Small Business Holiday Marketing

Holidays can be overwhelming, especially when only moments after Halloween comes to a close all retail stores are rushing to display Christmas decorations – trying to capture as much of the holiday market as possible. Typical ways that retail stores use to capitalize on the holidays include extended hours and sales. Here are some fresh ways to think about holiday promotions.

Many people are fed up with holiday crowds, which are reflected in the growth of online sales and the decline of some traditional retailer’s sales. There also seems to be a trend towards buying fewer gifts, but those gifts tend to be higher-ticket luxury items.

In the type of marketing we should be doing, we start with the customer in mind. What do we know about people this time of year?

·        Time is a commodity – there’s too much to do and too little time.

·        People have more shopping to do than they usually have time for.

·        People are under a tremendous amount of stress.

·        People tend to clean and decorate their houses.

These are just some of the factors affecting people during the holiday season. I’m sure you can think of many more. Take these things into consideration, and take the stance of being a giver.

If you own a salon or spa, offer free gift wrapping. While people are getting their preferred service, is there someone available that would be able to wrap their gifts? Or offer them something that would save your customers time and relieve their stress like multiple services at a savings, a free 1 time house cleaning coupon from a local cleaning business, a coupon for a free tree for a certain amount spent, even offer a free turkey for products and services that reach a certain amount.

Everyone gives away calendars, aim for something different but still useful, like an apron for the holidays or cold weather items (such as sweat shirts, caps, or even blankets) if you live in the north?

Holiday cards are great. People enjoy getting them and displaying them. Hardly anyone sends Thanksgiving cards, so definitely consider it. In this politically correct age you have to be sensitive to people’s religious sensibilities. Send Happy Holidays cards and not Merry Christmas cards unless you are absolutely sure your customer celebrates Christmas.

If you have any kind of retail business, think about add-on gifts that might be used as a second gift. A florist might include a free gift-wrapped ornament with a certain level of purchase. Imagination is the key to making your customers feel special during this season. If you send a gift take the time to send something to your clients that has a personal touch and reflects you and your business.

Use your creativity this holiday season and think about how you can solve your customers’ problems.

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