I was interviewed today by an editor for a magazine that is geared to dance studio retailers and she asked me what advice I would give her retailers for this holiday season. My immediate response was, "more important than ever before, don't take a wait-and-see approach—be proactive."

Then I suggested that retailers focus on four core areas:

1. Marketing: Take advantage of low-cost email marketing to promote in-store specials (or a frequent buyer program) and to give reasons why your customers should stop by your store.

2. Superb staffing: Don't settle for mediocre employees. Determine who your top performers are by looking at your store's daily sales figures. Keep only the employees who fall in the top 25% and establish a reward for your sales team for hitting sales goals. Perhaps a special in-store party, or a $50 gift certificate for everyone if the goal is achieved.

3. Improve visual merchandising: Visual merchandising can impact sales by as much as 40%, so make sure you have really strong store windows. They're a fantastic focal point when you walk in the store, and a new holiday look can inspire walk-ins.

4. Product selection: One of the top reasons that consumers shop at a gift store is to find unique products. Make sure your holiday inventory includes fun new products that can't be found elsewhere, and think about promoting some of these in your marketing.

Stay tuned for more tips on preparing for the holiday season.