Small businesses are gearing up for the holiday season as they face challenges amid high costs and consumer spending habits. The upcoming holidays are crucial for small retailers, who are bracing for a tough season ahead. Despite a slight decline in inflation, small businesses are still grappling with significant expenses, while consumers are becoming more cautious with their spending habits.
Adding to the complexity, a longshoreman strike that started on Tuesday could potentially lead to shipping delays, further impacting retailers’ plans for the holiday season. To counter these challenges, small businesses are focusing on stepping up their marketing efforts to drive better results during the festive period. According to a survey conducted by email marketing firm Constant Contact, 51% of small business owners believe that social media and email marketing play a critical role in achieving their holiday goals.
One such business owner, Kristen Tarnol of Emerald Forest Gifts in Studio City, California, emphasised the importance of marketing to both retain existing customers and attract new ones. Tarnol plans to leverage email and social media marketing, along with hosting festive events in her shop to create a buzz among shoppers. The top three strategies identified by small business owners to boost their holiday sales include enhancing efficiency, offering special promotions, and devising a year-end marketing strategy.
Sarah Jordan, the Chief Marketing Officer at Constant Contact, highlighted the need for small businesses to proactively engage in marketing activities to ensure success during the uncertain holiday season. Starting early and employing automation tools to streamline work processes can help businesses engage with customers consistently throughout the season. This year’s holiday season presents a unique aspect as Hanukkah begins on December 25, extending the marketing period for retailers.
Tarnol intends to kick off her marketing campaign on November 1, gearing up for a prolonged festive season that will require continuous engagement with customers until early January. Constant Contact’s survey, which involved over 1,600 small business owners with fewer than 250 employees across the U.S., U.K., Australia, and New Zealand, sheds light on the strategies small businesses are adopting to navigate the challenges posed by the upcoming holiday shopping season.