The end of the year is fast approaching, bringing with it key commercial moments for your gallery: Black Friday, Christmas, New Year’s Eve, and the January sales. There’s still time to shape your communication strategy to reach undecided buyers and inspire your loyal clients. At Artsper, we recommend focusing both on immediate promotions and on building long-term engagement — because strong communication today can not only boost your year-end sales but also strengthen customer loyalty going forward.

Why communicate now?

As the holidays approach, buying behavior shifts significantly: price sensitivity decreases, and people begin planning their gift budgets in advance. This creates a powerful window for conversion, and this year, several macro trends are reinforcing the opportunity.

• E‑commerce is booming globally: in 2025, worldwide online retail sales are expected to reach between $6.42 trillion and $8.3 trillion, with mobile commerce driving more than 60% of that activity.
• Holiday spending is set for a record: the National Retail Federation (NRF) projects that U.S. holiday sales for November–December 2025 will surpass $1 trillion, a 3.7%–4.2% increase compared to 2024.
• A mixed but resilient art market: according to the Art Basel & UBS 2024 report, the global art market declined by 12% in value in 2024, largely due to softening in the high end. Still, online art sales remain more than double their 2019 levels, representing about 18% of the market.
• Online art is growing in Europe: the European online art market is expected to reach USD 3.58 billion in 2025, with a projected compound annual growth rate (CAGR) of 6.1% through 2033.

These trends confirm that now is not just another sales period: it's a strategic moment to leverage both holiday momentum and deeper shifts in consumer behavior.

Elina Lukina, Christmas Tree at the City Hall Square, 2016 available on Artsper

Adapt your communication

Timing Matters

Starting your communication as early as late October lets you be one of the first galleries to reach early holiday shoppers, people who plan ahead and want to get their gift shopping done before the rush. But you also need to address the undecided buyer: those who are just beginning to think about presents, unsure where to browse, and open to inspiration.

Your mission is to help define their desires by providing them with curated, thoughtful content that points them to works they’ll be proud to gift.

Use a Cross‑Channel Approach

Today’s buyer journey is multichannel: people browse on social media, compare pieces on multiple art platforms, check prices, and may ultimately order online to pick up in person. To meet them where they are, your gallery communication needs to integrate:

• Your Artsper page
• Your website (highlighting a seasonal collection, gift ideas, and special promotions)
• Email marketing (your holiday newsletter, special offer alerts, gift guides)
• Social media (Instagram Reels, short videos, carousel posts with giftable works)
• In-gallery experiences (click & collect, private viewings, pickup discounts)

This cross-channel synergy helps you reach different segments of your audience and creates multiple touchpoints for conversion.

Steps for successful end-of-the-year communication

Analyze your gallery’s site data

Start with your own website and sales data to understand where to focus your efforts. Important KPIs include:

• Daily traffic and peak visitation times
• Sales volume and average cart value
• Engagement with past promotions or discounted works
• Performance of newsletters and email campaigns

Set specific, realistic goals: for example, aim to grow December traffic by 15–20%, or increase your average order value by offering bundled gift options.

Set up a commercial strategy

Once you've decided on your goals, it's important to identify which are your bestsellers. These are the works, artists, or trends that are most likely to interest your customers. At the same time, it is interesting to choose for yourself how to redirect your customers to artists or works that you want to sell as a priority. For example, on Artsper, we have concentrated a collection of "favorites" with works and artists, which we share within a single category, called "Our recommendations". Then decide on your promotional plays:

• Holiday Discounts: limited-time offers on select works
• Exclusive Holiday Editions: launch special/limited-edition prints or pieces for the season
• Gift Cards: offer digital gift cards for buyers who are unsure what to choose
• Visual Features: use website banners, pop-ups, or holiday-themed landing pages
• Communication: amplify everything through email and social media.

Bertrand Nicolas, Hiver rue Cler - Size L, Circa 2020 available on Artsper

Optimize your online content

Creating relevant, emotionally resonant content is a must. Focus on:

• Seasonal blog or newsletter content with artist interviews, ideas for gifting art, or decorating tips
• Social media stories and Reels showing how pieces can fit in a cozy or festive setting
• Short-form video: quick, engaging clips work especially well for audiences on TikTok or Instagram.

By aligning your content with both your gallery’s identity and the holiday spirit, you can encourage customers to imagine your works in their homes or those of their loved ones.

Leverage Emerging Trends

Here are some important 2025-specific trends that should shape your year-end strategy:

• Sustainability matters: eco-conscious packaging and ethical practices increasingly resonate with buyers. Make sure to communicate any green initiatives.
• Hybrid shopping experiences: this means the journey starts online and often ends offline. Artsper is the ideal “front door”, therefore encourage collectors to discover and reserve works on Artsper, then invite them (in your messages and descriptions) to visit the gallery to see similar works in person.
• Last-minute shopping: Last-minute buyers want fast, simple and reliable solutions, and they are very often online. To capture them via Artsper, try to push Artsper gift cards as a perfect solution for indecisive or late buyers, linking directly to Artsper. ALso on your social networks and newsletter, always link back to the specific artwork pages on Artsper, so the purchase is one click away.
• Visualization and storytelling: Even if you don’t have advanced AR tools, you can recreate a similar effect using Artsper and your own content. First of all, upload high-quality, contextual photos on Artsper: artworks hung in real interiors (living rooms, dining rooms, offices), not just on a white wall. Use Artsper’s multiple image slots to show close-ups, framing options and scale shots (for example with a sofa, a plant or a chair). FInally in your artwork descriptions on Artsper, describe the atmosphere: “ideal for a warm, contemporary living room”, “perfect above a sideboard”, “brings light to a small space”.

These innovations help your gallery feel modern and customer-focused, and they also align with what today’s buyers expect.

Olivier Mosset, Christmas Ornament, 2024 available on Artsper

Conclusion

You now have a data-backed, trend-aware end-of-year communication plan. You can inspire your loyal collectors and attract new buyers alike, whether they’re looking for the perfect gift or updating their own spaces. By combining thoughtful storytelling, strategic timing, and the latest e-commerce trends, your gallery is well-positioned to make the most of this key sales period.

Are you ready to refresh your website, social channels, and email campaigns with a holiday strategy that resonates , and converts?