By: Andrea Bitely, Vice President Communications and Marketing
After the holiday decorations are stored away, the excitement of gift shopping wanes, and Michigan returns to its slate gray skies and dreary late January weather, the big question arises: how do you attract customers to your store?
With sidewalk sales impractical during a Michigan winter, consider in-store events such as product demonstrations, workshops, or holiday-themed activities. Collaborating with local artists, musicians, or performers for live entertainment is also a great option. Ideas like displaying youth artwork, hosting a best cookies contest, or a competition for the Cutest Mutt in the Mittens could all be on the table for your winter plans.
Highlighting winter-related products prominently in your displays and creating a warm, inviting atmosphere with winter-themed decorations that utilize soft lighting, cozy textures, and seasonal scents can make customers feel more confident in their purchases.
If you have extra inventory unlikely to move after Christmas, think about creating post-holiday bundles. Nothing says a cozy January like mulling spices, a cinnamon-scented candle, and other winter-specific items bundled together. These exclusive bundles, promoted online and through your store email list, can entice people to visit your store, tapping into aspirational buying—after a stressful December, who wouldn’t want the perfect bundle to unwind?
Collaborating with fellow retailers is also key to winter success. Partnering with neighbors for a punch card program featuring a small giveaway or discount, or creating an experience connected to a trending movie, book, or other theme, can pull shoppers out of their mid-winter shopping slump.
Considering adding new products in the coming year? Invite your most loyal customers to your store outside regular hours to showcase new products and encourage them to bring a friend— creating a sense of exclusivity will generate excitement!
Rewarding those who spent generously leading up to the holidays is also an opportunity to attract people. A receipt or proof of purchase from December could earn a shopper a small discount or a bonus gift with purchase when they return in January.
Every effort to increase foot traffic in your store should be advertised, and what better way to do that than online? Make growing your social media presence a priority in January. Experiment with different post types—share photos, links, and ask your customers to like and share your posts. Explore if an e-newsletter, if you’ve been collecting email addresses, works for you.
January and February pose challenges, but making small changes can make a significant difference.
