The fourth quarter is upon us – the time of year that retailers can enjoy their highest sales of the … [+]
If you have a small business that sells products – either online, offline or a mixture of both, this is the time of year that you have been waiting for.
The focus must be squarely on growing sales, and nothing else. If there’s a long awaited website overhaul to undertake, a brand refresh or even a change of shipping partner – park that until the New Year and focus entirely on customers’ needs for a magical Christmas.
If you’ve had a turbulent summer and autumn and have begun to lose motivation, remember that there is still everything left to play for.
Preparation is always important for ensuring a successful festive selling season but even more so this year. Disruption is coming at retailers in the UK from all sides with Brexit challenges, fuel shortages, shipping issues, shortage of HGV drivers, the pandemic – the list goes on. Leading experts agree – getting ready early is absolutely essential in 2021. Start your preparation now by following these tips below to ensure that your Christmas sales take off with a bang.
Make a plan
Preparation means planning and a sales plan is the foundation to growing sales during the festive season. Don’t have one? Now is the time to sit down and decide what you want to aim for in this all-important quarter. Once you have an overall target, break it down by month, or even week. Look at how you expect your sales to be split by sales channel. The more that you can set yourself clear, attainable goals, the more you and your team will be motivated to hit them.
Know your hero products
Know your heroes – your best sellers, your most giftable products and remember the 80/20 rule – 80% of sales are likely to be coming from 20% of products. Once retailers know their hero products they should plan around them – from stock levels to social media content – hero products should take centre stage.
Make sure your customers know about your gifting options. If you offer gift wrapping, cards and sending direct to the recipient, make sure that is absolutely clear and immediately obvious to anyone landing on your site or walking into your store.
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Diversify your selling
Small business retailers should utilise as many channels and opportunities afforded to them to sell. Online shopping is set to be popular again so whilst having a website is key, so is driving customers to it. Giving customers multiple opportunities and platforms to buy will enhance Christmas sales – whether that be selling on a website, at an event, via social media or in a bricks and mortar store.
While you may have a main channel for your social media, for example, Instagram, don’t be tempted to put all your eggs into the Instagram
Get it done now
Retailers will do well to carve out some pre-preparation time now. They should review their festive emails, social media content, events, collaborations and articles. Having Christmas emails pre-drafted, social media content produced and scheduled, packaging prepared for swifter shipping will all contribute to growing sales at Christmas.
Best foot forward
Taking inspiration from the big retailers such as the John Lewis highly-anticipated Christmas advert, -small retailers must sell their excitement so that their customers buy into it. If you aren’t excited about it, why should your customer be?
Throughout November and December retailers need to delight customers with their offerings, offer the solution to finding the perfect present and helping them make magical moments with loved ones.
Now is the time to put the sparkle into the shopping experience – plan ahead, feel the excitement and get ready to sell your perfect Christmas products.
