Temperatures are dropping, days are getting shorter and before we know it people will be shopping for the holidays. As much as some of us don’t like the early launch of holiday decorations and products, there are some more subtle ways that your business can be prepared to make the most of the season.
Be top of mind
People may start their gift shopping this month or they may wait until the last minute. Now is the time to be sure potential customers know you exist so that when they’re ready or motivated, they think of YOU, not the Internet or the big box store.
Plan to increase your marketing now; don’t wait until the week of Thanksgiving or put it off to December. Be active on social media to feed photos of new products or services (or gift certificates) frequently and at least once a week. You may consider doing sponsored posts to new markets beyond your existing fans so that they will “like your page” and receive your posts over the next couple of months. Informing people of what you have to offer is the first best step.
Get them in the door
Now is the time to schedule an event at your shop. A “do-it yourself” workshop, a tasting of some sort, a ladies night, a book signing, a demonstration — anything you can come up with to get your business on community calendars and in the news. In addition to publicity, you also get people to come to your location, see what you have available and begin a relationship with you and your staff. It is all in the name of fun as well as getting people through the doors and into your shop, browsing and buying.
Photos are the best way to share what you have to offer, whether it’s a unique product, a delicious meal or a perfectly detailed car — again, think gift certificates. Now is the time to take high quality photos of your products and services, or invest in a photographer to do an even better job. You will use those photos multiple times over the next few months, in print ads, on social media — Facebook and Instagram — and on your website.
Make shopping easy
Think about the many ways you can get your product to market MORE during the next few months. Perhaps extending your hours or opening an extra day will allow more people to shop after work or in their free time. If you have a website that allows for Internet sales, e-commerce, get your items updated, use those professional photos and make sure your online store is functioning, attractive and easy to use. Link the web address to your email signature and your Facebook page. Did you know you can install a “SHOP” button on your business Facebook page? Promote your online store in your brick and mortar store, too.
Reward your loyal customers
Be proactive about getting your existing customers to shop with you this holiday season. You can create a coupon or postcard to hand to them with their receipt. You can plan a customer appreciation holiday party and pop the VIP invitation into their bag as they check out. Your existing customers provide your best word of mouth advertising and if you continue to treat them well, they will shop with you this holiday season.
If you take these and other simple steps NOW to plan for the holidays, the busy season will be less stressful and more profitable. Good luck and happy holiday planning.
– Brooke Rouse is executive director of the St. Lawrence County Chamber of Commerce and Tourism Promotion Agent. She is a business owner, holds a master’s degree in tourism and is a former SUNY Canton Small Business Development Center Advisor. Contact her at firstname.lastname@example.org or 386-4000.