How Custom Frame Shops Can Grow Their Customer Base in 2025

As the retail landscape continues to evolve, local picture frame shops face unique challenges. The rise of e-commerce, shifting consumer spending habits, and the increasing focus on self-care and travel have all contributed to a more competitive environment. With big retailers reporting a negative outlook on sales and growth after Q2 2024, it's clear that businesses must adapt to survive and thrive. As a brick-and-mortar frame shop owner in Hasbrouck Heights, New Jersey, I’ve discovered several strategies that can help drive business and attract more customers. Here’s a detailed look at what’s working and what you can do to boost your custom framing business in 2025

1. Leverage Your Google Business Profile

Google Business Profile is an underutilized yet incredibly powerful tool for local businesses. When potential customers search for a picture frame shop, they’ll likely turn to Google first. By setting up and actively maintaining your Google Business Profile, you can showcase your work, post updates, and engage with your community—all for free.

• Showcase Your Work: Regularly post high-quality photos of your latest projects. Whether it’s a beautifully framed piece of art, a custom jersey frame, or a complex shadow box, let potential customers see the quality and creativity of your work. Visual content is key to drawing in customers who may be undecided about where to get their framing done.
• Engage with Customers: Use your Google Business Profile to post updates, share news, and even offer promotions. The more active you are, the more likely your business is to appear in local searches, which can drive foot traffic to your shop.
• Optimize for Local SEO: Include relevant keywords and phrases in your posts and descriptions, such as “custom framing in [Your City]” or “local picture framing experts.” This will help boost your visibility in search results, making it easier for customers to find
  

2. Engage with Local Communities on Social Media

Social media is a vast and often overwhelming space, but when used strategically, it can be a valuable tool for local businesses.

• Local Facebook Groups: Join local community groups on Facebook and engage with members by posting about your services, sharing customer success stories, or offering advice on framing. Be mindful not to overdo it—focus on providing value rather than just promoting your business. This approach helps build trust and keeps your business top-of-mind when someone in the community needs framing services.
• Targeted Instagram Posts: While it’s challenging to gain significant traction on Instagram in 2024, it’s still important to maintain a presence. Focus on posting visually appealing images of your work and using local hashtags to reach potential customers in your area. Collaborate with local influencers or businesses to expand your reach.
• TikTok for Visibility: TikTok’s algorithm can help you reach a broader audience, but it’s often more national than local. However, creating engaging, educational, or behind-the-scenes content can still drive traffic to your website or Google Business Profile, which in turn can bring in local customers.

3. Position Yourself as the Local Framing Expert

Content is king, especially when it comes to establishing your business as an expert in the custom framing industry.

• Create Educational Content: Start a blog or add new pages to your website that address common framing questions, techniques, and tips. Cover topics like the different types of picture frame moulding, the benefits of various glazing options, or how to choose the right frame for different types of art. The more content you create, the more likely you are to attract traffic to your site from people searching for framing information.
• Localize Your Content: Incorporate local keywords and phrases to attract customers in your area. For example, write about the best framing options for preserving artwork in New Jersey’s humid climate or how to frame a sports jersey from a local high school team.
• Utilize Tools and Resources: Websites like answerthepublic.com can help you identify the questions people are asking about framing, giving you a solid foundation for your content. If writing isn’t your strong suit, consider hiring freelancers from platforms like Fiverr or using AI tools to assist with content
  

4. Implement a Referral Program

Word of mouth is still one of the most powerful marketing tools, especially for local businesses. Implementing a referral program can incentivize your current customers to bring in new business.

• Offer Discounts or Free Services: Provide a discount or a free service (such as glass cleaning or a small frame repair) for every new customer a current customer refers to your shop. This not only brings in new business but also encourages repeat visits.
• Partner with Local Businesses: Collaborate with local artists, photographers, or interior designers to create a referral network. Offer them a commission for every client they refer to your framing shop. This symbiotic relationship can significantly boost your customer base.

5. Host In-Store Events or Workshops

Create opportunities for potential customers to visit your shop and experience your services firsthand by hosting events or workshops.

• Framing Workshops: Offer workshops on DIY framing or how to choose the right frame for different types of art. These events can draw in customers who might be interested in trying framing themselves but could ultimately decide to leave it to the experts—namely, you.
• Art Exhibits or Open Houses: Partner with local artists to host an exhibit in your shop, showcasing both their art and your framing services. An open house with light refreshments can make it an enjoyable community event, attracting new customers who might not have visited your shop otherwise.

In 2024, custom frame shops need to adopt a multifaceted marketing approach to thrive in a competitive market. By leveraging tools like Google Business Profile, engaging with local communities on social media, creating educational content, implementing referral programs, and hosting in-store events, you can effectively attract and retain customers. Remember, the key to success lies in consistently positioning yourself as the local expert in framing, providing value to your community, and staying visible both online and offline. With these strategies in place, your custom frame shop can look forward to a successful year

FAQs About Picture Frame Shops

1. What types of framing services do picture frame shops offer?
   Picture frame shops typically offer custom framing, matting, glazing, shadow boxes, jersey framing, and repair services. Some also provide ready-made frames, art consultation, and large format printing.
2. How do I choose the right frame for my artwork?
   The right frame should complement the artwork without overpowering it. Consider the style, color, and material of the frame in relation to the art and the room where it will be displayed. Professional framers can offer guidance on making the best choice.
3. What is the difference between custom framing and ready-made framing?
   Custom framing is tailored to fit specific dimensions and style preferences, offering a personalized look. Ready-made frames come in standard sizes and are a quicker, more cost-effective option for commonly sized items.
4. How do I care for my framed artwork?
   Keep framed artwork out of direct sunlight to prevent fading. Dust the frame and glass regularly, and avoid using harsh chemicals. If the artwork is on canvas, be careful not to press too hard when cleaning the surface.
5. What are the benefits of using UV-protective glass?
   UV-protective glass helps prevent fading and damage caused by ultraviolet light, preserving the vibrancy and longevity of your artwork. It's especially recommended for valuable or sentimental pieces.
6. Can I frame three-dimensional objects like jerseys or memorabilia?
   Yes, shadow boxes are designed to frame three-dimensional objects like jerseys, medals, or other memorabilia. These are custom-built to protect and display your items in an aesthetically pleasing way.
7. How long does custom framing take?
   Custom framing typically takes anywhere from one to three weeks, depending on the complexity of the project and the availability of materials. Rush services may be available for an additional fee.