This weekend I was reading an interesting article in the Kansas City Star titled, "Retailers and Shoppers Aren't Waiting for the Traditional Christmas Season." The article states that according to a survey of more than 7,000 consumers (conducted by the National Retail Federation), about 40% of consumers planned to make holiday gift or seasonal purchases before Halloween. For retailers, this is exciting news which could signal a strong start to the holiday season.

However, one expert points out, "Retailers are looking to start the season earlier, but consumers just aren't ready. The hesitation comes in because there isn't that one must-have item coupled with the fact that consumers are conditioned to expect deeper discounts as it gets later in the season. Where's the incentive to shop early?"  

As an independent store owner, what can you do this holiday season to compete against the big box stores? Here are five ideas you should consider:

1. Compete against big box stores with value and service
   One of the most important reasons that consumers buy from independent gift shops is based on excellent customer service. Help them find the perfect gift and offer gift wrapping.

2. Create an exciting new store event
   Events are a great way to drive traffic to your store. Offer a class on how to "trim the tree," have Santa make a special visit to your store or have a local artist come visit and sign or personalize artwork.

3. Hold a creative sale
   Everyone loves a good deal. Use your store newsletter or a mailing to your customer list to send a coupon offering a special promotion, such as 20% off on a specific day or 20% off a specific product line (candles or ornaments). The main objective with discounting one item is to drive traffic to your store. Once the customer walks through the door, the goal is to up-sell the other great things you have.

4. Sell some gifts priced under $30
   I went to visit a friend who owns a gift shop in my area last weekend. I needed a hostess gift for a Halloween party, but I couldn't find a suitable gift under $30. I think it's critical to carry some units at a lower price point. Again, once a customer commits to buying one item it becomes much easier to up-sell them to a second. Set up a special display table for gifts under $30, or mix them throughout the store (make sure they're marked!).

5. Create reasons for consumers to buy early
   Consider coming up with some creative strategies to attract consumers into your store earlier, such as: free personalization of a gift, free gift with purchase over a certain amount or a coupon that can be used after the holiday season.

Make sure to check back this week to get some more ideas on creative store events.