Introduction.
To keep your business thriving, you need turnover and profit — so invest wisely in the right items, or you might find yourself out of business before you even begin.
In today’s article, I’m sharing decades of hard-earned experience to guide you on what to buy, the best purchase and selling prices, and exactly how to position your inventory to keep sales rolling in — and the bailiff far from your door.
About me
So, why should you listen to me? I’m sharing hard-earned lessons learned over nearly three decades in the antiques business — but it’s up to you to decide what information resonates.
My name is Walter O’Neill, founder of AntiquesArena.com and the YouTube channel AntiquesArena. I’ve been dealing in antiques for almost thirty years, with experience running my own shops, working fairs, auctions, and even car boot sales. I know the circuit inside out.
I’ve also authored two books: Gold and Silver on a Budget and Everything I Know: The Ultimate Reseller Guide for Antiques and Collectibles. Both can be found on amazon, for the links click here. My passion for antiques runs deep, and my goal is to help others find success while keeping the antiques industry alive.
About the Article.
Today, I’ll be sharing everything you need to know about stocking and selling antiques effectively — from choosing the right items to setting the ideal prices and knowing the best places to sell. Let’s get into the strategies that can help you make smart buying decisions and boost your sales.
How long does it take to sell an item?
No one can predict exactly how long any one item will take to sell, but several key factors can guide you toward smarter buying and selling decisions. In this section, I’ll break things down into four essential categories:
- Hot or Popular Items
- Average Items
- Unique Items
- Items to Avoid
Understanding these categories will give you a solid framework for stocking items that keep your sales flowing.
- Hot or Popular Items
These are items in high demand that tend to sell quickly if priced right. Examples of hot items include:
- Anything made from precious metals
- Italian Pottery like Bitossi pieces
- Mid-Century Modern items, such as ceramics, glass, and furniture
- Toys, like Buzz Lightyear figures and other collectibles
- Chinese Porcelain
The upside of these items is that they not only sell fast but can also bring in significant profits. The downside? Everyone else is on the hunt for them too, which means competition is fierce and prices for sourcing can be higher.
- Average Items
These items may not be in high demand but can sell steadily with the right approach. They’re often high-quality and may even have a seasonal appeal. Here are a few examples:
- Crystal glasses and decanters — These can be expensive to buy new, so they still hold good resale value, especially around the holiday season, though they may take longer to sell.
- Modern ceramics and glass — Pieces by reputable makers, though not as old, appeal to collectors but are generally more available, meaning more competition when selling.
- Mass-produced items — These can be harder to sell due to their abundance, but they do move over time. For example, if you buy ten average items, you might sell one or two fairly quickly, leaving eight. That’s a 10-20% turnover rate, and with enough inventory, that percentage can start to provide a steady income stream.
While average items may not generate immediate profits, a consistent 10% sale rate over time can deliver a reliable income. Stocking these items in larger quantities can create a steady flow of sales that supports your weekly income
- Unique Items
These are special finds — truly one-of-a-kind pieces, handmade items, sculptures, paintings, or artworks that stand out due to their uniqueness. Often, unique items can be acquired inexpensively, and when sold, they can yield significant returns. However, they may take a long time to sell, sometimes even years, as it’s all about finding the right buyer who shares your vision and appreciation for the piece.
Unique items require patience, but the payoff can be well worth the wait, especially when you find that ideal buyer who values the piece as highly as you do.
- Items to Avoid
These are pieces that are hard to move unless they’re acquired at an extremely low price. Here are some examples:
- Mass-produced Victorian and run-of-the-mill ceramics — These items are largely out of fashion, and demand is minimal. For instance, Wedgwood Jasperware is currently difficult to sell unless it’s a large, unique piece with multiple colors. Similarly, Toby or character jugs, which once fetched high prices, may now sell for as little as £10.
I still occasionally buy and list these items to add diversity to my site, and in hopes that trends may eventually shift in their favor. But I only buy them when they come at a near-zero cost — just pennies or a few pounds.
Remember, age alone doesn’t make an item valuable. The classic rule of supply and demand applies to antiques as well: if there’s no demand, it doesn’t matter how low or high you price it — it simply won’t sell.
As you can see, understanding what to stock — from hot items to unique finds, and even items to avoid — is key to building a balanced inventory that attracts buyers and keeps sales flowing. Remember, within every category — whether it’s coins, ceramics, glass, books, or another area — there are always hot and cold items. I strongly suggest researching and learning about the specific markets and trends before investing, as this knowledge will help you make smarter buying choices and avoid costly mistakes.
But even with the right items in stock, one of the most critical factors in how quickly something sells is how you price it. In the next section, we’ll dive into the strategies behind pricing: what to consider, how to set realistic yet profitable prices, and the impact pricing can have on your sales turnover.
Pricing your Inventory
Pricing is one of the most critical aspects of any business. You need to price items high enough to secure a profit but not so high that you scare away potential buyers. In the antiques industry, it’s also customary to price items with a little room for discounting, as buyers often expect it.
For items made from metals, there’s always an inherent value. For example, if you buy a 9ct gold necklace at a car boot sale for a few pounds, and it weighs 5 grams, you can instantly sell it — broken or perfect — for scrap value, around £23 per gram, or you can price it for retail. This example shows that if you’re willing to accept a lower price, certain items can be sold quickly. The same logic applies to all metals, whether it’s gold, silver, copper, or brass.
When pricing other types of items, it’s essential to stay competitive. Check sites like eBay for sold listings and compare what others are offering for similar items. This approach keeps you aligned with market trends and ensures you don’t overpay for inventory, which protects your profit margins.
Interestingly, underpricing an item can sometimes backfire. For unique or high-value pieces, pricing too low may make buyers question authenticity. Here’s a real-life example: I once sold a gold and diamond ring at Malvern Three Counties Show. I had bought the ring for a few pounds at a car boot sale, so I was willing to sell it for around £150. A woman tried it on but hesitated to buy because it seemed ‘too good to be true’ at that price. Just a few stalls down, she bought a nearly identical ring for five times as much, feeling more secure about its value because of the higher price.
The key is to be competitive and fair in your pricing but also fair to yourself. If competitive pricing means you need to buy items at lower costs to maintain profit margins, that brings us to the next essential aspect: where to source your inventory.
Sourcing your inventory.
Sourcing your inventory can be done in a number of ways, each with its own pros and cons. Let’s look at a few popular options.
- Auctions: A major benefit of auctions is that the auctioneer often weeds out fakes and provides a basic identification and provisional valuation for items. However, the downside is that you’re competing with other dealers, which can drive prices up. In many cases, the dealer willing to take the least profit or with the best selling source wins the bid.
- Antique Fairs: Antique fairs are excellent for finding items, as you’ll encounter a mix of sellers — from house clearance dealers to general antique dealers, car boot enthusiasts, and more. If you arrive early and dig through the boxes, you might uncover a hidden gem. Unlike auctions, antique fairs allow you to haggle with sellers directly and avoid additional fees, so the price you agree upon is the final price, without extra costs like auction fees or taxes.
- Car Boot Sales: Although antiques are less common at car boot sales, they’re often much cheaper when they do appear. You can find collectibles for as little as 50p or £1, though these are typically average items that may take longer to sell. Car boot sales can also offer a treasure trove for jewelry, as gold and silver pieces are sometimes sold as costume jewelry, offering a high potential for profit.
- Private Sales and Online Marketplaces: You can also source inventory privately through online platforms like eBay or Facebook Marketplace, as well as by posting ads or buying from people you know. This approach opens up a wide variety of items at different price points, though it requires a strong knowledge of the market to spot good deals.
The main point is this: if you know your items and understand your market, you can buy at the right price in any setting. Each venue offers opportunities, provided you put in the effort to spot quality items at a fair price. But remember, where you sell your items can also affect how quickly they turn over.
Where to Sell
Over the years, I’ve sold in nearly every venue available: auctions, antique fairs, car boot sales, and online. Each option has its pros and cons, so let’s take a closer look at each.
- Auctions: Auctions can yield high returns on rare or unique items, but for general or run-of-the-mill pieces, it can be tough to get a fair price. While some collectors do attend, most buyers at auctions are other dealers aiming to buy cheaply to make a profit later. Additionally, selling at auction involves seller fees and taxes, which can significantly cut into your profit.
- Antique Fairs: Antique fairs are great for reaching both collectors and dealers, all gathered in one place. However, competition can be intense, and it’s easy to feel like a small fish in a big pond, especially if there are many other vendors with similar stock.
- Car Boot Sales: Car boot sales have been a staple for me. They’re affordable, plentiful, and attract a mix of dealers and collectors. The downside is the “boot sale mentality” — buyers often expect lower prices than they’d pay at an antique fair or auction, so you need to set realistic price expectations here.
- eBay and Online Marketplaces: I sold on eBay for years, and it’s a fantastic way to reach a wide audience, especially collectors. However, it comes with fees (though some categories are now free for private sellers and certain business items). The downside is that the massive number of categories and listings can make it hard for your item to stand out, particularly if it’s unique or doesn’t fit neatly into a category. Selling online also carries the risk of scams, which can deter some sellers.
Ultimately, choosing the right place to sell depends on the type of item, your desired price, and the level of competition you’re willing to navigate.
When it comes to selling antiques, choosing the right venue can make all the difference in your profit and the time it takes to sell an item. Each option — whether it’s auctions, antique fairs, car boot sales, or online marketplaces — has its strengths and drawbacks. The best choice often depends on the type of item, the target audience, and the level of competition you’re comfortable with.
Remember, knowing your inventory and understanding each venue’s dynamics are key to finding success. By selecting the right platform for each piece, you can maximize both your profit and your selling speed. Now that we’ve covered sourcing, pricing, and sales venues, let’s explore how to fine-tune your selling strategies to create a steady flow of turnover and keep your business thriving.
Strategies to Create a Steady Flow of Turnover
To keep your business thriving, it’s essential to create a steady stream of sales. Consistent turnover not only generates revenue but also keeps your stock fresh and your customers engaged. Here are some proven strategies to help you maintain a reliable sales flow:
- Maintain a Balanced Inventory
Stocking a mix of items — from high-demand pieces to unique finds and even average items — can provide a more balanced flow of sales. Popular items sell quickly, unique pieces bring in higher profits when they do sell, and average items offer steady, predictable sales. The right balance will help you capture buyers at different price points and interests. - Price Strategically
Setting your prices competitively is key. Research market trends regularly to stay up-to-date with realistic pricing, and always leave a little room for discounts, as buyers in the antiques world often expect them. For items with strong intrinsic value, like metals, consider listing them close to market rates to attract quick buyers while ensuring fair profit margins. Pricing fairly, but confidently, can instill trust in potential buyers and encourage repeat business. - Rotate Your Stock Regularly
Changing up your stock display or online listings periodically keeps things fresh for returning customers and helps you assess which items need more visibility. At antique fairs or car boot sales, this could mean rearranging your stall, while online it may mean adjusting titles, descriptions, or even relisting items to reach new buyers. A refreshed inventory presentation can breathe new life into items that haven’t moved yet. - Leverage Multiple Sales Channels
Diversify where you sell to reach a broader audience. Each venue, from auctions to online platforms, has a unique customer base. For example, listing a popular item on eBay could give you quick access to collectors, while bringing more unique pieces to an antique fair might catch the eye of serious buyers. Using different sales channels ensures that you’re maximizing exposure and capturing buyers across markets. - Build Customer Relationships
Developing strong relationships with repeat customers can provide a steady stream of sales. Keep in touch with collectors or dealers who buy from you frequently, and let them know when new stock arrives that aligns with their interests. Friendly, consistent communication can make a significant difference in securing repeat buyers and word-of-mouth referrals. - Promotions and Bundles
For items that move slowly, consider offering promotions or bundling them with related pieces to encourage faster sales. Discounts on bulk buys or occasional sales can make items more appealing, especially for collectors looking to get more value from a single purchase. Bundling average items with popular ones, for instance, can also be a way to move less popular stock while making the overall purchase more attractive.
Creating a steady flow of turnover is all about balancing smart sourcing, strategic pricing, and creative selling techniques. By implementing these strategies and staying flexible with market demands, you can maintain a consistent sales flow that keeps your business healthy and sustainable.
