The "Emerging" of the Fine Art Prints Market
A quiet shift is happening in the art world.
Prints, once seen as the entry-level cousin of painting and sculpture, are now claiming serious attention from collectors, artists, and galleries alike. The fine art print market has matured, powered by a new generation of buyers, digital access, and a growing appetite for authenticity at approachable prices.
From Underdog to Mainstream
Over the past few years, prints and editions have moved from the bench to playing an emerging role in collecting culture. Even as the global art market dipped 4% in 2023 (Art Basel & UBS), activity at lower price points rose. These are the price ranges where prints become more relevant - accessible, diverse, and ready to discover.
Online sales have also transformed the print market. According to The Art Basel and UBS Survey of Global Collecting, digital transactions reached around $11.8 billion in 2023, accounting for 18% of total art sales. With platforms and galleries both making limited editions available directly from artists and publishers, buying and discovering prints has never been easier.
Ed Ruscha's "Actual Size" released through Avant Arte in 2024 gives access to an artist who's originals are inaccessible to the average collector.
A New Type of Collector
Today’s collector looks different from the traditional art buyer. They’re younger, more digital, and driven by curiosity rather than pedigree.
The same report found that 35% of high-net-worth collectors bought prints or multiples in 2023, a noticeable jump from the previous year. Millennials and Gen Z are entering the market through prints - starting small, learning fast, and building meaningful collections piece by piece.
Even auction houses are adapting. Christie’s reported a 65% rise in new Gen Z buyers last year, much of it driven by prints, editions, and collectibles. For many, it’s an accessible way to own something tangible, signed, and storied.
The Market Speaks
The numbers tell a clear story. Post-War and Contemporary prints and editions generated roughly $66.5 million at auction in 2023 (Maddox Gallery Print Report). While total auction turnover softened, the number of works sold peaked - proof that the appetite for affordable, credible art is rising.
Prints by women artists also saw a 15% increase in sales, reflecting the wider shift toward inclusivity and representation.And for blue-chip names like Damien Hirst, the print market continues to thrive. His Eight Virtues series (2021) brought together eight cherry blossom paintings, each representing a distinct moral value - Justice, Courage, Mercy, Politeness, Honesty, Honour, Loyalty, and Control. The series highlighted the cultural and commercial strength of fine art prints. Collectors around the world rushed to acquire them, validating prints as serious works in their own right. Prints retailed for $3,000 but auction prices have fetched up to $22,000.
Damien Hirst's "The Virtues" have increased in value by 500% since their release in 2021 with an average rate of increase of 75% per year.
Why Prints Are Resonating
Prints balance exclusivity and accessibility. Each edition is signed, numbered, and produced to museum standards, offering the emotional pull of original art without the price tag of a one-off painting. They also carry cultural weight - prints have historically been the medium through which movements spread, ideas circulated, and artists built communities.
For many new collectors, that mix of authenticity and affordability feels just right. It’s not about speculation or investment flips, but about living with art that means something.
A Digital Renaissance
The pandemic years accelerated a structural change that’s here to stay. Collectors now move fluidly between in-person fairs, online platforms, and social media. Discovery happens on Instagram and TikTok, purchases happen on trusted platforms like Artsy, and conversations happen in DMs.
In this new multichannel world, prints will thrive. They’re easier to ship, authenticate, and edition-controlled. And they invite engagement and conversation - a gateway for anyone curious enough to ask or to start collecting.
Looking Ahead
The fine art print market isn’t a trend; the supply and demand will continue to increase. It reflects a broader cultural shift towards inclusivity. Prints open doors. They allow collectors to support artists early, experiment with taste, and build a collection that reflects their identity and story.
For artists, prints create sustainable income and reach. For collectors, they offer a way to participate meaningfully in the art world. And for the market, they represent growth at a time when accessibility matters most.