Preparing Holiday Sales & Promotions

Though it feels like fall just started, we all know the holidays are right around the corner. As a small business owner, now is the time to plan ahead so you can make the most of the season. Think about it: Are you running any specials? Closing shop for a few days? Putting together gift sets? Doing a holiday promo campaign? Now’s the time to get ahead. Here’s how:

Start by looking back Think back to the holidays last year. Were you pleased with sales? Did you make the most of the season? What would you change? For many, the realization is often “I wish I planned earlier” or even “I wish I had a plan!” Are there things you wish you had done last year and do you have time to do them now?

Take stock in the present By this we mean literally stock. Do you have any products on your shelves that are nearing expiration? Consider bundling these, including as a free gift-with-purchase, or discounting these goodies on Black Friday. You need to move the inventory, so get creative with how you do that while driving sales.

Maximize known deal days Shoppers are trained to wait for the Big Three that come around every November and December. On Black Friday, Small Business Saturday, and Cyber Monday, people are ready to spend, since they tend to get more bang for their buck. Our advice: Find a way to participate in at least one. If Small Business Saturday more aligns with your business values than Black Friday, highlight that fact. It’s a chance to not only offer special pricing to get customers through your door, but it lets you tell your story. Note: Giving Tuesday is also a great opportunity to do some good.

Figure out promo parameters Make sure you have all the details of any promotions figured out ahead of time. Think of any FAQs you may receive: How long is this promo running? When is the shipping deadline to ensure holiday arrival? What’s your return policy? Are gift cards physical or sent via email? For service-based promotions, is there a limited booking window?

Get your marketing ducks in a row Make a list of all the customer-facing things you need to create to promote and run any holiday sales. For instance: Photos to take, copy to write, promo emails to send, and social posts to schedule. Set up any online promo codes and make sure they’re functioning before your sale’s go-live date. If you’re shipping physical products, you may want to include a bonus box insert that offers an additional percentage off your customers’ next order—or even a simple “Thank you & Happy Holidays!” postcard.

Start now to make the holidays a fun, fruitful time for your small business. Looking for marketing support on social media? We can help with that! Schedule a complimentary discovery call to see how we can best work together.

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