How to Avoid the Post-Holiday Sales Slump

Photo By: Quinn Dombrowski (Flickr)

Get your customers thinking about the next important shopping day to avoid the after-holiday sales slump.

How to Avoid the Post-Holiday Sales Slump

Pre-holiday sales numbers can be very exciting for retail businesses; post-holiday sales numbers… not so much! You might be throwing your hands up in the air every January, wondering how you and your sales staff can keep people spending money after their holiday shopping sprees. There are many ways to encourage your customers to keep spending money and avoid the annual post-holiday sales slump.

Segment Your Sales Data

Now is the perfect time to review what your current customers are purchasing from you and encourage them to continue spending money after the holidays. Take your sales data and segment it as you would your marketing data. Lump your customers into groups based upon their purchases and send them either a targeted email and/or mailer encouraging them to make additional purchases based upon their sales history. Of course your customers need the latest and greatest accessory to complement their most recent purchase. They just don’t know that if you don’t tell them about it!

Send Coupons Too

While you’re at it, make sure to send a coupon for that latest and greatest accessory, and make the coupon as good as you possibly can. Your customers are sitting at their computers as we speak, looking at their bank accounts with their heads in their hands. How on earth did they spend that much money over the holidays? You aren’t going to get the sale if you don’t tempt them beyond their wildest imagination. So send the coupon for the accessory and make them an offer they cannot refuse.

Switch Things Up a Little Bit

Are your customers still not biting no matter how tempting a deal you make? Okay, they’re over the holidays; after all, they’ve been hearing about them since before Halloween. We are never satisfied. We want summer to come because we’re sick of spring; we want fall to come because it’s too hot in the summer. Why can’t it be winter yet? It’s too cold! When is spring coming? You know exactly what I’m talking about, so if the sales segmentation and coupons aren’t working, move ahead to spring and tempt your customers with sales items sure to take them out of the winter blues and into the excitement of warmer weather and spring showers.

Switch up Your Stock Too

While you’re removing the visions of sugarplums out of your customer’s heads and putting in the visions of spring training and the Boston Red Sox winning another world series… of course I went there! Do some spring-cleaning, get rid of the holiday stock, and design new displays – brick and mortar and/or virtual – showing your customers the new items you’re offering. Send out emails and/or mailers, too, picturing your new stock to give your customers a reason to get excited about something other than all of the holiday items of which they have been over-stimulated.

Make Your Presence Known

As important as segmenting, targeting, and reaching out to your current customers is, do not just sit behind your sales numbers and hide. Get out into your community and make your business’s presence known. I cannot stress enough how important networking it. This is one marketing tool no business should ignore, no matter how big or small you are. Get out there! Meet people! Sponsor events, local sports team, have your own events… whatever it takes to get your business name involved in your community. If you build a community presence, they will come!

Have a Contest

While you’re making your presence known, throw a fun contest to entice people in your community to walk through your doors. If your business is strictly online, all the more reason to hold a contest on your Facebook page or other social networking pages. People love contests; they love to win things. Plus, they’ve just spent a ton of time and money on other people and they’re going to want to do something for themselves. Hold a contest to bring your current and potential customers into your business and get them spending money after the holidays!

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