Can it really be the fourth quarter already? It seems like yesterday the APA Expo was in Las Vegas, and we were preparing for the busy season, doesn’t it? But before you can blink, the holidays will be here. Ah, the holidays—a time for beloved family traditions. A time for spreading good cheer. A time for gifts—both big and small. And, like it or not, a time for retailers to end the fiscal year on a positive note.

Jingle Sales

Tons of tips to help you maximize sales for the upcoming holiday season.

By Fran Carville, CRM

(Originally published in the September/October 2022 issue of Insights.)

Can it really be the fourth quarter already? It seems like yesterday the APA Expo was in Las Vegas, and we were preparing for the busy season, doesn’t it? But before you can blink, the holidays will be here. Ah, the holidays—a time for beloved family traditions. A time for spreading good cheer. A time for gifts—both big and small. And, like it or not, a time for retailers to end the fiscal year on a positive note.

The fourth quarter is crucial in the world of retail. “Black Friday” was originally named because it was the day traditional retailers’ bottom lines went from red ink to black ink. Luckily, that is not the case for awards and personalization retailers, but it can be a successful time of the year.

So, will you be prepared to increase sales and have a healthy fourth quarter? You already know the keys to success in your business, but let’s take a few minutes to brush up on a few key ingredients for filling the last three months of 2022 with cheery holiday sales.

Deck the Halls

If your store doesn’t scream holidays, consumers may not recognize that your store is a great place to purchase unique, personalized gifts. Like it or not, a festive showroom lends itself to putting people in the shopping mood. How do you take your shop from a great awards store to a destination gift store?

1. Start with the basics, like a holiday wreath and festive lights. The more your showroom can look like the holidays, the easier it will be for consumers to see you as a gift resource. Use greenery, poinsettias and lots of lights. Put a small tree on your checkout counter, decorated with small engravable gifts. Pre-wrap gifts with monochromatic paper and ribbons. Not only will you create holiday spirit for your customers, but your staff will also enjoy the atmosphere.

2. Set up a display of gift suggestions at your store’s entrance. Spread displays throughout the store, and use signage to identify your gift suggestions. “Gifts for Children,” “Gifts for Teachers,” “Gifts for the Office”—you get the idea. Turn your point-of-sale display into easy gift-giving ideas. You might be surprised how many customers will buy on impulse, especially if the price point is under $20.

3. Set the mood with holiday music in your showroom. A pleasant, stress-free shopping experience will slow customers down and make them want to buy more.

4. Create an awards display that gives your customers a reason to purchase during the season. Consider showcasing a plaque engraved with a holiday message or a set of tree-shaped acrylic awards that will give customers new ideas.

5. With so much happening inside your store, it can be easy to forget the exterior of your building. If passing customers do not notice your storefront, they may not venture in. Outdoor signage lets consumers know that you sell personalized gifts.

Merry Merchandise

Many awards customers may recognize for the first time that your store has more than awards to offer. For this to happen, you will need to showcase your gift ideas.

1. Most of us have gift inventory year-round. If you wish, you can increase your selection during the fourth quarter, but you may find you already have lots to offer. What do I have, you ask? Glassware, picture frames, luggage tags, desk accessories, BBQ sets, wine boxes, letter openers, card cases, bookmarks, silver jewelry, clocks, money clips, jewelry boxes, cutting boards—just to name a few.

2. Group your gift items by possible recipients. “Gifts for the Boss” might include coffee mugs, small clocks, travel mugs, desk blocks or pen sets, which could help your customers with new ideas.

3. What can you offer customers other than merchandise? This is the time of year that shoppers will reward you for making their day easier. Offer gifts bags, delivery or layaway. You may choose to offer services for free or for an additional charge.

The Holiday Spirit

Most store owners are known for their generosity in the marketplace all year. Retailers sponsor little league teams, make product donations to nonprofits, volunteer time in community organizations and help make their community better. So, how is giving back any different during the fourth quarter?

1. It’s a time of the year when being involved in a charity can bring added exposure to your business. Think about it: Don’t you want to do business with companies that are community-oriented?

2. Many local and national groups have promotions in the fourth quarter. Check out what’s happening in your area and decide how your business can help. Most communities have a Toys for Tots program, winter coat drives, food bank collections and more.

3. Many community events require collection sites, and your store can easily serve as one. Your business benefits when noncustomers come in to make a drop-off. The charity benefits from every item you collect—a win-win.

Shining Bright

Whether you are thinking about having a holiday open house or just looking to let consumers know you exist, you have to market your business in some way every day.

1. Marketing can be a big promotion or a small one. Update your social media accounts to feature holiday merchandise. Contact online customers and friends, and show featured gift items. Revise your website to feature your holiday products.

2. A contest promotion is a good way to entice customers to your store.

3. Take a booth at a local holiday market and use the event to show off your holiday and personalized gift selections.

4. Host an open house to showcase your store and merchandise.

5. Whatever you do, get yourself noticed. If you simply let your clientele know that you serve light refreshments on Fridays, for instance, they can then do their shopping on their lunch hour.

Bah Humbug

OK, so you aren’t convinced that holiday gift merchandise is the way to go for your business. You can still add dollars to your bottom line in the fourth quarter.

1. The last three months of the year are the perfect time to reach out to the corporate community to promote new recognition programs for 2023.

2. Many schools will have fall/winter sports banquets. When was the last time you focused your marketing efforts on schools in the fourth quarter?

3. Many social and professional groups finish the calendar year with an awards banquet. Are you getting your share of this business?

4. Contact every little league football team and provide them with product information, as well as information about your store.

5. Contact all newly elected officials to determine how you could provide awards for them.

No matter how beautiful your showroom, no matter how great your product selection and no matter how brilliant your marketing efforts—the bottom line to success in the fourth quarter may just be providing exceptional customer service to consumers that will have a very hard time finding your wonderful service anywhere else this time of year!