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How to get your retail business ready for Christmas
Whether you’re a fan of Christmas or not, there’s no escaping the fact that the festive season is the biggest sales opportunity of the year for many retailers. The last four years have been tough for the retail sector, and 2024 got off to a sluggish start. But the market is now showing some positive indicators.
Whether your shop is in bricks-and-mortar form, online or both, a successful Christmas season is all about the planning. If you haven’t started yet, all is not lost. There are still things you can do to bring in the customers in this golden quarter. But don’t delay any further - now is the time to get going if you want a piece of the Christmas pudding.
Here are our top tips for getting your retail business ready for Christmas.
Build your team around you
Having the right team around you is vital at any time of the year, but in the run-up to Christmas, it’s more important than ever. These days, savvy shoppers expect outstanding customer service and speedy delivery for online orders. Consider whether you need to hire extra help, be that more staff in-store or a team of packers for your online sales. Temporary staff often get overlooked when it comes to training and attention, but you need them to be as knowledgeable and efficient as your permanent team members. Hiring them early helps them get up-to-speed and allows you to establish whether they’re the right fit for your business. Make sure everyone on the shop floor is trained in product knowledge, sales techniques and how to engage with customers.
Plan your marketing for the entire quarter
People love to support small businesses because of the heart and personality that so many retailers pride themselves on. So now is the time to shine! Get creative with your social posts while showcasing your products and deals.
Create email newsletters and incentivise people to join your mailing list by offering them first access to new products, discounts, invitations to in-store or online events and more.
Think about how you can keep customers returning – could you create a loyalty programme, for example? It’s easier than you might think. See our blog on How to Build Customer Loyalty here.
Get your website sparkling
Competition for online sales at this time of year is huge, so it’s vital that your website is fast, user-friendly and looking ship-shape. Make sure all of your products and other content are up-to-date, and give it a festive feel with imagery or graphics. If you’re too busy to do it yourself or not tech-savvy, bring in a local freelancer to help you with it. They may also be able to help you with your social posts and e-newsletters. The results of your raised profile and traffic to your website will pay dividends in both the short and long term.
Little extras
Think about where you can add value for your customers. Can you offer a gift-wrapping service for a small cost or free? Could you host an in-store event with product samples, a workshop or other activities? Could you run some cross-promotion with another local business that complements your own?
Hot drinks and edible treats are always a good way to entice passing footfall into your shop during peak shopping periods. Or, if you’re online-only, experiment with a virtual event, such as a live showcase of products on social media. There are many ways to do that little bit extra and stand out from the competition.
If December is quieter for you
Depending on what you sell, you may find the end of the year is typically a quieter period for you. If so, it's the perfect time to focus on your customers. Reply to reviews on Google My Business, Trust Pilot or any other platforms you have set up. Connect with people on your social media channels, replying to comments and answering questions. Follow up with previous customers to see if they were happy with their purchase or your service. Investing this time now will pay off further down the line. Not only will you remain front of mind for people – if a customer feels valued, they are also far more likely to come back and recommend you to someone else.
It's also an ideal time for you to do some additional training to learn new skills or brush up on old ones and to consider the bigger picture: what do you want for your business next year; do you want to scale up, hire more people or secure some funding? Do you have a business plan in place for the next phase? If you'd like some practical, free advice, why not get in touch with us? Under one of our fully-funded programmes, you could get the solutions and clarity you need for a strong start to the year ahead.
Black Friday or no Black Friday?
This year (2024), Black Friday falls on 29 November. Originating in the United States, and often heralding the beginning of consumers’ Christmas shopping, this phenomenon has been embraced by countless brands, both large and small. However, many small retailers feel eclipsed by the scale of discounts on offer and the huge marketing spend behind it. Some feel offering such big discounts sets the wrong tone about the quality of their products. Others choose to make the most of the exposure Black Friday can bring.
Are you contemplating whether Black Friday is right for your small business? It’s important to consider whether it aligns with your strategy and business values. If heavy discounting conflicts with them, avoid jumping on the bandwagon. There is a growing movement against Black Friday, with many business owners—even big–name brands—choosing not to participate.
Small Business Saturday, which falls on 7 December this year, champions small family and online businesses, local shops, wholesalers, business services and small manufacturers, encouraging people to buy local. Similarly, Colour Friday, set up by Holly Tucker, founder of Not on the High Street, rallies against mass consumerism and promotes independent businesses.
Aside from boycotting Black Friday, looking at the bigger picture is important. Review your pricing and make sure your prices are competitive year-round. Check your stock levels – if you have some old stock, you can consider discounting it without labelling it with Black Friday marketing. And focus on quality and your brand rather than price. Consumers are savvy – many want more than just a bargain. They want to feel good about their purchases, too. So don’t be afraid to shout about your quality products and let your small brand’s personality shine.
Whatever business you’re in, the run-up to Christmas is a great time to connect with new and existing customers. Once the rush is behind you and you’ve taken a well-earned break, the post-Christmas period is an ideal time to reflect, learn and plan for the exciting new year ahead.
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