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| Antiques Guide to Advanced Selling | January 2004 |
Take a step back and critically examine your collectibles business. eBay has just the guide to help you do it: eBay Advanced Selling Strategies.
Whether you're a beginner or veteran, this powerful guide will provide you best practices for developing and refining your eBay business. Identify new markets and opportunities, develop strategic and tactical goals, improve processes, leverage powerful tools, and much more.
These topics and more are covered:
- Strategy: Understand the Marketplace, Measure Success, Experiment & Improve.
- Customer Acquisition: Attract Buyers Who Search & Browse; Use eBay Merchandising
- Merchandising: Highlight Value, Cross-Merchandise, Try Merchandising Manager
- Winning the Business: Photos, Payment Information, Shipping Costs
- Product & Pricing: Manage Product Depth, Bundle, Maintain Product Flow
- Operations: Manage Item Closing Times, Provide Feedback, Deliver on Time
- Seller Tools: Preferred Solution Providers, eBay Turbo Lister, PowerSeller Program
- New Customers & Markets: Warranty Services, Sell International, Wholesale Categories
eBay's best and brightest don't stop evaluating their businesses. Take a second look at your operation now! |
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| Keywords on eBay Helps Sellers Rise to the Top |
December 2003 |
A buyer who entered "Persian Rug" in eBay's basic search engine on a recent day would find over 10,000 items listed. So how can sellers make sure that buyers see their items first?
The launch of Keywords on eBay provides eBay sellers a powerful way to build awareness, increase revenues, and drive traffic to their item listings, About Me page or Store within the eBay marketplace.
"Many buyers looking to make a purchase on eBay start with a keyword search. Now it's even easier for sellers to target specific buyers through Keywords on eBay," said Jeff Jordan, senior vice president and general manager of eBay U.S. "This new service empowers our sellers with a robust marketing tool that can help them become even more successful, and strengthen their business within the eBay marketplace."
Online search engines have long used keyword advertising to help sellers rise to the top of a search. The new Keywords on eBay service allows sellers to create and target banner advertisements based on specific keyword terms. Keywords can be categories, types of items, brands, eBay Store names or eBay User Ids.
With more than 79 million item-related searches per day on the eBay site, Keywords on eBay can be an effective marketing tool since it displays banner ads that are contextually relevant to the items that buyers are searching for on eBay. In addition, it can be cost-effective since the fee for utilizing Keywords on eBay is based on a "bid-per-click" model, meaning sellers pay only when someone clicks on their banner ad.
Starting at 10 cents, sellers bid the maximum price that they are willing to pay for each click on their banner ad. If the bid is among the highest, the seller's banner ad will receive a premier placement in the ad rotation on eBay's search result pages.
To take advantage of the service, all sellers need to do is:
- Register with adMarketplace
- Create a campaign name
- Select your keywords
- Determine your best bid price per click
- Upload your ad or create one online with the free adMarketplace banner creator
The new service has been tested on the eBay site by a select number of eBay sellers. "We are celebrating our 30th anniversary as a restaurant equipment and supplies dealer. We began selling on eBay in 1999 and have become one of the top sellers in the restaurant equipment category," said John Stack, president of Peach Trader Inc., an Atlanta-based eBay seller. "When we were invited to test eBay's keywords program, we thought it made a lot of sense. What we didn't expect is the great results -- approximately a 35% increase in revenue and increased traffic to our eBay store."
Click here for more information or to register for the service.
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| Ten Tips Sellers Should Know |
August 2003 |
Here they are-tips no serious eBay antiques seller can live with out.
#1. Guarantee Your Products and Services
Develop a sensible, well-articulated sales policy that covers all the bases and delivers real peace of mind. Then deliver on your promises. The result: you'll become a trusted favorite. Ideally, offer unconditional money-back guarantees. The risk-reward ratio is in your favor: increased business versus a few returns. Also, consider offering shipping rebates on multiple purchases. This incentive works.
#2. Automate Listing and Shipping
Upgrade to eBay's suite of auction management tools as soon as possible, including Selling Manager, Turbo Lister, and Seller's Assistant. These tools release your potential, enabling you to list, track, and complete your eBay sales more quickly and professionally. List items with ready-made templates, schedule your listings, bulk-upload inventory, automate buyer emails, and more.
Invest in a postage scale and print your postage online or pay for a pickup/delivery service, such as Fed Ex Ground. In short, there's no point wasting time at the post office. Acquire free shipping supplies from USPS (Priority Mail) or via arrangements with local businesses. Fast, professional shipping generates repeat business.
#3 Develop Discount Supply Relationships
Competition can be fierce in every category. Secure a resale license from your state and make volume purchases from wholesale dealers, suppliers, and manufactures. You'll garner crucial discounts you can pass along to your customers, making you more competitive. For wholesale deals, visit eBay's Wholesale category. Also, increase supply by becoming a Trading Assistant.
#4 Look Like a Pro: Photos, Listing Template
Don't underestimate the importance of high-quality photos in your listings. For many items, the better the photo, the more likely the sale. Consider building a photo stage and hiring a college student or local amateur, part-time or by the hour, to shoot your items.
Spend time developing a graphical (HTML) listing template, specific to your merchandise. Experiment with different layouts, colors, and text treatments. Look like an expert and a professional, not a lazy amateur. In a competitive marketplace, that makes all the difference. Looking good is easy with eBay's Seller's Assistant and Listing Designer.
#5 Include Keywords in Your Listing Titles & Descriptions
Most eBay buyers use eBay Search-80%, in fact. To capture these bidders and buyers, include the words they search with in your listing titles and descriptions. Bookmark your category's eBay Seller Newsflash and Hot Item list to keep abreast of popular search terms.
#6 Properly Positioning & Merchandising Your Listings
Consider your starting prices carefully. This will dramatically affect your item positioning. If possible, start auctions low in relation to their fair-market value. You'll increase bids and there's no better billing than that. Use reserves sparingly. Improperly applied, they can damage your credibility.
Also, discover the optimum times to start and end your auctions to increase bidding. Then, schedule and automate their launch with Seller's Assistant. Consider ten-day listings that cover two weekends. Time auctions to capture bidders in multiple time zones.
Each item you sell deserves the right listing format. Develop a strategy that leverage's eBay entire family of formats: Auction, Buy It Now, Fixed Price, Second Chance Offer, and more. Also, open an eBay Store to brand your eBay business, economically expand your inventory, and cross-merchandise your items.
Take advantage of eBay listing upgrades: Gallery, Bold, Featured Plus, List in 2 Categories, and more. Also, consider advertising on targeted eBay search result pages. If you qualify for eBay's PowerSeller program, take advantage!
#7 Make PayPal a Payment Option
Enable your customers to pay immediately online with PayPal. Buyers prefer it. Don't risk sales by not offering it. Faster payment also means greater cash flow and operating capital to handle the unforeseen.
#8 Track the Market with your my eBay Page
Your "my eBay" page is a powerful tool for tracking the market. With the Favorites tab, create Completed Item searches for the items you sell. This will give you a daily read on current prices for your inventory. Also, be sure to follow your category's Hot Items list.
#9 Make Positive Feedback a Priority
Live up to your promises and ensure positive feedback. This is your ticket to attracting new customers, which handled correctly, become regular customers. To encourage positive feedback, describe your items accurately (including damage), manage expectations, offer online payment (PayPal, preferably), package professionally, and ship ASAP.
#10. Listen to the Experts-Your eBay Community
Get involved in your eBay community. It'll make you a better eBay seller and citizen. Become active in eBay's discussion boards. You will find the answers you seek. Attend special eBay events, such as eBay Live. Consider attending an eBay University class.
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| Go Antiquing this Summer |
July 2003 |
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Don't get caught behind the curve this fall; hit the antique circuit this summer. Spot new trends, develop relationships, and network with key suppliers in preparation for the holidays.
Active eBay sellers know it: There is an important relationship between eBay and the major antique and collectibles shows. The reason is simple: when you're on the inside, you've got an edge.
Just ask these eBay Antique PowerSellers:
"If you're not active in the larger antiques community, it can be difficult to 'buy well'. Show dealers have an opportunity to "pre shop" events, and acquire some of the best items."
Laura Friedman, planetglass
"Antique shows are one of the best venues to meet our eBay customers and increase our eBay presence. Large shows are a common ground for both sellers and buyers to communicate face-to-face. Hundreds of potential buyers travel through major shows each day and by participating in these shows we can promote our ebay presence to dozens of prospective customers. Finally, it gives us a chance to speak with other eBay sellers and exchange valuable ideas."
Michael Keene, Michael Keene Antiques
"We network with dealers at shows and let them know what we are in the market to buy. Often they have pieces we are interested in or know someone that has what we need. We also frequently meet our customers at shows and get to know them on a face-to-face basis. Additionally, we've found that prices are often lower in the summer months. The atmosphere is electrifying at an antique show when hundreds of shoppers are looking for their specific treasures."
Frank & Melissa Keathley, Top Shelf Antiques
Consider the benefits of being active at industry events and shows
- Sell: Generate incremental sales and new customer leads.
- Network: Develop new supply relationships with wholesale dealers and collectors.
- Strategize: Meet people with common interests and develop strategic relationships.
- Learn: Talk to fellow experts, gain market insight, and share eBay best practices.
- Promote: Market your eBay business to the broader antiques community.
- Relax: Have fun and recharge, the busy holiday season is right around the corner.
Get involved in your community online and off-the stronger the antiques' community, the stronger the eBay market.
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| Enhance Your Antiques Presence—5 Strategies! |
June 2003 |
Don't let your Antiques sales dip. Extend the reach of your business and acquire new customers.
Follow these proven strategies for increasing your antique business's visibility and establishing a recognizable presence on eBay.
#1 Include Search Terms in Your Titles and Descriptions
Make it easy for your buyers to search for your items and buy more frequently.
- Include words in your titles that buyers use in their searches, such as "Furniture," "Victorian," "No Reserve," and "Free Ship."
- Make intelligent use of your title space. Bidders don't search for "Wow" or "L@@k."
To review the most popular antiques search terms, click here.
#2 Use Listing Upgrades
Give your high-demand items greater exposure with one of eBay's proven listing upgrades.
- Bold increases final prices an average of 25%* and bids by 23%*.
- Featured Plus! increases bids 65%*.
- Gallery increases final prices an average of 11%*.
#3 Select the Right Category
Make sure the right people see your antiques listings—categorize them correctly.
- Select the proper category to reach the most qualified audience. Additionally, increase credibility with knowledgeable collectors.
- Use the "Other Antiques" category sparingly. eBay research indicates that items in targeted categories experience higher conversion rates.
#4 Try "List in 2 Categories"
If your items appeal to buyers in two different categories, list in both and double your exposure.
- List in 2 Categories increases final prices an average of 18%* and bids by 15%.*
- This upgrade also increases conversion rates by an average of 13%.*
#5 Maximize Your Store
Take full advantage of your eBay Store's promotional benefits.
- List accessories at a fixed price in your eBay Store. Your Store enables you to increase your volume and eBay presence economically.
- Highlight your Store in all of your listings using one of the Store graphics. Underscore its value: "Great products for immediate purchase at my eBay Store."
- Invest in the success of your Store. Upgrade to a Featured Store for promotion on the Stores homepage and eBay search-result pages in the "Related Stores" box.
Have a suggestion for a future Antiques article -- let us know!
*This represents an average based on data from Feb 2002 transactions. No representation is made that a seller's specific item's final price and conversion rate will increase by the average percentages noted above.
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| Listing Tool Comparison for Antiques Sellers |
May 2003 |
eBay wants your Antiques business to thrive. That's why it has developed a cutting-edge suite of sales management tools to increase your efficiency and profitability.
It may be time to revisit how you currently list and manage your sales on eBay to make sure you are getting the most from your selling tool. For example, if you are currently using eBay's Sell Your Item form to list tens of items a day, you may be ready to upgrade to one of eBay's advanced selling platforms.
Big or small, eBay has the right solution for your seller profile! Review our listing tool overview below to determine which one is best for you.
| 1. | Turbo Lister | | FREE |
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Overview: Free downloadable bulk-listing application for Windows
Top Features:
Bulk upload hundreds of items instantly. Schedule listings in advance.
Design and save branded listing templates with the easy-to-use editor.
Create multiple user profiles and preferences. Save items in organized folders.
Best For: Sellers who list more than 10 items per month and already have a basic understanding of eBay.
TIP: Pair Turbo Lister with Selling Manager, eBay's post-sale tool, to efficiently manage the listing process from start to finish!
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| 2. |
Selling Manager |
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$4.99/month |
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Overview: Online post-sale management application integrated into my eBay.
Try it free for 30 days!
Top Features:
Use buyer email templates for increased post-sale efficiency.
Track payment and shipment effortlessly. Print shipping labels and invoices instantly.
Relist additional units or unsold items in bulk.
Best For: Sellers who list more than 10 items per month and who want an easy and affordable way to track the status of your sales online.
TIP: Use Selling Manager with your favorite listing tool, including the Sell Your Item form and Turbo Lister, to increase listing volume and sell more–faster.
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| 3. |
Seller's Assistant Pro |
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$15.99/month |
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Overview: Complete, professional-grade listing and sales management application for Windows desktops.
Try it free for 30 days!
Top Features:
Create and upload professional listings in bulk. Schedule listings in advance. Bulk relist.
Bulk process buyer email, payments, shipments, and feedback.
Sort and filter critical sales data. Create, print, and export sales reports. Manage inventory.
Best For: Higher volume sellers and small businesses that want an automated process throughout the sales cycle - from bulk listing through completing the transaction
TIP: With Seller's Assistant Pro, you can view and print Profit and Loss as well as Tax Collected reports – key to understanding your business!
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Manage your time and business more efficiently with eBay's family of sales management tools!
Have a suggestion for a future Antiques article -- let us know!
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| Pricing Strategies for Selling Antiques |
April 2003 |
Earning top dollar for your antiques -- that's the goal. Use these pricing strategies to make that goal a reality.
#1 Market Intelligence: Use eBay's Completed Items feature in Advanced Search to create your own market-pricing guide. Save up to 15 Competed Item searches to your my eBay page to track prices realized for your property daily. Receive emails alerts as new completed items appear.
#2 Competitive Advantage: Leverage eBay's powerful set of my eBay search tools to track competing sellers and stores. Take a daily inventory of what competing sellers are listing, using the Favorites tab. Distinguish yourself by listingwhat they're not.
#3 Proper Positioning: Before listing,evaluate what type of item you are selling. Is it a truly exceptional, market-provenantique, a mid-range estate item, or lower-priced decorative collectible? Then, select the most appropriate listing format for your item.
- List high-end items as auctions. If eBay prices are strong, list without a reserve and include "NR" in your listing title. Also, quote the appraised value and reference favorable completed auctions in your description.
- List mid-range pieces as auctions with a Buy It Now price but no reserve. Open at a median price to protect your investment. Earn a higher margin with the Buy It Now. The goal: quick turnover at an acceptable price. Include "NR" in your listing title.
- Liquidate lower-end objects or consignor inventory with the Fixed Price format. Include the appraised value in your listing title. Quote the appraised price in your description. Create a "Liquidation" category in your eBay Store. Example: Art4Sale.com.
#4 Cost Analysis: Assess what your costs would be if you had a retail shop or gallery. Compare them to your online expenses to determine how much you should be investing in promotion and product discounts to drive increased sales.
Higher antique sales—they're easier than you think.
Have a suggestion for a future Antiques article -- let us know!
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| Strategies for Selling High-End Antiques |
March 2003 |
Provide your customers with the confidence they need to invest in your high-value antiques. Let eBay's tips on selling high-end items help you get the attention you deserve.
- Independent Verification: Verify the authenticity of your object with the help of a certified grading service or professional appraiser. For antiquarian books, try PKBooks Include a scan of your certificate of authenticity or appraisal report in your listing.
- Visual Proof: Include a gallery of images in your listing with different views and close-ups. Photograph key identifying marks.
- Provenance: Provide a detailed history of ownership for the item, which can increase its value. Also, consider listing reference texts in your description to validate your object and market. Help potential bidders conduct their own research.
- Guarantee: Stand behind your sales. Offer a money-back guarantee, minus shipping and third-party fees.Suggest an escrow service for the safe transfer of funds and property.
- Feedback: Maintain a high positive feedback rating. Offer PayPal and ship the day payment clears for increased feedback.
- Marketing: Toot your horn by listing degrees, accreditations, professional affiliations, and honors on your About Me page. Then, link to it from your listings.
- Promotion: Invest in promotion, particularly eBay listing upgrades such as Bold, Gallery and Featured Plus!
Develop trust and credibility with your high-end antique buyers from the start.
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| eBay Complements Your Showroom |
Feb. 2003 |
Your retail showroom and eBay operation are complimentary channels. They can work hand and hand to increase your sales.
Leverage your established retail location to lend credibility to your eBay sales. Use your eBay listings to promote your store and attract new walk-in customers.
Follow these tips to take advantage of both channels:
- Contact Us: Encourage customer inquiries and increase credibility by including your business phone, address, and hours of operation on your About Me page. Also consider including it on a company logo at the top of your listing template. On your logo, cite your years in business. Example: Specialists in Fine Americana since 1985.
- Visit Us: Encourage regional bidders to visit your showroom and view your entire inventory. Recommend that they pick up their eBay items. Include driving directions in your Store description, About Me page, and listings. On site, up-sell additional products.
- About Us: Increase customer interest and retail foot traffic by writing a concise description of your business. Include it on your About Me page and listing template. Provide specifics: your customer goals, brands, history, staff numbers, square footage.
- Product Strategy: Differentiate the products you sell in your two channels. Develop an eBay strategy and customer profile and list appropriate items. Test items in both channels and generate historical data to determine which venue is most effective.
- Cross Promotion: Link to your eBay listings from your business site.
Leverage your retail reputation on eBay. More customers will walk through your door.
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| Value It: Include Estimates in Your Antique Listings |
Jan. 2003 |
There's an easy way to make your next antique listing look more professional? Include an item estimate in the description!
A precise estimate lends authenticity to your objects and credibility to your business.
Consider the benefits of estimating your items:
 | Fair estimates build trust between buyers and sellers. Antique buyers search out dealers who properly value their objects.
Tip: Couple your estimate with a money-back guarantee to give it added weight.
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| Good estimates protect no-reserve auction listings. Enthusiasts and dealers bid to win, causing items to meet and exceed their fair market value.
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| Credible estimates help establish markets and increase an item's cache. Create a buzz, and enthusiasts will bid higher and more frequently.
Tip: Properly describe and photograph your item to give your estimate greater credibility. What else? Include your business phone.
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| Solid estimates quickly attract an item's target market for faster sales. Collectors appreciate estimates as they save research time and reduce confusion. |
Become a market maker and a customer favorite. Include an educated estimate in your next antique listing!
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| Tracking the Antique Market with My eBay |
Dec. 2002 |
Your "my eBay" page is a more powerful tool than you might think. By defining your Favorite Categories, Searches, and Sellers under the "Favorites" tab, you can track market fluctuations.
Refer to your Favorites daily to monitor supply and demand in your category, so that you can identify market opportunities and get the best prices for your property.
Here are some tips on setting up your Favorites:
- My Favorite Categories: Get a daily snapshot of the market in four different subcategories, related to your business. Watch where prices are increasing, category-by-category.
Tip: Click on the Going, Going, Gone option to review the most recent market prices.
- My Favorite Searches: Track the market for your items daily by designing 30 unique searches related to your inventory. Note peaks and valleys and list items accordingly.
Tip: Predefine your search to show high-priced results first.
- My Favorite Stores/Sellers: Create 30 shortcuts to competing stores and sellers so that you can follow their prices and inventory. Don't get priced out of the market.
Knowledge is power -- Stay on top of the market with your my eBay page!
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| Photo Backgrounds that Make the Difference |
Nov. 2002 |
A quality listing photo isn't complete without a quality background. Give your items the polish and credibility they deserve with a professional backdrop. It will say a lot about your business.
Use these background tips to increase bidding on your antiques:
| Stop shooting your items in the driveway. Establish a photo area in or around your home or shop with a background screen and overhead light (or good natural lighting).
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| Design a backdrop with an evocative color or motif: white for bright mid-century modern furniture, pale blue for Rococo decorative arts, or black for Victorian objects. A unique photo background color can even help brand your business. |
| If you have a retail showroom, use it to your advantage. Showcase your item in it, rearranging other items, if necessary, so your shoot is attractive and uncluttered. Your item photo will validate that you are a knowledgeable, established business. |
| Create a setting for your photograph. Place that dining room table on a nice rug or photograph your Tiffany lamp reproduction on a tidy desk. |
For additional tips and valuable photo recommendations, reference eBay's Photography Resource Center.
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| Increase Conversion Rates with Gallery |
Oct. 2002 |
Catch the eye of discriminating antique collectors and dealers with eBay's economical yet powerful Gallery feature, placing thumbnail images of your items on category listing pages.
It works -- consider these eBay statistics. Items with Gallery are 8%* more likely to sell on average. eBay research also has found that Gallery increases final price by an average of 11%*.
So, why does Gallery work? Like eBay's Bold or Featured Plus enhancements, Gallery:
| Gives your antiques wider exposure and attracts more bidders. Item thumbnails appear on category and search pages and in the Gallery View.
Tip: Want more exposure? Couple Gallery with Featured Plus, placing your item above competing category listings in the higher-visibility Featured Items section.
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| Distinguishes your items from other seller listings. Thumbnail photos increase credibility and interest, encouraging greater traffic and bidding.
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| Enables bidders to view your items at a glance, saving them valuable time.
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Adding Gallery to your listings is simple and hassle-free, too. Your images are automatically resized by eBay. And, if you use Turbo Lister or Seller's Assistant Pro, Gallery is included.
To learn more about the benefits of Gallery, click here!
* This represents an average based on data from February 2002 transactions. No representation is made that a seller's final price or conversion rate of a specific item will increase by the average percentages noted above.
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| Sell "Practicals" With Your Vintage Items |
Aug. 2002 |
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Although your expertise is antiques, that doesn't mean you have to limit your sales to antiques. Supplement your vintage inventory with new products or "practicals" that relate to your area of expertise.
By pairing contemporary "practicals" with your antiques you can expand your inventory, attract new customers, and keep sales moving. If you have an eBay store, try developing a custom category so buyers can still easily find the more rare, antique items.
Here are a few examples:
Architectural & Garden: Designer reproductions of garden statuary, fireplace sets, light fixtures, doorplates, drawer pulls, and more.
Books & Manuscripts: New editions of classic books paired with your older editions.
Decorative Arts: New overstock from important American or European glass, ceramic, and metalware producers. Fine boutique products in the style of popular vintage material.
Furniture: Reissues from recognized American furniture makers, such as Herman Miller and Heywood-Wakefield. Contemporary handmade items from regional designers.
Musical Instruments: Budget beginner instruments, accessories, or band equipment.
Rugs/Carpets: Domestic reproductions in the style of older Asian or Afghan imports.
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Must use Buy It Now and PayPal.
