How to Shop an Art Fair Like a Collector

Start by doing some advance prep. Visit the fair's website. Read the "About" section for an introduction to the basics, history, and what the fair is known for. Next, pretty much any significant art fair lists all exhibitors and participants on their website. Head over there to see who's on the docket, what they specialize in, what they might be showing, where they're from, etc. Click any links that seem interesting, visit the dealers’ websites, and take a closer look at their art and artists. If you like what you see and want to see more, make a note to visit their booths. Do the same with any artists whose work engages you, as well.

Another way to get an idea of what exhibitors will be showing is by checking out their social media, and maybe even following them. Don't forget to visit any related hashtags like #(a gallery's name), #(an artist's name), and #(the art fair's name). You don't have to spend hours or days on this, but it's an excellent way to get a basic feel for what you'll encounter once you arrive. The better prepared you are, the more comfortable and confident you'll be, the less chance you'll have of getting lost, and the more you'll enjoy, learn, and benefit from the experience. 

On art fair websites, you can often see their floor plans, as well. Whenever that's the case, check them out and maybe even print them out. Taking a systematic approach to going through a fair is highly recommended, and there's no better way to do that than by getting to know the who's located where. Decide where you'll start, what route you'll take, and where you'll end up. For fairs with long aisles, a good strategy is to explore each aisle progressively, starting with the first and walking all the way down, then going to the next and walking all the way back, and so on until you've seen all the aisles. When you get to the end, turn right around and follow the exact same route in the opposite direction, back to where you started. Approaching each booth from one direction on the way out and the other on the way back maximizes your chances of seeing everything. And since booths are on both sides of every aisle, be sure to look from side to side all along the way.

With fairs where aisles are in grid-type patterns, you use the same method, except twice. Walk the "up-and-down" aisles first, and then the "back-and-forth" aisles, both in the same progressive way that you would with long-aisle layouts. By systematically covering the complete grid "horizontally" and then "vertically," you again approach every booth from two directions rather than just one, and again maximize your chances of seeing everything that's being shown.

If you see a booth or space you like along the way, walk right in. Don't worry; nobody’s going to bite. You may think you're seeing the whole thing by standing at the front edge and looking around, but a significant number of booths have areas in the back, or little nooks that might not be visible from the front. If you're still at the browsing stage, not quite ready to talk, and someone approaches you, thank them for their attention, tell them you've just started out and are only on your first walk-around. Hopefully that will be adequate to end the conversation.

In terms of additional pointers to keep in mind, don't be in a rush to buy anything. Any experienced art buyer will tell you that patience is one of the cornerstones of effective collecting. If you see a piece of art you really love, make a note of who's showing it. Ask a few questions if you want. Who's the artist? What's their history? Do you have any materials or links you can share? Expressing interest does not obligate you to buy anything, nor does it require you to engage in deep detailed conversations, especially ones where someone starts asking personal questions. If you have what you need for now and would appreciate a little time to think on it, say so. 

You should never feel  uncomfortable or pressured to buy. Take your time. Head home, go over your materials along with any URLs, information on the gallery's website, or other details they provide. Google the artist and the gallery. Check out their social media, their personal websites if they have them, their online presence, and anything else you might find. Get informed before you buy. That's the key.

Things to watch out for? Don’t believe for an instant that there is only one piece of art for you and that if you don't buy now, you'll miss out forever. Nothing in art is that way. You will always find plenty of other art to love just as much, maybe even more, by multiple artists and from multiple galleries. It's easy to get cornered in situations like this especially if you don't have that much experience and are speaking with someone who's motivated to sell and knows how to do it. 

Also keep in mind that no matter whom you're talking with, if they make a statement about an artist or work of art, they are obligated to back it up with facts if you ask. Especially in the energized settings of art fairs, you can't simply take everything you're told at face value. Your job, assuming you're serious about whatever you're looking at, is to verify any claims sellers make (unless you already know and trust them). Ask them to substantiate what they're telling you, and then confirm their answers independently. For example, watch out for versions of "The artist is really hot right now," "They're collected internationally," "Prices are on the way up," "They have a great career ahead of them," "They were selling for a lot less two years ago,"  and so on. Trust but verify.

So let's say you've done your due diligence and you're pretty sure you want to buy. If you reach this stage, it's time to examine every physical detail of the artwork—not just the parts you're supposed to see, but everything. That includes the front, back, sides, edges, top, bottom, and insides. Why? You want to be sure it's built to last, made with quality materials, and that it looks equally accomplished and impressive no matter how or where or from what direction or angle you look at it. Just like taking a test drive and checking under the hood before buying a car, or inspecting a house inside and out before purchasing it, do the same with art. And of course, if you have any questions about what you're looking at, ask. 

Assuming you're completely satisfied at this point and prepared to finalize the deal, the only item left on the agenda is price. Don't feel uneasy or intimidated here. Art is not cheap, and as with any significant purchase, you want some sense of assurance that you're getting your money's worth. You are fully within your rights to ask how a seller set their price. Ask whether similar works sell in the same price range. Ask how regularly the artist sells. Ask whether there's anywhere you can go to learn more. The seller should be more than happy to talk prices.  If they get upset or offended by the question, maybe it's best to walk away. But only talk price if you're serious and ready to buy.

Novice buyers might wonder whether it's OK make an offer or bargain in any way. Depending on the circumstances, that's always an option, but you’d better know why you're doing it, and most importantly, be able to back up any offer with facts. Bargaining just to pay less is never a good idea. Assuming you can explain yourself, then fine. Most sellers appreciate a good argument, but even if you've got one, asking for more than10 to 20 percent off is really risky, and you can easily alienate a seller that way. 

And never bargain at the opening of a fair. Best time to do it? Towards the end. Of course you take the risk that the art might be sold, but if it's not, galleries may be more amenable to offers. You can also choose to forego any bargaining, especially if you love the art and like the seller, as well, and pay whatever price they're asking. Who knows? This could be the start of a great relationship. One thing is for sure—it’s the start of a great relationship between you and the art that you're about to make a permanent part of your life.