Are TV Antiques Programmes Good for Business?
In this week’s blog we explore mainstream television programmes centred around buying and selling antiques and ask the question, “are they good for business?” They have long been a popular TV genre, captivating audiences with the thrill of discovering hidden treasures and the excitement of negotiating deals and making sales. In the UK, shows like "Antiques Roadshow," "Salvage Hunters," "Antiques Road Trip", “Make Me A Dealer” and “Bargain Hunt” amongst others have gained widespread popularity, drawing both enthusiasts and casual viewers into the fascinating world of antiques. For what it is worth, I have appeared as a ‘professional dealer’ in “Make Me A Dealer” and I have sold directly to Drew Pritchard while his TV show “Salvage Hunters” was being recorded at the Malvern Flea Market, so I have been on both sides of the camera. That aside and while it in no way makes me an expert on the subject, the question of whether these TV programs are beneficial or detrimental to the antiques business remains a subject of considerable debate. So, what are the pros and cons of these programmes and are they good for business or a curse on the trade?
The Positive Influence
Increased Public Interest and Awareness
TV antiques programmes have played a pivotal role in generating public interest and awareness about the value of antiques. By showcasing the stories behind unique items and their historical significance, these shows contribute to educating the audience about the rich cultural heritage embedded in antiques and why they are worth preserving, restoring or collecting.
Boost in Sales and Demand
One of the immediate effects of featuring antiques on television is a surge in demand for similar items featured on screen. Viewers are often inspired to explore local markets, auctions, and antique shops in search of the treasures they have seen their favourite antiques celebrity buying and selling, especially if they have made a profit on a deal for a particular item. One trend that was inspired by TV programmes was the industrial salvage fad. It exploded for a couple of years and you couldn’t get enough of it, but like all trends it has now faded into the background and the prices you can achieve are nowhere near what they were. So, in the short term, these programmes can boost market trends and prices, leading to increased sales for businesses specialising in antiques and let’s not forget vintage.
Expertise and Authentication
Many of these TV programmes feature familiar and trusted experts who share their knowledge about antiques and vintage, helping viewers understand the intricacies of different items. This not only educates, informs and entertains the audience but also provides a sense of authenticity, promoting a healthy and informed market. They can also help save precious items from the scrap heap should a viewer recognise a treasure that had previously been stored and abandoned in the garden shed or in the attic.
Promotion of Small Businesses
Local antique shops and markets often benefit from exposure on these shows, as they become potential destinations for enthusiasts looking to find hidden gems. This promotion or publicity can significantly boost the sales and visibility of smaller businesses in the antiques industry. There is no doubt that a visit from an antiques TV show often results in a fantastic opportunity for social media exposure and marketing, the owners and the shops can even be featured in local newspapers and regional TV news bulletins.
Cultural Preservation
As previously touched on, by showcasing the historical and cultural value of various antiques, these TV programmes contribute to the preservation of cultural heritage. The increased appreciation for these items may lead to a more conscientious effort to preserve and protect historical, antique and vintage artifacts. Quite often, as part of the show, the experts visit local buildings or areas of historical interest, which exposes them to a wider national audience and provides them with the opportunity to capitalise on increased visitor numbers.
The Negative Impact
Market Distortion and Inflation
One of the primary concerns vocalised by many full-time dealers is the potential for market distortion and inflation. Items featured on popular TV shows may experience a sudden surge in demand and price, leading to inflated prices that do not necessarily reflect the true market value in the long term. This can create challenges for genuine dealers, collectors and investors. If there is a rush on buying a specific item, vintage laboratory stools for example, the price will dramatically rise in the short term, making it much harder for dealers to acquire the day-to-day stock that has been their mainstay for many years. Then, when the fad is over, some dealers who attempted to play the market and buy in bulk may be left with an excess of stock they cannot sell. At the end of the day, it is all about supply and demand! I once was left with a large number of Edwardian school desks that I had bought just before the market crashed. Luckily, I was able to sell them in bulk to a European dealer from a country where they were still in demand! As they always say in this industry, buyer beware!
Increased Competition and Price Wars
The ever-increasing popularity of antiques TV programmes has led to more individuals entering the antiques market, often seeking quick profits. As a result, competition among buyers can intensify sharply. This heightened competition may result in price wars, with individuals driving up the costs of desirable items in an attempt to secure them for resale. This is particularly evident at auctions, both the traditional auction house and the pop-up versions. I have noticed over the years an ever-increasing number of new faces appearing on the scene, some of whom are obviously new to the trade with little or no knowledge. Whilst they can be good for business in the eyes of the auctioneer, especially if a bidding war erupts between them, they can be a hindrance to the established dealers who know the true value of an item and so cannot compete with the inflated prices items are sold for on the day.
Loss of Privacy for Sellers
Individuals who decide to sell their antiques on these programmes may experience a loss of privacy. The negotiation process and personal stories associated with the items are often showcased, potentially leading to unintended public exposure and scrutiny. You may argue that they knew what they were getting themselves into, but I’m not certain this is true when it comes to the alluring glare of TV fame. I have heard of family rows and splits as a result of exposure on TV, particularly if decisions to sell an item were made in isolation from the rest of the family. Also, a sudden influx of windfall cash as a result of a sale can put an individual under the spotlight in their local community or amongst family and friends.
Inaccurate Portrayal of the Antiques Trade
Some critics of the genre argue that TV programmes tend to both glamorise and simplify the antiques trade, creating unrealistic expectations for both buyers and sellers. The intricate and nuanced aspects of the industry may be overlooked in favour of dramatic narratives designed for entertainment. These TV shows thrive on catastrophic losses or out of this world profits; a loss of a fiver or a profit of a tenner doesn’t make for good viewing and so the producers are always looking for that unique angle to make the show stand out from the crowd.
Commercialization and Mass Production
The commercial success of certain items featured on TV can lead to mass production, diluting the exclusivity and uniqueness of antiques. This can be detrimental to the authenticity and value of genuine antiques in the long run. Even worse, a short-term spike in the market and increased demand for an item can lead to the marketplace being flooded with fakes, particularly in the areas of ceramics, artwork, watches and jewellery amongst others. As the forgers become increasingly adept at their task, it is becoming increasingly difficult to tell the fakes from the real item, unless you are an expert, and I have heard many stories of heartbreaking scams and disastrous investments by vulnerable buyers.
Conclusion
In conclusion, TV antiques buying and selling programmes have a highly complex impact on the antiques business, with both positive and negative consequences. While these popular shows contribute to increased public interest, awareness and sales, they also bring about industry challenges such as market distortion, increased competition and the potential for privacy invasion. Striking a balance between entertainment and education is crucial to ensuring the long-term health of the antiques industry. In the world of commercial and public service TV, it is not the job of the show’s producers to protect the antiques trade, it is their job to bring an audience to advertisers or for viewing figures. And so, industry stakeholders, including buyers, sellers, dealers and experts must work collaboratively to maintain the authenticity and integrity of the antiques market in the face of evolving consumer trends influenced by television programming. And as for the growing phenomenon of YouTube content, creators and influencers, well that’s a whole other blog!
Happy antiquing.
