The Next Five Years of the Print Market

Online marketplaces, social media, and timed release models have enabled greater accessibility, fostering a new generation of collectors who engage with prints in ways that were previously unavailable. This shift has set the stage for significant changes in the years ahead.

“Historically, print has always been the way in which artists have shared ideas,” said Jack Bullen, Founder and Director of the Woolwich Contemporary Print Fair. “Before the internet, there was no way of really developing artistic ideas amongst your peers.” Today, prints continue to serve this role, not only in their accessibility but also in their ability to bring artists and collectors together in meaningful ways.

Breaking Down Barriers Between Mediums

The boundaries between print and other artistic disciplines are increasingly blurred, influencing both collector behaviour and market trends. As artists explore unconventional materials and techniques, collectors are becoming more receptive to hybrid works that merge traditional printmaking with new media. This shift is also reflected in the growing interest from institutions and galleries that now showcase prints alongside paintings, sculptures, and digital art, further elevating the status of the medium. With advancements in digital printing techniques and the growing popularity of hybrid approaches - such as combining screen printing with sculpture, textiles, or digital elements - the very definition of what constitutes a 'print' is shifting.

As well as increasingly becoming interwoven with new mediums, prints and editions have always been considered a more accessible entry point into the art market owing to their generally lower price points (when compared to ‘originals’). As Dario Illari, Founder of Jealous Gallery and Print Studio, highlighted: “Prints bring people together - it's a more affordable way to start collecting.” Jealous is a prime example of this accessibility in action, offering prints from as little as £30, from artists ranging from the emerging Corbin Shaw to the burgeoning David Shrigley.

The Rise of Artist-Led Publishing

Many contemporary artists are bypassing traditional galleries and working directly with print publishers - or even launching their own editions. This shift allows for greater creative control and a more direct connection with collectors. “We take it very seriously, the artists that we're working with, that we have their best interests in mind,” said Matt Lord, Artist Lead for Avant Arte. “We don’t want to work with an artist to produce an edition that is going to have a detrimental effect on their market.”

Online-First Models Are Reshaping the Market

Digital platforms have significantly altered how collectors engage with prints. Timed releases, online auctions, and social media marketing are creating new collecting habits. “I strongly believe that one of the reasons people still engage with art in such a digital world is because they see themselves reflected back in it,” said Lord.

Prints are increasingly discovered and purchased without ever being seen in person, raising questions about buyer confidence and authenticity. While high-resolution images and detailed descriptions help, collectors must rely on trusted sellers, expert verification, and provenance documentation to ensure quality and legitimacy. “Something I'm proud to be able to say that we do is we try and actively work with artists that do diversify across all categories, because we want to be engaging as many people as possible with the art that they identify with,” Lord continued.

The Challenge of Oversaturation

With more artists creating prints and more platforms offering editions, the market faces the challenge of maintaining value and avoiding oversaturation. “Multiples feel more special and valuable when they're limited, but timed releases remove scarcity,” an audience member questioned during the panel. Lord responded: “I’m not sure I agree that they remove scarcity. Timed releases and limited editions both have their place. Once that edition size is established, you are officially part of the community of people that own that print.”

The balance between accessibility and exclusivity will continue to be a defining factor in how the market develops. Platforms are experimenting with models like tiered pricing, staggered releases, and exclusive collector memberships to maintain engagement while preserving value. The challenge will be ensuring that increased accessibility does not dilute perceived rarity, a key driver of desirability in the print market.

Predicting the next dominant trend is difficult, but some indicators suggest that the most influential printmakers of the next five years will be those who push the boundaries of the medium and reflect the social and political concerns of their time.

“I think the thing that I'm excited by is working with such a diverse group of artists,” Lord said. “Actually, artists who have been previously underrepresented, you know, still, even though the conversations have been ignited, I think will really come to the fore in the next few years and really carve out for themselves.”

Bullen also noted the influence of technological advancements: “People are looking to combine more handmade techniques with new technologies. We've noticed really in the last two years that there's been a whole load more sculptural pieces come through.”

Looking ahead, print collecting will continue to evolve alongside changes in technology, collector demographics, and artistic practice. Younger generations, particularly Gen Z and Millennials, are showing increased interest in digital platforms and socially engaged art, shaping the future of the market. Meanwhile, a growing international collector base is diversifying demand, with regional influences playing a greater role in determining trends. With growing international access, expanding creative possibilities, and an increasing number of collectors embracing prints, the next five years promise to be transformative for the market.