Just because you can’t afford a circular in the paper on Thanksgiving Day, and you’re not about to open at 5am for those crazy shoppers….
…doesn’t mean you can’t tempt some holiday bucks into your register this week!
Some tactics that are especially attuned to your scrappy-little-dog shop, to highlight how small can be mighty:
First off, don’t sacrifice profits!
Price is NOT
the first consideration when they’re buying gifts. And you cannot afford those rock-bottom prices the Big Boys can. What takes the place of price this season? Getting a deal! And getting a deal is anything that pleases the buyer. Consider giving them an add-on, like a small gift certificate (“ready for gifting!“) with a larger purchase, free muffler when they buy a coat, complimentary white tapers for the candle sticks or their choice of cookbook from your book department when they buy kitchenware. It may seem minor to you, but it won’t to the Happy Shopper who loves to get something for nothing.
Next, use loss leaders.
You know how the local grocery chain sells turkeys for some incredible low price, to get shoppers to buy all the rest of the groceries since they’re there already? You can do that too. It’s easier if you’ve planned ahead and purchased something wholesale you can sell at cost as a temptation to come in, but look around your shop to see what could be a “door buster” for Black Friday. One-cent scarves? $5 snow boots? Wine glasses, a dime each (“cheaper than plastic and twice as classy!“)? These loss leaders might cost you the consignor’s share, or the money invested when you bought them, but consider it advertising cost and make sure your shopper buys more than just the Deal of the Day.
Nothing beats a great experience.
Can they sip cider while they shop at WalMart? Let the kids play in your gingerbread house while they select their holiday needs? Ask the sales clerk to gift-wrap their purchase? At your shop, be sure they can.
Remind them you’re there for them.
Even your most-loyal customers get bedazzled and distracted by the budgets the Big Boys spend this week. Fight back with motivation on your site and blog, massively festive social media posts, display windows that’ll have them braking as they drive by. Pull out all the stops, and don’t be afraid to go over the top. Instagramming an elf with gift-wrap scissors and ribbon, snapping a selfie as Mrs. Claus munching cookies is totally scrappy-little-puppy tactic, this time of year!
Auntie Kate The Resale Expert 