Just as many small businesses received a boost over the holiday season, January and February can be dreary for sales. Consumers have spent a lot of money, and it’s more than likely that some of their New Year’s resolutions are going to involve saving money.
But by using the right strategies, small retailers can find ways to beat the post-holiday sales blues.
One of the best ways any small business – especially a small retailer – can get consumers interested again is to understand the situation that they’re in. So if it’s after the holidays, you’ll want to connect with your consumers by using content and social media strategically.
Writing 21-54 blog posts has been shown to increase website traffic by up to 30 percent. In the New Year, a good place to start is by posting about ways to save money. For example, if you’re a boutique fashion store, you might post an article titled “8 New Ways to Save Money on Your Wardrobe This New Year.” This could include ideas such as retailoring an old dress or finding a pair of shoes that goes with a large variety of clothing.
It may seem counterintuitive, but posting articles such as these are going to bring more potential consumers to your website. If you help them out in a season when they’re less likely to spend money, then they’ll trust your brand and will subscribe to newsletters in which you can provide them with useful information and access to your products.
The same strategy works when it comes to engaging with your customers over social media. For example, you might share a video on Facebook about how to stick to the common New Year’s resolution of losing weight. By asking your customers “How do you stick to your resolutions?” at the end of the video, you’ll be able to open up conversations with them, and they’ll be more likely to take a look at your site the next time they need to buy the kinds of products you sell.
Even though consumers are less likely to go shopping after the holidays, the fact is that there are certain essentials that they’ll need no matter what. One of the best ways to draw in customers who may be wary about spending money is by offering the right kinds of sales.
For example, if you’re a supermarket, it may be a good idea to develop some innovative sales techniques, such as delivering a special premade meal service to people who may be dieting for the New Year.
Also, you may want to consider launching new products. For example, if you’re a local health store, launch products that promote the healthy eating habits that many people adopt in the new year.
All small retailers know to expect a drop in sales after the holidays–but that isn’t a reason to not be prepared. Armed with the right strategies, small retailers can experience sales growth in January. These slightly less busy periods will also provide any small business with the time they didn’t have during the holidays to focus on other issues such as internal finances, and prepare for busier seasons ahead.
It’s important to remember that extra time is a blessing in disguise: it’s a chance to get creative, rebrand in the New Year, and find new ways to connect with consumers. If you’d like additional guidance on honing a financial plan for the New Year, contact one of Currency’s expert team members to learn more about solutions that are right for your business.