Use your loyalty program to increase sales and build goodwill this holiday season

If your loyalty program is feeling a little stale, breath some life into it with these two twists, perfect for the holiday season.

Points for charity

During the holidays we are bombarded with requests for charitable giving. You can break through that clutter by offering your loyalty members an easy way to be altruistic while getting them reinvested in your program. Simply invite them to donate their points to charity. This one simple promotion can get rewards points off your books and create a ton of goodwill with your customers and your community.

Here’s how it works:

Determine a monetary value for reward points
Decide what are you willing to and able to ultimately contribute through this program. Then determine how much your points should be worth. (It doesn’t have to be the same as the rewards ratio you give away i.e. $1 per point)

Rather than focusing on straight dollar- for- point value, I think it’s better to work with a local charity to create a more tangible and heartfelt gift, like “feed a family of 4 Thanksgiving dinner” for every 100 points redeemed. Or for every 100 points you donate, we’ll give a bag of pet food to the local shelter.

Choose the length of time for the promotion.
Will it run for a day, week or the entire holiday season?

Select a local charity
Work with that charity to create an offer as described above and determine what your contribution will look like.

Work out the logistics with your POS/train your staff
Make sure all your technology for redemption is seamless and your staff is meticulously trained in processing the promotion – and talking it up with customers.

Promote
Use all your assets to get the word out: website, email, social media, flyers, in-store signage and as part of any traditional advertising you may be doing.

Ask your charitable partner to help you promote.

Don’t forget the follow up
Send thank you notes to participating program members.

Acknowledge and thank participating loyalty members on social media, in-store and on your website.

Take photos of the check presentation to the charity for use in your marketing as well as a press release for local media.

Add a few twists if you like
Add double points opportunities on certain days to encourage program sign up and additional sales from existing customers.

Tip – be sure to give the program a catchy name and create a promotional graphic. Make it the centerpiece of your holiday marketing strategy.

Points to Enter

This idea gives loyalty members the opportunity to redeem points to enter a contest. For example, they receive one entry for every 100 points redeemed.

Now, the key here is the prize has to be significant and buzz worthy! It can be merchandise from your store, or you can work with your retail/restaurant neighbors to create a package of prizes that will appeal to your target market. For example, if you own a women’s boutique, create a makeover package that include clothes, hair, nails, spa, etc. worth $1000. Think about your customer avatar and what’s important to them. A vacation? A room makeover? A luxury car rental for a week? Don’t be ordinary!

A promotion like this should run longer term with lots of promotion from you and any partner companies you are working with. It will spark interest in your loyalty program and encourage membership, especially with the promise of holding these types of contests on a regular basis.

Inventive uses of points as a marketing tool doesn’t cost much and is suitable for every type of retail and restaurant. So break out of the mold and use your loyalty program as an additional way to surprise and delight your customers – and gain new ones!

Until next time remember,
You can do this!
Angel

How to Increase Gift Card Sales During the Holiday Season

Gift cards have been the most popular gift for the past 5 years. That’s a pretty great reason to put a plan in place to accelerate your gift card sales this holiday season, no matter what type of business you own!

7 Compelling Facts About Gift Card Sales:

Need more reasons why gift cards are a great way to boost holiday sales? Here are seven compelling facts that will help convince you.

• Gift cards sales were projected to increase by 6% in 2016 and will account for over 18% of holiday sales!

• Two-thirds of consumers have purchased at least one gift card.

• Retailers who switch from paper to plastic cards typically see a 50-100% increase in sales.

• The average amount loaded on a digital gift card is 10-15% more than a plastic gift card.

• 61% of gift card holders spend more than the amount of their gift card and 75% of those who overspend spend 60% more than the value of their card.

• Gift cards are most popular with teenagers.

• 40% of gift card recipients do not use the total value of the card.

As you can see, gift cards can significantly increase your bottom line in December and beyond so their promotion and sale are well worth your attention.

4 Tips for Boosting Gift Card Sales

Here are a few tips for selling more cards:

Start with plenty of in-store promotion.

• Signage - interior, window and sandwich boards

• Flyers with purchase

• Train employees to ask for the sale. For example, "Would you like to purchase a gift card for a friend or family member?"

Create incentives for gift card purchase.

For example, customers can get a $20 gift certificate for themselves with the purchase of a $100 card. 

Hint: If your average sale is about $150, then the incentive should be given on gift card sale of $200 – increasing your average sale!

Capture the late shoppers.

More than one in every four digital or online cards sold in December are sold between December 21st and 24th. Email daily during week before Christmas.

Make it easy to purchase.

Even if you don't sell online, create a link to pay for gift cards through a Paypal account to use in your email and on your website and social media. 

Set a goal for gift card sales this holiday season and create a strategy to achieve it. 
Gift cards can not only help you make this a more profitable holiday, they can give you momentum going into the new year!

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Explain SEO for my retail store or restaurant like I’m five

Imagine your store or restaurant is a brightly painted little house on a big, busy street. People are driving by all day long looking for something—tacos, candles, brunch, gifts, cocktails, whatever you sell.

Google is basically the traffic cop.
It decides which houses people should see first.

If you want Google to wave customers toward your place, here’s the five-year-old version of how to make that happen:

1. Use the Right Words (Your Store Sign)

If people are searching for “best brunch near me,” but your website only says “we serve food,” Google has no clue what’s inside your house.

Use the exact words your customers search for:

• In your page titles

• In your menus or product descriptions

• In your first paragraph

• In your FAQs

These are called keywords, but really they’re just “the words people type when they want you.”

2. Keep Your Website Simple (Clean Your Room So Google Doesn’t Judge You)

Google likes tidy rooms and tidy websites:

• Short sentences

• Clear headers (“Brunch Menu,” “Our Story,” “Hours & Location”)

• Easy-to-read fonts

• Not a wall of text

If your site looks like a messy storage closet, Google quietly nudges customers elsewhere.

3. Add Photos (Show-and-Tell Time)

People love pictures. And Google loves when people love things.

Photos of:

• Your food

• Your products

• Your staff

• Your store interior

• Customers (with permission)

The longer people stay looking around, the more Google says, “Oh, this must be good.”

4. Link to Helpful Stuff (Share Your Toys)

Links help Google understand what your site is about and how it fits into the world.

Use:

• Links to your other pages

• Links to your blog posts

• Links to useful outside sources (delivery partner, article, “how to” info)

Google likes that you play nice with others.

5. Post Consistently (Keep Feeding Google Snacks)

Google doesn’t want to promote a dead store.
You don’t need to post daily—just keep things fresh:

• Weekly blog

• Monthly specials

• New menu updates

• New product drops

Every update is like a little tap on Google’s shoulder:
“Hey! We’re still awesome.”

6. Make Your Website Fast (No Slowpokes Allowed)

If your site loads slowly, people click away.
Google doesn’t like that at all.

So:

• Use smaller photo sizes

• Clean up old plugins

• Avoid clutter

Fast = good.
Slow = forgotten.

SEO isn’t some magic tech mystery. It’s just:

Say what customers search for + make your website simple + post fresh stuff + be helpful.

Do that, and Google becomes your friendly traffic cop, pointing customers right to your door.

Are you just another small business praying customers magically appear?

Okay, pull up a chair, grab your iced coffee (or a glass of wine, I don’t judge), because we’re getting into something that way too many small businesses skip — field competitive analysis.

Yes, I know. It sounds corporate and boring. It’s not. It’s survival. And if you don’t do it, the business down the street will gladly take your customers while you’re busy rearranging the front table for the fifteenth time or perfecting that tiramisu recipe no one asked you to change.

Reality Check

Let’s be blunt: you are not operating in a vacuum. Customers are not wandering the earth waiting to stumble into your store like you're some sort of small-business Shangri-La. They have options — restaurants, boutiques, nail salons, bakeries, wine bars, hair stylists — and they choose based on value, experience and convenience.

You need to know where you stand. Not in your head — in reality.

Step 1: Get Out of Your Store

This is not a digital exercise. TikTok scrolling does not count as market research (sorry). Put on your shoes and go:

• Eat at the restaurants near you.

• Shop the stores next to you.

• Book a service at nearby salons.

• Walk your street, your neighborhood, your town.

Be a customer. Feel what they offer. Experience their strengths and weaknesses in real time.

Step 2: Study Like a Pro (or at Least Like Someone Who Cares)

Pay attention to:

Pricing
Are they cheaper? Higher? Why? Price tells a story — sometimes “affordable,” sometimes “we think we’re fancy,” sometimes “we are wildly delusional.” Know where you fall.

Service
Are they friendlier than you? Faster? More knowledgeable? Or is their staff standing around like NPCs in a video game waiting for a script cue?

Experience
Does the vibe feel intentional or accidental? How’s the smell, the music, the decor, the lighting, the flow? Would you stay? Would you return? Would you bring a friend?

Ease
Was parking easy? Was checkout easy? Did the menu make sense or did you need a decoder ring?

Step 3: Turn the Mirror on Yourself

Now the hard part: look at your own business with that same level of honesty — no ego, no excuses, no “but we try so hard!” effort points don’t count in business.

Ask yourself:

• Where am I clearly stronger?

• Where am I obviously weaker?

• What do they do that’s smart — and why am I not doing it?

• What do I offer that they don’t — and does anyone actually care?

And here’s the kicker: if you cannot clearly, confidently and objectively articulate what makes you different, better, or more interesting, you have a problem.

Not a little problem. A business-fundamental, money-leaving-the-building problem.

Step 4: Fix What Needs Fixing

If you walk into competitors and find yourself sweating a little because their systems are tighter, their experience is smoother, their staff is sharper, or their brand feels more dialed-in — don’t sulk. Improve.

Upgrade service.
Fix bottlenecks.
Refresh your visuals.
Train your team.
Rewrite your menu.
Re-merch your floor.
Clarify your brand.

Mediocre is crowded territory. Different and excellent is still wide open.

Final Truth

Field competitive analysis isn’t about copying. It’s about clarity.

You cannot stand out if you don’t know what you’re standing against.

The great news? Most small businesses never bother to do this. They just hope customers show up. Hope is not a strategy. Action is.

So get out there. Spy a little. Take notes. Course-correct. And build something so damn good your competitors will start coming to check out you.

Now go — your business deserves the reality check.

Managing Yourself

Much is spoken and written about managing your team. But as CEO of a growing small business, you will need to manage yourself: your own education, information flow, inspiration and passion. Being an effective leader means keeping yourself at the top of your game, not just in business but in spirit as well.

One of the traits identified in successful CEO’s is something called “passionate curiosity.” Coined by Neil Minow, co-founder of the Corporate Library, passionate curiosity is the desire to–the need to– know the how, the what and the why of everything. CEO’s aren’t necessarily the smartest people in the room but do have the strongest desire to learn. What if I did it a different way? How can I change it to make it better, faster, quicker, more profitable?

Are you passionately curious? Did you start your business with that deep, in-your-gut type of drive only to have it fade over time? The intensity of a long-term business commitment can erode passion: the minutia of day-to-day operations, tough times and difficult employees can all cause energy to ebb.

The key to success through passionate curiosity is sustainability. What can you do to maintain high levels of passion for your business? First, take ownership of the fact that you are responsible for maintaining your passion. If you don’t nurture yourself, it won’t be hard to let employees, clients or colleagues suck you dry.

Make “What if?” your favorite question

What if I hired a different person to do that job? What if I bundled my products differently? What if I changed my work flow? Consistent questioning of your concept and processes will lead you to new and better solutions.

Don’t work in a vacuum

Studies show adults produce 65 to 93 percent more ideas in groups. So find passion partners or form an informal advisory board by identifying friends and colleagues who are, in your opinion, passionately curious. Preferably, they will come from different industries and backgrounds. Arrange to meet with them on a regular basis and use these meetings as forums where participants are invited to throw out the biggest, best and dumbest ideas. No judgments allowed. You’ll all share tremendous energy and inspiration.

Allow yourself time away from the day-to-day minutia

The biggest killer of big thinking is the mundane. If you can, delegate some of the daily chores. If you can’t, schedule time to get away from them. Even if you take an hour a week to think quietly and create, you will reap the rewards.

Manage your expectations

Few things are more detrimental to success than expecting more. than is realistically possible at a given moment in time. I have worked with owners who were doing quite well for their particular stage in business, but because they had such lofty expectations, always felt defeated.

Self-motivation and inspiration

There’s a certain amount of isolation that goes along with being a business owner. You and you alone are responsible for the majority of the decision making and certainly the hard work of leading by example. It can lead to burn out. Business ownership is draining.

You have to constantly replenish your soul with information and inspiration. Whether it’s through reading, keeping a journal, practicing yoga or trying new experiments with your business, keep a constant flow of new information and experiences going that will help trigger ideas, creative energy and new perspectives. Create your touchstone by envisioning what your life will feel like when you have reached your business goals.

Get out of your store

Successful retail ownership requires a 360 degree view of the world. Since retail requires to you spend many hours in the store, it may prevent you from benefiting from different perspectives. So get out. Network. Join a community group. Go on field trips. See what the rest of the world looks like and use that new information to help grow your business.

Treat yourself with respect

You are, after all, the CEO. Treat yourself as well as you would someone who works for you. Be kind. Be complimentary. Be appreciative of all the things you do.

Being the top dog doesn’t mean working like one. Commit to doing what it takes to keep your head clear and your passions ignited. No one wants to work for a crazy person. Least of all, you.

Managing Your Finances And Data

Information is power and never before has so much power been available to benefit retail business owners in the form of data. From the Internet to Point of Sale (POS) systems, you have unprecedented access to the information you need to run a successful business.

It’s not enough to know you make money. You need to know HOW you make your money. Data and finances are inextricably linked in understanding and analyzing the best ways to grow small. Sadly, the vast majority of clients I work with do not use available data to their advantage. I get the “It’s all in my head,” answer a lot when questioning a client about their business. Sound familiar?

Think about that.

How can you possibly run a business without understanding the how, when and why of your customers and sales? This data is a gift. You don’t have to be a CPA or an MBA to understand and benefit from financial and operational data. You do need to recognize there’s a lot more to business than a profit and loss statement. You have to know your money. It’s your money! Know your customers. They’re your lifeblood! Know every nuance of your business. This is powerful stuff!

Here’s the most amazing part. By understanding this data, you no longer have to guess about what inventory to buy, what customers to target or when to schedule staff. The answers are sitting right in your computer!

Even if the thought of analyzing data evokes a strong negative emotion, work with me here and trust that once you do this, you’ll be hooked on the power this knowledge brings.

The very first thing I ask clients to do is track their Key Performance Indicators (KPIs). KPIs provide powerful insight that can help determine targeted marketing solutions, pricing strategies, scheduling and hiring needs, new revenue opportunities, inventory management and a host of other strategies that can easily result in increased revenue and decreased expenses.

KPIs are as easy to track as the push of a button provided you have a good POS system and input information regularly and accurately. You can pull daily, weekly, monthly and year-over-year comparison

reports. But first, you need to know what you need to know – and why.

Below are the most commonly tracked retail KPIs with a description of each and real life examples of how these numbers can help you.

While not all are applicable to every business, choose the ones that will benefit you.

Key Performance Indicators

Sales by time of day and day of week

By knowing exactly when you’re selling – or not selling – you can create strategies to improve business during non-peak times, know when to run promotions and when to schedule employees – resulting in better service and potentially decreased labor costs.

A pizza restaurant was offering a daily lunch discount on weekdays. Upon analyzing the numbers, we found that Thursday and Friday lunches were triple the volume of Monday through Wednesday. There was no need to offer the discount on those days. By eliminating discounts on Thursday and Friday, sales stayed the same but the owner realized increased profitability.

A clothing store, upon tracking sales by time of day, realized the restaurant next door was throwing off great after-dinner traffic. They began opening later to avoid labor costs during virtually non-productive morning hours and staying open later to benefit from restaurant traffic. Sales, of course, went up.

Sales by category

This is simply a list of items sold by category. A clothing store might segment by tops, skirts, dresses; a restaurant by entrees, lunch/dinner, appetizers, beer and wine. The more specific, the better.

I worked with a pancake house that offered an extensive breakfast menu. They knew that pancakes were, by far, their most profitable item; meats generated the least profit. They had never pulled an itemized sales report and upon doing so, made an amazing discovery. Guess what they sold least? Pancakes! The most? Meats! That made it easy for us to create pancake-focused promotions and samplings. We also raised prices on sides of bacon, sausage and ham to keep in line with escalating costs. In no time at all, pancake sales were soaring – as was net profitability.

A clothing store’s sales declined by over 40 percent. The owner had never pulled a sales by category report and when she did, it revealed most of the decline was in sales of dresses. It was like a lightning bolt hit! She had dropped two dress lines the previous quarter and never checked to see how that impacted her sales.

Average sale

By dividing your total sales by the number of transactions, you get the average sale per customer. This benchmarks what a typical customer spends and your goal is to always increase this number. Increasing the average check is the easiest way to raise revenues immediately!

A coffee shop needed to increase revenues by 10 percent or about $2000 a month. The owner was about to invest $6000 in advertising with the hopes of increasing traffic to achieve her revenue goal. By knowing her average sale, which was $3.95, we were able to bundle two items as a special (coffee and a cookie) at $4.75. Just by upselling her regular coffee customers to the special, she was able to reach her revenue goals without spending a dime on advertising.

Traffic/Sales conversion rate and sales per employee

One of the biggest complaints I get from owners, particularly those in suburban strip malls, is “There’s not enough traffic in this center.” And sometimes, quite frankly, there’s not. A simple test will help you gauge exactly what’s going on.

Track your daily walk-in traffic.
Keep a spreadsheet at the cash wrap broken down by day of week and time of day; 9-11 am, 11am -1 pm, etc. Put a slash in the appropriate box each time someone walks through the door. Create another column for transactions and each time you make a sale, put a slash or the actual total of the sale.

At the end of 30 days, perform the following calculations:

Total traffic for the month

Total traffic by day of week (add up all the traffic for each Monday, Tuesday, etc. to see which are your busiest traffic days.)

Total traffic by time of day

Add up all the traffic in each time block to determine the busiest times of day. With this information, you can more effectively schedule labor and create promotions to help shore up sales on slower days.

Finally divide the total traffic for the month by the total number of transactions.
For example:

Total traffic = 1500 per month

Total transactions = 250 per month

1500/250=6

This means you’re closing one out of every 6 customers that come into your store or have a sales conversion rate of slightly under 17 percent.

Let’s examine these numbers

First, we know we had 1500 opportunities to make a sale this month. Most clients who complete this exercise are surprised at how much traffic really does walk through the doors. Secondly, we know we closed one-sixth, or less than 17 percent, of those walk-ins. What have we learned? If your closing ratio is less than 20-30 percent, your issue may not be lack of foot traffic at all. If people are visiting your store but not buying, I would encourage you to evaluate the competency of your sales staff as well as price points and merchandise mix. Power!

This ties right into sales per employee.

Retail sales is just that…sales! Employees aren’t there to simply ring up transactions or serve food. They are there to sell your products or services. Shops that pay salaries, not commission, usually don’t track this KPI. Some say it’s not an accurate reflection because some employees only work part time, some work in peak periods and others during slower times. How do you make a fair evaluation?

First, total each employee’s sales and divide by the number of hours worked. This will give you a sales per hour number for each individual employee. Now track these figures against themselves monthly. So, if Employee A starts at an average of $110 per hour in sales, track to see if those sales go up or down each month. This way, you are benchmarking them against themselves, not each other. If you find there’s a truly significant discrepancy in these numbers it could indicate you have some weak links on your staff.

Hopefully, you are conducting regular sales training but if someone’s sales are going down, you can intervene quickly to find the source of the problem and remedy it. Later, you can track these figures in year-over-year comparison.

One clothing store’s sales had been steadily declining over a year’s time. The owner was frequently absent and left the store in the hands of her manager who was also the primary salesperson. In researching the sales decline, we pulled the sales-by-employee report. Her manager’s sales had gone down 47 percent year-over-year! Frighteningly, the owner didn’t know this. Clearly the manager had become complacent and lost interest. The owner was able to fix the situation by better motivating and training her manager, giving her goals and incentives to sell more and keeping a closer eye on her. The manager’s sales rose 25 percent in just 90 days.

New vs. repeat customers and frequency of purchase

Successfully growing small requires a good balance of new and repeat business. As I am fond of saying, there are two ways to make money in retail – selling more to existing customers and bringing in a steady flow of new buyers. I’ve worked with many owners who proudly tell me the majority of their business is repeat. This is not necessarily a good thing. Neither is a lot of one-off customers. If you don’t bring in new clientele, business will shrink. It they only come once and don’t return, that signals a potential problem with your product, service or pricing. But you need to know what’s going on so you can address it.

A beauty salon client did not track their new vs. existing clients or client retention KPI. Once they began tracking and analyzing their numbers, it was clear they were getting plenty of new clients, they just weren’t retaining them. In the salon business, a customer isn’t really isn’t considered a customer until they’ve visited a minimum of three times. By understanding they had a client retention issue, we were able to implement a two-fold strategy that included customer service training for the stylists to insure greater satisfaction as well as a new customer welcome program that offered new clients discounts for pre-booking their next appointment.

Now that you know the makeup of your customer base, take a look at how often they frequent your store. Weekly? Monthly? Annually? By understanding shopping patterns, you can create targeted marketing strategies to gain additional sales from existing customers.

Let’s take a restaurant for example. Out of a database of 1000, we found that 35 percent of their regular customers come in once a month. By pulling the average check for this group and the day of sale, we know the majority of these 350 people usually come on a Saturday night and spend an average of $40 per visit.

Knowing this, we did a couple of things:

Created a marketing campaign targeted specifically to these customers to invite them in for a mid-week special.

By knowing the average check is $40, (with an average entree price of $15,) we knew they were largely parties of two that are ordering dinner but not drinking wine or liquor. We offered them specialwine pricing to increase the average check.

Lead sources

In order to effectively measure your programs, you first need to be able to track them. Most POS systems offer the ability to enter codes that track back to coupons, promotions and ads. Be sure to code everything you do and enter that code with each corresponding sale.

Customer profile/demographics

Getting an accurate read on your demographics helps you fine tune offers relevant to existing customers and gives you ideas for attracting new ones. Take the most basic demographic data- the zip code.

I worked with a day care franchisee for whom the franchisor did a quarterly direct mailing that was not producing results. In comparing the zip codes the franchisor used for the mailings against the actual zips of current students, we saw they were not synching. By adjusting the mailing zips, they were able to use a more geographically accurate database, thus producing better results from the marketing dollars spent.

Tracking your KPIs

You should pull your KPI reports, at minimum, weekly. Compare them to your monthly goal and to the same week’s reports from last year. Look for early warning signs. If you pull your numbers at the end of the first week of the month and they’re tracking down, look at traffic. Is it down? Why? What can you do to increase traffic for the rest of the month? Maybe you didn’t have a promotion planned and now is the time to create one. Maybe traffic is good but your average sale is down. How about creating a tiered pricing special?

By understanding your numbers, you avoid the victim mentality. There’s no reason to stand there at the end of the month saying, “We had a bad month.” With the proper information, you have the opportunity to be proactive and turn things around on the spot.

Of course, at the end of each month you should analyze your year- over-year KPIs. Has your mix of items selling changed? Is there any significant sales increase or decrease in a certain category? When you track KPI’s and use them to better understand your business, you have truly taken control of your success.

Profit and Loss Statements

P&L’s provide important information about the financial health of your business. Often times, small business owners don’t want to invest in this expense but you do need to pull them, at a minimum, quarterly, but it’s best to do it monthly and review them with your accountant. Review the current month, year-to-date and year-over- year comparisons for the same period.

A couple of key items you’ll want to keep an eye on:

Gross profitability

Your total sales less the cost of goods sold equals gross profit. That margin needs to be healthy enough to support your business. Depending on the category of business, you could be looking at anywhere between 25 to 60 percent gross profitability. Conduct an Internet search on typical margins for your industry. If it’s less, you either need to negotiate better pricing on your inventory or raise prices. Selling too many items at discounted prices can impact your gross margin negatively.

A shoe store I worked with provided me with P&L’s that were shocking. Since sales weren’t where they needed to be, the owner discounted her shoes at will, just to make sales. Her gross margin was about 7 percent! At that low level of gross profitability, she had no hope of a sustainable business.

Labor and rent costs as a percentage of sales

Your rent as a percentage of sale, inclusive of Common Area Maintenance (CAM) charges, should be around 10 percent. If you are about to sign a lease, you should figure this number conservatively as it relates back to your forecasted sales. One of the biggest issues I find is retailers lease space that is either too big or too expensive for their concept. Perhaps they are overly optimistic about forecasted sales. Keep this number in mind as a barometer for your healthy business.

The correct payroll or labor as a percentage of sales, again, depends on your industry. It could range anywhere between 9 and 30 percent. If you are hovering at or above the high end, you may have to adjust your payroll in order to achieve better profitability.

Now you know the value of managing your finances and data. Learn all the capabilities of your POS system to make the management of these tasks quick and easy. Take time to get the training and be sure to instruct your employees to input properly. Put yourself in the position of power by intimately understanding your business.

I can tell you one thing with absolute certainty. Every time I work with a client and teach them how to track and analyze their numbers and data, they become hooked on the power and move forward with renewed confidence because they truly understand their business.

What exactly is marketing?

Ah, the mysteries and misunderstandings of marketing! Is it advertising? Social media?  Your website? Is it merchandising? Branding? Customer service? The answer is, “Yes!” Marketing is the amalgamation of all the techniques you use to get people in the door, provide them with a great experience and, of course, get them to come back.  

Marketing is about making your business unforgettable. In a world of ordinary, creative marketing is the launching pad for exceptional.  It gets people talking about you. It makes them curious. It engages them. It’s your hook to pull people into the world you’ve created.

Here’s a very cool example of being unforgettable. A restaurant owner put a sign out each day on one of his tables that said, “Reserved for the President of the U.S.” When he would greet a group waiting to be seated he’d take them to that table and say, “Sit here. What the heck. He’s not coming today.” How much fun did he create for his guests with that simple and silly gesture? Talk about customer experience!

In a world where we look at marketing as an expensive and expansive discipline, we forget that it’s the small, interesting, funny, unexpected and clever things we can do daily that add up to our ultimate success.

Marketing is about building a community. People get great satisfaction in discovering something new and wonderful. They take ownership of their find and, without even being asked, try to steer others to enjoy it as well. As your business’ Chief Marketing Officer, you have the opportunity to bring together like-minded people who love and appreciate what you do.

Marketing is about delivering the right message, to the right people at the right time. Let me repeat that. Marketing is about delivering the right message to the right people at the right time.

Think about it. We receive tens of thousands of messages daily via TV, radio, newspapers and social media. It’s a bit overwhelming to think our job as small business owners is to penetrate that big wall of noise and have our message break through. As impossible as it seems, it can be done.

One of the best examples of delivering the right message to the right people at the right time that I can offer is a simple one. I live in an urban area with doggie waste bag dispensers on almost every corner to insure you have what you need to keep the city clean. A very clever dog walking service simply taped their sign, “Need a dog walker? Contact us.” to dispensers around the city. Fancy? Not so much. Clever? Without a doubt. They got their message out to exactly the right people at exactly the time they might be considering hiring a dog walker. I use this as an example to show how marketing your business can be truly effective, measurable and either cheap or free!

Marketing is about understanding the value of a loyal customer
We love to see new faces walk into our doors! After all, that’s why we’re in business. But creating a complete and seamless customer experience - and selling more to the people who already know and love your brand – is high on the priority list.

Marketing is not a luxury for small retailers
Every business, regardless of size, must build an effective marketing program. No excuses. No delays. If you don’t, you’ll be forced to compete on a pure price play. And that strategy, for a small business, is almost always a losing proposition.

Do You Really Need to Respond to Google Reviews Within 24 Hours?

(Spoiler: No, But You Should Still Hustle)

If you own a restaurant, retail shop, or any customer-facing business, you’ve probably heard this one:

“You have to respond to Google reviews within 24 hours or your rankings will drop!”

Sounds scary, right?

Good news: That’s not how Google works.

What Google Actually Says

Google does recommend responding to reviews — because it helps build trust and shows you care about your customers. But nowhere does it say that missing a 24-hour window will hurt your visibility or search rankings.

There’s no algorithmic timer penalizing you for responding in 48 hours instead of 24.

So... Why Does Everyone Say 24 Hours?

Because 24 hours is a best practice — not a rule. Here’s why:

• It looks good to potential customers.
  Most people read reviews and responses before making a decision. If you’re on top of it, you look engaged and professional.

• It encourages more people to leave reviews.
  If folks know you’re paying attention, they’re more likely to give feedback — and that snowballs into more social proof.

• It can prevent bad reviews from festering.
  Fast replies can sometimes turn a 1-star rant into a 3-star redemption story.

What Does Hurt You

• Not responding at all.
  Google does consider “review activity” (quantity and engagement) when ranking local businesses. If your competitors are replying and you’re not, they’ll likely get a visibility boost.

• Responding like a robot.
  “Thank you for your feedback.” isn’t going to win anyone over. Make it personal, even if it's short.

• Fighting with bad reviews publicly.
  That’s a whole other blog post — but let’s just say: don’t do it.

What’s the Real Ideal Response Time?

• Within 24-48 hours is excellent.

• Under 72 hours is still solid.

• Longer than a week? You’re dropping the ball.

Pro Tip: Use Review Response Templates

You don’t have to write a heartfelt novel every time someone says your chicken parm was “just okay.” Keep a few templates on hand, tweak ‘em fast, and respond like the boss you are.

Bottom Line

No, Google won’t dock your ranking for being a little late. But consistently ignoring reviews — or treating them like an afterthought — will absolutely cost you real business over time.

Respond like you give a damn… because your future customers are watching.

How to turn 6 free drinks into over $12k in sales!

Retail Mashups: Innovating the Shopping Experience

It’s time to get creative!

You’ve probably heard of the:
Nail salon/car repair concept
Flower shop/coffee shop combos
Dry cleaner/ coffee shop

These mashups benefit both the business and the customer.

In an era where customer experience reigns supreme, retail mashups are emerging as an exciting way to engage consumers and redefine traditional shopping formats. By blending elements from different retail sectors, businesses can create innovative, memorable, and highly engaging shopping experiences that cater to modern consumers' evolving expectations.

Here are some compelling retail mashup ideas that could revolutionize the industry or at least get your creative juices flowing.

Concept Mashups

1. Grocery-Apparel: Farm-to-Fashion

Imagine a grocery store that features a dedicated "style section" where customers can browse clothing and accessories curated based on seasonal trends and sustainable materials. A "Farm-to-Fashion" concept could promote locally sourced fabrics and eco-friendly brands, seamlessly blending conscious consumption with daily grocery shopping.

2. Tech-Thrift: Augmented Reality Secondhand Shopping

A secondhand store with interactive displays could allow customers to virtually try on clothes using augmented reality (AR) technology. This would not only enhance the shopping experience but also modernize thrift shopping, attracting younger, tech-savvy consumers.

3. Luxury-Convenience: High-End, On-Demand Essentials

Luxury brands could expand their offerings to include on-demand delivery of essential items, catering to high-net-worth individuals who appreciate both exclusivity and convenience. Imagine ordering a designer handbag alongside a same-day delivery of premium skincare or gourmet snacks.

4. Pop-up Boutique-Market: Fashion Meets Fresh Produce

A temporary pop-up that merges a curated selection of designer clothing with a local farmers market could create an immersive lifestyle experience. Customers could shop for fresh organic produce while discovering limited-edition fashion pieces.

5. Experiential Retail: The Store as a Community Hub

Retail spaces could double as community hubs, hosting workshops, classes, and events related to the products being sold. For example, a kitchenware store could offer live cooking demos, while a wellness shop might host meditation and self-care workshops.

Specific Retail Mashup Ideas

6. Beauty Bar-Coffee Shop

A beauty store with an in-house coffee bar could provide customers with a relaxing environment where they can sip lattes while trying out new makeup products or receiving mini-makeovers.

7. Bookstore-Vinyl Record Shop

Pairing books with vinyl records would create a cultural haven for music and literature lovers, complete with listening stations where customers can preview albums before purchasing.

8. Toy Store-Arcade

A retail space where children can play arcade games while shopping for toys would make the in-store experience more entertaining. Points earned from games could even be redeemable for toy discounts.

9. Home Goods-Plant Nursery

A home decor store featuring an integrated plant nursery would allow customers to pair their furniture purchases with greenery that complements their space.

10. Sportswear-Fitness Studio

An activewear store with an on-site fitness studio could offer workout classes and personalized styling consultations, allowing customers to test apparel in action before buying.

Digital Mashup Ideas

11. Virtual Reality Shopping

Online stores could offer a VR shopping experience where customers can virtually "walk through" a store, browse products, and make purchases in an immersive digital environment.

12. Social Media Marketplace

A platform where influencers sell curated product collections through live streams or dedicated shopping pages would blend social engagement with commerce, making shopping more interactive.

13. AI-Powered Personal Stylist

Using AI algorithms, online shopping platforms could generate personalized style recommendations based on user preferences and past purchases, creating a hyper-customized shopping experience.

Key Considerations for Retail Mashups

1. Target Audience

Before implementing a retail mashup, businesses must ensure the concept aligns with their customer base’s needs and interests.

2. Brand Consistency

Even when merging different retail elements, maintaining a cohesive brand identity is crucial to avoid confusing customers.

3. Customer Experience

The goal of a mashup should be to enhance and simplify the shopping experience rather than complicate it.

4. Operational Efficiency

Managing inventory and logistics across multiple product categories requires careful planning to ensure smooth operations.

By thinking outside the box and creatively combining retail elements, businesses can capture consumer interest in new and exciting ways. Retail mashups have the potential to redefine shopping as an experience rather than just a transaction—opening the door to innovative, memorable, and profitable retail ventures.

What is User Generated Content and How to Use it to Grow Your Business

User-Generated Content (UGC) is any content—such as photos, videos, reviews, or social media posts—created by your customers or fans rather than by your business. It’s one of the most powerful and cost-effective ways to market your brand because it builds trust and authenticity.

Why UGC Matters for Small Businesses:

Free Promotion: Customers share their experiences with your business on social media, giving you exposure without spending on ads.
Trust & Credibility: People trust real customers more than ads. A glowing review or a happy customer’s video carries more weight than a business saying, “We’re great!”
Increased Engagement: UGC encourages conversation and interaction, which helps boost your brand’s visibility on platforms like Instagram, TikTok, and Facebook.
SEO Benefits: More content about your business online (especially reviews) helps improve search rankings.

How to Get More UGC:

Ask for It – Encourage customers to tag you in their posts. You can even put up signs or include a note in their purchase.
Run a Contest – Offer a small prize for the best photo or video featuring your product or service.
Feature It – Repost customer content on your own social media (with their permission). This encourages others to share their experiences too.
Create a Hashtag – Something simple and memorable that customers can use when posting about you.
Reward UGC Contributors – Offer discounts, shoutouts, or exclusive perks to those who share content about your business.

Examples for Different Businesses:

Restaurant: Encourage diners to post a photo of their meal with a branded hashtag for a chance to win a free appetizer.
Retail Store: Feature customer outfit photos in your Instagram stories.
Salon: Share before-and-after photos of clients (with their permission).

User-Generated Content isn’t just a marketing strategy—it’s a powerful way to build a loyal community around your business. By encouraging and showcasing real customer experiences, you create authentic social proof that attracts new customers and keeps existing ones engaged.

Start small: ask your customers to tag you in their posts, share their content, and watch how UGC helps grow your brand naturally. The more you involve your audience, the more they’ll want to support and promote your business for you!

How Retailers and Restaurants Can Capitalize on Singles Ditching Dating Apps

In a surprising cultural shift, singles are starting to move away from dating apps and looking to make genuine connections in real life. This trend presents an exciting opportunity for retailers and restaurants to create spaces and experiences that foster these connections. Here are some innovative ways small businesses can take advantage of this movement:

1. Host Singles Events

Organize themed mixers, speed dating nights, or casual happy hours specifically for singles. A bookstore might host a "Blind Date with a Book" evening, where participants bring wrapped books to swap while mingling. Restaurants and bars could host wine tastings, trivia nights, or cooking classes targeted at singles looking to meet others with shared interests.

2. Create Conversation-Friendly Spaces

Consider your layout and ambiance. Does your space encourage interaction? Restaurants could add communal tables or cozy corners where strangers feel comfortable striking up conversations. Retailers might designate a "social zone" with coffee or refreshments where customers can linger and chat.

3. Collaborate with Local Businesses

Team up with other businesses to create multi-venue events. A coffee shop, for instance, could partner with a nearby art gallery to host a "Sip & Stroll" evening where singles explore exhibits together while enjoying drinks.

4. Leverage Social Media

Promote your events or singles-friendly environment on platforms like Instagram or TikTok. Share testimonials or videos of past events to build FOMO (fear of missing out) and establish your business as a hub for meaningful connections.

5. Offer Singles Discounts or Perks

Entice singles to visit your business by offering discounts for dining solo or deals like "Bring a Friend Friday" to encourage group outings. Highlight these offers in your marketing to show that your business is a welcoming space for singles.

6. Highlight Shared Experiences

Create events or opportunities that naturally bring people together. Restaurants could introduce communal dining nights featuring shared plates, while retailers might organize workshops, such as jewelry-making or wine-pairing, where participants work in pairs or groups.

7. Embrace the Holidays

Valentine’s Day doesn’t have to be just for couples. Host an anti-Valentine’s event or "Singles Celebration Night" that reframes the holiday as a chance to connect with others. Decorate your space, offer themed food or drink specials, and market it as a fun alternative to traditional Valentine’s plans.

8. Add Interactive Elements

Retailers can incorporate games or photo-worthy setups in their stores, encouraging customers to linger. Restaurants might include conversation-starter cards or trivia questions at tables to help break the ice.

9. Create Networking Nights

Blend business and pleasure by hosting networking nights tailored to singles. These events could cater to specific industries or interests, like young professionals, creatives, or entrepreneurs, giving people a chance to connect personally and professionally.

10. Encourage Local Communities

Foster a sense of belonging by inviting singles from nearby neighborhoods to meet at your establishment. Promote the event as a chance to connect with others who live close by, creating natural opportunities for relationships to grow.

Final Thoughts

As the trend away from dating apps continues, businesses that step up to offer meaningful, in-person connection opportunities will not only draw more customers but also create memorable experiences that build loyalty. By positioning your retail space or restaurant as a community hub, you can tap into this trend while strengthening your brand.

From Coffee to Cocktails: A Simple Strategy to Expand Your Network and Spark Creativity

Are you feeling stuck in the day-to-day grind of running your business? Whether you’re managing a restaurant, retail store, or working from home, it’s easy to get caught up and forget to step outside for fresh perspectives. Here’s a fun and effective way to grow your business, build your network, and keep your sanity.

Stop Burying Your Head in the Business

One common mistake entrepreneurs make is getting too absorbed in their business. You might tell yourself you're working hard, but isolating yourself can stifle your creativity and limit your insights. It’s crucial to get out of your store, restaurant, or office to meet new people and see things from a different angle.

Instead of relying on feedback from the same group of customers or employees, step out and connect with new perspectives. You’ll be surprised how refreshing this can be.

The Strategy: Coffee or Cocktails?

Here’s a simple idea: grab your favorite beverage, whether it’s coffee or a cocktail, and invite someone new for a 30-45 minute chat. Think of customers, fellow business owners, community leaders, or even your property manager or leasing agent. These individuals can offer unique insights into your market and community.

No Agenda, Just Conversation

The goal isn’t to land a sale or pitch your business—it’s about gaining perspective. During your conversation, ask open-ended questions like:

• How have your shopping habits changed with inflation?

• What’s a product or service that would make your life easier?

• Where’s your favorite place to shop or eat, and why?

• What changes in our business community have you noticed and don’t like?

• What do you do for fun in the local community?

Follow Up and Build Relationships

After your meeting, send a thank-you note. Add their contact information to your database. You never know if this person will become a customer, referral source, or even an ambassador for your business. Plus, you’ll leave the meeting with new ideas and a fresh outlook—something you can’t get from staying inside the four walls of your business.

Valentine’s and Galentine’s promotions for every type of business!

Valentine's Day spending is expected to increase in 2025, following a record-breaking $26 billion in 2024

Significant others: Spending on significant others is expected to reach a new high in 2025. In 2024, consumers spent a record $14.2 billion on their significant others, which averaged to $101.84 per person. 

• Unique gifts: Consumers are expected to focus on more unique gifts, such as non-traditional gifts and barware sets. 

• Pets: Consumers ages 35-44 are planning to spend the most on gifts for pets. 

• Jewelry: Consumers are expected to spend $6.4 billion on jewelry. 

• Flowers: Consumers are expected to spend $2.6 billion on flowers. 

• Clothing: Consumers are expected to spend $3 billion on clothing. 

• Evening out: Consumers are expected to spend $4.9 billion on an evening out

Here are unique Valentine's Day promotional ideas.

1. Dry Cleaner

"Love Your Clothes" Promo: Offer a free garment cleaning with any cleaning order over a set amount. For an extra touch, attach a small rose or chocolate to the hanger of completed orders as a token of appreciation.

2. Veterinary Clinic

"Puppy Love Valentine's Package": Host a Valentine's photo session for pets and their owners with a local photographer. Bundle this with a discounted health checkup or grooming service to encourage bookings.

3. Liquor Store

"Build Your Love Basket": Create a mix-and-match section where customers can customize a Valentine's gift basket with mini bottles, mixers, chocolates, and glasses. Offer pre-wrapped bundles for those who want a ready-to-go option.

4. Restaurant

"Heartfelt Pairings": Offer a curated Valentine's menu with wine or cocktail pairings. Add a romantic keepsake like a mini photo frame or personalized dessert plate for couples to take home.

5. Boutique

"Valentine's Treasure Hunt": Hide small, heart-shaped tags with discounts or freebies around the store. Customers can find one per purchase, adding an element of fun and surprise to their shopping experience.

6. Salon

"Pamper Your Valentine (or Yourself)": Offer a "duo special" where couples (or friends!) can book treatments together, such as a mani-pedi for two or a couple’s blowout. Include a complimentary glass of champagne or a small gift like scented lotion.

7. Fast Food Restaurant

"Valen-Fries Special": Package fries in a heart-shaped container with a special dip selection, and offer a couple’s combo meal deal featuring festive packaging. Run a social media contest asking customers to share their best "fry date" photos for a chance to win free meals.

Each idea leverages the unique nature of the business while creating memorable experiences that customers can associate with Valentine's Day.

Here’s how your business can celebrate Galentine’s Day alongside Valentine’s Day with fun, friendship-focused promotions:

1. Dry Cleaner

"Bring Your Bestie Bonus": Offer a "two-for-one" deal where customers and their besties can both get one item cleaned for free with a larger order. Include a small gift, like a sachet of lavender, to thank them for celebrating together.

2. Veterinary Clinic

"Pet Parent Pals Day": Invite pet parents to bring their fur babies in for a Galentine’s-themed playdate, complete with free pet treats and discounted wellness checks. Offer a selfie station for them to take pictures with their pets and friends.

3. Liquor Store

"Gal Pal Cocktail Kits": Create DIY cocktail kits for groups to celebrate Galentine’s Day. Include recipe cards for themed drinks like “Pink Sparkle Spritz” or “Berry Best Friend.” Offer discounts on group purchases.

4. Restaurant

"Gal Pal Brunch": Host a special Galentine’s brunch with shareable platters, bottomless mimosas, and a photo booth with fun props. Include a small favor like a custom cookie or mini bouquet for each guest.

5. Boutique

"Style Squad Night": Hold an after-hours Galentine’s shopping event with champagne, snacks, and a mini fashion show. Offer discounts for groups who shop together and a raffle for fun prizes like accessories or gift cards.

6. Salon

"Glam for the Gals": Offer a group makeover package with hair styling, mini facials, or makeup touch-ups. Add a festive touch with heart-shaped cookies or a small beauty product for each guest.

7. Fast Food Restaurant

"Fries Before Guys Special": Introduce a Galentine’s meal deal for friends, featuring a shareable platter of fries with multiple dipping sauces and themed desserts like heart-shaped cookies or brownies. Decorate the space with Galentine’s-themed decor for an Instagram-worthy vibe.

How Small Retail Stores and Independent Restaurants Can Great their share of the “Singles and Starters” Millennials

In the ever-evolving marketplace, small retail stores and independent restaurants must adapt to appeal to their target demographics. One group with significant spending power is "singles and starters" millennials—young professionals, often single or newly independent, seeking experiences and convenience. Here’s how your business can capture their attention and loyalty.

1. Create Instagram-Worthy Experiences

Millennials value experiences as much as, if not more than, products. Restaurants can design aesthetically pleasing interiors and offer unique menu items that are not only delicious but also visually stunning. Small retail stores can curate product displays that invite photography. For instance:

• Restaurants: Feature colorful dishes, signature cocktails, or thematic decor that sparks conversation.

• Retail Stores: Develop themed product corners—think “self-care Sundays” or “winter cozy essentials”—that inspire customers to snap and share on social media.

2. Focus on Convenience

Singles and starters often juggle busy schedules and crave convenience. Streamline their experience by:

• Offering online ordering and delivery for restaurants.

• Implementing click-and-collect options or same-day delivery for retail stores.

• Simplifying checkout processes with mobile payment systems.

3. Highlight Local and Ethical Practices

Millennials are drawn to businesses that prioritize sustainability and community. Showcase your commitment by:

• Using locally sourced ingredients or products and sharing supplier stories.

• Implementing eco-friendly practices, like reusable packaging or waste reduction initiatives.

• Partnering with local artists or nonprofits to build community ties and foster goodwill.

4. Offer Personalization

This demographic appreciates businesses that cater to their preferences. Use data and technology to:

• Create personalized recommendations through loyalty programs.

• Allow customizable products or meals to suit dietary needs or personal tastes.

• Offer curated gift sets or bundles tailored to specific occasions, like “starter kits” for new apartments or holidays.

5. Host Events and Social Gatherings

Singles and starters often seek opportunities to connect with others. Your business can serve as a social hub by:

• Hosting networking nights, trivia evenings, or live music for restaurants.

• Organizing workshops or in-store pop-ups, such as DIY classes, for retail stores.

• Collaborating with local influencers or community groups to co-host events.

6. Leverage Digital Marketing

Meet millennials where they are—online. Ensure your marketing strategies include:

• Social Media Engagement: Regularly post engaging content on Instagram, TikTok, and Facebook.

• Reviews and Ratings: Encourage satisfied customers to leave online reviews and respond promptly to feedback.

• Email Campaigns: Share exclusive deals, event invitations, and personalized offers.

7. Provide Value Beyond the Sale

Establishing long-term loyalty requires more than selling products or meals. Add value by:

• Offering educational content, like recipes, styling tips, or home organization hacks.

• Sharing behind-the-scenes content to humanize your brand.

• Creating loyalty programs that reward repeat customers.

Conclusion

By focusing on creating memorable experiences, prioritizing convenience, and engaging authentically, your small retail store or independent restaurant can resonate with the singles and starters millennial demographic. This not only enhances customer satisfaction but also turns one-time visitors into loyal patrons and brand advocates.

The Q1 Blues - How to Keep Your Small Business Thriving After the Holidays

The holiday rush is over, and as we settle into the new year, many small business owners face what we call "The Q1 Blues." Independent retailers, restaurant owners, small eCommerce operators, and TikTok Shop affiliates know this all too well. Economic uncertainty, the looming possibility of tariffs, holiday debt, and shifting consumer trends favoring underconsumption make Q1 a tough season for sales.

But tough times call for smart strategies. Here are 10 actionable ways to help your business not only survive but thrive during Q1:

1. Engage Your Existing Customers

Your holiday shoppers are your warmest leads. Reach out to them with thank-you emails, exclusive post-holiday discounts, or early access to new products. Loyalty programs can keep them coming back.

2. Host Events or Promotions

For retailers, consider hosting clearance sales or workshops. Restaurants can offer themed nights, tastings, or special winter menus. Even online businesses can create virtual events or live sales on social platforms.

3. Leverage Social Media for Engagement

January might mean tighter budgets, but people still spend time online. Use this opportunity to share engaging, value-packed content like how-to videos, behind-the-scenes posts, or user-generated content.

4. Collaborate with Other Businesses

Team up with complementary businesses to cross-promote. For example, a restaurant and a local boutique could create a dinner-and-shopping package. Collaboration expands your reach without extra cost.

5. Diversify Your Revenue Streams

Explore new income opportunities. Restaurants can offer meal kits or catering. Retailers might try subscription boxes. TikTok Shop affiliates could diversify by selling complementary products or creating digital guides.

6. Focus on Financial Health

Analyze your holiday sales data to identify what worked. Use Q1 to renegotiate supplier contracts, streamline operations, and minimize unnecessary expenses.

7. Plan for Tariffs and Economic Shifts

Stay informed about potential tariffs and adjust your inventory accordingly. Look for local suppliers to reduce reliance on imports and control costs.

8. Run Targeted Email Campaigns

Email marketing remains one of the most cost-effective tools. Share helpful content, like trend forecasts or tips, along with promotions. Make it personal—tailor your messaging based on customer behavior.

9. Build a Referral Program

Word-of-mouth marketing is gold. Offer incentives for customers who refer friends. This keeps your loyal base engaged and brings in new business.

10. Invest in Employee Training

Use the slower season to train your staff. Upskilled employees can offer better service, which improves customer retention and boosts sales.

The Money’s in the Cards!

Gift cards have been the most popular gift for the past 5 years. That’s a pretty great reason to put a plan in place to accelerate your gift card sales this holiday season, no matter what type of business you own!

There are even more compelling facts:

Gift cards sales will account for over 18% of holiday sales!

Two-thirds of consumers have purchased at least one gift card

Retailers who switch from paper to plastic cards typically see a 50-100% increase in sales

The average amount loaded on a digital gift card is 10-15% more than a plastic gift card.

61% of gift card holders spend more than the amount of their gift card and 75% of those who overspend spend 60% more than the value of their card

Gift cards are most popular with teenagers

40% of gift card recipients do not use the total value of the card

As you can see, gift cards can significantly increase your bottom line in December and beyond so their promotion and sale are well worth your attention.

 Here are a few tips for selling more cards

            Plenty of in-store signage

            Ongoing employee training – ask for the sale
           (Would you like to purchase a gift card for a  friend
  or family member?)

            Use all other assets to promote, including website, social            
           media, email and any other advertising you may be doing

Create incentives for purchase
For example, get a $20 gift certificate for yourself with the purchase of a $100 card

Hint: If your average sale is about $150, then the incentive should be given on gift card sale of $200 – increasing your average sale!

Capture the late shoppers

More than one in every four digital or online cards sold in December are sold between December 21st and 24thEmail daily during week before Christmas.

Make it easy to purchase

Utilize your website, email and social to sell direct.

No matter what type of business you own, gift card sales can add to your bottom line this holiday season and well worth the effort to create a successful sales strategy!

How Small Businesses Can Turn Trends Into Sales

In an increasingly digital world, people are yearning for something screens can’t replicate: authentic, real-life experiences. Whether it’s sharing a laugh over a latte or discovering a hidden gem at a local boutique, customers are hungry for connections that feel genuine and tangible. For small retail and restaurant owners, this trend presents an incredible opportunity to create memorable moments that drive sales and build loyalty.

Here’s how you can capitalize on this desire for real-world experiences and transform your business into a go-to destination:

1. Create an Experience, Not Just a Sale

Customers are no longer content with simply buying products or enjoying a meal; they want an experience. Think about how you can enhance their time with you:

• For Retail: Set up interactive product demonstrations or host small workshops where customers can learn a new skill related to your products. For example, a clothing boutique could host a “build your perfect outfit” session with a stylist.

• For Restaurants: Host themed dinners, live music nights, or cooking classes that encourage customers to linger and engage.

By adding a layer of activity to your business, you transform a simple visit into a memory.

2. Embrace the Power of Storytelling

People love a good story, especially one they can connect with emotionally. Use storytelling to make your business feel more personal and relatable.

• Share your journey. Why did you start your business? What motivates you every day?

• Spotlight your team. Introduce the people behind the counter or in the kitchen.

• Highlight local ties. Showcase your connections to the community, like sourcing ingredients from nearby farms or collaborating with local artisans.

These stories don’t just humanize your business; they give customers a reason to support you over larger competitors.

3. Turn Your Space Into an Instagrammable Destination

People crave experiences they can share with friends—and that includes their social media followers. Make your business photo-worthy to encourage organic promotion:

• For Retail: Design a cozy corner with eye-catching decor where customers can try on items and snap photos.

• For Restaurants: Present dishes that are as beautiful as they are delicious or invest in a unique design element, like a neon sign with a catchy phrase.

When customers share their visits online, you gain free advertising and reach new potential customers.

4. Foster a Sense of Community

People are drawn to businesses where they feel like they belong. Build a loyal following by cultivating a welcoming atmosphere:

• Host local events. Partner with other small businesses or organizations to hold pop-ups, markets, or charity drives.

• Encourage customer interaction. Create opportunities for customers to chat with each other or your team, whether it’s through communal seating or hands-on activities.

When customers feel connected, they’ll return—not just for your products, but for the sense of belonging you offer.

5. Offer Exclusive In-Person Perks

Reward customers who visit your business by providing something they can’t get online.

• Special promotions: Introduce “in-store only” discounts or early access to new products.

• Unique menu items: For restaurants, offer a dish or drink available exclusively to dine-in customers.

• Limited-time events: Host pop-up sales or tastings that encourage customers to make the trip.

These perks not only incentivize visits but also make customers feel like they’re part of something special.

6. Collect Feedback and Iterate

The best way to know what your customers want? Ask them! Use surveys, casual conversations, or comment cards to gather input on what they love about your business and what they’d like to see improved.

Make adjustments based on this feedback to ensure your offerings align with customer desires. When customers see you’re actively listening, they’ll be more likely to stay loyal.

As people seek more meaningful, real-life experiences, small businesses have a golden opportunity to step up and deliver. By focusing on creating memorable moments, building community, and offering unique perks, you can position your business as a beloved destination.

The key to success lies in going beyond the transactional and tapping into the emotional—the experiences, connections, and stories that make your business truly unforgettable.

So, what experience will you create for your customers today?

Don’t Sleep on Dec. 26: How to Prep for Post-Holiday Sales Success

The holiday hustle doesn’t end on Christmas Eve—it shifts gears. December 26 is one of the busiest shopping days of the year, with customers eager to spend gift cards, exchange items, and snag post-holiday deals. For restaurants, it’s a prime opportunity to cater to shoppers refueling between sales or families looking to extend their holiday celebrations.

Here’s how you can prepare your business for a successful Dec. 26:

1. Promote Early and Often

Let your audience know what to expect:

• Retailers: Advertise your post-holiday sales now. Use phrases like “Boxing Day Bonanza” or “Clearance Countdown” to build excitement.

• Restaurants: Push a “Holiday Hangover Brunch” or special offers for groups, enticing tired shoppers to take a break with you.

2. Prep Your Inventory and Team

• Retailers: Restock popular items, organize clearance racks, and ensure your staff knows return/exchange policies.

• Restaurants: Plan for high traffic. Stock up on ingredients and schedule extra hands to keep things running smoothly.

3. Maximize Gift Card Redemptions

People will be ready to spend gift cards they received for the holidays.

• Retailers: Highlight items perfect for gift card shoppers, like new arrivals or exclusive post-Christmas collections.

• Restaurants: Offer “bonus bucks” for those using gift cards, such as a free dessert or appetizer with their meal.

4. Create an Experience

The holidays may be over, but the festive vibe doesn’t have to end.

• Retailers: Set up an inviting space with cheerful music, complimentary coffee, or even a small gift-wrapping station for those shopping for New Year’s gifts.

• Restaurants: Keep the holiday decor up for a cozy ambiance and feature limited-time specials that feel like a continuation of the season.

5. Leverage Social Media

Get the word out about last-minute deals, extended hours, or special offers. Post stories, reels, and updates showcasing what customers can expect when they visit you. Encourage them to share their experiences with your business for a chance to win a prize or discount.

The Day After Christmas Is YOUR Day

December 26 is the perfect opportunity to keep the momentum going. With a little preparation, you can end the year strong and set the tone for a successful 2025.

So, what are you doing to prepare for the post-holiday rush? Share your plans in the comments—we’d love to hear your strategies!

P.S. Don’t forget to thank your team for their hard work this season. A little appreciation goes a long way!

5 ideas to make Small Business Saturday your day!

Consumers are better understanding the positive impact shopping small can have on their community.  You can capitalize on the momentum by actively participating in Small Business Saturday. 

In 2022, consumers spent an estimated $17.9 billion at small businesses on Small Business Saturday. 

So if you’re a locally owned retail or restaurant, stay out of the Black Friday fray and go all in on November 30th on the holiday designed just for you!

1.  Start here
Go to the American Express website to claim your free collateral and business listing. https://www.americanexpress.com/us/small-business/shop-small/studio?intlink=us-mer-sbrc-sbs-studio

2.  Create special offers designed to bring customer in – and return.
Deep discounts aren’t always in the best interest of small businesses so create innovative opportunities designed to get customers in for the event AND bring them back again on a later date.

• For every $100 you spend get a $20 gift certificate to use later.

• Triple rewards points to your loyalty members (and anyone who signs on)
  on Small Business Saturday.

• Restaurant -purchase a meal and receive a gift certificate for use on your next visit.

• Salon/spa - Pre-book your December appointment and get a free blowout or mini massage in January.

• A free gift with purchase.

• Make a charitable donation for every purchase

• Free service with purchase (for example, if a customers buys $250 in
  clothing, they can make an appointment to come back in for a free styling session.

If you do want to discount, think about limiting sales to certain items or category or items or certain day parts. Remember, you don’t have to put your entire store on sale or compete with Walmart to be successful. Create offers that resonate with your customers and make your store stand out!

3.  Make it a special day

Make Small Business Saturday and festive and fun experience. Offer hourly raffles or deals, entertainment, and refreshments. Hide a toy or small gifts inside your store for visitors to find. Show off your personality and your store far beyond the price tags.

4.  Promote

Promote big and promote often!  Post your event on your website, send multiple emails to your database and post on social media. Change your Facebook header to a Small Business Saturday message. Create a Facebook event so people can show interest. Use plenty of in-store signage. Let people know your store or restaurant is THE place to be on Small Business Saturday.

And most importantly, deliver your personal backstory. Let people know more about you, your commitment to the community and why you love what you do. It helps customers feel good about buying from you.

5.  Collaborate and co-promote
If your center has a number of locally-owned businesses, pull them together to make a bigger impact by cross-promoting the entire group of small businesses ready, willing and able to service customers on Small Business Saturday.

November 30th is your opportunity to bring your small business front and center as an important part of the community and one people can feel good about patronizing!