Holiday Tips for Retailers

By Margie Johnson | Online Only |

Make the holidays extra special for your clients this season. Create and manage the momentum in your store through a combination of special events, visual enhancements, community ties, special services, and an enthusiastic staff! Create a “buzz” to assure your clients that shopping at your business will be fun and hassle-free.

Here are some stellar holiday-season starters that are low-cost and easy to implement:

Start with a kick-off-the-holiday party for the staff. Use this as an opportunity to communicate the marketing strategies, ads, public relations, etc., to which your business is committed.
Play up the value of shopping at your store, i.e., create some "economic stimulus sale items" or create groups of price-point items by clustering them by price tiers, i.e., $5, $10, $15, $20, etc.
Have a selection of "grab-and-go" pre-wrapped items to assist time-starved customers.
Make the store appeal to all the senses through smell, sight, sound, touch, and taste. Think of how you can elaborate on each sense.
Entertain children waiting in the Santa line by using videos, arts/crafts projects, etc.
Advertise early shopper programs. Next year, get started with early shopper programs even before Thanksgiving.
Hire runners and/or doormen to help people get their packages to their cars.
Give children a chance to develop a relationship with Santa. Set up a phone line so children can call Santa. Have senior citizens staff the phones.
Find space for a coat/package check – "Sack Sitters."
Use a photo of Santa with a different child every day in your ads.
Write a thank-you note to Santa's visitors. Include a store coupon for a return visit.
Match up a senior citizens group with needy children and have a Christmas party.
Offer delivery to nearby offices. Put the runners in big shirts or sweatshirts with a large store logo, carrying oversized bags that also feature your store's logo.
Set up a temporary cart or table offering package wrapping and shipping.
Create an event to communicate via Facebook.
Silent Night Silent Auction – everyone loves an auction – secure vendor donations, make it cause-related.
Make a "joyful noise" – carefully select small musical groups to perform in your store, donate to arts/musical council, etc.
Invite customers to create an ornament to bring in to place on the charity tree. The store can choose two or three charities to support through a $2-$3 donation for each ornament received. Cap the number of ornaments at 50 or 75.

Select a combination of promotions and ideas that will give your business a competitive edge this holiday season. MAKE BUSINESS HAPPEN – don’t wait for it to happen!

Have a tip of your own that you'd like to share – or a suggestion for retailers to make your life as a shopper easier this time of year? Please leave a comment.

Margie Johnson is the president of Shop Talk, a retail consulting firm.