Adapt or Retire

"In the old days" the best part of being an antique dealer who did shows was the trip to the bank on the Monday after a show. Not so very long ago--the frenzy at an antique show was incredible to behold. Before the show would open--if you peeked out the front entrance--there were lines of eager shoppers--waiting for the appointed hour to start racing through the aisles and start gobbling up the treasures. I do remember asking customers to please wait their turn as we were filling out receipts and wrapping as fast as we could because several customers were waiting in line.

Oh--those were the days. Long ago and far away. Different times mean different shows and the understanding that we have to do business a different way. And adapt or cry.

We recently did one of our stalwart shows. Not the jewel in the crown but a good solid show that we have been doing for 13 years. The writing was on the wall before we did it--but I think Husbola and I were trying to convince ourselves that maybe this year would be different.

You don't need me to tell you that the economy is different and people are spending their money more carefully and some not spending on extras at all. But I also think that antique dealers are seeing the effects of the "slap in the face phenomena" as well as "what is that" problem. I'll explain.

An antique customer has the thrill of the hunt in their DNA. If you are a person who appreciates the old, vintage, historical items--you love the story and history behind them. I am not sure that goes away as the pocketbook shrinks. But didn't we all get a slap in the face of sorts when then economy "went south"? What we spend money on and how much and if at all changed like a slap in the face. Do I really need that? Will that item hold its value? Let me think about it for awhile. The spontaneous purchase is gone. Every dealer knows that when the spouse or partner or friend is brought into the booth to look at the item of interest--the deal is dead. It's the slap in the face. Recently--it was not unusual to see an item of $400 be a spontaneous purchase--"that painting will look fabulous in the powder room!" No more.

Now the "what is it" problem. Our recent show was full of gray heads. That is Husbola and my name for the retirees that are many times the mainstay of an antique show. Oh sure--there were plenty of young people and young families--but not enough. The number of questions we receive at a show of what is that? How was it used? And then the response--oh reeeallyyyy...is usually the next comment. Which translates into --that is interesting--but I do not want to own it. Now I realize that we have to constantly educate the new up and coming buyers. But if Perspective Buyer can really buy a needlepoint footstool at Home Goods for thirty bucks, why would she buy ours that is victorian English, hand embroidered with glass beads on an inlaid elm and rosewood frame? For three hundred. If you can't appreciate what the item is and the craftsmanship that went into it--you see the thirty dollar Chinese piece a bargain. Because after all--you will probably pitch it within five years anyway. But don't get me started on that!

After each antique show, Husbola and I have to evaluate the experience--and the expenses versus profits and decide whether it will be on our calendar for the coming year. If we don't do this most recent show then we need a new plan and a new show or selling experience on the horizon. But what about all the extras that go with the show circuit? How will we buy cherries and maple syrup and wild rice at roadside stands if we don't do the show? We will not be able to eat lake perch for dinners during the show. And certainly the most TRAGIC for me will be that we cannot stop at Lambeau Field for a pit stop and a tour around the Packer Pro Shop!