Christmas Tips For Retailers

How to prepare your staff for the holiday rush

By John Stanley

Christmas is one of the most important trading periods of the retail year in the Western world. The  impact it has on sales will vary with each retail sector but, whichever sector you belong to, it is critical that you maximise the sales potential of this peak festive season. One of the keys to success is a staff trained and ready to handle the extra demands of this exciting time for retailers…

Assessing Your Christmas Results

How dependent are you on good Christmas trade?

With 12 months in the year you might feel that any more than 8.33% of your sales falling in December is better than average.

Yet many retailers do depend heavily on Christmas to drive sales, with expectations ranging from 13 and 37% of their total annual revenue for the month of December.  What were your figures last December and what have you budgeted for this December as a percentage of total sales? 

Now, sales percentages don’t tell us what happens with margins in December compared to other months of the year but they are still a useful measure.

I’d be really interested to see what the figures are for a range of size and types of retail businesses.  I’m not asking for your confidential sales figures – just the percentage of your total annual revenue that December accounted for.

Here are examples from an Australian shopping centre plus some that individual Australian retailers have shared with me:

Apparel – Ladies 12.7%
Apparel – Intimate 18%
Apparel – Mens 12.6%
Book store 18.4%
Bicycle retailer A 23.0%
Bicycle retailer B 11.5%
Bicycle retailer C 10.9%
Giftware 22.7%
Newsagent/Cards A 11.21%
Newsagent/Cards B 9.1%
Newsagent/Cards C 11.86%
Pharmacy 10.3%
Hair/Beauty 9.9%
Sports goods and sports wear 14.3%
Supermarket 11.0%

Without giving away your dollar sales targets or your margins why don’t you share with us your sales percentage for last December and your projections for December 2006.

Why Santa's Marketing Works Better Than Yours!

By Sean D'Souza

Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing strategies work better than yours, is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new fangled techniques, when his simple marketing has stood the test of time.

If you don't believe in Santa, you'd better change your mind, because the fat man from the north pole rocks on and you too can do the same if you stick to the basics. Find out if your product or service matches up by reading the article below.

Are you ready for Christmas like Harrods?

Harrods was already up and running well before the purported Asthma Council news release (see below).  Their Christmas World section opened on 8th August in the midst of the British summer with Santa arriving from his safari holiday in shorts and leading a live zebra to much fanfare and the bemusement of locals and tourists.  Clearly far too hot for poor Rudolph and his mates.

The Harrods theme this year is Christmas Royale, inspired by the remake of the James Bond film Casino Royale which is to be released in the UK in November.  Harrods is taking the James Bond theme further with lavish decorations and merchandise based on such legendary films as Diamonds Are Forever and From Russia With Love.

To quote Harrods spokeswoman Alexia Williams, “Christmas Royale is going to be very bling (flashy)”.  Not the sort of phrase one might expect from a Harrods representative but with a display Christmas tree covered with twinkling baubles valued at up to £350, bling might be appropriate.

Is there an idea there for you –I’m thinking Bond theme, but why not a bling Christmas….with Bling Crosby music!

Asthma Council first with Christmas?

In Australia, the Asthma Council copped a bit of criticism for coming out with their Christmas Asthma Warning news release on 20th August before a retail decoration was in sight – other than bits of last years still stuck to the ceiling that hadn’t been removed properly!

I’m not sure if this was a beat up because all I could find on their website was a release dated 30 November 2005.

Depending on your business there might be an opportunity here for you to offer tips and advice to potential asthma sufferers.  You can check out their informative news release at www.NationalAsthma.org.au.