Christmas is a noisy time for shoppers. Every retailer is pitching to them on TV, radio, in print, on social media and in-store … even more so in 2020.
Christmas marketing tends to be the same: jolly, celebratory and, often, price based.
It is a challenge for small business retailers to cut through all of this noise. Here are some tips for cutting through.
- Make it easy. People often talk about how hard Christmas is. Be the business that makes it easy. The ways to do this are have bundled gifts ready to go, pre-bagged or wrapped, with some card selections that are relevant, offer easy payment options including buy now pay later, free wrapping, better shop floor help, guide buying advice or tips on perfect gifts no one else will think of. Consider making Christmas easy as being a key part of your messaging.
- Be thrilled people are in your shop. Your personal smile or greeting is something they may not see in a big business where employees are less invested in each shopper and where the owner is usually thousands of kilometers away.
- Make the giving easy. If people purchase form you to send somewhere else. Offer a one-stop shop. Save them the trip to the post office.
- Make the shop less about Christmas. Consider pulling back on the Christmas visual noise. Go for something simple, muted, respecting the season but making a calm statement. Consider declaring the shop a Christmas carol free zone – not because you hate carols but because you want to help customers take a break.
- Help people rest and recharge. Create a Christmas shopping rest and recovery zone. Offer free tea, coffee, water and something to eat. Encourage people to take a break in your shop – without any obligation for them to spend money with you.
- Let your customers help each other. Setup a whiteboard or sheets of butcher’s paper, yes keep it simple. Get customers to write gift suggestions under different age/gender groups. For example: Girls 18 – 25, Boys 55+. Encourage your customers to help each other.
- Make price comparison difficult. If you sell items people are likely to price compare with other businesses, package them so price comparison is not easy. Put items into a hamper as a perfect Boy 8 to 12 bundle for example. Or offer the item with pre packages services if appropriate for an item.
- Less is The stack em high watch em fly mantra can be wrong. Indeed, it is often wrong in retail. Shoppers can be store blind because a shop is too full or a display is too busy. Consider creating simpler less cluttered displays and window promotions. Draw attention to what you want people to see by promoting that one thing.
- Christmas season in your shop should evolve. Major change weekly is vital for people to see what you have that they could buy.
- Be socially engaged. On Facebook, Instagram, twitter and elsewhere, be the calm voice, the person people enjoy reading or seeing photos from. Provide entertainment this Christmas rather than the usual retailer shrill of come and shop here!
The key to a more successful Christmas is to be different to what people expect from your business.