How to Price Your Art Prints for Real Profit

Ever wonder why some artists sell prints like hotcakes while others struggle to make a sale? The answer usually comes down to pricing. If you price too low, you leave money on the table; price too high and buyers walk away. This guide shows you a step‑by‑step way to figure out a price that covers your costs, matches the market, and still feels fair to your customers.

Know Your Costs Inside Out

The first thing you need to calculate is what it costs you to make each print. Start with the obvious: the price of the original artwork, the printing service fee, paper or canvas, and any protective coating. Add the cost of packaging – a sturdy tube, bubble wrap, or a mailing box. Don’t forget shipping fees; you can either include them in the price or charge them separately, but you must know the exact number.

Next, factor in your time. How many hours do you spend preparing the file, communicating with the printer, and handling the fulfillment? Give yourself a reasonable hourly rate and multiply it by the time spent per print. Even if you outsource printing, the time you invest in design tweaks and customer service counts.

Finally, think about overhead. If you rent studio space, pay for software subscriptions, or have marketing expenses, spread a portion of those costs across each unit you sell. Adding a small buffer for unexpected expenses – like a broken print or a late‑night rush order – helps you stay profitable even on shaky days.

Match the Market Without Undervaluing Yourself

Now that you know your bottom‑line cost, look at what other artists are charging for similar prints. Browse Etsy, Instagram shops, and local galleries to see the price range for prints of your size, style, and edition type. If you’re selling limited editions, you can charge more than you would for open‑edition prints.

Consider the perceived value of your brand. An artist with a strong following can command higher prices because buyers trust the quality. If you’re just starting out, positioning yourself in the mid‑range can attract more sales while you build that trust.

Use a simple markup formula to set a selling price. A common approach is to add 2‑3 times your total cost to cover profit and market positioning. For example, if a print costs you £15 total, a 2.5× markup would land you at £37.50 – a price many buyers find reasonable for a quality piece.

Test the price. List a few prints at your calculated price and watch the response. If sales are slow, try a small discount or a limited‑time offer. If the prints sell out quickly, you might have left money on the table and can raise the price a bit for the next run.

Don’t forget to showcase the value. Highlight the paper type, print method, and any hand‑finished details in your product description. When buyers understand why a print costs what it does, they’re more likely to buy.

Pricing art prints isn’t a one‑time decision. Recalculate whenever your costs change, you release a new edition, or the market shifts. Keep an eye on trends – 2024 saw a surge in mini‑prints and eco‑friendly materials, which can affect both costs and buyer expectations.

By knowing every cost, using a clear markup, and staying aware of the market, you’ll set prices that feel right to you and attractive to buyers. Start with these steps, watch the numbers, and adjust as you grow. Your art prints will finally earn the profit they deserve.