Retail theater. I love the term. It is most often used in fashion, specifically in discussing one method by which stores like T.J.Maxx (or T.K.Maxx in the UK) can sell the same items as department stores for less. The department stores invest money in retail theater - window displays, stylist marketing, personal shoppers, designer sections, etc. whereas T.J. Maxx is lucky if they have sorted everything correctly by gender.
It is useful to think of retail theater in antique shopping as well. The cheapest finds are always in the places that are not investing in decor - thrift stores and yard sales. The average auction may also find itself grouped in this category (more on auctions in a later post). These cheap spots are also the ones where you have to have the most patience and enjoy a game of chance. More often then not you will strike out if you are not open to finding more than one very particular item.
The most expensive spots? Galleries and high-end shops. What distinguishes these from the mid-range shops? They are considerate of staging, marketing and personal relationships. The curators and proprietors of these establishments take pride in themselves and their collection. They won't be displaying a signed Picasso print behind a beat-up Walmart frame. The price they charge will reflect the effort it took them to source it, acquire it, clean it, hang it and keep it well displayed. (I will conveniently ignore the complex and inscrutable algorithm that considers past sales, the market, condition, rarity, overall aesthetics, etc.)
Why does this matter to you? After all, I am not advocating that everyone avoid galleries to exclusively shop at thrift stores. I for one, plan to eventually be in a position where I do not have the time to search low and high to source my collection, but will (fortunately) have the funds to acquire them in the most convenient (and best curated) locations. It is worth noting that I do not expect to reach this position through the antique industry.
Consideration of the premium cost of retail theater is key to considering your own decorating budget. How much is your time worth? (No, seriously. If you were at your computer, on the phone with a client, in the OR, on the stage or anywhere else instead of picking through items in someone's garage, how much would you be making?) If you are in a position where you have the luxury of time on your side, you may benefit by learning to shop without the theatrics.
Are you willing to pay extra for a the perfect convenient find or do you enjoy the thrill of the hunt?
