Holiday shopping is back with Black Friday just days away. Even though things will look drastically different from the pandemic-influenced shopping season of a year ago, it will feature some of the same trends and challenges.\u00a0<\/em> The second part of this series looks at what steps independent merchants can take to make sure they have a happy holiday.\u00a0<\/strong>\u00a0<\/em><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Small business strategy” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n While big business got\u00a0bigger in 2020 \u2013 the top 100 online retailers accounted for\u00a073% of all e-commerce growth last year \u2013 there are steps\u00a0independent merchants\u00a0can take to\u00a0improve\u00a0their\u00a0profits.<\/p>\n Make sure you\u2019re mobile.<\/strong> If you’re already online, great. But make sure your site is mobile-friendly. Nearly half of holiday shopping e-commerce comes from mobile phones. It may seem like a no-brainer, but statistics show<\/a> that 16% of U.S. internet users use only their phone to peruse the internet and 40% of visitors will not use a website that isn\u2019t mobile-friendly.<\/p>\n \u201cYou want to connect with your customers in line and online, so it\u2019s extremely important to offer many ways to buy products,\u201d says Charles Owen, chief experience officer at\u00a0Paladin Data Corporation<\/a>, a leading provider of\u00a0retail technology to independent businesses.\u00a0\u201cYou can connect with your customers better and more often. You cannot only reach new\u00a0customers,\u00a0you can connect with your existing customers with sales and offers. It also lets you sell while your store is closed. It\u2019s 24\/7 availability.\u201d<\/p>\n Mobile doesn\u2019t just mean mobile phones, either. Worldpay\u2019s 2021 SMB PACE research indicates that mobile point of sale was the most popular form of accepting payments in small businesses in 2020. It allows salespeople to help customers away from the checkout counter and lets customers avoid waiting in lines.<\/p>\n Be sociable.\u00a0<\/strong>Research shows that sales generated through social media sites represented 11% of worldwide e-commerce in 2020, a whopping $474 billion. While sales are not entirely made on these sites, exploration for, and discovery of, gifts is done on them. Close to 80% of consumers surveyed by AdWeek<\/em> said they used at least one Facebook service to get ideas last holiday shopping season.<\/p>\n Offer fulfilling options.\u00a0<\/strong>If your store is selling online,\u00a0click-and-collect services will be even bigger this year. Adobe\u00a0Analytics says stores offering options such as BOPIS or\u00a0BORIS (buy online, return in-store) and curbside pickup experience a 31% higher conversion rate on their website traffic\u00a0than stores that didn\u2019t.<\/p>\n Hire early for the holidays.\u00a0<\/strong>It\u2019s no secret that there are more than a few jobs available in the customer service industry.\u00a0With Walmart announcing in\u00a0late August that it will be hiring 20,000 supply chain workers, Target hiring 100,000, Amazon hiring 125,000 and Kohl\u2019s adding 90,000 seasonal workers as they ramp for the holidays, staffing a store won\u2019t get any easier.<\/p>\n Many of\u00a0Walmart\u2019s and all of Amazon\u2019s additions are supply chain workers. Smaller retailers might\u00a0join that trend and\u00a0focus on hiring fulfillment staff \u2013 taking and filling online orders and delivery positions. Offering flexible shifts, emphasizing company safety measures and success stories,\u00a0and working with local hiring agencies can alleviate some of the staffing woes.<\/p>\n Small business owners can save themselves a lot of time and headaches in hiring seasonal workers by adjusting their hiring processes.<\/p>\n [\/et_pb_text][et_pb_blurb title=”Write job descriptions directed specifically to seasonal employees” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Write job” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Hire early \u2013 especially this year\u202fwhen employees are so hard to find.\u202f ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Hire early” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Screen thoroughly. These employees could become permanent.\u202f ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Screen thoroughly” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”The September report” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n The September report from the Bureau of Labor Statistics showed 8.4 million unemployed Americans.\u00a0However, that number isn\u2019t enough to fill the nearly 10 million positions\u00a0that were open.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Be big” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n One of the positive impacts the pandemic had on retail was that it gave shoppers the desire to support local businesses. A recent marketing study shows that nearly 83% of consumers<\/a>\u00a0say they would rather support a local business than a big box or corporate store.<\/p>\n In response to the pandemic closures affecting so many small businesses in 2020, American Express, which started Small Business Saturday in\u00a02004, expanded the program to a year-round effort.<\/p>\n \u201cIn our opinion, Small Business Saturday has been phenomenally influential in the buy local and shop small movements,\u201d says Bill Brunelle, co-founder of Independent We Stand (IWS). \u201cI truly believe it has had a major impact on the retail world.<\/p>\n \u201cNow, it\u2019s more than just one day. Small Business Saturday is still huge, but merchants can also go on the Shop Small website to find resources to promote shopping small businesses year-round.\u201d<\/p>\n The National Hardware and Paint Association (NHPA) published a story a couple years ago that offers\u00a010\u00a0Wins\u00a0on Small Business Saturday<\/a>.\u00a0The suggestions are even more pertinent\u00a0in\u00a0the post-pandemic recovery.<\/p>\n Local marketing is crucial.<\/strong> With so many consumers wanting to shop locally, reaching them has probably never been more important.<\/p>\n Retail Science<\/em><\/a>\u00a0recently\u00a0published a story that stressed how important local marketing is for independent businesses.\u00a0Shoppers have many reasons to support local businesses. Most have nothing to do with pandemic closures.<\/p>\n [\/et_pb_text][et_pb_blurb title=”54% say local goods and services are higher quality ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – 54% say local ” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”31% say accessibility to local products is key ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – 31% say accessibility” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”20% shop locally out of habit ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – 20% shop locally” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”15% say price is their determining factor ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – 15% say price” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”Look beyond advertising” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Look beyond advertising in the local paper and regional television.\u00a0<\/strong>Offering products\u00a0online was once seen\u00a0as a way to\u00a0reach customers outside\u00a0of a store\u2019s market.\u00a0<\/strong>Now, it\u2019s a crucial way to\u00a0<\/strong>reach local shoppers.\u00a0Hubspot\u00a0numbers say\u00a097% of people learn about local companies from online searches<\/a>.\u00a0That means feature local holiday content on your:<\/p>\n [\/et_pb_text][et_pb_blurb title=”Website ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Website ” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Google My Business listing” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Google My” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Pointy\u202fby Google listings” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Pointy” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Local SEO (search engine optimization)\u202f ” use_icon=”on” font_icon=”||divi||400″ icon_color=”#852025″ icon_placement=”left” admin_label=”Blurb – Local SEO” _builder_version=”4.16″ _module_preset=”default” header_text_color=”#3e5062″ animation_style=”fade” animation_delay=”500ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”Buck Electric” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Buck Electric Ace Hardware<\/a>\u00a0in Ocean Shores, Washington was looking for a way to bring in more local shoppers. The business turned to its\u00a0technology provider,\u00a0Paladin Data Corporation<\/a>, and its\u00a0integration with Pointy<\/a>\u00a0to reach them.<\/p>\n \u201cBecause we live and work in a remote area, it seems like everybody today just clicks on Amazon.com to shop and there are a lot of items we have that are the same price. This gives us the chance to get that sale first,\u201d explains Buck Electric Ace Bookkeeper Jody Cadle.<\/p>\nSmall business strategy<\/h2>\n
Be big on Small Business Saturday<\/h2>\n
![\"Santa](\"https:\/\/paladinpointofsale.com\/retailscience\/wp-content\/uploads\/sites\/2\/2021\/11\/santa-g34843ff98_1280-1-300x212.jpg\")
Love your community.<\/strong>\u00a0 Shoppers have gravitated toward local businesses for a reason during the pandemic. They support their hometown stores to improve their communities. So, honesty and clarity in sales and service from marketing messages through final sales are more critical than ever. Stores that boost their communities, by doing business with other local stores and supporting local organizations and efforts, are themselves rewarded.<\/p>\n![\"The](\"https:\/\/paladinpointofsale.com\/retailscience\/wp-content\/uploads\/sites\/2\/2020\/04\/BOPIScrop-1-300x186.jpg\")
Be ready to deliver. <\/strong>If you plan on delivering your customer purchases, plan to do it on your own or plan for delays.\u00a0Buy online, pick up in-store (BOPIS) and curbside pickup\u00a0took off last year when shoppers tried to avoid crowded stores. And when they tried it, they liked it.\u00a0Salesforce numbers showed that stores that offered it saw a 31% higher conversion rate on their websites than stores that didn\u2019t.<\/p>\n