6 Holiday Sales Strategies For Small Businesses To Win The Season
Holiday sales are stressful. The season presents both a significant opportunity and a challenge for small businesses and entrepreneurs. The year’s final months often determine annual success, with the holiday rush playing a pivotal role in revenue generation.
Two out of three small businesses — and 89% of the retail businesses — emphasize the holiday season’s importance to their bottom line, according to a 2023 American Express survey. However, economic uncertainties and mixed forecasts—ranging from predictions of the “worst Black Friday ever” to modest sales increases of 2.5% to 3.5% — add to the uncertainty and stress for the 2024 season.
A new trend is emerging: slow shopping. Newsweek reports that 73% of consumers are taking a slow shopping approach this year. This means they are starting their shopping early but not rushing to purchase everything immediately — that way they spend money more deliberately.
Regardless of your outlook for the holiday season, you can take simple, straightforward actions to bolster confidence and attract new and existing shoppers. It all comes down to one thing: local, local, local.
Share Your Authentic Story
Every small business has an origin story. This story makes you unlike anyone else or any other business. This narrative is one of the most important things about your company. Think about your business’ “why” and find ways to share it through social media or other platforms. Communicating this narrative effectively can forge a strong connection with your community and differentiate your brand from competitors.
We are all drawn to authentic storytelling and communities. Sharpen this part of your business. Revisit your company’s founding story, ensure it’s clear and concise, and integrate it into your marketing to engage customers. Also, remember to celebrate your sales. When you make a sale, connect with the purchaser, highlight them, and share their story and why they shopped with you. The value of social acceptance by others is a key way to attract future sales.
Lean Into Local Advantages
Your local community is one of your most significant distinct advantages. Your business can offer unique, handcrafted, locally sourced products that help you stand out from mass-produced items in big box stores. Highlighting these offerings and the stories behind them can appeal to consumers seeking meaningful and distinctive gifts. Be sure to showcase them alongside your brand story, as this can effectively reinforce your position in the local marketplace.
Use Location-Based Marketing Platforms
In today’s digital age, marketing dollars can be spent efficiently through hyper-targeted campaigns. Social media platforms play a pivotal role in influencing holiday purchasing decisions, with 89% of consumer s saying social media influences their holiday shopping. According to a statica 2024 survey, Facebook influenced U.S. consumers the most when it came to holiday gifts. In turn, YouTube was the second most influential social network for holiday gift shopping in the United States. These factors, coupled with your founder’s story, engaging your audience effectively by showcasing your story and products on these platforms is critical.
One option to explore is proximity-based marketing , which allows your company to send ads only to individuals within the same geographic location.
Social media campaigns don’t need to be fancy or expensive. Look into your network, even your own kids, and ask for help as to what trends they’re seeing. You’ll be surprised by what you learn.
Engage With Community Events
Are you aware of all the local events, such as holiday gatherings, tree lightings or school functions? If not, look into them now. These provide opportunities to showcase your brand and connect with the community. One place to start is with your local chamber of commerce to access event calendars. Find ways to engage with as many as you can. These engagements increase visibility and demonstrate your commitment to the community.
Host Your Own Holiday Events and Promotions
Hosting in-store or virtual holiday events can create excitement and draw customers. Events like holiday workshops, exclusive shopping nights or virtual product demonstrations offer unique experiences that differentiate your business. Such events serve a dual purpose: They provide content for your marketing efforts and attract patrons to your location or online store. Additionally, promotions such as limited-time offers, flash sales or bundled deals can create a sense of urgency and encourage purchases.
One Final Tip for Small Business Holiday Sales
The fluid economy is undoubtedly a factor, depending on your city and location. Offering flexible payment options, such as buy now and pay later (BNPL) services, can make purchasing more accessible for budget-conscious shoppers. Additionally, offering various shipping options, including expedited and free shipping thresholds, can enhance the customer experience and reduce cart abandonment.
Implementing these strategies can help small businesses and entrepreneurs attract holiday shoppers, enhance customer satisfaction, and drive sales during the holiday season. Staying attuned to consumer trends and being adaptable in your marketing approach will position your business for success in the competitive holiday market.
As a small business holiday sales are an opportunity to connect with your community, showcase your unique offerings, and build lasting customer relationships.
Article written for Forbes by Erik Logan
Share On: