It’s never too early to start thinking about the holidays. Believe it or not, the most important retail season of the year is almost here so it’s time to plan how you can make this busy time a success.
The holiday season can be a challenge for all retailers. There are lots of long hours, more than enough stress and–we hope–lots of shoppers. But, before you get overwhelmed, remember to focus on the opportunity the holidays present. Studies show that 40% of sales during the six weeks prior to Christmas are a result of retail purchases and you don’t want your business to miss out.
A few things to keep in mind as we approach the holidays:
- Thanksgiving used to be a weekend of sales and promotions but now it is now much of a month.
- Thanksgiving is on the 23rd, so that leaves 31 shopping days until Christmas.
- Week 3 and 4 of November will be big.
- Hanukkah is earlier this year: December 12-20.
- Black Friday has been surpassed by 12/23 as the biggest shopping day of the season.
Last year Christmas was on Sunday so it affected shopping a bit. This year it is on Monday so the Friday and Saturday before (the 22nd and 23rd) will be huge shopping days. People will be out and about so give them a reason to stop in and visit you. A break for coffee is a perfect way to make a hectic shopping day more enjoyable. The day after Christmas is also expected to be big but the remainder of that week will be insignificant.
There are so many things to consider during this season we have broken this article into two parts: front of the house issues and back of the house issues.
Front of the House
Host an Open House
Though retail sales are at their highs during the holidays, they don’t generate themselves. Promoting bulk coffee and retail coffee sales is key. One great way to do this is by hosting a pre-holiday open house to showcase upcoming seasonal features to your customers. Begin promoting your pre-holiday open house in October, with a plan to hold the event in early November. This gives your customers time to become aware of the event. A few weeks prior to the event, have employees remind customers of the time and date as they come in each day. Also, advertise your event details with signage near the entrance so everyone sees it as they come and go. Lastly, be sure to post it on your shop’s website and social media page. Social media is the easiest way to reach out to your whole customer base, so it is critical to have all details and updates posted on Facebook and/or Twitter. While promoting, consider mentioning free samples and giveaways and/or raffles which will take place at the event to help encourage your customers to attend.
So, what do pre-holiday open houses usually consist of? As mentioned before, this is a great time to emphasize your bulk bean program. Let guests know that a retail bag makes a perfect stocking-stuffer or a gift basket item. Also, people tend to do a lot of entertaining this time of year, whether it is hosting holiday parties or hosting relatives. A fresh roasted retail bag of coffee or two would certainly be a great thing to keep on hand. Live music is always a nice touch during the holidays, especially if you can have some during shopping hours. It’s a perfect way to attract the attention of passing shoppers.
Introduce Your Seasonal Specials
Hosting an open house is also a great way to introduce your upcoming seasonal features to customers. If you plan to bring in seasonal coffees, arrange for samples to be available and brew a few pots so your customers can taste-test what you plan to bring in. This allows you to receive feedback, as well as collect pre-orders from customers who don’t want to miss out on your limited-time offer. If you’re a bakery, perhaps consider having apple pie or other baked goods available so customers can sample and pre-order their baked goods to pick up the week of Thanksgiving. The main objective of any pre-holiday open house is to get your customers excited about the upcoming holiday features you will be offering, while also convincing them to come to your store, as opposed to competitors, during the season.
Show Appreciation for Your Regular Customers
Business aside, an open house get-together is a perfect opportunity to have fun in a laid-back environment and to say “thank you” to the people who generate a large portion of your sales. Let them know that this is not something that is designed to pressure them in to buying more, but a time to relax while enjoying a friendly, entertaining atmosphere with you, the shop owner. Nothing grows business better than strengthening relationships with customers.
Stockton Graham & Co.’s founder and former retail coffee shop owner, Jeff Vojta, said he would always hold a pre-holiday open house during this time of the year. “There is no better way to make your customers aware of what seasonal products you will be offering,” he says. “Make the most of this opportunity to promote your retail program while it’s at its highest potential.”
To be continued…
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