A boutique wants to stock your work. Exciting — until you realize wholesale means selling at 50% off retail and you have no idea if you'll still make money.
This article is part of our Complete Guide to Pricing Your Art — the definitive resource on art pricing.
Here's the math.
The wholesale standard: 50% of retail
Shops typically buy at 50% of your retail price (keystone pricing). If you sell a print for $40 direct, wholesale is $20. The shop then sells it for $40.
This means your retail price has to be high enough that 50% still covers your costs plus profit. If it doesn't, you have three options: raise retail, cut costs, or decline wholesale.
Work backwards from your costs
Per-unit cost = materials + (labor hours × hourly rate) + overhead
Example: $6 materials + (0.5 hrs × $40) + $2 overhead = $28 per unit.
If your retail is $45, wholesale at $22.50 means you're losing $5.50 per unit. That's not a business — that's a donation.
The minimum order rule
Always set a minimum order quantity (typically 10-24 units) and a minimum order value ($200-$500). This protects you from shops ordering 3 pieces and expecting wholesale pricing.
Minimums also filter for serious stockists vs. people looking for a personal discount.
When wholesale makes sense
- Volume: 50+ units per order makes the lower margin worthwhile
- Exposure: a well-placed shop introduces you to buyers you'd never reach
- Predictability: wholesale orders are planned; direct sales are sporadic
When to say no
- The math doesn't work (you'd lose money or break even)
- They want exclusivity without volume commitments
- They want consignment disguised as wholesale (you take all the risk)
- Net-60+ payment terms (you're not a bank)
FAQ
What's the difference between wholesale and consignment?
Wholesale: they buy it, it's theirs, you get paid. Consignment: they display it, you get paid only if it sells. Wholesale is better for you. Always.
Should I offer wholesale on one-of-a-kind originals?
No. Wholesale is for reproducible work — prints, multiples, product lines. Originals should stay direct-sale at full price.
How do I find shops to wholesale to?
Start local. Walk into boutiques with a line sheet (product photos, wholesale prices, minimums, terms). Follow up. It's old school and it works.
Price it right the first time. The Wholesale Pricing Calculator handles per-unit costs, discount tiers, minimums, and margin viability — $19. Code LAUNCH25 saves 25%.