It’s pre-Thanksgiving and that means one of two things. They are bargain hunters, or they’re simply out there gathering ideas for what to buy for everyone on their list.
The beauty of the “gathering ideas” shoppers is that they more often spend time shopping for themselves than they do for those on their gift list.
Call it a “well I have to buy gifts and since I’m buying for everyone else, I might has well get a few things for me” syndrome. And that’s a great thing for retailers.
THE REAL WORLD RETAILING TAKEAWAY
All the door busters and special deals in the world won’t help you compete against the big guys in this pre-Thanksgiving time period. They have the media power to outmarket each and every one of us. So don’t waste your money.
Just capitalize on the fact that more people are out there shopping. The good news is that the shopping for me time frame isn’t just pre-Thanksgiving anymore. It’s getting longer and longer as people wait until the last minute for retailers to drop their prices to rock bottom.
So how do you take advantage of these shoppers?
1. Know who your customer is
2. Cater to them with special gift items
It’s that simple. What are you’re the most popular items you sell throughout the year? Make sure that you pull those to a feature area – call it a “best of” [insert store name here] feature area. It’s the perfect complement to all of your other holiday gift feature areas.
I think you’ll be surprised at how many more of your bestsellers you sell, just because people are “shopping for me”.