The holidays can be a tough time of year for some businesses. Let’s face it, if you are not in a retail business tied to
holidays, odds are your business dips this time of year. It’s a natural phenomenon - consumers are preoccupied and busy so they tend to put off purchases and decisions that they don’t absolutely have to make, until first of year.
So what can you do to drum up some business so December isn’t a total bust? Well I always say, if you can’t beat ‘em, join ‘em! How can you take advantage of holidays and gift giving and buying?
One suggestion is to consider selling gift certificates. Just about any type of consumer business, whether you sell products or services, can offer gift certificates.
Promote your gift certificates to your current clients and customers as a way for them to share your products or services that they know and love with a friend or family member. (This can be a great way to facilitate referrals and generate new business, too!). Gift certificates not appropriate for your business? How about offering an end-of-year or a seasonal special? Make sure your special expires on December 31. This could be a product or service you are discontinuing or closing out. Or it could be a special holiday discount on a regular product or service.
By giving your customers a great deal, or offer they can’t normally get, you give them a reason to purchase from you now vs. waiting until after holidays. They will appreciate special price considering their expenses are higher than normal in December. And you win, because you make a sale when you otherwise would not have. Your profit margin may be lower, but at least it is profit!
So be creative. Think about how you can turn your product or service into a unique gift idea. A way for someone to learn benefits of having a fitness trainer or personal coach first hand, through a gift of a few sessions. Fresh flowers every month for 6 months. $50 toward purchase of any product or service you offer. A free consultation.
Following are three more holiday marketing ideas you may want to consider:
(1) Offer to donate a percentage of all sales in December to your favorite charity and publicize it with a press release to media.
(2) Do a promotion giving one lucky customer chance to win their holiday purchase for free. Select one customer at end of December and refund them for full price of their purchase. This will get all buyers excited and will give them an incentive to buy now. Put a maximum value on prize if you want to protect yourself from having to refund too large of a purchase.
