With Thanksgiving and Christmas past, after holiday shopping is in full gear. Shoppers are still looking to save money where they can, which means they are out coupon hunting and sale searching to find the best deals out there. Independent retailers are going to have to price items very competitively to drive customers toward the registers.
According to the National Retail Federation, the number of shoppers was up but spending was down on Black Friday. If you were disappointed with Black Friday and December 26 sales, there is still time to increase your December/January figures. Independent store owners can take advantage of the holiday foot traffic by effectively highlighting marked down merchandise and displays.
The key for store owners is not only to get customers into your store but to spend money there as well. The first thing to consider is communicating to roadside customers or passersby that your store is featuring sales. You have about three seconds to let people know what they can expect to find inside. Especially as mid-January approaches, shoppers will still be looking for those holiday signs. Key places for signage are in window fronts, sidewalks and by the road. Remember to keep your signs simple, direct and professional. Easy-to-read, attractive signs will relay important messages to your target market.
Along with coupons and mailers, stores will attract more buyers by featuring merchandise with store fixtures and supplies that are designed specifically for highlighting sales. We have always recommended using a mix of hanging racks, bins and shelves. Round racks and dump bins are an economical way to feature a large amount of items and do not require lots of maintenance throughout the day. Because these fixtures stand alone, they are optimal to place in high traffic areas and draw customers to a particular area of the store.
Sell holiday merchandise quickly to make room for new 2010 items. We also recommend setting goals for employees and rewarding those who are keeping a positive attitude.
Everyone have a safe and happy New Year’s!
