Rural Artists Hope You Buy Local
Retailers battling for sales on Black Friday (and now Brown Thursday, too) get a lot of attention this time of year. But rural artists and craftspeople are quietly getting their share of holiday sales through technological innovation and old-fashioned connections.
And for the first time, I’m promoting “previews” and advance purchases online through my shop on Etsy, an online marketplace for individual artists and crafters. That’s a technique I just learned from my friend, Lynn Straka Schuster from Sturgeon Bay, Wisconsin, where she sells her work at house sales and “art crawls.” I saw the Etsy preview line in her direct mailing to customers. On the day of our sale, I’ll make many of my Etsy listings “inactive” online and offer those items only in my studio (where the WiFi router doesn’t quite stretch). If they don’t sell, I’ll reactivate them in time for Cyber Monday on Etsy, where my rural location is a marketing bullet point.
Hiding In Plain Sight
In a recent report on Etsy sellers’ economic impact, the online marketplace’s editorial director, Juliet Gorman, said, “Etsy sellers are a serious economic force, often overlooked or misunderstood, whose work is not captured by traditional metrics.” That pretty well sums up the situation for describing the economic impact of craft in general. In 2011, 730,000 people in the U.S. classified themselves as non-employer independent artists, writers and performers (NAICS code 7115), according the to the IRS. How many are rural? Good question. Anyone want to fund a study? How many more don’t self-classify as NAICS 7115, probably because they have to work another job to pay the bills?
Willow basketmaker Jacki Bedworth is one of the sellers at Mary Griesbach’s Cabin Open House Holiday Boutique. Jacki also sells at a 35-year-old event called the Area Artisans & Friends Art Show, founded by jewelers Leo and Dina Lisovskis to promote artists along the upper Mississippi River. It’s held in the historic village of Taylors Falls, Minnesota, less than an hour from metro Minneapolis/St. Paul. The show’s location in a historic train depot offers plenty of space for 10 to 12 artists plus room for shoppers to sit and chat with friends while enjoying live Irish music and refreshments. Many of the artists in the show have done the event for years. Jacki is a relative newcomer, invited into the show just a few years ago.
“I think location is key for both shows,” Jacki says. “Taylor’s Fall is cute, quaint and even in November still a destination day-trip with a state park, gorges along the river, a cute coffee shop, and gingerbread historic houses. It’s well-known for a huge holiday celebration, which kicks off the weekend after the show. But you can come a week early for this show and miss the parade, avoid the crowds and still get a healthy sampling of holiday charm.”
Mary’s house sale, on the other hand, is more of a local event, scheduled on the same day as Santa Day at the town hall. “One year there was a blizzard during Mary’s show,” Jacki said. “Since most of our customers are local, they came anyway.”
“I try really hard to tailor my wares to the show’s customers,” Jacki says. Smaller items — “gifts for the office girls” — are reserved for the house sale at Mary’s. At the Taylors Falls show, which features art jewelry, custom furniture, oil paintings and other higher-price-point items, she allots 60 to 75% of her space to things priced at $40 or less, so people who like to look at the premium items can go home with something very nice but affordable. The rest of her space she reserves for larger pieces for collectors who look for her work at that show.
Collectors & Commissions
Commissions are bread-and-butter business for quilter Cathy Hooley of Broadalbin, New York, who specializes in T-shirt, baby and memory quilts. Cathy got her start with craft shows. But for the past 15 years, 99% of her sales have come from her web site. “You can reach so many people with a website that are looking for what you are selling,” she says. Most of those customers want to have their special project ready for gift-giving in December or June. For Cathy to meet those deadlines, orders must be placed months in advance (August 1, for Christmas delivery). “Custom work is difficult without face-to-face contact,” Cathy says. “There’s a lot of back and forth with designs and samples. Photos are very important.” Cathy also posts photos of finished work on her Facebook page, so customers and fans can share them with their friends, who might be future commission customers.
Both artists have built relationships with the kind of art-loving buyers who curate museum-worthy collections. Both have work in the Cole-Ware Collection of American Baskets on display at the Smithsonian’s Renwick Gallery through December 8. Sadly, the October 4 opening of that exhibit was canceled because of the federal government shutdown. As a result, Jo, Peggie and other artists in the show lost that important opportunity to meet collectors who might have become future customers.
“It’s possible to make a living and a life as a rural artist,” Andrea says. “You need to be flexible and nimble. You need to be willing and able to wear a lot of different hats and do a lot of different things. But if you focus on doing what brings you joy, and keep yourself focused on creating a sustainable practice, you can make it work.”
One of the things that brings me joy as an artist is actually seeing customers interact with my work. Local customers are my focus group and my muse. I imagine their faces on Etsy buyers from distant places. I need both types of buyers to make ends meet, and appreciate them spending their hard-earned money to buy local and buy handmade.
In your area, there are probably artists who would appreciate your holiday spending, too — people who won’t ask you to get up from your Thanksgiving dinner to get the best deals. Don’t know who they are? Ask at the gas station on the corner.
Donna Kallner uses plants she grows and gathers in rural northern Wisconsin to dye the silk scarves that are her best-selling product with local holiday gift buyers.