The holiday shopping season has officially kicked off, and this year, small businesses are facing a tighter timeframe to make the most of this bustling period. There are only 27 days this year between Thanksgiving and Christmas, which is a reduction of five days compared to the previous year. Nevertheless, there are still effective strategies that small retailers can utilize to maximize their sales during this condensed season.
According to predictions from the National Retail Federation, retail sales could increase by 2.5% to 3.5% from the same period last year, while online shopping is also expected to see growth. Adobe Digital Insights forecasts an 8.4% rise in online sales for the entire shopping season. However, small businesses must exert additional effort to stay competitive with larger retailers. An essential approach is to actively promote deals across various platforms, including social media and traditional advertising. Additionally, enticing repeat customers with exclusive offers for loyalty program members can be beneficial.
Roberta Perry, the owner of ScrubzBody Skin Care Products in Farmingdale, N.Y., has taken proactive steps by launching a “Buy One, Get One Free” deal a week earlier than usual, specifically before the Black Friday weekend. This time of year is crucial for her business, as 30% of her sales occur during this six-week holiday season. Perry mentioned that initiating discounts early allows her to generate excitement around her sales event and alleviates some of the pressure typically felt by customers who start shopping later. This early start also allows her business to manage orders effectively before the peak holiday rush begins.
During Black Friday and Small Business Saturday, Perry provided a complimentary gift with purchases, along with free gift wrapping and cards for the remainder of the holiday season. To further accommodate her clientele, she also extended her operating hours in December, stating, “Anything to make our customers’ lives easier.”
In Detroit, Amy Peterson, co-founder of the jewelry shop Rebel Nell, is addressing the shorter shopping season by launching promotions ahead of time and hosting a “Design Your Own Jewelry” event aimed at attracting customers. Peterson believes these initiatives will differentiate her store and encourage shoppers to buy early and frequently. The “Design Your Own Jewelry” experience provides a fun and unique opportunity for families and friends to create custom pieces.
Additionally, her shop introduced a special holiday collection featuring jewelry crafted from crystals and materials sourced from Fox Theatre, a historic venue in Detroit that underwent recent renovations. According to Peterson, these handcrafted items resonate with customers looking for unique and meaningful gifts. Despite the reality that small businesses can struggle to match the price cuts offered by larger chain stores, she asserts that they can still leverage these opportunities to remain competitive and express gratitude towards their loyal customers.
