Holidays are often remembered for their excitement, delicious food, gifts, and shopping. Despite the adverse economic effects of the COVID-19 pandemic, retail sales are still expected to see some growth. Much of this spending is shifting online, as people continue to avoid crowded public spaces and prefer the safety of shopping from home. With these developments, brick-and-mortar businesses face pressure to adapt. A strategic approach to sales during the holiday season will give better short- and long-term returns. The following strategies can help businesses increase sales and gain new customers during the holidays.
Customer Experience
Besides product quality and price, one of the most important things about your brand is customer experience (CX). Most luxury brands are built on superior customer experience. Many of us are willing to pay higher prices in stores to avoid the stress of local markets. Even with retail stores, we often have favorites because of features like EasyPay, online store locators, rewards, and gift cards that influence where we shop.
Nowadays, consumers expect offline stores to also have online stores or at least catalogues. Online retail sales are projected to keep rising, even as offline sales decline. For brick-and-mortar businesses, having an online presence is one of the best investments you can make.
By enriching your customer experience, you not only gain more customers but can also charge a higher price for the same product.
Meeting the shopping needs of your target audience pays off in both sales and loyalty. You don’t need a team of hostesses to achieve this—simple improvements go a long way. Friendly and helpful staff naturally create happier customers. Greeters, salespeople, clear signs, and catalogues can make shopping easier and more enjoyable. After-sales support such as installation, maintenance, and repair can also strengthen customer loyalty.
For e-commerce businesses, websites should be optimized for speed, security, and ease of navigation. Product categories, user-friendly carts, and secure payment options are essentials. Since many people shop on their phones, a smooth mobile experience is key.
Holiday-themed designs and non-intrusive pop-ups can add a festive touch. A hotline for inquiries and complaints can also make the customer experience better, whether for physical or online stores.
Pre-orders and Delivery Service
Few people smile at the memory of queuing for hours in an overcrowded store on Christmas day—especially when stock runs out before they buy. Pre-orders and delivery services can spare customers that frustration. With more businesses and consumers going digital, pre-orders and delivery are quickly becoming the minimum expectation.
If your business doesn’t already offer these, now is the time to start. A good pre-order campaign can help you generate upfront cash to expand inventory and guarantee customers their desired products. Delivery services save customers from traffic and long queues, letting them shop from the comfort of home.
Most e-commerce businesses already offer these options, but brick-and-mortar businesses can also benefit. Discounts and limited pre-order offers create urgency and encourage sales. Reduced delivery costs for bulk purchases can push customers to buy more.
Always make cut-off dates clear to avoid a logistics nightmare. Spreading offers over several days instead of one can also help reduce pressure on your team. Balance urgency with manageability to keep your operations smooth.
Be transparent about delivery times and any extra costs like customs or postage. Free returns for defective goods may build trust and boost sales, though this might not work for bulky, fragile, or perishable products.
Sales Offers and Discounts
Sales offers and discounts are classic, time-tested ways to boost sales. While effective all year, they work especially well during the holiday season when people are more willing to spend.
They can come in many forms: flash sales, coupons, vouchers, percentage discounts, tiered pricing, bundles, gift packages, and limited editions.
- Flash sales drive quick purchases and create buzz.
- Coupons and vouchers encourage new customers to try your products.
- Tiered pricing rewards bulk buying.
- Bundles and gift sets help move related products.
- Limited offers, countdowns, and inventory updates create urgency and FOMO (fear of missing out).
Donations and Charity
During the holidays, many people want to share goodwill with those less privileged. You can make this easier by tying charity to your sales.
This could be a percentage of proceeds going to charity, a “buy one, give one” model, or even initiatives like planting a tree for every ₦1,000 earned.
It’s a win-win: you sell your products, your customers feel good about their purchase, and someone in need benefits. Even the environment can gain. Both you and your customers enjoy the satisfaction of contributing to a greater cause.
Tokens, Guides, and Gift Cards
More than a decade later, I still remember the cards, toys, and action figures I got from holiday promotions. Though I don’t have them anymore, I’m still loyal to some of those brands. That’s the power of holiday-themed tokens. They leave lasting impressions and encourage repeat business.
Nostalgic items like Christmas caps or retro tokens can trigger fond memories and boost spending. Well-written gift guides, decoration tips, and recipes can also inspire customers to buy more.
Even if you don’t sell gifts or groceries, you can still create value with gift cards or branded guides. Something as simple as an origami puzzle of your logo can stick in customers’ minds.
Branded and practical tokens like key holders work better than generic ones. Just make sure your promotional content doesn’t infringe on copyright, and always include disclaimers or allergy warnings where relevant.
Conclusion
No matter how creative your sales strategy is, it won’t make up for poor product quality. If your products are lacking, start there first. Not all strategies above will fit every business, but at least one will suit your needs. You can also adapt and combine them while using social media platforms like Instagram, Eventbrite, and YouTube to build awareness and engage customers.
Remember: getting new customers is important, but rewarding and retaining your existing ones is just as critical.
Are there any strategies here you’re excited to try? Have you experienced any of them before? I’d love to hear your thoughts—please comment below.
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