Kim Little is Newfold Digital‘s Senior Vice President Commercial Lead of Web.com and Product Management.
Have you noticed that the holiday countdown seems to start earlier each year? It’s not your imagination, nor the eggnog going to your head. We’ve barely brushed the sand off our feet when winter-themed window displays line the streets and holiday shopping promotions appear in our mailboxes. While consumers might not understand the rush to deck the halls, small businesses are keenly aware of how much time and effort is needed to prevent a blue Christmas and make the holidays the most wonderful time of their (fiscal) years.
Holiday planning has become increasingly difficult as competition grows fierce and supply chain disruptions and inventory issues continue to impact retailers and consumers alike. That means this year, an early start—to another long haul of a season—will be essential for success. From clearly communicating expectations and keeping up with traffic spikes to making your websites stand out, there are a few early steps that small business owners can take to keep spirits bright this holiday season.
Making a list and checking it twice
It’s no secret that shoppers behave differently during the holidays. Amid the seasonal rush, they’re not only eager for quick and convenient shopping experiences, but they are also more inclined to spend more—and more money is spent every year. According to a GlobalData report, holiday-related spending rose by 6.7% in 2022 compared to 2021.
For small businesses with a physical presence, offering a positive omnichannel experience—where multiple shopping channels and experiences are available—is key. Site listings and in-store options should reflect one another as shopping formats become increasingly blended. Consumers enjoy using online storefronts to complement brick-and-mortar shopping and vice versa, and they expect the buying process across both channels to be seamless.
Specific ways to leverage an online presence include creating and promoting deals or seasonal discounts, sharing relevant information around inventory and helping customers locate specific items through filtered search, especially for items that consumers may want to try on in-store and purchase on the spot. On the other hand, some consumers may prefer to first view items in-store before purchasing them online, enjoying the convenience of receiving goods right at their front doors.
In any event, a well-designed and easy-to-navigate online storefront will set the right expectations for customers as it relates to on-hand stock, delivery windows and the like. Effective and repeated communication, relaying what’s feasible for the vendor during the busy season, is key.
Preparing your workshop for guests
If there’s ever a time to go the extra mile, it’s for holiday festivities. From hanging tinsel on the tree and using the fancy champagne flutes to baking an extra dozen cookies (just in case!), we want our homes to sparkle, shine and exude joy for guests. The same thinking should apply to business owners preparing their stores and inventory for holiday visitors; your physical and online shopping experience should look good and feel good.
To do this successfully in a digital-first world, there are many considerations to keep in mind, such as creating a unique layout and theme, optimizing page load speeds and efficiently handling higher demand. Small businesses should be prepared for anything and take the right steps to create a professional-looking online store, forecast product demand and ensure quick and consistent customer communication.
Small business owners should promote their products and services on their web pages through engaging visuals and descriptions that don’t sacrifice functionality. One way to do this is by working with hosting and website providers that make it easy to build a great-looking, smoothly-functioning website.
Prioritizing your brick-and-mortar space is essential as well. In addition to creating a warm and welcoming environment, keeping pace from a physical supply perspective is also vital. Supply chain issues ramp up around the holidays, so business owners should reach out to vendors early to prepare for higher demand and leverage digital tools to analyze trends and anticipate shopping behaviors.
Designing the most wonderful storefront
While we all want our displays to stand out around the holidays, it’s important to strike a tasteful balance. If they’re too over-the-top (think inflatable snowmen and thousands of lights), decorations can seem gaudy. If they’re too minimalistic, like hanging a single wreath, they can appear underwhelming and fail to draw attention. The same is true for an online store.
Small business owners should strive to make their storefronts both exciting and navigable, with segmenting and filtering options to help customers efficiently narrow their searches and view products best suited to their needs.
Visitors want the right degree of detail when they’re viewing product listings. The ability to zoom in on high-resolution product images, view products in different sizes or colors and easily locate details around pricing, fees and logistics will help them make an informed decision they’ll be happy with. The same goes for search engine optimization (SEO)—early steps to make sure you’re ranking for the right keywords with strong, targeted content will go a long way in driving traffic to your product pages. Consider using a website provider that has strong SEO tools and professional services included in their packages.
It’s beginning to look a lot like your best sales season
While it may seem premature to start taking holiday preparations seriously, the giving spirit of the season and the sales that arise from it can make or break an entrepreneur’s whole year. Small business owners can best position themselves for a busy season by taking steps now instead of waiting for others to set the tone from a marketing perspective.
Preparation doesn’t all have to be customer-facing, either. A successful holiday-selling season is predicated largely on arrangements made behind the scenes. Taking the right steps today to foster a strong e-commerce presence can pay big dividends during the holiday season as consumers search for seasonal stocking stuffers and gifts their loved ones will remember for a lifetime.
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