By Erin Moyer-Carballea, CEO
It’s hard to believe we’re already approaching the holiday shopping season. Retailers are preparing their stores, finalizing promotions, and getting ready for what is traditionally one of the busiest times of the year.
Retailers are focused on driving traffic plus increasing sales in the coming weeks, and for good reason. The holidays are a key time for retailers, especially as consumers start checking off their shopping lists and looking for the perfect gifts.
But I’ve been thinking about what happens once the rush is over.
Every holiday season brings customers into stores they may not have visited before. Maybe they’re shopping for someone else, taking advantage of a promotion, or simply walking through a shopping center and discovering something that catches their attention. Whatever the reason, that first visit is an opportunity to introduce them to a business they might otherwise have overlooked.
The question is whether retailers are making the most of it.
We talk with our clients a lot about the importance of customer experience, but during the holidays, it’s easy to lose sight of the little things that make a visit memorable.
Stores are busier, employees juggle more responsibilities, events and trunk shows fill the calendar, and customers often try to accomplish several things at once. It’s not always easy to slow down and make every exchange personal.
Still, those interactions matter.
A pleasant greeting, an employee who takes the time to help find the right gift, or a checkout experience that doesn’t add to holiday shopping stress can leave a positive impression.
Think about the stores you enjoy visiting during the holidays. What catches your attention? Is it a promotion, a window display, or simply the atmosphere? If you have a favorite store, it’s likely because you appreciate the service, enjoy the experience, or feel good about shopping there. You walk away with a feeling, even if you don’t buy anything.
A new or returning customer may come in for a holiday gift, but their experience will play a big part in whether they decide to visit again. Discounts can certainly bring people through the door, but they’re not necessarily what keeps them coming back.
Promotions are everywhere during the holidays. Between Black Friday, Small Business Saturday, and the steady stream of offers filling our inboxes, consumers have plenty of reasons to shop.
Retailers need to think about what sets their business apart. Maybe it’s a carefully selected assortment of merchandise, exceptional service, or a store that has become part of the local community. Whatever it is, the holidays are a good time to remind customers why they should choose your business, even when there isn’t a sale.
Marketing plays an important role here, too. Rather than focusing every message on the next promotion, retailers can use this time to share more about their products, introduce the people behind the business, or highlight what makes shopping with them different.
Customers have a lot of choices. Giving them something to connect with could make a difference.
One area I think retailers sometimes overlook is what happens after someone makes a purchase.
During the holidays, so much focus goes into getting customers into the store that it’s easy to forget to stay connected once they leave.
This doesn’t have to be complicated.
Encouraging customers to sign up for emails, sharing information about upcoming events, or giving them a reason to stop by again in January are all relatively simple ways to keep the business on their radar.
Of course, the communication needs to be worthwhile. No one wants to sign up for another mailing list only to receive a constant stream of sales messages. Instead, think about what customers might actually find helpful or interesting. That could be a preview of new merchandise, an invitation to an in-store event, or information about products that complement something they’ve already purchased.
And don’t forget about the people receiving those holiday gifts. How can retailers turn those gift recipients into future customers? They may be discovering your business for the first time, even if they never walked inside the store. Packaging, product information, and the overall experience can all help introduce them to your brand.
The goal is to give people a reason to remain connected without making them feel like they’re constantly being sold something.
January can be a challenging month for retailers. After weeks of holiday shopping, shoppers often pull back on spending, return to their regular routines, and shift their attention to other priorities.
That’s why I think retailers should start planning for the new year before the holiday season ends. We start those conversations with our clients early because we know the calendar fills up fast. Between vacation schedules, holiday commitments, and essential downtime, waiting until January to start planning can cost you valuable time.
It’s also important to pay attention to what customers are responding to during the holidays.
Which products are generating the most interest? What are people asking for? Are certain promotions bringing in new shoppers, or are they primarily reaching existing customers?
These details can help shape marketing and merchandising decisions in the months ahead.
While holiday sales figures will always matter, I’d encourage retailers to look at the bigger picture. Bringing in new customers is great, but the longer-term opportunity lies in turning them into repeat customers. Remember that the relationship doesn’t have to end when the decorations come down.
A customer who discovers a favorite boutique while shopping for a gift may return to buy something for themselves. Someone who receives a product they love may become a regular shopper. And a family that enjoys visiting a shopping center during the holidays may find reasons to come back throughout the year.
Those are the opportunities worth thinking about now.
As we head into the holiday season, retailers should absolutely focus on making the most of these busy weeks. But they should also be thinking about what comes next.
Turn holiday shoppers into loyal, year-round customers with a marketing strategy that keeps your business top of mind long after the season ends. Connect with Fruchtman Marketing to start building lasting customer relationships that drive repeat visits and sales.
