Starting Holiday Traditions for Your Business

Whether it’s making cookies as a family, decorating a Christmas tree together or opening only one gift the night before Santa arrives, there are many traditions families repeat year after year. As small business owners, traditions can make up favorite memories for your customers and even become traditions of their own. The catch? You have to introduce and keep these traditions going year after year for the spirit of repetition to really catch on. This means committing to them… gulp…. long term.

It’s not too late to introduce a tradition to your business, or possibly it may mean simply marketing something you already do as a tradition. A few ideas that may be right for your business include:

1. Have a special sale separate from any other sale going on (nationally or locally). This doesn’t mean you shouldn’t participate in Black Friday, Small Business Saturday or Cyber Monday, it simply means you should introduce one more. And make it big! Add some bang to this sale with holiday extras such as complimentary desserts & beverage, a local musician playing as background noise, extended hours that includes a festive party or partnerships or promotions with area businesses.

2. Introduce a favorite item that is only sold seasonally. Maybe it’s a holiday collectible item, maybe it’s a decorative home piece or maybe it’s a disposable novelty item. Whatever makes sense for your business, introducing something that can be marketed before it arrives and then revved up in marketing efforts once it arrives is always fun. Possibly it’s something no one else in town has… or maybe it’s something a few other stores have. Either way, if you create a buzz around it and make it “the place” to get it, this can create a reason for customers to visit your store with anticipation and excitement… and money to spend. Use press releases to share the news of this highly anticipated item and start taking names to add to your “wait list” of this popular good. Wait lists always spark a special something.

3. Keep some traditions personal – or at least as personal as it should get with business associates! Sometimes the best business traditions aren’t those shared with customers but rather those shared with the employees who work together all year long. If your business operates with even one more person than just you, it’s worth having a tradition to look forward to that celebrates the season – and the year – with your associates. A grab bag gift exchange is fun, but take it up a notch and consider a special holiday dinner, giving back to others together by working with a charity or simply taking time off for fun (together, of course).

Whatever your holiday traditions are, celebrate them by also marketing them to your customers and associates. Make them big by creating the buzz around them to be big for your customers and associates alike to get excited by. Have traditions of your own you already do? Let us know! Please comment below.

 

Store Giftwrap On A Budget… And Locally Minded!

Tis’ the season to give your customers a little extra in their shopping experience, and complimentary gift wrapping should be a must on every store’s task list. Unfortunately, not every store has the budget to fulfill all the extras they should do to keep up with the competition… not to mention their customers expectations. Luckily, there is an affordable way to wrap (most) gifts while still making a memorable impact.

Starting now, start saving your local community’s newspaper. Rather than toss it or throw it in the  recycling bin,  start your own collection to use as your gift wrap. Yes, you heard me right… as your gift wrap. But don’t be fooled by the thought of a black and white wrapped gift on Christmas. Invest in some beautiful, colorful bows to wrap around your wrapped gifts or stick on top. The contrast of black and white against a pop of color will be beautiful. And we think the bigger the bow the better! Additionally, the re-purposing of your local community paper will be interesting and buzz-worthy. Share the news of this holiday trend with your community in the actual newspaper you collect by reaching out to the press, then request permission for drop boxes at area businesses to collect these newspapers. Pretty soon, you will have an entire gift wrap collection created that not only tells a (local) story, but gives back to the environment. Plus, it’s a fun way to get your community talking… about you! We’re betting Santa would be proud!

Another bonus? This beautiful and creatively wrapped gift will be sure to create conversation from the recipient – yet another way to get your business chatted about!

No need to stop this trend when the New Year comes, though. Re-purposing anything to help save you dollars and add charm to your business is worth wild! Have your own ideas? Let us know! Please comment below.

 

Creating a Top Ten Wish List For Your Store

There’s no time to spare anymore. The holidays are literally around the corner. Big box retailers are already sending holiday catalogs out and have their stores mapped out and ready to go for the weeks ahead. Sales are scheduled, events are planned, Santa is booked. While it’s easy to get intimidated by the big box stores during the holidays, it can be easier to compete with them if you face them head on. One way? With a must have “Wish List” for your customers to shop from.

With a few simple steps, you can help your customers understand what’s hot in your store assortment. While this doesn’t mean they need to only shop from this “Wish List”, it is a great way to get conversations starting, curiosity rolling and sales cha-chinging.

1. Get your customers excited by introducing them to the idea of your store’s Top Ten Wish List. Send an email blast announcing that the top ten products were hard to narrow down, but… drum roll please… they are finally ready to be shared! But not yet… hold off a day or two and then send your list out. The anticipation adds to the excitement!

2. Announce your top ten wish list with a bang! Use email blasts as well as Twitter, Facebook, your website, store signage and  local media. Don’t underestimate the power of excitement when excitement is used to help promote something.

3. Let everyone know about your store’s wish list when they walk through your doors. It can be a great opener that extends beyond hello. Simply state that your store’s top ten items for the holidays are available in limited quantities and offer to answer any questions they may have about them. Make sure to show them the great signage you have for this – including a list that accurately represents each product. Visuals work, as well. Including pictures on your list add to the understanding of each product. Of course, the actual product is the best visual aid to use.

4. Have a merchandising display dedicated to your top ten items. Make this a vocal point in your store that adds to the wish list excitement. A Christmas tree with each of these items as presents underneath is a simple yet impactful way to deliver the message that these items are hot gifts.

5. Offer shoppers a chance to make their own wish list. If you have lists ready to go that are fill in the blank style, then shoppers can make their own list and give them to others to shop for them on. Or… offer to keep their list so that when their husbands, friends, etc. come in, they just need to ask for so and so’s wish list. You get the idea… and just in case you need an extra push, this is all to create shopping energy that offers gift ideas and gives a reason for customers to return to your store.

Remember, the holidays are 9 weeks away. There’s no time to spare… it’s time to get ready!

A Checklist To Ensure You’re Holiday Ready

It’s less than ten weeks away until the busiest time of year for retailers. Are you ready?

From creating impressionable window displays to offering festive gift wrap to planning for extra staff, the list is long. Let’s not forget stocking your store with this season’s must have gifts! Trusting your orders are already placed (we hope), here’s a look at some operational musts to ensure your holiday season is a success.

1. Create and start promoting extended hours to support the holiday season. If you are in a zoned area or shopping mall, these hours may already be determined for you. Either way, start marketing these hours so that your customers know you are there for them beyond your normal hours.

2. Plan for special marketing initiatives. These will vary based on your store and customer, but are likely to include (but not limited to) email marketing, a holiday open house, special shopping deals, customer appreciation days, a visit from Santa in your store, a shopping guide for customers, e-commerce only specials and more.

3. Identify your return and exchange policies on all receipts and near your cash wrap. If you are planning for altered policies specifically for the holiday season, make sure you also identify time frames they are specific to. It’s always a good idea to have customers initial receipts after you have explained your policy, as well.

4. Use social media as a marketing tool to post daily deals, special event details and more. If you aren’t already using social media, it’s not too late to get started. If you already are, you are a million steps ahead already! Identify how you can leverage your social media audience to not just hear you, but buy from you this holiday season.

5. Cross promote with like minded businesses. Create packages that overlap your products or services with other businesses in a “bundle package”, allowing you to gain new customers from their mailing list and customer outreach – and vice versa. Addiitonally, it’s a fun way to introduce new gifts to your local marketplace.

6. Get the media involved in your holiday plans. Radio stations, newspapers, local television stations, magazines and other local media outlets are crave great information to share with their readers. Let your store holiday plans be among what they share! Get on the ball now, though… The holidays are only ten weeks away.

7. Plan for additional staff. Possibly this means additional hours for current employees. Maybe this means holiday only help. Whatever works for you, it’s time to get it all identified so when the rush of customers keeps you busy, you won’t be stressing about extra help supporting you. Remember to train new hires, as well, on all your store policies!

8. Plan for Plan B. Extra help means extra people to worry about. If someone calls in sick, do you have a back up plan? Life happens – so you may as well have a plan of attack for when it does.

9. Have your holiday window and store displays ready to go. This means knowing what products and extra display accessories you need to support a dynamic display are ready to go for you to simply install. Don’t wait till the last minute to buy your own display extras at the store, either… Just like your store, they are likely busy and maybe sold out. Plus, you want your displays to be impactful and memorable, so don’t wait till the last minute to plan for them.

10. Offer above the top gift wrapping. Sure, everyone offers free gift wrapping this time of year. But does everyone offer beautifully wrapped presents that make a statement all on their own? While we can’t all get the same response a Tiffany blue box does, we can certainly try! The real challenge is to simply go above and beyond the expected.

Bonus Tip: Stay cheerful. The holidays are suppose to be a happy, beautiful time of year. Unfortunately, this isn’t only the case. If it happens to be stressful at home or in your store or both (hey, it happens to the best of us), try not to let your customers see this stress. By acting… dare we say… Christmas”y”, you help set the mood that then impacts your customers.

Finally, try to enjoy the season! From Cyber Monday to Black Friday to Christmas Eve, there is a lot to get ready… and to get excited… for. Have more tips to share? Let us know!

 

 

 

 

Beyond Giftwrapping – Holiday Extras You Can Offer

Free gift wrapping. It’s a nice touch. But let’s face it, you aren’t the only one doing this. To help stand out among your competition, add a little more to your holiday incentives beyond what is expected.

For those of you selling online, free shipping is a great incentive this time of year. But for those of you selling in a traditional brick and mortar store, why not offer the same? Make sure you set some guidelines – such as the last day to purchase something for a December 24th delivery – and then promote the heck out of this. Signage throughout your store, online exposure and the use of communication by your sales associates is a great way to share these details to your customers. Most consumers will be relieved to avoid a trip to the post office – not to mention the cost – so start spreading the news about your unexpected holiday incentive! Don’t forget to get your local press in the know about this perk, as well!

[tweetmeme]If free shipping isn’t your thing, maybe a free gift with purchase is. But make it worth wild. Any purchase over a certain amount – say $50 or $100 – could reward the customer with a gift of their own. Depending on your business, there are endless opportunities here. Even if it costs you $2 to $5 per customer, it rewards you with promotional opportunity, a fun giveaway and a chance to gain some local press about your free gift. Make it worth giving, though. A nice candle. A bottle of cider. Lipgloss. You get the idea. It’s possible your vendors are sitting on old inventory they need to sell fast before the end of the year, so consider seeing what you can buy from them on the cheap that will make a nice impact for your customers. In addition, make sure to wrap it in a bow, as well! Everyone loves a present!

Extended hours help customers trying to get a long list of chores done, so plan in advance to staff your store accordingly. By 8pm, everyone needs a little pick me up, though, so offer it to them through some light beverages and appetizers. The occasion? Simply because it’s the holidays and you want to help make their busy shopping days a little more fun! Don’t wait for a special night to do this – do it throughout the season, instead. A simple, “Can I offer you a refreshing cider while you shop?” is a small gesture that goes a long way.

Speaking of needing a pick me up, sometimes customers just want to take their heavy coats off, drop off their bags and walk throughout your store in more comfort.  Coat and bag checks are always nice this time of year – complimentary, of course. And if they can’t actually make it to your store, offer personal shopping at no charge. Email or a phone call can get you started in shopping for your customers without them having to even step into your store.

Finally, “get it”. Too many big box stores let the crowds roll in without caring for the fun, festive thrill of the holidays. Respect the season with the energy customers expect. You don’t have to wear a Santa’s hat – though you can – but you should be as jolly as he would be… even if your day is long and tiring (because it will be). Just be sure to have some happy Elves helping you a long the way!

Holiday Ideas To Help Your Store Thrive

Tis’ the season to start planning for your holidays! While it may seem far away, most retailers knows it takes months to plan for a successful holiday season. Despite knowing this, though, Thanksgiving often passes us and Christmas comes so fast that retailers aren’t ready for the rush of business. Though their excitement for sales is always there, their ability to support it  and encourage it are not.

By planning in advance, retailers are able to better support their customers and overall sell thru. In addition, they can be better prepared to compete in a competitive  shopping environment.

A few tips to help ensure this happens include the following points below.

1. Partner up with a local charity. Use your store as a collection base for donated items, such as for a local food pantry. Offer customers a discount on their store purchase in exchange for bringing in items. 10% for one food item, 15% for two and 20% for three or more. Take pictures throughout your collection and when you deliver it to the pantry. Finally, tell the local press about this both ahead of time and after you have actually made the donation. You will likely gain press as a result and more customers in return.

2. Offer customers shopping baskets or bags. Although this may take away from your store “style”, there is nothing worse than customers feeling overloaded with products in their arms. Not only will they be less likely to grab something  else, but their natural instinct to linger will diminish since they instinctively know they have no more hands to spare. The overall goal should be to make their shopping experience easier – so a basket or not, make sure customers always have free range to shop.

3. Have a list of back up staff ready to go just in case.Possibly they are family, friends or even former staff, but there is a good chance you will need some last minute help one day and this is a great way to feel more secure about this. Train them on the basic store responsibilities they will need to know before the rush of the holidays, and if you are able to, pay them a little more than your average employee to help encourage them to drop everything when you call for help.

4. Have an assortment of promotions and sales.Don’t just plan one big blow out and call it a day. Instead, stretch your incentives throughout the holiday shopping season to see a consistent customer base coming in. Make sure to have a calendar posted somewhere easy for your customers to see so that they can see all the great sales and events you have planned! Include flyers in bags with purchases to help spread the word.

5. Clean your store, stockroom and cash wrap in advance. This includes stocking all necessary items that you will need throughout the season, such as tissue paper, gift wrap, bags, receipt paper rolls, cash register ink and much, much more. There will be no time for last minute errands to be made. So plan in advance! And having your store as clean and organized as possible is the only way to dive into this hectic season effectively.

Thinking ahead about any obstacles you may see, products that still need to be ordered and staff you may need to train is the best way to get through the season. There is no sure proof list to ensure your single store success, but making your own to conquer what you believe will be effective for your store is a good start !

What To Do If You’re Anticipating A Tough Holiday Season

The holidays use to mean big sales increases for retailers. They use to bring excitement and anticipation of bonuses to pay out, all while enjoying the sound of cash registers opening and closing along the way. Now, however, many small and independent retailers struggle with how to plan for the holidays without crushing their margins, sales goals and markdown strategies. It’s hard enough to survive in retail on any given day anymore, but when you throw in the competition that the holidays create between retailers, it becomes even harder.

Ways To Cope

Planning ahead is the only way to get through this season. A few ways small and independent retailers can benefit from doing this include the following:

1. When planning your holidays, make sure you don’t overextend your open to buy dollars. This is essential in staying on track with what your store sales plans are. You want to also avoid too many sales and markdowns that may leave you short the dollars you need to pay full wholesale cost on the products you brought in. While it’s tempting to get tangled up in the holiday sale madness, remember to stay true to your store. There are other ways to entice customers, including fun holiday shopping events, free gift wrapping, easy return or exchange policies for gift purchases and much more.

2. Keep the hours you have associates working in control and on track with what you budget for. If you have extended shopping hours and store times, make sure you plan for this, as well. The weekends – and possibly weekdays – may mean more foot traffic, and with that you may want additional sales support working. Plan in advance so that you can afford to pay out these extra working hours without compromising the return of sales for your store.

3. Plan ahead for unexpected costs. Whether it’s repairing a frozen pipe in your store basement or buying some extra products due to great sell through, having a “holiday” cushion is a great way to feel prepared for the unexpected. Even if your cushion is small, it gives you something to lean on if you absolutely need to. If you can’t plan for a cushion this year, make it a goal to have one for next year. It’s amazing how much better you will rest with this emergency back up in place. As little as $500 can really take the ease off store owners, so make sure to plan for a “holiday” cushion that is right for you, your budget and your store needs.

Finally, eliminate any unnecessary purchases. Whether it’s eggnog for your customers all day long or little gifts for your retail store neighbors, find ways to budget and control your costs. You don’t want to eliminate the fun and special occasions that come with the holiday shopping season, but you do need to be in control of where every dollar is spent and if each dollar spent is absolutely necessary.