Health Stores UK’s latest Shop Talk event offered retailers a whole host of brilliant tried and tested tips and ideas that will help stores get the most out of the festive selling season.
Hosted jointly by Dave Christie (Take on Goliath), Joanne Hill (Amaranth) and Cheryl Thallon (Sheaf Street Health Store), the session covered all the ‘ingredients’ – timing, stock, creating a festive experience, boosting footfall, customer spend and profit – needed to end your year on a high.
The full recording of the session is available to members to watch at the Health Stores UK website – www.healthstores.uk – but this brief summary captures some of the highlights.
Find your hook
You get a different type of customer passing your doors over the Christmas period. If you can find an effective hook, you might be able to convert them into all year round regulars.
… and communicate it
Think about your seasonal messaging – make it warm and accessible. Try a more conversational tone of voice, borrow ideas from the multiples (they can afford to hire the best marketeers and snappiest copy writers!).
Play the long game
|The festive selling season may peak in the three or four weeks leading up to Christmas, but some people will already thinking about snapping up stocking fillers if they spot them. Make sure you are picking up those valuable sales
Does your Christmas display sparkle?
Your Christmas display can be individual as your store is. If you have a creative staff member, let them show off their talents. Many stores will aim for a general feel of abundance, but some will lean into a more restrained seasonal chic. If you doubt your own creative abilities, or are time short, ask your brands if they have Christmas materials that will give instant festive vibes – many do, and will be only to happy to help out.
Christmas events and late not shopping
Late night shopping works well for some retailers, especially when thy are part of wider community events. Taking a stall at a local Christmas fair can give you a welcome sales boost and increase store footfall.
Reasons to be cheerful – rally your Christmas elves!
Christmas is a really important period for your business and you’ll need your whole team to be in the right spirit. Jumper up, hats on – let’s make it a warm, fun shopping experience for your customers.
Let everyone know your Christmas opening hours
Tell customers your Christmas opening times – in your window and on social media. Make sure you update your google profile.
Christmas Stocking
Get your Christmas stocking right and it’ll be jingle tills all the way. So, what works and what doesn’t – and can you have too much of a good thing (since there is no sadder sight than a basket full of knock-down yule logs in early February, the answer to the last question is yes!)?
Stocking fillers
These smaller sales (from £2 upwards) add up quickly. Highlight stocking filler ideas and feature them throughout your store.
Hampers and vouchers
Offering hampers at different values is a great way to repackage products that you already sell. They’re a great recommendation for last minute (desperate!) shoppers, so let them know you have the perfect solution for them. Vouchers are great for the same reason, ands they also mean you get a repeat purchase.
Consider offering custom hampers or gift boxes: customers pick their hamper basket/box, select their gifts and take them to the till. Have tissue paper and ribbon on hand for a stylish finish.
Celebratory food and drink
’Tis the season to be merry. Wine, Prosecco and specials ales sell, as do celebratory alcohol free options (think smart kombucha or spices cordials).
Christmas cake recipe and ingredients set
If you’re a food focused food store, the chances are you already sell all the ingredients needed for a perfect Christmas cake. Why not create a recipe/ingredients card and invite customers to make up their own Christmas cake ‘set’?
Advent calendars
Advent calendars are available so widely (from M&S to your local newsagent). Try to find options that offer something different. Tea versions often do well for health stores.
Beauty
A huge category at Christmas. Everyone loves a beauty set, but make sure you offer them at a range of price points. Some people might spend £60 if they have a main present in mind – but £30 sets generally will create more sales and be a better impulse sale opportunity.
Christmas is the time to try out extra premium products and brands, when people are more likely to splash out. ]
Gifting
Many stores sell gifting lines throughout the year. But they come into their own at Christmas. Think sustainable toys, water bottle warmers, craft sets and clothing.
It’s a wrap
Think about stocking gift wrap and cards. It means that customers can complete their Christmas gift buying without leaving your store!
