Deciding where to sell your art is no small feat. Should you go for the excitement and visibility of the auction house or choose the quieter, more personal touch of a private dealer? The reality is, it’s not as simple as picking one or the other.

At the core of the decision is the type of artwork you’re selling—whether it’s a rare masterpiece, a painting or a print—but it’s only the starting point. So much more comes into play: the pulse of the art market, shifts in the global economy, even geopolitical tensions that can sway collectors and investors.

What sells for a fortune one year could struggle the next, depending on these unpredictable forces. It’s not just about where to sell, but when, how, and under what conditions, making the decision both thrilling and daunting.

Let’s break it down.

Auction Houses: Where the Big Fish Swim

The thrill of an auction is undeniable. The adrenaline rush of competitive bidding, the room filled with wealthy collectors, and the prestige of having your piece on a Sotheby’s or Christie’s stage—what’s not to love? Well, maybe the 20-30% chance your art doesn’t sell. Ouch. Public failure is no joke in the art world. An unsold item can be labelled “burnt,” leaving it with the unfortunate reputation of an artwork nobody wants.

But when auctions work, they work. Bidding wars can push prices through the roof, especially for high-demand artists. Why is it though? Ultimately, they tap into powerful psychology. The desire to win, mixed with the time pressure of the bidding process, often drives buyers beyond their initial limits. This can lead to what’s commonly known as buyer’s remorse, where the excitement of victory is followed by second thoughts about the purchase. For sellers, this psychological tension can work in their favour, pushing prices higher than expected—especially for high-demand pieces. For them, this is music to their ears.

Auction houses provide global visibility, with marketing engines ensuring your art reaches thousands of potential buyers. In recent years, the rise of online bidding, accelerated by the COVID-19 pandemic, has transformed the auction landscape. New, hybrid models of conducting sales—featuring both live and online bidding—offer flexibility, allowing buyers to bid from anywhere in the world without needing to be in the sale room.

Private Sales: The Discreet, Tailored Touch

On the flip side, private dealers offer a more personalized experience. Want to avoid the public scrutiny of an auction? A dealer can sell your artwork quietly, working with their network to find the right buyer. No public failure, no "burnt" reputations—just a thoughtful, curated sale tailored to the needs of both seller and buyer.

The downside? Private sales can take time—sometimes a lot of time. The process of finding the right buyer isn’t as fast as a timed auction sale, and you may not get the same competitive price spikes that auctions often generate. However, with lower commissions, the flexibility to control the terms of the sale, and the ability to negotiate directly, it’s an appealing option for sellers who prioritize discretion and flexibility over speed. Sellers often have more say over the final price and the timeline, allowing for a more measured approach that can lead to favourable outcomes when the right buyer is found.

Additionally, it’s important to remember that many dealers base their valuations and negotiation strategies on publicly available recent auction results. This makes auction sales a powerful reference point, even when opting for a private or dealer sale, as it gives a transparent benchmark for past market performance. Dealers will often use this data to validate, or challenge offers and may even encourage you to set a price based on similar auction results to better position your artwork in the market.

Moreover, private sales offer sellers the opportunity to cultivate long-term relationships with collectors, sometimes resulting in multiple sales or broader exposure to a collector’s network. In some cases, private sales also offer the benefit of structuring more complex deals, such as payment in instalments, trade deals with other works of art, or placing your piece on consignment in galleries, which can broaden exposure while keeping the process private.

A Hybrid Approach: Guaranteed Consignment and Auction House Private Sales

Auction houses offer more than the excitement of public auctions; they also provide strategic alternatives, such as auction guarantees, for high-value consignments, typically those valued at $1 million or more. In recent years, guarantees have become increasingly common, especially in high-stakes evening sales, where up to 70% of lots are often guaranteed. This arrangement ensures that the artwork will sell, either to a third-party guarantor or the auction house itself, regardless of whether bidding meets expectations. For sellers, this means a guaranteed minimum sale price, offering significant protection from the volatility of the auction market.

However, it’s important to note that guaranteed consignment deals are typically reserved for blue-chip fine artworks or pieces by highly sought-after artists. Auction houses only extend guarantees when they’re confident that market demand will justify such an offer, making this option more suited for consignments valued in the seven-figure range.

In addition to guarantees, many auction houses—like Sotheby’s, Phillips, and Christie’s—offer private sales. This option combines the auction house's global reach and marketing power with the confidentiality and control of a private dealer transaction. Sellers can leverage the auction house’s extensive network to reach top-tier collectors while avoiding the public risk of an unsold, or “burnt,” piece. Private sales provide flexibility, allowing for discretion and longer timelines compared to the high-pressure environment of an auction.

Guaranteed consignments and Private sales form a hybrid approach that offers both the financial security of a guaranteed outcome and the flexibility of private transactions. While not every consignment qualifies for these options, they are particularly attractive to sellers with high value works looking to maximize return while minimizing risk.

The White Glove’s 3W’s for Selling your Art

It seems like everyone loves using three-letter initials to simplify important concepts these days—because why not make things sound more official? So, to join the trend and help you think about selling your art, we’ve boiled it down to three key questions:

What are you selling?
Why are you selling it?
When are you selling it?

What Are You Selling?
The type of artwork you’re selling is a key factor in deciding whether an auction or a dealer is the best approach. If you have a high-value, one-of-a-kind piece like a painting or sculpture that’s never been to market, an auction can create excitement and competitive bidding, potentially driving up its value. Auction houses thrive on selling rare and unique works, where the public bidding process can generate buzz and interest from global buyers.

However, if you’re selling a print, a work within an edition, or a less rare piece, the decision becomes more nuanced. Prints or works from editions often benefit from a dealer’s personalized approach, as dealers can take the time to find the right buyer in a less pressured environment. Working with a dealer may also allow you more control over the sale and give you the ability to wait for the right moment, especially if the market for that type of work is in flux.

To take it a step further, the artist and type of work can also help guide your decision. Certain auction houses specialize in specific categories, such as Contemporary Art, Old Masters, or Ultra-Contemporary works, and selecting the right one can significantly influence the outcome. Choosing an auction house with a strong track record of selling similar works or artists can be a game-changer in achieving the best price (we’ll explore this more in our next Masterclass blog ‘How to Choose the Right Auction House for your Art & Collectible Sale - A Seller’s Guide’).

Ultimately, whether you choose to go to auction or a dealer will depend on the uniqueness, rarity, and current market demand for your artwork. Weighing these factors against the market conditions will help you decide the best path forward for a successful sale.

Why Are You Selling?
Understanding your motivation for selling is crucial in determining the right approach. Auctions are ideal if you’re looking for quick results and your artwork has sufficient demand to thrive in a high-pressure, competitive environment. Traditionally, auctions have been associated with urgent life events, often summarized as the ‘3 D’s’: death, divorce, and debt. In these scenarios, where speed is essential—whether to settle an estate, divide assets, or liquidate for financial reasons—auctions offer a fast, transparent, and public solution. Competitive bidding can quickly raise prices, providing immediate access to cash.

However, auctions are no longer limited to these urgent cases. They have evolved to become a broader platform for sellers who value speed and the potential for high returns in a short period. If timing is critical and the art market is favourable for your piece, an auction can be the perfect route to achieve strong results swiftly.

On the other hand, if urgency isn’t a driving factor, a private sale through a dealer or via an auction house's private sales division may be a better fit. These options allow for more control over the process, discretion in the negotiation, and the ability to hold out for the right buyer. Without the pressure of a public sale and fixed auction dates, you can work with a dealer to carefully position your artwork and find the perfect match. Private sales are particularly useful when seeking a specific collector or when the work requires a longer, more strategic sales approach.

Ultimately, whether speed or patience is your priority will play a key role in choosing the best method to sell your art. Auctions provide immediacy, while private sales offer flexibility and control—each has its place depending on your specific needs and timeline.

When are you selling?
Timing is everything in the art market. Certain seasons can dramatically impact the outcome of your sale. Major auction houses typically hold their biggest sales during the spring and fall, when buyers are most active, and the market is buzzing. These periods often coincide with prominent art fairs like Frieze London or Art Basel, which can further drive interest and push prices higher as collectors flock to these events, hungry for new acquisitions.

On the other hand, the timing of holidays or summer vacations can result in less buyer activity. For example, avoid listing your art during late summer or major holiday periods when potential buyers may be traveling or less focused on the market.

The broader economy and specific trends in the art world also play a role. Selling during a booming market, or after a major exhibition of the artist's work, can generate higher bids due to heightened demand. Additionally, aligning your sale with market excitement—such as post-exhibition buzz or a trend toward certain mediums or styles—can further boost your success.

Carefully considering when to sell is just as important as the artwork itself, so timing your sale strategically can maximize your results.

Useful Resources for Art Sellers

Navigating the art market successfully requires the right mix of data, expert advice, and well-chosen platforms. To help you kick off your strategy and make informed decisions, we’ve compiled a list of key resources that will give you the edge in your art sale.

Artsy.net: As the largest online gallery collection, Artsy allows sellers to explore artworks across various dealers and galleries. It also hosts auctions from partnering auction houses and provides a comprehensive price database of past auction results, helping sellers gauge the value of their own pieces and stay up to date on market trends.
LiveArt.io: Provides real-time auction results, private sales data, and pricing trends, allowing sellers to make data-driven decisions.
MutualArt: A platform offering auction results, market analysis, and insights into upcoming sales, making it easier to stay updated on the latest valuations.
Banksy-Value.com: Specializes in providing auction performance data and valuation services for Banksy Prints and Originals. It also offers the possibility to submit your Banksy Print and find a buyer for a direct sale.
MyArtBroker: Connects sellers of prints and limited editions with a network of collectors, offering a straightforward way to reach the right buyers.
The Society of London Art Dealers: A not-for-profit representing vetted art advisors and dealers, giving sellers access to top professionals in fine art sales while upholding the highest ethical standards in the market.
The Association of Women Art Dealers (AWAD): Founded in 2009, is an international trade network that helps sellers connect with a vetted global network of women art dealers, offering opportunities for private sales, exhibitions, and collaborations.
ArtTactic: Provides comprehensive Art and Auction Market research reports and data on global art market trends, offering regular insights into artist performance and industry shifts.
Artnet: A widely used platform for tracking art sales, auction prices, and market trends, ArtNet helps sellers and collectors make informed decisions.
CollectorIQ: A data-driven platform that offers insights into art market trends and private sales, particularly helpful for those looking to compare valuation data across various collections.
Larry’s List: A leading art market research platform offering valuable insights into global art collectors, their preferences, and current market trends, helping art professionals understand what drives collectors' decisions.
Art News Portals such as The Art Newspaper and ArtNEWS provide sellers with valuable insights into the current state of the art market, recent sales, and emerging trends. These platforms are essential for staying informed and making data-driven decisions about when and where to sell.

Conclusion: Deciding how to sell your Art is an Art in itself

Ultimately, it’s not an either-or decision. Some sellers start in private sales to gauge interest and build a collector base, before moving to auctions for broader visibility. Others prefer the fast-paced drama of auctions from the get-go. The trick is knowing what suits your artwork—and your nerves—best.

Whether you’re setting your sights on a major auction house or working with a dealer, understanding the pros and cons of each path will help you get the most out of your sale. The art world is as much about strategy as it is about beauty, so make your move wisely.

After all, whether it’s the public stage or private charm, your artwork deserves the right buyer, and you deserve the best deal.

Our Top 5 Tips for Art Sellers

Research the General Art Market conditions: Use some of the resources we recommend to check recent auction results and the pulse of the art market before deciding to sell. Pay attention to key auction house indicators like sell-through rates, prices achieved as a percentage of the low estimate, and the percentage of lots guaranteed—a higher percentage of guarantees can signal a riskier or more uncertain market environment.
Strategize Using the 3 Ws: Ask yourself: What, Why, and When—this will help you determine whether an auction or private sale is best.
Time It Right: Avoid holidays and off-seasons. Align your sale with art fairs or post-exhibition buzz for maximum impact.
Avoid ‘Burning’ Your Artwork at all costs: If you choose an auction, secure a guarantee to protect your sale (you know where to find us)
Work with a Trusted Dealer: Use resources like SLAD or AWAD to connect with an experienced art dealer who can guide you and negotiate on your behalf.