by Page Michel, San Marcos Area Chamber of Commerce President
It may seem early to be talking about holiday shopping, but if you run a business, now is exactly the time to prepare.
The holiday season can be one of the most important times of the year for retail, dining, service providers and many other small businesses. According to the National Retail Federation, about 42% of holiday shoppers begin browsing and buying before November. Holiday sales during November and December have also averaged about 19% of annual retail sales over the past five years.
In other words, don’t wait until wreaths and lights appear to start thinking about the holidays!
Now is the time to plan your staffing, inventory, special promotions and customer experience. Maybe offer extended hours. Make sure your website and social media pages are current. Update your Google Business Profile. Take fresh photos. Encourage happy customers to leave reviews. Develop special offers and gift ideas, and make sure people can easily find them online.
Restaurants can promote gift cards and holiday gatherings. Salons, self-care businesses and other service providers can package services as gifts. Hotels can market to visiting families. Even professional businesses can find creative ways to thank customers and stay visible during the season.
The annual Small Business Saturday is on November 28 this year. It’s a good opportunity to remind customers that shopping “small” supports locally owned and operated businesses, run by our neighbors in our community.
This year, another tool changing the way businesses operate and customers shop is ARTIFICIAL INTELLIGENCE. Nearly half of consumers in a new National Retail Federation survey said they are already using AI platforms and tools to help with holiday shopping, including finding ideas and researching products.
The Chamber of Commerce wants all small businesses to be ready for this changing marketplace.
That’s why we’ve lined up a series of three free virtual business webinars led by Maria Elena Duron, a Grow with Google Coach. The series begins October 1 with AI-Driven Business Models: Transforming Your Strategy for the Future. On November 5, Unlocking Visibility: Know Your Customer, Know Your Brand will focus on being seen and understood in today’s marketplace. The final webinar on December 3, Build Customer Trust and Connection While Using AI, will explore how businesses can embrace technology without losing the personal relationships that matter.
AI doesn’t replace good business practices or great customer service. But it can help a busy small business owner work smarter, save time, improve marketing and better understand customers.
The holidays bring tremendous opportunity, but the businesses best positioned to benefit will be the ones that prepare before the rush begins.
Start now. Make your plan. Try something new. And when holiday shoppers are ready to buy, make sure your business is ready to welcome them!
For information about the Chamber’s free webinar series and other business resources, visit SanMarcosTexas.com or contact chamber@sanmarcostexas.com or 512-393-5900 for personalized assistance.