Why do brick-and-mortar retailers think they need to discount and have big sales to get people in the door?
It’s simply not true.
We work hard for our margins. Discounting them 10%, 20% or more is not good for the bottom line and then we’re training our customers to look for sales.
I’m not a believer in discounts.
There I said it.
I see my retail clients having amazing events – without the big sales and discounts!
At my creative stores, we very rarely put our products on sale, and on Small Business Saturday retailers’ first instinct is to run a big sale.
You can still make a splash, attract customers, and have a great sales day without discounting your products.
Sales don’t mean anything if we don’t have a profit at the end of the day.
Specials or featured items can work if needed, but consider adding VALUE vs SALES
Did you know, small business Saturday is the highest sales day for many of my retail coaching clients?
Read that again. The highest sales day of the year, so do not miss out!
Try some of the following (mostly) FREE strategies to have a successful Small Business Saturday:
1) Be grateful. Remember people are coming to you to support small businesses, you don’t need door crasher specials and try to compete with big-box stores. Be sure to acknowledge in person and online your gratitude.
2) Build up excitement for the day. Plan your social media, show behind the scenes, do FB lives, IG stories around the store, and introduce your staff. Make a fuss, and let people know about you, your values, your store’s personality, and vibe, people buy from people they know, like, and trust. Be that person they think about when they decide to shop small business.
3) Have a door prize (maybe a workshop) and maybe a hot cider pot, free coffee, cookies, etc. You don’t need to go crazy, but people will love the gesture.
4) Feature other small businesses in your area. (I like to make it places I know my customers also frequent.) Show people YOU shop and support local and introduce your customers to other local small businesses. Be sure to tag those businesses in your posts.
5) Use social media hashtags unique to your neighborhood or business area – people will find you with them.
6) Go on FB LIVE the day before and then several times early in the day.
7) Ask customers to take selfies of themselves at your store, and share a hashtag for a chance to win, this will get their friends interested too and customers LOVE it. Also, encourage them to do location check-ins on FB and IG.
8) Have featured items in-store, do free demonstrations, showcase some of your DIY products, and highlight some special items customers are always asking about. Make it an event.
9) Invite other vendors, makers, etc to come to your shop for the day to sell, or demo their products and “meet the makers”. This works especially well if you already sell the artisan’s work in the store.
10) Collaborate with other small businesses in your neighborhood, the local deli, or bakery or wine store, or neighboring store. Have a contest, a scavenger hunt, or draw if they visit 4 of the 8, etc. Get creative with your fellow small businesses.
Add value – with experiences and fun, you can do a gift with a purchase or a door prize, but you don’t need to discount all your product.
The key is to remember people WANT to shop small businesses and have an experience. Your job is to build excitement and let them know you are there and that you appreciate them visiting. Make Small Business Saturday an experience.
Separate yourself from the chaos and impersonal Black Friday shopping at the big box stores – stand out!
Take your brick in mortar to the next level next year!
If you’re ready to put the pedal to the metal for next year for your brick and mortar… you have to put on your CEO hat and learn the foundations of business to make your store profitable. You have to do the work.
If you want some help amplifying your retail business. Check out my instant access course – Retail Made Simple. It’s an on-demand course you can do at your own pace. Learn more HERE.
Bonus! Here are a few hashtags you can use to promote your shop’s Small Saturday event
In addition to your area’s hashtags: #shopsmall #shoplocal #smallbusiness #smallbiz #businessowner #smallbusinessowner #smallbusinessweek #smallbusinesssaturday #smallbusinessowners #smallbusinesslove #smallbizowner #smallbizlife #creativeentrepreneur #smallbizsat #lovelocal #momandpop
And a few other shopping hashtags to try #creativebiz #creativeshop #creativestudio #shopoholics #shoppingday #retailtherapy #retail #store #shopping
Catch my Biz Tip lives on FB @https://www.facebook.com/WendyBattenbizcoach
What do you do on Small Business Saturday to ensure a successful sales day? Let me know, I’d love to hear from you, and here’s to a fabulous Small Business Saturday for your store!
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