If we follow the big box stores, we will soon be decorating for Christmas in July! Is there a guide that says when is the most effective time to advertise seasonal products? I'd love to figure out the secret formula and get people thinking/planning for holidays in advance. However, do most people actually plan or has the world become a place of impulse buyers? Any suggestions? Our local newspaper only comes out twice a week and they feel you should only advertise for Mother's Day within the week of Mother's Day. Does no one listen to the little bug in their ear anymore?

Hello, In reply to your comment and questions, I set up for Christmas right after Halloween. Some customers don't like it, but I am basically forced into doing it. All of the other big department stores and discount stores put their Christmas items around that time (or earlier). On the other hand, customers who REALLY love Christmas items buy early. I usually set up for other holidays three to four weeks in advance.

Because most of our fall and holiday items arrive in June/July and I have to inspect the merchandise right away, I start planning my seasonal displays immediately. Luckily, I have a back "room" that is part of the store, but is obviously "separate" from the main part of the store, so I can have the displays set up there as soon as I unpack the merchandise. Last year I sold out of a lot of my Christmas merchandise before mid-October, so this year I'm renovating that room and making it a year-round seasonals room--May-October it will be Christmas, then November-February it will be Garden. March and April it will be the "Look what just arrived" and "Sale" area as I make the transitions between the winter and spring merchandise in the store. Would something like that work for you?

Hi,
You could have a Holiday Open House the first weekend in November. I don't like to see items out too soon either, but don't feel pressured to put your stock out too early. Your One-Of-A-Kind Store can
be choosy because you have wonderful items that the Big Guys don't!!! Don't forget, your store is Special and that's why your Customers shop there! Your stock is not like the Big Guys!

Plan now for the Open House as you're ordering the Christmas Merchandise! Plan your displays as the
other retailer said in the earlier blog. Have Fun!

Good Luck,
The Violet Frog

Hello fellow retailers,

Seasonal promotions should be dictated by your customer base. As a general rule, we are roughly two months prior to said holiday. Halloween begins displaying around the first of September, etc.

Our holiday open house is the first Saturday of each October. We close the week prior to pipe and drape all windows and doors (to create excitement) and prepare for all of the new displays. Direct mail and advertising occurs soon enough for clients to mark their calendars and note that we will be closed.

Many of our clients are already (yes, in July) purchasing Christmas gifts. Ours like to plan and shop for decorations in September and October so that their holiday season is more laid back and experiential. By Thanksgiving weekend, most of our holiday decor sales have lightened. Had we our open house the first week of November, I would only capture about two and one half weeks of excitement and sales.

We plan our events calendar at the beginning of each year, plan our displays when we purchase our holiday decor (in January) and perfect the plan during the July show season.

The most special ability that we have as Independent Retailers (especially over the big boxes) is that we have the opportunity to know our customers. To us they are not just a demographic but a person you see in the grocery store or at a ball game. They are our guidelines. Conduct a focus group, ask a few of the customers that you know will provide you with honest information. Remember that they want you to succeed as much as you...they often place a personal stake in your success.

I hope that you find this helpful.

I like the idea of a focus group, but getting people to show up for anything these days is
getting tough.

Other discussion groups are commenting that home parties are nearly impossible due to all the
no-shows and cancellations. People are just too busy, distracted or something (I can
relate, I would like to attend more City Council meetings - the building is right across the
street from me. yet I have only made 2 or 3 in a years time ...).

I think I will use your idea in another way and post the question in my next email
newsletter (email is THE best method of keeping in contact with your customer base. If you
are not collecting emails you should be).

I will pose a few questions regarding "How are we doing" and ask for suggestions
on products, hours , promotions etc and see what shakes out.

Angela
The Sycamore Boutique & Scent Shop
www.thesycamoreboutique.com

I should have included in my post that most of my business is tourist based when my Christmas "room" starts coming together in the summer months. For some reason, it seems like they think it's okay to think Christmas when it's July as long as they're on vacation. It is important to know/read your customer base--and that only comes from experience. If you're inspecting your Christmas merchandise at the register and customers get excited about it and want to see (buy?!?!) some...maybe you could do a "preview" of one or two Holiday 08 items in a little section of your store--changing them out each week...make it a fun little thing so that they're the first to know...start with something small and gradually make the items grander until it's time for you to unveil the entire collection at your holiday open house.