New Customers Drive Sales

Success For Antiques Dealers’ Association (ADA) Online Show

June 26, 2020

The eighth edition of the Antiques Dealers Association (ADA) online show was a resounding success. Before opening on April 24, 200 visitors were already in the website's “waiting room,” and another 200 visitors arrived within the first two minutes of being live. All were eager to shop more than 1,900 works posted by ADA members. The four-day show closed on April 27 and drew almost 10,000 visitors. Most significantly, 22 percent of visitors were under 44 years old, and 84 percent of visitors were new to the platform. All categories achieved sales, from American antiques, fine art, folk art, jewelry, Native American, and other decorative arts. Buyers came from as far as Italy, and while some were "stalwart regulars," the vast majority of buyers were first-time customers.
The ADA Online Show displayed significant works ranging from the 17th to the 20th centuries for browsing and buying, some works showing the international influences of Europe and Asia, others distinctly embodying American material culture. The material was wide ranging and generated tremendous interest; visitors spent an average of 20 minutes on the website and generated more than 400,000 unique page views.
As works sold, dealers replenished their online show inventory or offered comparable works and continued selling. The added value of the online show was the easy access links to visit the dealers' websites. Many dealers reported sales from their shop inventory via their own website due to the link.
"We approached the show just like every other show, offering a wide range of the best quality of antique furniture, folk art, artwork, and decorative arts. We always like to offer a full range of case furniture, tables, paintings, and smalls," shared Arthur Liverant of Nathan Liverant and Son. "I am sure the guarantees and commitment to honesty and ethical conduct by ADA dealers are the core ingredients that make this type of virtual antiques show even a possibility. As with every show, we look forward to developing long-term relationships with collectors, curators, and fellow dealers that we have had the pleasure of meeting."
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