For many independent shops, the weeks between mid November and the end of December are the busiest of the year. Footfall goes up, customers are often in a hurry, and small problems such as an empty shelf or a long queue at the till can quickly cost sales. The good news is that most of these issues can be prevented with a bit of planning. Here is a practical checklist to help you get your store ready.
Stock And Inventory
Running out of your best sellers in December is painful, but so is being left with piles of seasonal stock in January.
- Review last year’s sales. Look at which products sold well, when sales peaked and what was left over.
- Confirm deliveries now. Talk to your suppliers about lead times and order cut off dates, and allow extra time for shipping delays.
- Plan your gift friendly lines. Small, giftable items near the till and clearly priced gift sets make choices easier for shoppers.
- Count your stock. An accurate count before the rush makes reordering and year end much simpler.
Staffing And Opening Hours
Your team is the face of your store during the busiest weeks.
- Draw up the rota early and let staff know about any extended opening hours.
- If you hire seasonal help, train them before the busiest days, not during them. Cover the till system, returns, gift wrapping and your most popular products.
- Plan breaks carefully. Tired staff make more mistakes and give poorer service.
- Make sure at least one experienced person is on the shop floor at peak times.
Displays And The Shop Floor
A festive store invites people in, but it still needs to be easy to shop.
- Refresh your windows to tell a clear seasonal story. Our tips on a store window display that turns heads are a good starting point.
- Keep aisles wide and free of boxes so customers with bags, buggies and wheelchairs can move around.
- Create a clear gift area or “gifts under a set price” table to help undecided shoppers.
- Make signage simple and easy to read from a distance.
For more ideas on keeping customers engaged once they are inside, see our post on in-store marketing techniques.
Checkout, Payments And Services
Long queues are one of the main reasons shoppers walk out without buying.
- Test your card terminals and point of sale system before the rush, and have a backup plan if the connection fails.
- Keep enough change, receipt rolls, bags and packaging in stock.
- Offer simple extras such as gift receipts and gift wrapping. Even a basic wrapping station can set a small shop apart.
- Consider selling gift cards. They are an easy last minute option for customers.
Returns And Policies
Be clear about your returns and exchange policy before the season starts. Many shoppers buy gifts early, so think about extended return windows for holiday purchases. Whatever you decide, display the policy clearly at the till and on receipts, and brief your staff so everyone gives the same answer. Make sure your policy complies with the consumer protection rules that apply in your province.
Online Orders And Click And Collect
Even if most of your sales happen in store, many customers will check your website or social media first.
- Update your opening hours on your website, social media and business listings.
- If you offer online orders or click and collect, publish clear last order dates for delivery before the holidays.
- Make sure your stock levels online match what is in the store as closely as possible.
After The Rush
Take a little time in January to review what worked and what did not. Note your best selling items, your busiest days and any problems with stock or staffing. Those notes will make next year’s planning much easier.
With a clear plan, the holiday season can be both profitable and enjoyable for you, your team and your customers.