Business Tips: Preparing for the Holiday Season

This article was provided by our Chamber Member, Michael DaRe, Leadership Coach

Service Industries Leadership Tips:  
Preparing for the Holiday Season

If you have just started thinking about this now … you are late, but not too late - there is still time to act.

Seasonal and Holiday merchandise must be a priority. Seasonal Hires should be complete.  There will be only 26 days between Thanksgiving and Christmas this year. Here are some tips:

1. If there is nothing already scheduled for your location that is intended to drive / increase sales, create something.  Get employees involved with coming up with ideas and in building events to drive sales and get them involved in suggesting or even building your holiday displays.
   

1. Get the word out:  Promote discounts and promotions through the Chamber weekly calendar!  Deliver the event information to customers and guests via employee, word-of-mouth, flyers and on signs.  If you have a customer email list, this will help you get the word out even faster and studies show that customers like this form of communication
   

1. October events still on the calendar:
   

1. • Columbus Day Monday 10/14
     
   • National Bosses Day Wednesday 10/16
     
   • United Nations Day Thursday 10/24
     
   • Halloween Thursday 10/31
     

1. November events:
   

1. • Daylight Savings Day Sunday 11/3
     
   • Local Elections Day Tuesday 11/5
     
   • Thanksgiving Thursday 11/28 (late this year)
     

1. December events:
   
   • Pearl Harbor Day Saturday 12/7
     
   • Winter Begins Saturday 12/21
     
   • Hanukah Begins Sunday 12/22
     
   • Christmas Day Wednesday 12/25
     
   • Kwanzaa Begins Thursday 12/26
     
   • New Year Eve Tuesday 12/31
     

1. Food Stores / Food Departments:  For Columbus Day: create an Italian food and Italian ingredients display.  Don't forget the pasta and wine if available. Follow this same basic idea for Bosses Day (cupcakes & coffee?), Thanksgiving, Hanukah, Christmas, Kwanzaa and even New Year's Eve.
   

1. Clothing Stores & Departments: Feature the colors of the season – fall colors, Red & Green for Christmas and Black, White and Silver for New Years Eve!  Long sleeve shirts & blouses. Jackets, Coats, scarfs, heavier socks and of course gloves and hats.
   

1. Shoe Stores & Departments:  Feature more high-top shoes (including sneakers), boots and of course slippers. Highlight waterproof.  Wool Socks are a given.
   

1. General Merchandise retailers:  You can make anything from Fishing reels to an umbrella seem like a great gift or a must have with a dynamic display and value pricing. Focus on the season, the weather and the customer. Sign items that drive buying decisions as:  "Staff picks" "Managers choice" "Customer favorite!" "Check these off dads list" "Our best value" . 
   

1. Tire and automotive shops should consider this:  From November 1 to April 1 in California, all vehicles are supposed to carry tire chains (or cables) when they enter a chain control area, even if it isn't snowing. Consequences of not having them in those areas could result in fines. Focus on seasonal tires, chains and any winterizing services available that are recommended by auto manufactures.  Customer and family personal safety sell big in this category.
   

1. Restaurants: Sales for many of you tend become stagnant or even decrease during the holiday seasons as family and friend in-house gatherings increase during this period.  Holiday and seasonal menu's do help during this time of year. Encourage office lunches and parties at your location and increase the number of winter comfort foods offered.  Make it seem easier and more attractive to stop by your location after an evening or day of holiday shopping than having to go home and cook when tired. This is a time when you can seek input and collaboration from both the kitchen and wait staff to get this one right.
   

1. Hospitality:  The Holiday Season is a high travel period each year.  The specific location of your hotel determines if the number of stays will go up or down compared to your average monthly stays.   Everyone is looking for a bargain, so if your hotel offers a discount, this is the time to begin talking it up and booking your rooms.  NOW is the time to talk to Front desk Agents and assistant managers and determine what guests are saying or asking about the holiday periods.  Now it the time to invite guests back for the holiday and to inform them of any events in the local areas, and any discounts at the hotel. Popular with many guests is the "extend your stay" discounts and free upgrades for early bookings.  Get your team involved to maximize booking opportunities.
   

My final tip is simply this …  If you have not done this before, keep notes of what is working this season and what could you have done better.  Act like an NFL coach after a game, determine when you scored, when you missed and why?

• What strategies worked best?
  
• How did each team member play their part?
  
• When did customers become raving fans?
  
• Record what external elements affected your efforts?
  
  • Major equipment breakdowns.
    
  • Weather conditions, including power outages.
    
  • Loss / termination of key team members.
    
  • Out-of-stocks (vendor caused, or store caused).
    
  • Delivery delays.
    

When the season is over, have a debriefing meeting with the entire staff.  Celebrate your wins and get their opinion of what you can do better next year.

Good Luck & Happy Holidays!      Michael

If you would like to learn more, you can contact Michael DaRe at (209) 607-8032 or Michael@MichaelDaRe.net