The business of art matters. Talent in selling the art matters. Artists have to do outreach all year, out side of the traditional gallery and art festival system. I do a lot of direct mail.
Snail mail is personal, I draw on the letter and envelope. People get art from me  by snail mail.
Out marketing every other artist is a key to making sales.  I send snail mail art career updates all year. People need to brag about artists they know. Word of mouth matters. Artists need to consider self promotion.