Should I Charge for Shipping?
There is no right answer here. I've actually done both in my business with good results each way.
What I can tell you is that when I offered free shipping, I had a lot of doubt about the level of demand there was for my art. It was early on in my business, and I really thought if I didn't offer it, collectors wouldn't buy.
So I offered it.
Over time, as my demand and confidence grew, I no longer needed to waive my shipping fees...and people still bought.
Here are some questions to ask yourself to help you make the decision of whether to offer free shipping...
➡️ What are the reasons for charging for shipping?
➡️ What are the reasons for offering free shipping?
➡️ Which list do you like better and why?
You may be able to stop right here if you have your answer...but if not, go ahead and read on.
➡️ Are there any other options to consider? (flat fee, free shipping over a certain amount, etc)
➡️ How might offering free shipping help? Hurt?
➡️ How might charging shipping help? Hurt?
➡️ What would I need to believe about myself, my art, and my collectors to charge for shipping?
PITFALLS
Pitfall 1: Don't do the thing where you say you are giving them free shipping, but you really just add shipping to the price.
Why?
Because it totally messes up your pricing structure. Your price is based on demand. When you raise your price to offset shipping, you aren't doing it because of demand, you're doing it because you think it will sound more valuable for your collectors to buy from you.
Instead, do the work to grow your belief in your artwork so much that you don't need to offer anything else other than your art because it's already a winning the lottery experience for your collectors. 🎉
If you are going to offer free shipping, that should come out of your operating expenses. Treat it like a promotion in your business and account for the cost of the shipping in your expenses.
Pitfall 2: Don't look at what other people are doing to make your decision.
Why?
Because it doesn't matter if Amazon is shipping everything for free and same day.
People don't expect that from you.
People who buy your art value your work and expect to pay for it. They know it's not their monthly subscription to laundry soap...it's artwork that needs to be carefully packed and thoughtfully shipped so it arrives safe and sound. People value their art arriving safely.
It also doesn't matter if your artist friend is offering free shipping and you're not.
The people who want to buy from you aren't comparison shopping by stacking up you against other artists. And, if they are, is that a collector you want to work with?
My thought is that I only want my work to go to homes where it will be well-loved...and I absolutely hate the idea of someone struggling with the decision to buy from me because they are comparing my shipping costs with other artists' shipping costs.
That doesn't feel like a good fit for my work.
I hope this has got you thinking a little more about what you'd like to do in your business. Whatever you decide, making these decisions ahead of time is going to help you sell more work, so you aren't trying to figure it out on the fly.
