Surviving and Thriving in Sales Season

The end of the year is crucial for businesses, offering a chance to boost profits, clear out old stock, and hit targets. However, the festive season also brings fierce competition and customer fatigue. With an overwhelming number of special offers, advertisements, and general exhaustion, it can be challenging to stand out and convince people to explore your offerings. At Merchant Capital, we understand how difficult it can be to meet sales targets during this time, so here are some ideas to help improve your numbers.

Speak to Your Customer, Not Just the Season

By the end of the year, customers have endured back-to-school promotions, seasonal sales, and various holiday campaigns. They’re tired and often overwhelmed by pushy advertising. What really sets businesses apart during this time is customer service.

While advertising remains important, word-of-mouth can have a huge impact. Encourage your staff to be extra friendly and go the extra mile — exceptional service gets people talking and can drive free traffic to your store.

Additionally, many shoppers wait until the last minute to complete their holiday shopping. Take advantage of this by offering creative, last-minute specials and encouraging your staff to promote them to every customer. People love feeling like they have access to exclusive deals, and they tend to share that information with others, leading to more foot traffic. Face-to-face marketing remains highly effective.

Thought starter: Host an after-hours Christmas party for your customers. Decorate your space, offer snacks, dress up, and put popular items on sale for one night only.

Do What You Can to Stand Out

Competing with large brands that spend millions on advertising can feel impossible for small businesses, but you don’t need a huge budget to make an impact. Creativity goes a long way, especially on social media.

Instead of simply advertising sales, think of ways to stand out — create a fun video of your team dressed as elves, organize a gift exchange for charity, or offer a free holiday-themed giveaway with each purchase. These efforts can spark conversations, and word-of-mouth is invaluable.

Also, make sure your online presence reflects the festive season. Deck out your social media pages with holiday colors, send out an email with a special discount code to your mailing list, or share blog content relevant to your business. This shows the digital world that you’re serious about sales season.

Thought starter: Not sure where to start with social media? Check out the pages of your favorite brands for inspiration — just don’t copy them directly!

Remember, Security Threats Are Real

With increased spending during the festive season comes an unfortunate rise in theft. Credit cards are an easy target for pickpockets, making it important to safeguard both your business and customers. Consider additional security measures and train your staff to spot suspicious activity, such as customers buying many unrelated items or acting nervously when paying.

If you’re concerned about safety, consult experts to upgrade your security system, and try to minimize the amount of cash kept on-site.

Thought starter: More people are using smartphone payment apps, which are safer and more convenient than carrying cash or cards. Do your research and consider offering this payment option.

The Bottom Line

The festive season is a hectic time for businesses, but with the right approach, it can also be highly profitable. Focus on exceptional customer service, make sure your promotions stand out, and take steps to reduce security risks. By doing this, you’ll be well-positioned to make the most of the holiday season.

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