How Much is This?

QUESTION:  I went to a favorite flea market of mine last Saturday. A lot of the same dealers display some of the same things they’ve had for sale for the last several years. While I don’t mind asking the price of an item, I got really annoyed when I heard a dealer quote another customer a lower price after he had quoted me a higher one for the same item a few minutes before. Is this becoming a regular practice or was it just this dealer?                              

ANSWER: While most dealers price their goods beforehand, a few don’t. Take Mr. I-Don’t-Price-Anything—Mr. Idpa for short. This rather smug dealer always seems to offer interesting items, none of which shows a price. So customers are forced to ask, “How much is this?”

There’s usually a slight pause as Mr. Idpa sizes up the customer.  By the way she’s dressed, perhaps he thinks she has a Lexus parked in the lot. If so, he’ll immediately raise his price by as much as 50 percent, even before he says anything.

This same dealer not only makes up prices as he goes along, but also refuses to bargain when asked for his best price. If he had been the only dealer doing this, customers would probably just pass by his space. But, unfortunately, he isn’t.



The following week, a new dealer set up next to Mr. Idpa, and like him, she hadn’t priced her goods. Another dealer she knew stopped by to say hello. “I don’t understand why no one has asked about my chairs,” she said. She had four well-used ladderback rushed chairs arranged out in front of her tables, each nicely draped with colorful silk scarves.

“Perhaps it’s because you don’t have any prices on your items,” her dealer friend replied.

Some dealers think prices might scare customers away. But they don’t. Customers need a place to start—a pricing reference point. When a customer approaches a dealer’s tables and sees something he or she likes, they look at its price to see if it’s within their budget.

Those who are serious collectors come to flea markets looking for items to add to their collections—for the right price, of course. If a dealer overprices an item, they’ll move on because they know more or less how much the item is worth. But if the price is within their range, they can begin a conversation with the dealer about it.

Once in a while, these non-pricing dealers forget to take the previous price tag off an item after they purchased it elsewhere. A customer comes along, immediately sees that price and approaches the dealer asking if he or she can do any better. After a little haggling, the customer walks away with the item, satisfied that they received a good price.

Buying antiques and collectibles is one thing, but selling them is quote another. Let’s see what happens when the shoe is on the other foot. Let’s take a look at the right way to price items, but before we do, let’s take a look at how not to.

Another dealer at a different flea market had a number of U.S. stamps for sale, all packaged in groups by age. Among his collection of stamps for sale was a little “stock” book with four manila pages with overlapping strips into which he had inserted an assortment of U.S. commemorative stamps. Stamp collectors use these little books to transport stamps to shows or to store a particular group for further study. The dealer had placed two stickers on the cover. One said “$3.50 net with book” while the other said “$4 postage.” At first glance, the $4 sticker stood out, so a customer might think that the stock book with stamps was $4.

Noticing the customer’s interest in the stock book, the dealer directs him a plastic bin with other packages of stamps. Not seeing anything that he wanted, the customer began leafing through the plastic pages of stamps in a looseleaf binder. The customer chose four of them, each with a sticker that said “$2 postage.” The dealer told the customer he could have the stock book filled with stamps and the two pages for $10. That seemed like a good price, so the customer said he would take the lot.

“That will be $13.50,” said the dealer.

“How can that be?” said the customer.

“Oh, $10 is the face value of the postage. The stock book is an additional $3.50,” replied the dealer. Needless to say, the customer walked away empty handed. The dealer wasn’t at all pleased. If he had put a definite price on each of his items, there wouldn’t have been a controversy. Instead, his stickers were vague and communicated the wrong message.

So what is the best way to price antiques and collectibles so they do sell? First, price isn’t the same as value—it’s usually about half that. So while many people use an antiques pricing guide to look up their items, what they’re really looking at is a value guide. The authors of these guides research the value of a particular item by checking the most current amounts the item fetched both at auctions and in shops, then they average the different amounts together.

The market value of an antique is what someone is willing to pay for it. And just because an items lists for $25, for example, doesn’t mean that a person will be able to charge the same amount for it, especially if they’re selling their item at a market entry-level venue like a yard sale or flea market. To sell successfully at these places, prices need to be lower than the guide amount.

Some antique and collectibles sellers take a shortcut and go directly to eBay to check prices. While prices are current there, many have been inflated by the “entertainment” factor. Many eBay shoppers look upon “winning” an auction much as they would winning a game of chance at a casino. At a regular auction, the highest bidder “buys’ the item while on eBay, the highest bidder “wins” the item. Generally, this drives final prices up.





However, the number of auctions has decreased on eBay in recent years while the number of “Buy It How” sales have increased. But even beyond using pricing guides and eBay to research prices, a seller should check the prices of similar items in the same sort of selling venues near them—that is at local garage sales and flea markets. This is known as pricing what the market will bear. Sellers can’t charge more than people are willing to pay in a particular area. Items just won’t sell, no matter how valuable they may be.

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