The Christmas season is upon us, and for artists, it brings a unique opportunity: the chance to place our work in the hands of people looking for something truly special and meaningful. The idea of creating “art for Christmas” can sometimes feel at odds with our pure artistic impulses, but it doesn’t have to. With a little strategic thinking, you can create pieces that are both authentic to your voice and also wonderfully appealing as gifts.
This isn’t about “selling out.” It’s about understanding the holiday mindset and aligning your existing practice with it. Think of it as extending a visual hug to a new audience.
Understanding the Holiday Art Buyer
During this period, people are often looking for gifts that are:
Heartfelt: They want to give something with soul, rather than mass-produced.
Joyful or Peaceful: The art often reflects the emotions of the season – warmth, comfort, celebration, or tranquillity.
Accessible: This applies to both price and size. Not everyone is shopping for a statement piece for a vast wall.
How to Align Your Practice (Without Losing Your Voice)
Think Small and Mighty: This is the single most effective strategy. Create a series of small, original works. Small canvases, panels, or works on paper are less intimidating for a first-time buyer and will be attractive to those with a smaller budget. A powerful, colourful abstract or a delicate watercolour can have just as much impact at 8″ x 8″ as it does at 36″ x 36″. A series of small works also allows you to explore a theme, which is always compelling.
Embrace the Palette of the Season (Your Way): You don’t need to paint Santa. Instead, lean into the colours that evoke the feeling of the season. For you, this might mean rich, warm reds and golds that feel like a cosy embrace, or cool, serene silvers and blues that offer a moment of winter quiet. Your signature works in a festive palette can become instant classics.
The Power of the Ready-to-Gift: Presentation is everything. Make your work irresistible by ensuring it’s ready to be placed under the tree.
Frame it: Offer your small works in simple, elegant frames.
Bundle it: For works on paper, sell them already matted in a standard size, with a cellophane sleeve. The buyer can pop it into a ready-made frame from a home goods store.
Offer Gift Wrapping: A beautiful, secure wrap (think tissue paper and a branded sticker) adds a touch of luxury and huge convenience.
Price with Purpose: This is a great time to offer pieces at a lower price point. These small works are not devaluing your larger pieces; they are an entry point for new collectors who may fall in love with your style and invest in a larger piece later. Be transparent and clear about pricing on your website or online shop.
By focusing on small formats, evocative colours, and beautiful presentation, you are not compromising. You are simply curating a part of your practice to meet the moment. You are making it easy for someone to give the gift of original art – a gift that supports an artist and carries a story.
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