Every day brings us closer to Christmas, and those final few days are some of the busiest of the year! How do you ensure you’re getting the lion’s share of that holiday business? In short, advertise!
I wrote last week about the importance of customer service during this busy time, but that occurs once the customers have already walked through your door. Today, we will discuss how to increase that front door flow so you have the opportunity to show them your top-notch customer service!
Know Your Market
In order to successfully advertise for the holiday, you have to know what your customers are most likely to buy this time of year. Are you a gift shop? Christmas-themed items are probably your bread and butter. Understanding that allows you to seed your marketing campaign with items that will interest your customer base. Don’t waste your advertising space on items which are less likely to get customers through your door.
If you have some different stock that you’d like to move during this time, that’s what an endcap and other strategic placement around the store does for you. Use the most popular items to act as your draw.
Run a Few Specials
Big-box stores run lots of discounts around Christmas for one reason and one reason only, it works. Customers only have a finite amount of money to spend, and any opportunity to save a few dollars is seductive, especially at a time of year when most of us have long shopping lists to fill. The customer may not know for sure what to get the next person on their list, but if they have a choice of paying full price for one item or a discounted price for something slightly different, they will take the discounted item every time.
Use All Your Communication Outlets
Advertising flyers are great, and you should absolutely be using them. However, don’t forget about your other communication avenues. You can use email, Facebook, Twitter, or a host of other social media outlets to get the word out. If you have a great deal, post a picture of the item of Facebook and Twitter and give a small description of what you’re offering!
Email campaigns are effective, especially if you follow the guidelines I outline here and here.
Just because the holidays mean increased sales is no reason not to pursue an even greater market share! Making money is always in fashion, and there is no greater time to do it than when customers are already looking for a reason to spend money with you. So send out your last minute marketing blasts and go for record sales this holiday season!
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