The holiday season is known as the Golden Quarter for a reason; an average consumer spends approximately $927 on gift and non-gift retail purchases during this time. Thus it should come as no surprise that merchants leave no stones unturned in capturing these revenue opportunities.
For small businesses, however, the struggle is often harder. They cannot lose focus of their long-term strategies nor let this golden window pass. Fortunately, the solution lies in striking the right balance to achieve organizational goals, such as branding, while also promoting sales during the holidays. This is where efficient merchandising enters the picture.
Start from the Outside In
First impressions matter, and even more so when you are competing with other stores to attract the flock of holiday shoppers. Put yourself in the shoes of your customers; see what they would see. How can customers locate your store? Does your store stand out in comparison to neighboring stores or does it disappear into the background? Are you located in a complex or at a mall? How does your location affect your visibility?
Identify the key focal points that attract maximum traffic: parking lot, entrance, window, etc. These locations would be hotspots for setting up your visual assets like custom banners, posters, and flyers.
A Window to a Whole New New World
Windows are premium real-estate for stores to capture their customer’s attention. So much so that window dressing is considered a well-respected art. Once your custom banners and posters have done their job of leading your customers near the store, it will be your window displays that reel them in.
Depending on your brand, you can decorate your window with stickers, decals, or even easel displays featuring Santa Claus, Rudolph, Frosty the Snowman, and other iconic holiday characters. Alternatively, you can stick to simple snowflakes, mistletoe and Christmas trees. Whatever you choose, your window display should be showstoppers that leave customers enchanted while simultaneously giving them an idea of what you have in store.
Make What’s on the Inside Count
Apart from the visual advantage of effective merchandising through decoration, it is important to make your theme both cohesive and functional by curating the display, store layout, and more with one vision in mind. For instance, set up pop-up displays containing holiday-themed gift baskets or product bundles that allow customers to grab the products and go.
Rekindle Nostalgia (or Go Modern)
A vintage theme will never go out of style. This trend shouldn’t be a surprise considering that the holidays recall simpler times of childhood, family, and traditions. As such, a touch of nostalgia – something as basic as red and white checkered or specially designed custom table covers – could prove to be the trigger that promotes sales. Think Norman Rockwell-esque designs and typography to usher in the Ghost of Christmas Past.
On the other hand, you can set your business apart by ditching tradition and embrace a modern, minimalistic look. A touch of greenery, fairy lights, and stars could etch out a broad Christmas feel without going all out.
Spell Everything Out
Most holiday shoppers either know exactly what they are looking for or have no idea what to buy as a gift. For the first group, they may not have the time or patience to ask around for directions. Easy-to-read signage, such as posters, display signs, and shelf labels, can help even the most hurried last-minute holiday shop get done quickly and effectively.
For the second group – and realistically both groups – it would be nice to let them know of any ongoing promotions, deals, sales, and discounts you have to make them more likely to buy from your store. Follow the same show-and-tell approach for advertising any additional services, such as curbside pickup, gift wrapping, home delivery, and so on.
Curate an Immersive Experience
While merchandising is prominently visual, it is always wise to also account for other sensory inputs. For instance, playing Christmas carols can help set up the mood for an attractive Christmas sale. Similarly, holiday scents of fresh pine or spices can ring in the festive season – even without your shoppers realizing it.
You can also support your customers in their shopping marathons by setting up rest areas in your store. They can sit down to rest their legs and take a break. This area can offer snacks and drinks, such as gingerbread cookies or hot chocolate, all on a holiday-themed table cover.
At the end of the day, building a rich and immersive experience keeps the customers in your store longer. The longer they wait, the more opportunities you get to make their stay memorable- and the more products they are likely to buy!
