Holiday Marketing Tips for Non-Retail Businesses

If you own a retail business, chances are you’re more than ready for the holidays—there’s no shortage of expert advice to guide you to success. But what happens if you’re a non-retailer? What are some good holiday marketing tips for non-retail businesses to take advantage of this special time of year to drum up new business?

Service-based businesses, such as law firms, landscapers, and plumbers, provide offerings to their clients year-round. Unlike their retail counterparts, however, they’re not as likely to offer doorbuster deals or inspire crowds to line up outside come November and December. But as the owner of a service-based business myself, I can tell you it is still possible for non-retailers to take part in the holidays.

Here are a few ways your non-retail business can create an exceptional seasonal customer experience:

1. Create a holiday discount

One of the top holiday marketing tips for non-retail businesses is to offer customers a discount on your services. Create a special holiday discount for a percentage off a customer’s next purchase. Distribute news about the discount through your social media accounts, email newsletters, website, and any print mailers or in-store signage.

Encourage existing customers to spread the news and get other interested customers to sign up for your newsletter. This is a win-win for both email marketing and engaging with customers for future updates with your business.

2. Offer a creative storefront experience

So, you might not be selling a traditional physical product. However, your business still has a brick-and-mortar location, and clients walk in and out of this space when they schedule appointments with you throughout the year. Get crafty during the holiday season by offering these additional services:

• Host an open house. Maybe you’re new to the neighborhood or would like to get to know other small businesses in the area. Hold a holiday-themed open house event with music and snacks, and also provide information about who you are. Keep employees informed about your plans and encourage them to mingle with visitors and answer any questions.
• Set up a makeshift “Santa’s Workshop.” You’ve heard of the naughty and nice list, right? Let your customers know you’re here to make the holidays a little bit less stressful for them by taking an item off their to-do list. This can include anything from gift wrapping services to providing a complimentary 15-minute consultation.
• Decorate your storefront. Your foot traffic is much more likely to increase if you physically advertise holiday participation.

3. Give back to a good cause

Does your business support a specific charity? Donate a portion of proceeds to a charity and give back to a cause you believe in. You may also consider giving back physically, too. Meet with your team to discuss opportunities where you can help out in the community. Your team may decide to volunteer at a soup kitchen, spend some time at retirement homes, or sponsor families for holiday gifts.

More articles by AllBusiness.com:

• Here’s Why Your Business Should Hire During the Holidays
• How Your Retail Business Can Benefit From Storefront Branding
• Holiday Staffing 101: How to Ensure a Smooth Holiday Season
• Hire, Maintain, and Terminate Seasonal and Long-Term Employees with Care
• 5 Tips to Amplify Your Holiday E-Commerce Sales

4. Boost employee morale

Employees, from interns to managers, are a major driving force behind successful holiday shopping seasons. They also work incredibly hard throughout the rest of the year, too. The season may be a busy one, but it’s important to show your team how much you appreciate their hard work through creative, fun initiatives.

Not sure where to start? Consider these simple, inexpensive gifts that boost morale:

• Write a thoughtful, personalized thank you card.
• Cater in breakfast or lunch.
• Pair up random team members in the office to send a candy cane gram to (that’s a candy cane with a nice note attached to it).
• Host a white elephant gift exchange.
• Engage in a fun, post-work activity together, such as seeing a movie or going to an ice skating rink.

5. Thank your clients and partners

While we’re on the topic of thanking employees, don’t forget to thank your current clients and partners. Write out personalized thank you cards and let clients and partners know how thankful you are to have worked with them throughout the year. Share how they helped your business succeed and say cheers to the next year ahead and all that’s to come in the new year and beyond.

RELATED: Holiday Hiring During These Uncertain Times: Guidelines for Business Owners