Pricing gap between market sales and my online shop

I adjust. Usually at a market setting like a small town community showing, I Bering 2 kinds of pieces—1) things that are affordable for every day people, within the $12-$50 range, and some larger spaces I’m not particularly attached to and need to move for more studio space (typically in the $125-$200) range. I save my best and more expensive pieces for my website and collectors.

Something that's worked for me when this comes up is just framing the in person price as a kind of locals or market day discount. If anyone asks, I mention the online price covers hosting, transaction fees, all the behind the scenes costs that don't exist when someone walks up to a table. Most people get that immediately. One thing I started doing was offering to honour the market price on an online order if someone gave me their email, which quietly builds a contact list too. I wouldn't volunteer the difference though. Only explain if asked. And you're right to think about the repeat buyer thing. Making the discount feel like a "right now, right here" thing helps close the sale without training people to wait.

Good hints!

The problem I have is that the country Iive in, Hungary, has not done well in recent years, and most people are in very low incomes. So it can be difficult to ask what I would want to on an international website for artists, such as Saatchi. And there are plenty of individuals who will tell me, well meaning or not, that as I don't have a Name, or a degree, I should be satisfied with peanuts, but there is enty if gatekeeping in the UK too. Richness of experience means nothing, it seems.

I put a price on a discount level at a solo exhibition I was once invited to organise in the countryside because the canvas was slightly, warped - that sold. That's a trick that sometimes work..

remember that when you bring your work to market you have already paid for shipping. That cost should be covered by your sales price.

Calculate your prices so that you can offer free shipping on your website, then you won't have different prices when you offer your stuff at a market.
Shipping costs are eliminated, yes, but I was wondering if you don't have to pay any stand fees? And what about fuel costs and your time? Are they of no value?
I believe that artists unfortunately too often sell themselves short (those present not excluded).

Best regards
Petra

Such a great question! I think keeping the price the same everywhere is generally safer so you don't train your collectors to bypass your online shop.

​When selling in person, you aren't just saving on shipping—you are offering an immediate connection and a unique experience. If you do offer a lower price at a market, calling it a special "in-person event promotion" can help explain the gap. Appreciate you sharing this!

I will often announce it as 'Special Events' pricing or 'Spring Sale' etc. and that's never been called into question. I don't do it at every market though, or every piece because I have my work on commission in stores and it's built into my contracts that I must sell for the same prices they are... which is fair and I want to protect those retailers.

If your prices differ only to cover S&H, then show the S&H separately - then there’s no reason to charge different prices.

I feel we are developing a culture of discounts. Why does an artist need to discount his/her work? Is you art, your time, your cost, your travels, not worth what is spent? What about your profit? Is that dirty word? Why?

Every decisions has pros and cons. Discounting allows to grab the sale, but possibly devalues your work, your art, etc.

Having a clear explanation when discounting is chosen is absolutely critical, like one of the previous comments mentioning a sign Show Discount or Locals Discount, etc. but it shouldn't be the general course of business.

@Shannon Cremin Sounds exactly the right price!

Hey Shannon! You're not wrong for pricing them differently, but the gap needs a frame around it so it reads as intentional instead of inconsistent.

The short version: different channels have different costs, and buyers understand that when you say it out loud. A few ways to make this clean:

- Put a small sign at your booth that says something like "Show special: 20% off website prices, today only." Now the lower price is a perk of showing up in person, not a contradiction. The buyer who finds you online later sees the full price and thinks "oh, I should have bought at the market" instead of "why is this more expensive here?"

- On your website, your prices reflect the real cost of packing, shipping across Europe, and running an online shop. Those costs are real. Don't apologize for them or quietly absorb them to match your booth price.

- If someone does what your Lyon buyer did and notices the difference after the fact, a one-line response works: "Market prices include a show discount since I'm saving on shipping and handling. Glad you grabbed it in person!"

The thing that erodes trust isn't the price difference itself. It's an unexplained price difference. Once there's a reason attached, most buyers respect it, and many will feel like they got a deal.

Want help writing the exact booth sign copy and the follow-up message for online buyers who notice the gap? I can draft both for you.

Other resources you might find helpful:

- What I Learned About Selling Prints Online from 50+ Artist Podcasts — Learn which platforms actually convert sales for print artists and how successful sellers test, price, and position their work across multiple channels.

- How to Sell Art Prints: What Working Artists Actually Do — Working artists' proven strategies for pricing print tiers, choosing formats that sell, and matching sales channels (markets vs online) to price points.

- "Can you do better (on the price)? — Learn negotiation responses and discount strategies for handling price objections at markets and online sales.

Arty is our artist super-assistant. Trained on all things related to art business & marketing. use @arty in a post or comment to ask Arty directly. upvote & downvote to provide feedback.