With 1 in 4 Brits planning to spend less this Christmas, smaller businesses may be anxious about competing for consumer attention. But with some early preparation and some fine-tuning, business owners can set themselves up for a successful holiday season. By focusing on their unique strengths and creating personalised shopping experiences, they can stand out in a crowded marketplace
Elizabete Fleišmane, Video Content Marketing Specialist at Printful shares how small business owners can stand out and succeed during the festive season:
“For any business, the winter holidays present a massive opportunity. You’re especially lucky if your products fit into two key avenues: decor or gifts. During this time, themed collections are your best friend, as customers are more likely to get matching items as a set, increasing the average cart value. Whether it’s festive home decor or niche gift items, now is the time to reimagine your product lineup with a strong holiday focus.
Another way to create buzz and keep customers engaged is launching these themed products in a fun and exciting way. For example, you could run a “12 Days of Christmas” campaign, where you release a new product or design each day. This keeps people interested over time, drives repeat visits to your store and builds momentum on social media. By combining creativity with strategic planning, you can make the most of the holiday rush and see a real boost in your sales”.
Below are some steps on how small business owners can prepare for the festive season:
Plan early
The holiday season can spring unwanted surprises on you and your business. You may find you run out of inventory, your website may not be able to keep up with holiday traffic, or your product doesn’t sell as well as you’d like. Early planning can prevent all of these. Before November, check your inventory or contact drop shippers to see if they have adequate stock available. It’s also worth looking at your last year’s sale trends to see what sold well so you can ensure you have enough of these products ready to sell.
Have your site mobile-friendly
Mobile phones make up for over three-quarters of retail traffic online, so you need to make sure your website is mobile-friendly. Google provides the service Lighthousewhere you can test your site’s level of mobile usability for free, and will also give you suggestions on how to improve your site for mobile users. Focusing on mobile optimisation helps you reach more customers, keep them engaged, and ultimately boost your sales.
Offer a variety of payment methods
To avoid abandoned carts, it’s important to optimise the checkout process for your customers to make it as easy as possible. In fact, a single-second delay in the website loading time can lead to a 7% loss in conversion.Therefore, it’s essential to ensure the checkout process is quick and offers a variety of payment options.
Open communication with customers
The holiday season can bring stressed buyers with heightened expectations regarding product availability, shipping times, and customer service. Clear communication can put them at ease and increase the odds of them being a repeat customer. Make sure it is obvious how to contact you with an easy-to-find contact page or social media handles for those that prefer to direct message.
Rather than addressing customer questions randomly, set aside a dedicated time in your calendar to tackle them all at once. This will enhance your productivity and help minimise your stress during a busy period.
Be consistent
It can be tempting to transform your website to fit with the holiday season but be careful. Customers like consistency and any unexpected changes could cause frustration and confusion. Previous customers want to be able to navigate the site like usual, while you still want to acknowledge the festive spirit. Instead of a drastic makeover, make it festive with a holiday-specific landing page or add holiday banners to product pages. You might also think about incorporating seasonal colours or themes that align with your brand, ensuring any changes feel seamless rather than jarring.
Run a user experience audit
Finally, run a user experience audit to make sure all changes still allow the website to function. Customers should be able to browse with ease and frustrations such as slow loading times and broken links can drive potential buyers away. If you do this with enough time before the holidays, gathering feedback from actual customers during this process can provide valuable insights into their navigation experience, allowing you to identify and address any pain points. By prioritising user experience, you not only enhance customer satisfaction but also increase the likelihood of loyal customers.
