A typical household in the UK spends over £2,500 each month. But in the run up to Christmas our spending habits change dramatically.
To begin with we buy a lot more! A typical household spends over £800 extra in December.
The increase in our spending reveals a lot about what we get up to around Christmas.
It won’t come as a surprise to learn that we spend a lot more on going out, eating food and drinking alcohol. We also of course spend money buying gifts for our family and friends.
How much more do we spend in December compared to a typical month?
- Food + 20%
- Alcohol +30%
- Gifts + 85%
How has our spending at Christmas changed over time?
The most popular Christmas presents from over the years are now seen as classics of their time: Rubik’s cubes, BMX bikes and Tamagotchis.
Others seem to be timeless. When the original Star Wars film was released more than 30 years ago, the Millennium Falcon cost around £20. Fast forward to The Rise of Skywalker in 2019 and the toy is still in the bestseller lists at around £75.
But the way we buy things is changing. The value of online shopping has nearly doubled over the past five years. It now accounts for £1 in every £6 we spend.
And new events such as Black Friday and Cyber Monday mean we spend more in November too, particularly as many shops have moved from one-day to week-long events to tempt us to buy gifts earlier.
So, I’ve put together 21 Ideas to help you Dominate the Festive Season
In nearly every retail sector, the holidays are a huge boost to the year’s sales. But how do you stand out from the crowd when every business is fighting for consumers’ attention? Even if your NOT in the retail sector!
- Start promotion early (your already VERY late)
Some stores literally start putting up Christmas items for sale in July. That can be frustrating for people who feel pressure during the holidays. No one wants to feel that kind of pressure for half a year.
Think of ways your early holiday promotion can be helpful to the customer so that the holidays are less stressful. For example, you could make it easy for people to create “wish lists” or put things on layaway (an old practice that has made a bit of a comeback in some industries).
You could offer a service where you help them with products or services for their holiday parties, rewarding them for starting early but not forcing them to finalise specifics until closer to the date.
However, subtle in-store marketing is key; no one wants to see Santa next to Halloween decorations.
- Spread the love and promote other local businesses
Join up with other willing local businesses to promote each other’s sales and services. It might be as easy as tossing a few coupons or sales information in the customer’s shopping bag. Or, you might offer reduced prices or rewards when customers shop at participating businesses.
Even better, partner with a business whose product or service ties into what you offer. That provides a real service to your customer. For example, if you are a catering service, perhaps you could partner with a cleaning service and advertise it as helping customers with their Christmas parties before, during, and after.
- Reward your top customers
The holidays are a time to give gifts, and you can do the same for your most loyal customers (learn more about how to retain customers here). Offer them deeper sales and savings, extra perks, or even open the doors of your business outside of regular hours so they can have a personalised shopping session.
- Help word-of-mouth advertising along
If you have local websites or bloggers that talk about your industry, connect with them months before the holiday and see if you can partner with them. They could review your products, obviously, but it would be even better if you could make it a win for them (help them grow their readership and traffic).
For example, offer up a blog contest prize that can be redeemed in your shop. Bloggers have to comply with laws and inform their readers of reviews that they’ve been asked to give, but it is still a way to get a real person talking favourably about what you have to offer.
- In a digital world, paper stands out
The holiday season is a time when many people find the onslaught of promotional emails to be absolutely overwhelming. Black Friday, Cyber Monday, Giving Tuesday–all come with a wave of emails from every mailing list a person is on.
How do you get your promotion to stand out? How to you even communicate with customers at the holidays and get them to see it?
When everything is digital, the personal and physical object stands out. Send real holiday cards or postcards. Send actual coupons and gift cards. Nostalgia for printed photos and media is growing; tap into it.
- Create a shopping event
Whether you decided to make the event last through most of the holiday shopping season, or on special sale days, you can turn your store into a go-to location. Local musicians, mince pies, mulled wine –whatever you choose to do, make the act of coming to your store a reward. Have giveaways to reward those who come.
- Create kid-friendly events
Parents are always looking for events that they can take their kids to and hosting a free event of that nature at your shop is a great way to get parents in the door. Have colouring contests, photo booths, cookie decorating–whatever is appropriate for your location. Make it easy for parents to do some shopping while their kids are having holiday fun.
- Consider pet-friendly events
If your business is in an industry that would allow for it, create an event for pet owners. In 2018, pet owners spent almost £34.5 billion on their pets. For some, their pets are their kids. Consider an “best dressed dog” contest, or a “tackiest festive dog costume” contest. Give away dog treats with every purchase to anyone who comes in with a dog.
If you’re giving away prizes throughout the holiday season, make one geared for dog owners.
- Make your store friendly for the non-shopper
Create an area in your store where children can relax while parents’ shop. A book corner, with tables and toys, works great. Or, create an area where people who are tired of shopping but are with someone who isn’t can take a seat and relax. Offer holiday treats or punch.
- Capitalise on holiday traditions
There are many holiday traditions, and your marketing can capitalise on them. Instead of the “12 Days of Christmas”, you might have twelve days of sales. Depending on your industry and customer base, you will want to gear your promotions around the most attractive traditions for your audience.
- Help your customers make a memory
Bring Santa to your store and set up an area for kids to have their photo taken with him. Create a selfie area for shoppers. Tap into the “maker” movement and create an area where shoppers can make an ornament or holiday keepsake. Offer prizes for those who post photos of these activities to social media.
If you’re using themes for various sales and promotions, tie these memories into the themes.
- Give away tools that help customers
Offer your customers free promotional items that would be useful at during the holidays. You might have a planning guide or notepad printed to help people complete all of the holiday tasks of the season.
Perhaps you’ll give customers “letter to Santa” stationery and an envelope, already addressed and stamped, offering to put it in the outgoing mail, so their children can write Santa a letter and parents don’t have to fuss. Calendars are also useful but think outside the box and consider what item would be most attractive to your customer base.
This takes planning, ahead of the holiday season. Consider all of the stressors and challenges you face, and what kind of tool or giveaway could help. Get started months before so that when the holidays arrive, you have your items ready to go.
- Make customer referrals easy
Personal referrals are the best word-of-mouth advertising you can get. We trust our friends and families. Offer special discounts or a free product when a customer refers someone to your shop during the holidays. Incentives are key, here.
- Help out your local artists
Artists and crafters are trying to earn a living in your community. Consider helping them out by displaying their artwork or featuring it on some of your marketing materials (with permission and payment) with identifying artist information.
Promoting and offering the works of local artists and crafters can be a promotional point in and of itself, particularly for the buy local movement that continues to grow.
- Have a post-holiday event
Plan an event after the holidays where you thank your customers for supporting your business. Depending on how exclusive you want to be, the event could be a general invite, or for your best customers. Whether it’s a dinner at a local restaurant or an after-hours social, it’s a great way to show appreciation to customers outside of the sometimes-over-filled holiday season.
A party in January is a bit more memorable than one from the often-packed months of November and December.
- Give a portion of your sales to a local charity
Increasingly, customers want to spend in a way that makes a positive impact on the world. Choose a local charity or two, and let customers know that a percentage of the proceeds will be donated. Be sure to promote this in your regular advertising, and to let the charity know as well so that they can alert their own mailing lists.
- Make returns super easy, and be public about it
While it isn’t pleasant to think about, some of the holiday sales you make will result in people coming back to return their gift. Small businesses often think they can’t compete with Big stores because of their return policy, but the truth is that some of them actually make returns tricky for holiday shoppers.
Create a customer-friendly return policy, and begin advertising before the holiday season kicks in, as well as letting your customers know in-store and at purchase time. Making returns easy is its own kind of service, and you want to be sure you advertise it like any other.
- Spread the holiday cheer throughout the year
Consider having a holiday in July (or some other month). Promote it during the regular holiday season, and consider tie-ins. For example, you could create a punch card for regular holiday shopping that you reward during the off-holiday season.
- If you have a store window, use it
The art of window dressing is still an important one. No matter what kind of window or display area you have, you need to be making the most of it. This is not the time to “set it and forget it.” A shop whose window stays the same all year round, except for a strand of holiday lights in December, does not entice shoppers.
Show off your products and tell a story about your business through your display. Think of it as a further extension of the narrative you’ve wrapped your brand in. Connect it to themes and any social media or print marketing you already have running. Consider a contest that lets a winning customer design your window display in January.
Be sure to have a fresh window display up by mid-November and change it out several times during the holiday season.
- Pamper your customers
While it may not be appropriate for all small businesses, consider creating a “pampering station” where customers can get a quick massage, a manicure, or some other related service.
Not every customer wants to be overloaded with drinks and food, and this kind of approach meets the physical needs of weary shoppers. Partner with a local spa or salon and see what you can come up with that benefits everyone involved.
- Make shopping a fun game
Create an in-store scavenger hunt that leads customers through your store in search of listed items. Not only is it fun for customers (particularly if there are prizes or savings for anyone who finds everything on the list), but it helps show of your products better.
You might choose to do this every day during regular shopping hours or host a fun evening event and turn it into something larger. Perhaps you’ll have separate games for children and for adults, or partner with other businesses and expand the hunt to several stores. Make sure to share photos or video on social media and make it a local movement.
Whatever the case, people enjoy games and will come to a shop they might not have been to before just to participate.
But Jay I’m not in retail?
GREAT, then there is even MORE opportunity for you to stand out and be seen. Dr’s, Dentist, Physiotherapists, Lawyers, Accountants, and many other serviced based businesses only have to do a fraction of what retail shop front businesses have to do to stand out because EVERYBODY else uses it as a excuse to do nothing!
Be CREATIVE, and if you really are a Bah Humbug and can’t think of anything, go ask any 6,7 or 8 year old what a cool Christmas might look like and be amazed by their ingenuity!
In summary, the trick to promotion during the holiday season is to be personal and customer centric. Promotions that help you build a relationship with your customers are the best way to stand out from the crowd.
Wishing you and ALL you serve a Cool Yule!
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