[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_fullwidth_post_title meta=”off” featured_placement=”background” text_background=”on” text_bg_color=”rgba(255,255,255,0.61)” _builder_version=”4.16″ background_color=”rgba(255,255,255,0)” text_orientation=”center” use_border_color=”off” global_colors_info=”{}”][\/et_pb_fullwidth_post_title][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n
Happy New Year! One of the best holiday shopping seasons in recent years is over, and many merchants are reaping the benefits. They\u2019re also trying to figure out how to keep the momentum going into the winter months.\u00a0Here are some ways to avoid the post-holiday sales slump.\u00a0<\/span><\/p>\n For years, after-Christmas sales have probably\u00a0been\u00a0the most popular and often-used tactic to keep shoppers shopping after the holidays. The sales go by many names:\u00a0After-Christmas Sale, Winter Clearance, et cetera. Whatever they\u2019re called, consumers looking for deals often don\u2019t stop shopping after Christmas day.\u00a0<\/span><\/p>\n A 2016 survey by the National Retail Federation found that 48% of consumers planned to take advantage of after-Christmas sales, and 44% planned to surf the internet looking for post-holiday bargains. So, merchants looking to ring in the new year should continue their marketing and merchandising push well into January.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Keep the Holidays Going” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Holiday sales don\u2019t have to stop just because it\u2019s January. Sales can include\u00a0incentives for redeeming holiday gift cards and coupons. Getting customers to return following the holiday sales often results in additional purchases of associated products or necessities that were neglected during the Christmas buying spree.\u00a0<\/span><\/p>\n The early weeks of January are a time of returned and exchanged merchandise. Many retailers offer discounts to customers who make purchases when they\u2019re returning or exchanging Christmas gifts.\u00a0\u00a0<\/span><\/p>\n Merchandise exchanges are a great opportunity for upselling and cross-selling, as well. A customer exchanging a ski jacket for a different size might also be interested in ski pants, gloves, hats or equipment. It offers an avalanche of possibilities.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”New Year\u2019s Deals” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n One novel way of attracting customers in January is to appeal to the New Year\u2019s resolution makers. People often use resolutions to remove themselves from the shopping and gluttony of the holidays, treating January as a time of renewal.\u00a0<\/span><\/p>\n The most popular resolutions are to: eat healthier, lose weight and save more money. Retailers can easily market to these desires and they don\u2019t have to be a health food store, gym or bank to do so.\u00a0<\/span><\/p>\n Pharmacies can punch up their focus on dietary supplements, vitamins, smoking cessation products, and health and fitness-related over-the-counter items.\u00a0\u00a0<\/span><\/p>\n Hardware stores can sell the\u00a0new year\u00a0as a great time to refresh a home. Add fresh coat of paint, inside or out. Clean and organize a garage or storage room or shed. Convert an unused bedroom into a home gym.\u00a0<\/span><\/p>\n The same ideas can be extended to your website.\u00a0<\/span><\/p>\n \u201cEvery January, new resolutions top the lists in organic searches — such as \u2018get healthy,\u2019 \u2018get organized\u2019 and \u2018live life to the fullest.\u2019 Those keywords aren\u2019t a secret. Do some research on the search terms most used in Q1 months, look for natural fits to your brand and how they connect to your customers, and\u00a0build a plan to nurture those needs,\u201d said Jeannie Ruesch, of xero.com and the Forbes Communications Council.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”New Year\u2019s Rewards” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n If your store doesn\u2019t have a customer loyalty program, or your holiday marketing plan didn\u2019t include one, it\u2019s a good idea to implement one. Research shows that it costs anywhere from five to 25 times more to gain a new customer than to keep an existing customer. And regular, loyal customers spend 67% more than new customers.\u00a0<\/p>\n While they\u2019re making all those holiday sales, tech-savvy merchants are also collecting valuable data on both sales and their customers through their point of sale and customer rewards programs. January is a good time to put that information to use and reach out to customers.\u00a0<\/p>\n Reaching out to rewards program members after the holidays can boost January sales numbers and spark collateral purchases, as well. Sophisticated digital business platforms can utilize POS data and reach out to customers in a loyalty program through a variety of methods. Email and text message offers are essentially\u00a0cost-free to send and strengthen customer loyalty while adding to the bottom line.\u00a0<\/p>\n The\u00a02018 Bond Loyalty Report<\/em>\u00a0says 71% of members say their loyalty program is a meaningful part of their relationship with stores, 77% are more likely to remain a loyal customer, and 63% tend to buy more to increase loyalty program rewards. January is a great time to flex your loyalty program muscles.\u00a0<\/p>\n \u201cRewards programs are an incredibly important tool in customer retention.\u00a0All the big-box retailers and most of the major brands offer loyalty programs. For merchants without access to these programs, companies that provide point of sale systems and business management services offer solutions that give retailers the same customer loyalty program features as the chain stores,\u201d says Dan Nesmith, founder and president of Paladin Data Corporation which provides point of sale and digital business platforms to independent retailers.\u00a0<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Look for Reasons to Celebrate” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Bet you didn\u2019t know that in addition to New Year\u2019s Day and Martin Luther King Day, January is also home to:\u00a0<\/p>\n [\/et_pb_text][et_pb_blurb title=”National Hangover Day (Jan. 1), an obvious association with New Year\u2019s Eve and New Year\u2019s Day” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Festival of Sleep Day and Fruitcake Toss Day (Jan. 3) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Houseplant Appreciation Day (Jan. 10) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”National Pharmacist Day (Jan. 12) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Dress Up Your Pet Day (Jan. 14) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”National Popcorn Day (Jan. 19) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”National Pie Day (Jan. 23) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Spouse\u2019s Day (Jan. 26) ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Bubble Wrap Appreciation Day (Jan. 28) and many more. ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_text _builder_version=”4.22.0″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n There are 31 days in January and it\u2019s easy to find something to celebrate.<\/span>\u00a0<\/span><\/p>\n You can also look to celebrate the birthdays of famous people and feature items that made them notable.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”Paul Revere and Betsy Ross (Jan. 1), American flags ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Elvis Presley (Jan. 8), music, guitars and endless pop culture items ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”George Foreman (Jan. 10), great for electric grills ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Andre Michelin (Jan. 16), tires, wheels and anything automotive ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Benjamin Franklin (Jan. 17), stoves, bifocals, swim fins ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Vidal Sassoon (Jan. 17), hair products ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Boris Spassky (Jan. 30), chess sets ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][et_pb_blurb title=”Jackie Robinson (Jan. 31), baseball equipment ” use_icon=”on” font_icon=”||fa||900″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.22.0″ _module_preset=”default” animation_style=”slide” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Post-Holiday Outreach” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Another way to keep the holiday momentum going is to use all that sales data collected during the run-up\u00a0to Christmas to reach out to customers. Email lists tend to swell during the run-up to Christmas and loyalty program members most likely rang up some valuable points, so January is the perfect time to stay in touch.\u00a0<\/span><\/p>\n Digital marketing through an email campaign keeps your business top of mind. The post-holiday period is a great time to remind loyalty members of all those points they racked up in November and December. Merchants can also start fishing for new loyalty members with all those new email addresses they gathered.\u00a0<\/span><\/p>\n Sophisticated business platforms with customer relations integrations can help merchants\u00a0send marketing and advertising messages\u00a0to new and loyal customers. During the holidays, customers are often buying gifts for family and friends. January is a good time for personalized offers to get themselves a gift they might not have gotten for Christmas.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Take Down the Holiday Decorations ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Savvy merchants with active digital marketing dress up their websites, along with their stores, with holiday decorations and offers. January is the time to renew and refresh websites and email campaigns.\u00a0<\/span><\/p>\n Consider repackaging the holiday leftovers into fresh, new offerings. Instead of after-Christmas bargains, anything short of an ugly Christmas sweater can be packaged into New Year\u2019s or winter sales.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Invest in the New Year ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Merchants should also not be afraid to spend some of those year-end profits to keep the holiday mojo going. When planning an advertising budget consider investing heavily in January. The results can set you apart from competition that might go into winter hibernation.\u00a0<\/span><\/p>\n No matter how\u00a0you choose to start the new year, treating it as an opportunity can get your year off to a profitable start.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_team_member name=”Brian Bullock” position=”Author” admin_label=”Brian’s Author Box” _builder_version=”4.16″ border_style=”solid” global_colors_info=”{}”][\/et_pb_team_member][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Looking to avoid a post-holiday sales slump? There are many ways to do it. Retail experts recommend keeping the party going.<\/p>\n","protected":false},"author":13,"featured_media":28034,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3,75,16],"tags":[],"class_list":["post-27603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-posts","category-grow-your-business","category-how-tos","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nKeep the Holidays Going\u00a0<\/span><\/h2>\n
New Year\u2019s Deals\u00a0<\/span><\/h2>\n
New Year\u2019s Rewards\u00a0<\/h2>\n
Look for Reasons to Celebrate\u00a0<\/h2>\n
Post-Holiday Outreach\u00a0<\/span><\/h2>\n
Take Down the Holiday Decorations\u00a0<\/h2>\n
Invest in the New Year\u00a0<\/h2>\n