a conversation.
You do not need a sales pitch. Most visitors would rather not hear one. What matters is showing real interest and being willing to help. Ask simple questions like “What kind of art do you enjoy?” Is this your first time at the show? What caught your attention?
When they answer, listen. Do not rush to talk about your own work. Let curiosity guide the conversation. The stories behind your art matter—what inspired you, what drew you to a subject, what challenges you faced—but those stories have the most impact when someone is already interested. Often, a single well-timed sentence says more than a long explanation.
I have always believed that good things in an art career start with a conversation. Art shows give you a rare chance to have those talks in person. Be present and make the most of them.
Think About Your Prices Strategically
Confidence in your prices is important, but so is offering a range of price points.
Most collectors — even serious ones — don’t arrive at a show intending to spend a specific amount. They’re responding to what they see. That means your price range does real work. A booth with nothing under a few hundred dollars may lose buyers who would have happily purchased a smaller item. A booth with nothing over a few hundred dollars may signal to serious collectors that you’re still finding your footing. Think about your price points like a good menu. A few higher-priced pieces show your value and give serious buyers something to aim for. Most sales will come from mid-range work. Smaller, more affordable pieces—like studies, prints, or note cards if they fit your market—make it easy for people to buy on impulse.
Never apologize for your prices. Your work reflects your time, skill, materials, and creative vision. Share your prices with confidence. When you believe in your value, buyers are more likely to believe in it too.
Make Buying Convenient
If someone wants to buy your work, make it as easy as possible for them. Accept different forms of payment. Have business cards ready. Be prepared to talk about pricing clearly and without hesitation.
Some people buy right away. Others need time to decide. Respect both. Your job is to help visitors find what interests them, answer questions honestly, and make it easy for them to buy if they choose. You do not need to close every sale on the spot.
The Real Work Begins After the Show
Many artists put all their energy into the event and forget about what comes next.
Follow up with people who showed real interest. Send a short thank-you note. With permission, add them to your email list. Stay in touch and share new work or upcoming events. A sale months from now may begin with a simple conversation at a show.
This is why I encourage artists to look beyond immediate sales. Relationships often matter more than single transactions. Someone who buys once may become a repeat collector, refer friends, or follow your work for years.
Measure More Than Sales
Do not judge every event only by your sales. Ask yourself what you learned, which pieces drew the most attention, what questions visitors asked, and how you can improve your booth next time.
Some of the most valuable lessons you will learn as an artist come from showing your work in public. For your first show, the best return may not be what you earn, but what you learn. Every show becomes an investment in both your art business and your future as an artist.
See you next week!
— Barney
PS: If you’re an older artist, you may enjoy my Substack about staying connected to the creative life as we get older, with more ease, more perspective, and less pressure.