Appraisily

June 28, 2023

Vincent Price Art Collection: History and Value Guide

Discover the fascinating history and current market value of the Vincent Price Art Collection, from the famous Sears collaboration to museum pieces and auction sales.

Vincent Price examining rare artworks from his renowned fine art collection that was sold through Sears
By Appraisily Team Last updated June 28, 2023
<h2 class="section-header__title"> 
<span>Introduction to the Vincent Price Art Collection</span>

</h2>

<div class="section-header__body">Beyond his iconic status as a horror film legend, Vincent Price was an avid art collector, curator, and champion of fine art accessibility. His passion for art resulted in one of the most unique commercial art ventures of the 20th century: a collaboration with Sears, Roebuck and Co. that brought museum-quality art into American homes at affordable prices.</div>

The Vincent Price Art Collection represents a fascinating intersection of celebrity, commerce, and fine art democratization. From original pieces by Rembrandt and Picasso to works by emerging artists, Price’s curatorial vision created a collection that continues to intrigue collectors and command varying values in today’s market.

This comprehensive guide explores the history, components, and current value of items from the Vincent Price Collection, providing essential information for collectors, art enthusiasts, and those curious about this unique aspect of American cultural history.

Vincent Price Collection Quick Facts

1962-1971 Active Years at Sears Duration of the Vincent Price Collection at Sears $10-$3,000 Original Price Range Artwork pricing when initially sold through Sears 50,000+ Pieces Sold Estimated number of artworks sold through the program
<h2 class="section-header__title"> 
<span>The History of the Vincent Price Art Collection</span>

</h2>

<div class="section-header__body">Vincent Price&rsquo;s art collection journey began decades before his partnership with Sears, rooted in his lifelong passion for fine art and his belief that art should be accessible to everyone regardless of economic status or background.</div>

Evolution of the Vincent Price Art Collection

  1. 1930s

    Educational Foundation

    Vincent Price develops his passion for art while studying art history at Yale University, laying the groundwork for his future as a collector.
  2. 1950s

    Personal Collection Growth

    As his Hollywood career flourishes, Price begins building his personal art collection, becoming known in art circles as a serious and knowledgeable collector.
  3. 1962

    Sears Partnership Begins

    Price partners with Sears to launch the "Vincent Price Collection of Fine Art," making original art accessible to middle-class Americans at department store prices.
  4. 1960s

    Collection Expansion

    The collection grows to include thousands of works ranging from Rembrandt etchings to contemporary pieces by emerging artists, all personally selected by Price.
  5. 1971

    Sears Partnership Ends

    After nearly a decade, the partnership with Sears concludes, having sold over 50,000 pieces of artwork to American households.
  6. 1957-1993

    East Los Angeles College Donations

    Price donates 2,000+ pieces to East Los Angeles College, forming the core of what would become the Vincent Price Art Museum.

The Sears Collaboration: Art for America

The most famous chapter in the Vincent Price art collection story began in 1962 when Sears, Roebuck and Co. approached the actor to curate an ambitious fine art program. The retailer wanted to offer original artworks to middle-class Americans, making fine art accessible in a way never before attempted at such scale.

Price’s role went far beyond lending his name. He personally traveled throughout Europe, Asia, and the Americas to select paintings, lithographs, etchings, and other works. His curatorial approach balanced artistic merit with accessibility, ensuring the collection included both established masters and promising contemporary artists.

As noted in Artists Network, the collection included works by Rembrandt, Chagall, Picasso, and Whistler alongside pieces by then-emerging artists. This democratic approach to art curation reflected Price’s belief that great art shouldn’t be restricted to museums and wealthy collectors.

Beyond Sears: The Vincent Price Art Museum

While the Sears collection represents his most widely known art venture, Price’s legacy as an art collector extends to the Vincent Price Art Museum at East Los Angeles College. Beginning in 1957, Price donated over 2,000 pieces from his personal collection to the college, including significant pre-Columbian artifacts from cultures such as Anasazi, Chupicuaro, Mixtec, and Nazca.

This museum collection represents another dimension of Price’s artistic interests and his commitment to art education and accessibility. Today, the museum continues to preserve and showcase these pieces as part of its permanent collection.

<h2 class="section-header__title"> 
<span>Components of the Vincent Price Art Collection</span>

</h2>

<div class="section-header__body">The Vincent Price Collection was remarkably diverse, spanning multiple periods, styles, and mediums. Understanding the different components helps collectors identify potential Vincent Price pieces and assess their value.</div>

Types of Artwork in the Collection

The Vincent Price Collection featured several distinct categories of artwork:

  1. Old Master Prints and Etchings: Works by European masters like Rembrandt, Goya, and Dürer were available primarily as original etchings and engravings.

  2. 19th Century Prints: Lithographs and prints by artists such as Toulouse-Lautrec and Hiroshige provided accessible examples of important artistic movements.

  3. Contemporary Paintings: Original works by mid-20th century artists constituted a significant portion of the collection, with particular focus on American and European painters.

  4. Original Sculptures: Though less common than two-dimensional works, the collection included small sculptures and three-dimensional pieces.

  5. Decorative Arts: Some functional art pieces, including designer items and craft works, were featured in the collection.

According to the Observer, Price’s collection offered these works at prices ranging from just $10 to $3,000, with payment plans available for as little as $5 per month—democratizing art ownership in unprecedented ways.

Identification Features

Pieces from the Vincent Price Collection typically share several identifying characteristics:

Vincent Price Collection Identification Markers

Check for these features when identifying potential Vincent Price Collection pieces

  • 'Vincent Price Collection' label or certificate of authenticity
  • Sears documentation or receipts (for Sears collection pieces)
  • Date range between 1962-1971 (for Sears collection)
  • Original frame with characteristic styling of the period
  • Artist signature consistent with those promoted by Price
  • Subject matter and style consistent with Price's aesthetic preferences

It’s important to note that not all pieces will display every marker, and authentication often requires expert evaluation, especially for higher-value works.

<h2 class="section-header__title"> 
<span>Current Market Value of Vincent Price Collection Items</span>

</h2>

<div class="section-header__body">The value of artwork from the Vincent Price Collection varies significantly based on several factors, including the artist, condition, provenance documentation, and the specific piece&rsquo;s historical significance.</div>

A mid-century painting from the Vincent Price Collection showing its distinctive style

Value Determinants

Several key factors influence the current market value of Vincent Price Collection pieces:

  1. Artist Reputation: Works by recognized artists command significantly higher prices than those by lesser-known creators, regardless of their Vincent Price association.

  2. Medium and Size: Original paintings typically command higher values than prints, with larger works generally valued higher than smaller ones.

  3. Condition: Pristine condition significantly impacts value, with damage, restoration, or deterioration reducing potential worth.

  4. Provenance Documentation: Original certificates, purchase records, or documentation connecting the piece directly to the Vincent Price Collection substantially increase value.

  5. Historical Significance: Pieces with interesting stories or connections to specific moments in Price’s career may command premium prices among collectors.

  6. Rarity: Some artists or styles were represented by only a few works in the collection, making these pieces more valuable due to their scarcity.

According to MutualArt, items associated with Vincent Price have sold at auction for prices ranging from $30 to $90,000, demonstrating the wide valuation spectrum these pieces can occupy.

Vincent Price Collection Value Ranges

Current market values based on recent sales and expert appraisals

  </tbody>
</table>

Auction Results and Recent Sales

Recent auction results provide insight into the current market for Vincent Price Collection items:

  • A Reddit user shared information about a family painting from the Vincent Price collection for Sears by an artist named Munoz, purchased around 1962-1964. While specific values weren’t mentioned, this demonstrates the collection’s ongoing presence in American households.

  • Online marketplaces like 1stDibs and eBay regularly feature Vincent Price Collection items, with prices ranging from approximately $175 for unsigned pieces to several thousand for documented works by named artists.

As noted by cultural historian sources like Cultural Ghosts, Price himself selected thousands of paintings and prints for the collection, which means many pieces remain in circulation among collectors and families who purchased them during the original Sears program.

<h2 class="section-header__title"> 
<span>Building and Preserving a Vincent Price Collection</span>

</h2>

<div class="section-header__body">For collectors interested in acquiring or preserving pieces from the Vincent Price Collection, several considerations and best practices can help ensure both authenticity and value preservation.</div>

A framed artwork from the Vincent Price Collection including its certificate of authenticity

Authentication Process

When identifying or authenticating a potential Vincent Price Collection piece:

  1. Document Research: Look for original receipts, certificates, or Sears documentation that connects the piece to the collection.

  2. Period Verification: Confirm the creation date aligns with the collection’s active years (primarily 1962-1971 for Sears pieces).

  3. Artistic Assessment: Consult with art appraisers who specialize in mid-century art or the specific artist attributed to the work.

  4. Condition Evaluation: Professional assessment of the artwork’s condition can help determine both authenticity and value.

  5. Provenance Tracing: Establishing a clear chain of ownership from the original purchase to present day strengthens authentication.

Conservation Considerations

To preserve the value and condition of Vincent Price Collection artwork:

  1. Display Location: Avoid direct sunlight, extreme temperature fluctuations, and high humidity areas.

  2. Framing: Consider conservation framing with acid-free materials for works on paper.

  3. Handling: Minimize direct contact with the artwork surface, using cotton gloves when necessary.

  4. Documentation Preservation: Store certificates, receipts, and other provenance materials in archival-quality containers.

  5. Professional Conservation: For valuable pieces showing signs of deterioration, consult professional art conservators rather than attempting DIY repairs.

Where to Find Vincent Price Collection Items

Collectors interested in acquiring pieces from the Vincent Price Collection should explore these resources:

  1. Specialized Auctions: Watch for fine art auctions that specifically mention the Vincent Price Collection or Sears art program.

  2. Online Marketplaces: Sites like 1stDibs regularly feature authenticated pieces from the collection.

  3. Estate Sales: Particularly in regions where Sears was prominent during the 1960s, estate sales may yield undiscovered collection pieces.

  4. Art Dealers: Dealers specializing in mid-century art occasionally handle Vincent Price Collection pieces.

  5. Museum Deaccessions: Occasionally, museums may deaccession pieces originally from the Vincent Price Collection.

<h2 class="section-header__title"> 
<span>The Legacy of Vincent Price&#39;s Art Democratization</span>

</h2>

<div class="section-header__body">Vincent Price&rsquo;s partnership with Sears represented a revolutionary approach to art accessibility that continues to influence how we think about art collecting and appreciation today.</div>

Cultural Impact

The Vincent Price Collection fundamentally changed how middle-class Americans interacted with original art. By making fine art available through a trusted retailer like Sears, Price helped normalize the idea that original artwork belonged in everyday homes, not just museums and mansions.

This democratization effort challenged the exclusivity of the art world and created new opportunities for artists to reach broader audiences. Many contemporary art subscription services and affordable art initiatives trace their philosophical roots to Price’s pioneering work with Sears.

Educational Value

Beyond their monetary value, pieces from the Vincent Price Collection represent an important chapter in American cultural history. They document changing aesthetic preferences, the evolution of art marketing, and the intersection of celebrity with fine art curation.

For institutions and private collectors alike, these pieces offer educational value as tangible connections to mid-century efforts to broaden cultural appreciation across socioeconomic boundaries.

Collecting for Appreciation vs. Investment

While some Vincent Price Collection pieces have appreciated significantly in value, particularly those by artists who later gained prominence, the collection’s primary legacy isn’t as an investment vehicle but as a cultural phenomenon that prioritized appreciation over speculation.

This approach to collecting—focused on personal connection to artwork rather than potential financial returns—reflects Price’s own philosophy about art’s purpose in society and represents an alternative to purely investment-driven collecting.

External Resources for Vincent Price Collection Research

Common Questions About the Vincent Price Art Collection

How can I tell if my artwork is from the Vincent Price Collection? 
To identify a piece from the Vincent Price Collection, look for:

    

  • Original "Vincent Price Collection" labels, certificates, or Sears documentation
    • 

  • Creation date between 1962-1971 (for Sears collection pieces)
    • 

  • Artist signatures consistent with those featured in the collection
    • 

  • Period-appropriate framing and presentation
    • 



For definitive authentication, consider consulting an art appraiser who specializes in mid-century art or the Vincent Price Collection specifically.

What types of art were included in the Vincent Price Collection at Sears? 
The Vincent Price Collection at Sears included a diverse range of artwork:

    

  • Original paintings by contemporary artists
    • 

  • Lithographs and prints by established masters
    • 

  • Etchings and engravings, including works by Rembrandt and Goya
    • 

  • Asian art, particularly Japanese prints
    • 

  • Some sculptural and three-dimensional pieces
    • 



The collection specifically emphasized original artworks rather than reproductions, which was revolutionary for department store art sales at the time.

What is the price range for Vincent Price Collection pieces today? 
Current market values for Vincent Price Collection pieces vary widely:

    

  • Pieces by recognized masters (Rembrandt, Picasso, etc.): $5,000-$90,000
    • 

  • Original paintings by mid-century artists with documentation: $1,000-$15,000
    • 

  • Prints and lithographs with certificates: $300-$3,000
    • 

  • Uncertified pieces without clear provenance: $100-$500
    • 



Factors affecting value include the artist’s reputation, condition, documentation, and historical significance of the specific piece.

Did Vincent Price personally select all the artwork in the collection? 
Yes, Vincent Price was actively involved in personally selecting the artwork for his Sears collection. He traveled extensively throughout Europe, Asia, and the Americas to acquire pieces directly from artists and galleries. 

Price wasn’t merely a celebrity endorser—he was a legitimate art scholar with an art history degree from Yale, and he applied his expertise and personal aesthetic judgment to curate the collection. His direct involvement in selecting each piece was a major selling point for the program and significantly contributed to its credibility and success.

Where can I sell Vincent Price Collection artwork? 
If you own Vincent Price Collection artwork and are interested in selling, consider these options:

    

  • Specialized art auction houses, particularly those focusing on 20th century art
    • 

  • Online marketplaces like 1stDibs that cater to collectors of specific periods
    • 

  • Art dealers specializing in mid-century art or the Vincent Price Collection
    • 

  • General auction platforms like eBay (though typically at lower values)
    • 



Before selling, consider obtaining a professional appraisal to understand the current market value, especially for pieces with clear provenance or by recognized artists.

What happened to the Vincent Price art program at Sears? 
The Vincent Price art program at Sears ran from 1962 to 1971, ultimately ending due to a combination of factors:

    

  • Changing consumer tastes and retail trends in the early 1970s
    • 

  • Sears’ shifting business priorities and merchandising strategies
    • 

  • The program had largely accomplished its cultural mission of introducing original art to middle-class homes
    • 



During its nearly decade-long run, the program sold an estimated 50,000+ pieces of original artwork to American consumers. While the program ended, its legacy continues both in the artwork that remains in collections and in its pioneering approach to art democratization.

<h2 class="section-header__title"> 
<span>Conclusion: The Enduring Value of the Vincent Price Collection</span>

</h2>

<div class="section-header__body">The Vincent Price Art Collection represents far more than just a celebrity endorsement or a retail experiment—it stands as a meaningful chapter in American cultural history and continues to influence how we think about art accessibility today.</div>

As both a financial investment and a cultural artifact, pieces from the Vincent Price Collection occupy a unique position in the art market. Their value derives not only from the artistic merit of individual works but also from their connection to a revolutionary approach to art democratization led by one of Hollywood’s most distinctive personalities.

For collectors, these pieces offer a tangible connection to mid-century aesthetics and values. For researchers and cultural historians, they represent an important experiment in breaking down barriers between high art and everyday life. And for families who have treasured these works for generations, they continue to fulfill Price’s vision of bringing authentic artistic experiences into American homes.

Whether you’re considering acquiring a piece from this historic collection, determining the value of a family heirloom, or simply appreciating the cultural significance of Price’s art democratization efforts, understanding the context and characteristics of the Vincent Price Collection enhances appreciation for this unique intersection of celebrity, commerce, and fine art.

Category Price Notes
Original Master Prints (Rembrandt, Picasso, etc.) $5,000 - $90,000 Depends on artist, condition, and rarity
Mid-century Paintings with Documentation $1,000 - $15,000 Higher for notable artists
Contemporary Prints with Certification $300 - $3,000 Based on artist reputation and condition
Uncertified Collection Items $100 - $500 Without clear provenance documentation
Decorative Arts Pieces $200 - $2,000 Varies widely based on type and condition