Store owners typically have such busy schedules that promoting the business and planning events get put on the back burner. However, it’s essential to take the time to come up with ideas to keep shoppers engaged with your store, especially during the holidays. Consumers have many options for where to shop for similar products, so it’s critical to stand out from competitors. Generating robust sales in November and December is essential for organizations that want to end the year profitably. According to the National Retail Federation (NRF), these last two months can account for up to 40 percent of a business’s annual transactions. Additionally, it’s also the perfect opportunity to bring in new customers and create lasting relationships. Many companies also do something special to acknowledge loyal customers who have shopped throughout the year.

Hopefully, you’ve created a sales and marketing plan that serves as a roadmap for the entire team, ensuring everyone is on the same page to achieve the desired results. If not, take time now to set sales goals and create a promotional calendar to implement in the upcoming weeks. Keep in mind that most home improvement businesses should develop an omnichannel strategy that identifies sales goals for both their eCommerce business and physical store.

Invest in Days that Connect Customers to Your Business
Customers expect businesses to reach out to them throughout the holiday season to promote products and special offers. For hardware stores, garden centers, and other operations deeply rooted in the community, create activities that align with peak buying days when people are excited and motivated to buy goods.

• Black Friday (the top holiday retail sales day)
• Thanksgiving Weekend
• Small Business Saturday
• Cyber Monday
• Super Saturday (Saturday before Christmas)

Holiday Pop Up and Flash Sales
Send your best customers an Evite to a one-day flash sale featuring select giftable products. This approach creates a sense of urgency since the products will only be offered at the special price for a limited time. Offer a modest discount, exclusive bundles, or specialty products. Smaller operations can’t afford to give away the store by offering significant discounts on products with small margins, so be mindful of your approach.

Virtual product demos and sales
There are many opportunities to connect with customers on Facebook, Instagram, Pinterest, and other social media platforms. It’s crucial to deliver your sales messages in spaces where shoppers are receptive to engaging with them. Keep product pitches fun and simple while mixing in a holiday theme. Remember to add a call to action that creates a sense of urgency: now is the time to purchase that special gift before it’s gone. Fear of Missing Out (FOMO) is a genuine concern for shoppers. Try adding impactful visuals or quick demos. Remember, you don’t have much time to deliver your message, so make it memorable. Livestreaming on social media will let shoppers engage with your business in real time from the comfort of home. This interaction is an opportunity to demo high-end tools, painting techniques, furniture finishing, and more.

Promote Buy Online Pickup at Curbside
Although online retailers such as Amazon and big-box chains offer free shipping during the holidays, this option is not affordable for most small retailers. Buy Online Pickup at Curbside (BOPAC) is now a service that consumers have come to expect when doing business with home improvement retailers and garden centers. Over 50 percent of retail chains now offer curbside pickup—up from 6.8 percent in 2020. Over 31 percent of participating businesses cite competition as the reason they provide the service. Consumers are busy, and retailers who make shopping convenient and easy will come out ahead.

Gift Loyal Customers with a Special Discount
What better way to thank loyal customers than to give them a small token of appreciation during the holidays? Offering a special discount on products or services for a short time makes customers feel appreciated and motivates them to take advantage of the offer. Hardware stores can offer free assembly or delivery, or a gift certificate for a popular product. You can send the note of appreciation as a thank-you card or an email they can redeem in-store.

Ongoing communication is essential to generate sales during the holiday season. Understand the best ways to connect with your target audience. What works for Millennials won’t necessarily be effective with Boomers or Gen Z. Most likely, it will take a combination of communication approaches to reach both loyal customers and shoppers who are less familiar with your business. Even more important, keep a positive attitude and commit to having a successful season.