Time and again, we’ve found that the most successful auctions share key elements including a fast pace, a large number of lots, and a large number of photographs per lot. Another key element for a successful auction: a diverse range of categories. This combination creates the ideal bidding environment—one that maximizes registered bidders, absentee bids, bidder retention from start to finish, and, ultimately, the highest prices realized and strongest sell-through rates. These factors come together to form the ultimate auction juggernaut—fast-paced, engaging, and dynamic, with something for everyone.
The Industry Trend: Moving in the Wrong Direction
Despite advances in technology and an expanding global bidder base, the antique and fine art auction industry has increasingly moved in the opposite direction. Slower auctions with fewer lots have given rise to theme sales—auctions limited to just one or two categories, such as silver, American pottery, jewelry, Asian arts, mid-century, folk art, or fine art.
While this approach may seem curated and specialized, it leads to psychological saturation. Even rare and exceptional objects can start to feel common when surrounded by too many similar items. More significantly, an oversupply of mid-tier objects in the same category can diminish demand altogether, making bidders less inclined to participate—even at bargain prices.
The Downside of Theme Sales
The biggest challenge with theme sales is that they exclude potential bidders. Many collectors and buyers simply won’t spend time browsing an auction that doesn’t align with their core interests. As a result, bidder registration numbers often stagnate in the low hundreds—far from the 6,000–7,000 bidders that a well-curated, multi-category auction can attract.
The Power of Variety: Engaged Bidders and Surprising Outcomes
Auctions with diverse offerings not only drive bidder engagement and record-setting results but also generate a powerful secondary effect: the emergence of the “peripheral” bidder.
When a single-day sale features a broad mix of categories, spanning a wide range of price points, bidder participation increases exponentially. The auction begins to take on a snowball effect, where rising interest leads to more views, more bids, and greater bidding intensity. Collectors who enter the auction focused on a single category often get caught up in the momentum, exploring and bidding on other categories they wouldn’t typically consider.
Diverse Auctions Create New Collectors
A well-structured, multi-category auction isn’t just about selling more—it’s about creating collectors. By exposing bidders to a broader range of items, these auctions expand collecting interests, drive stronger competition, and fuel long-term engagement with the auction house.
In short, variety isn’t just the spice of life—it’s the key to a thriving, high-performance auction.