Boosting Sales During the Holiday Season

November 2nd 2024

Whether you sell products or services, the last few weeks of the year are an opportunity to profit from prospects and customers who are in a buying mood. Even in business-to-business (B2B) sales, there is a season to purchasing and your previous clients may have money to spend in their budget before December 31.

Although you may want to use the opportunity to connect with new customers, you would be wise to focus mainly on people who have bought from you in the past. Research shows that previous customers spend 67 percent more than new customers, so you’ll make more money if you heap attention on your existing customer base.

So, what can you do to encourage more buying? If you have a storefront, here are some ideas:

Host in-store events

They can be holiday-themed or not, but give your shoppers another reason to stop by. It could be an evening with a charitable focus –— a percentage of the night’s sales go to a deserving organization –— or a demonstration by an artist, or even a trunk show. If you sell books, you could have an author come by for a talk. Sell cooking-related utensils? Have a chef come in to host a quick cooking class. Get creative and then invite your entire mailing list to come.

Make a big deal of Black Friday and Small Business Saturday

Since consumers are already on alert for great deals the weekend after Thanksgiving, give them something to look forward to. It could be big discounts that decrease each hour during the day. It could be a free swag bag for coming in and making a purchase. You could bring in a limited-edition product to sell on those days. And on top of that, spiff up your sales space. Go all in on holiday spirit with decorations in the windows, hanging from the ceiling, and throughout your tabletop displays. Remind buyers that it’s gift-giving season.

Throw in some freebies

Shoppers love to get a deal, so make yours enticing without breaking the bank. Depending on your price points, you could offer free gift wrap with every purchase. Or throw in a small sample you’ve received from one of your suppliers. You could offer discounts during slow times of the day, like first thing in the morning. Or provide free shipping for orders over a certain amount. The better the deal customers feel they are getting, the more buying they’ll do.

Incorporate video marketing

We all know that video now dominates social media, which suggests that people want more of it. Take your cue and start recording related to your business. Show behind-the-scenes snippets of employees restocking shelves or wrapping and shipping gifts. Interview employees about their favorite Christmas memories, or about their favorite product in the store. Or just shoot video quick vignettes showing sections of the store, in the hopes of catching their eye. Curated by Justin Interiors in Webster, New York does an excellent job with this technique on Instagram.

Branch out to Pinterest

If you aren’t already active on Pinterest, where shoppers go for holiday inspiration, consider investing some time on it this year.  Pinterest is the social media platform where consumers turn for ideas on how to do things better, whether that’s decorating their home, organizing their desk, managing projects, painting their walls, cooking a Hannukah treat, or finding an outfit for a friend’s wedding. Not only that, Pinterest users spend more at the holidays – as much as 40 percent more, according to Retail Insider. It is all visual and a great place for you to be to showcase your skills and wares.

Leverage email marketing

If you have a way to reach your customer base by email, use it during the holiday season. Send out thank you messages around Thanksgiving, then follow it up with gift ideas to help your customers with their shopping –— even better if you can customize it based on past purchases. Highlight new merchandise as it comes in and keep everyone up to date on special events and new offers, like free expedited shipping later in the month of December.

But even if you aren’t a retailer or don’t have a physical storefront, there are plenty of things you can do to encourage your clientele to buy.

Send schedule reminders

Not everyone realizes how crazy busy November and December are, especially in businesses having to do with festivities. So, if you’re a holiday light decorator, party planner, caterer, musician, hair stylist, limo company, freelance bartender, or business owner used to seeing a big jump in demand at the end of the year, ask your past customers if they want to make arrangements for your services now, to be sure they can get on your schedule when they need you. Also let clients know about your holiday schedule and when your offices will be closed, so they don’t miss important deadlines. These reminders will be much appreciated if your customer has lost track of time. It will also help you better plan your schedule and offer alternatives to previous customers you want to continue to serve.

Host a holiday gathering

Getting your staff mixing and mingling with satisfied clients helps strengthen your relationship and forge new ones. It also leaves everyone feeling cheerful and positive about your business, which can last into the new year. If you hold your soiree off-site, at a gallery, museum, or club, rather than your offices, you may find clients more enticed to stop by because of the novelty of the location.

Help clients plan ahead

If you have a client you’ve been working with and they have a stated need for your services in the new year, ask if they’d like to pay for it in the current year, to help make full use of their current year’s budget. Pre-paying is always good for your cash flow and can help your customer use up this year’s budget while lightening the financial load next year –— which is always a good thing.

Say thank you

Before the end of the year, send a personal note to let your current clients know how much you enjoy working with them. Go above and beyond simply signing your name on a standard holiday card though –— write a few sentences letting them know how much you value their business and how proud you are of the work you did together during the year. Be sincere and specific. You might also consider sending along a small token of your appreciation, such as a nice box of truffles, or fruit –— Harry & David Royal Riviera pears are a popular choice –— or an item related to your services, such as a book. Check to be sure there are no limits on what you can spend on a gift, however, since some organization prohibit their employees from receiving gifts valued at over $20.

Check in by phone

Since so few people use the phone anymore, you’ll stand out by reaching out to say hi, check in on how your clients are doing, tell them how much you appreciate their business, and ask if there’s anything you can do to help them. Even if they don’t have something to hand off to you work-wise, you’ll be top-of-mind for a while because you bothered to pick up the phone.

In the retail industry alone, holiday sales in 2023 totaled $964.4 billion. Make sure you give your company the best chance of claiming some of all the money that will be spent by individuals and businesses in the next few weeks.