Less is more

I recently asked our community: How has your December walk-in traffic been up until now?

The answers have been mixed, and one response highlighted a concern on many minds going into 2026: I was feeling good up until Christmas, and this week after Christmas is usually insane for us. I scheduled a ton of staff so I wouldn’t be so stressed and it’s been dead. I’m starting to worry that this is a trend going into the new year." She continues: I'm thinking really critically about the price points I have in the studio and maybe shifting a bit heavier on my mid to lower range items."

I think this is a good idea for three reasons:

1 - When people are pulling back on spending, they don't stop wanting experiences for themselves and their family. They're just looking for ways to make those experiences fit their current reality.

2 - Mid-to-lower range priced pottery isn't a compromise. It's an opportunity to invite people into a regular creative practice instead of treating your studio like a special occasion splurge.

3 - It's an opportunity to create a new experience (or refresh) in the studio. How you merchandise and market these pieces can breathe new life into your space and give customers a fresh reason to visit.

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Here's how to make this shift in your studio - from how you talk about it to how you display it.

Merchandising that invites them in

Display by experience, not price: skip the "Budget Picks" table. Instead, create displays that tell a story:

• "30-60 Minute Projects" or "Quick Creativity" - features faster pieces that fit into busy lives

• "First-Timer Favorites" - removes the pressure and intimidation

• "Weekly Wind-Down Collection" - positions these as recurring creative breaks, not one-time events

Create visual appeal bundles: display samples that prove mid-range doesn't mean basic*:

• Date Night Duo - two coordinating mugs or bowls

• Family Paint Day - four items that work together

• Seasonal rotating displays: "Winter Cozies" with mugs and bowls, "Spring Refresh" with planters and tiles

• Four ways: One mug, four completely different designs

Use strategic signage: language matters. Instead of "budget" or "affordable," try:

• "Under $30" or "Under $25" - factual, not apologetic

• "Try Something New" - removes pressure or reminds regulars to get out of their comfort zone

• "Perfect for Gifting Year-Round" - positions these as practical and thoughtful (and a reminder that a painted piece is the perfect gift idea!)

Marketing messaging that reframes the value

Connect to January wellness goals:

• "Your weekly creative practice" - positions regular visits as self-care routine

• "Affordable me-time" (without ever using the word "cheap")

• "Start the year with space for creativity" - ties to resolution season without being sales-y

Campaign concepts to try:

• Create 'Collections' - this is one of my favorites! There are so many opportunities to create unique, focused groupings that approach selling your bisque, classes and events in a whole new way. All of the ideas and steps to creating your own collections are here.

• Technique of the month - Feature a specific skill (ombre, splatter, brush strokes) on an accessible piece. You're teaching and selling.

• Winter project series - Different mid-range piece each week with technique tutorial.

• Practice makes progress - Monthly challenge using the same affordable piece, showing how different techniques create wildly different results.

• $25 Therapy - Lean into the wellness angle at an accessible price point.

Content That Shows the Possibilities

Transformations over perfection:

• Before/after posts on basic pieces: "Look what Mary created with our famous $22 mug!"

• Time-lapse videos: the transformation, from painting to fired

• Customer spotlight series: "Meet Sarah - she comes regularly to paint tiles for her kitchen reno!"

Educational angle:

• "Master This Technique" series using mid-range items as the canvas

• Email campaign: "5 Ways to Paint a Dinner Plate" - shows variety of designs at one price point

• Tutorial content that happens to feature accessible pieces

Frequency messaging:

This is the big shift. Move from "special occasion" to "regular ritual":

• "Your standing Saturday morning paint date"

• "Coffee and creativity" - serve coffee? Bundle a mid-range project with your cafe. No cafe? You know I love a good collaboration! More on ideas and strategies to work with neighboring businesses here and here

• "Sunday slowdown sessions"

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The real opportunity here

When you highlight mid-range pottery effectively, you're not asking customers to settle. You're inviting them to build a sustainable creative practice: you're positioning your studio as the place for affordable, repeatable friend time—where they can connect, create together, and develop new skills.

That creates loyalty. That creates community. That creates customers who weather economic uncertainty right alongside you because they're not treating your studio like a luxury - they're treating it like the wellness destination it is.

Mid-range pottery becomes the smart choice for building a creative practice, not a compromise. Make sure your merchandising and marketing are telling that story.

A final note: supply savings bonus. Most often the pottery sold under $35 is going to be smaller in size. Paint usage can be less, there's less surface to glaze and more pieces to fit in the kiln. The little things add up!

* Those baby feet pictured above? They're best on an unpainted background with minimal design - get those samples out! They will be copied!