Today, we are starting a short series of articles on “Mistakes to Avoid During the Holidays”. There are some key mistakes that I have seen (and committed) in stores and cafes that I want to help you avoid. Hopefully this series will help you have a successful Christmas season.
#1 Starting Holiday Merchandising & Promotions Too Late
In the Christian products marketplace, stores often struggle with when to start merchandising for the Christmas season. Some feel that following the general market, many of whom are already in Christmas mode, is too early; while other Christmas purests will not merchandise until after Thanksgiving. I am somewhere in the middle and believe that NOW is the time to merchandise for Christmas. Your boxed cards, gift items and key stock should be in play at the beginning of November. Here’s why:
- Consumers are shopping early. Especially in markets where the economy is tight. The National Retail Federation’s recent survey found that consumers are spreading their spending out over the next 50 or so days to decrease the impact on their wallets and purses. Some consumers noted that they began Christmas shopping back in September.
- Time to Sale. You need this time to sell the products you’ve ordered. This is especially true of seasonal items like Christmas cards and gift items. Those who wait until after Thanksgiving, at a minimum, cut their selling season in half.
You need every possible day to sell to your customers so don’t sell yourself short on time. This is especially true for church bookstores that are only open on specific days of the week or for service time only.
David McIntyre
KVI
View other articles in this series
#1- Starting Holiday Merchandising and Promotions To Late
#2- Not Marketing To Your Church
#3- Failing To Capture Customer Information
#4- Not Maintaining Good Stock Levels
#5- Not Keeping Your Store Looking Fresh
