Preparing for successful Holiday Season selling

llt ITH Christmas season sales

UU bringing in as much as 200/o of a store's yearly total, it makes sense for a retailer to develop a holiday sales campaign rather than fall into a hit and miss program.

NOW is the time to finalize your plans and ready the store for the onslaught of customers.

Holiday preparations are easier when you follow a theme. A single idea tying store decoration, sales and advertising together makes the merchandising job more enjoyable and presents a unified image of the store to your customer.

Some stores seem especially suited to the country approach to Christmas. Others adapt well to the modern theme with lots of silver foil and crisp displays. Other theme ideas are back-to-nature. holidav songs, Santa's workshop, adveni calendar, l2 days of Christmas or holiday greeting cards. Color is important to a theme. Utilize your corporate colors if appropriate or the traditional holiday tones.

Whatever theme you select, begin at the front entrance with window and door decorations and continue through each department using decorations to highlight merchandise, point out ideas for gifts, and lead the customer from section to section.

Key your store music, if it is not programmed from the outside, to the holiday. Make use of the p.a. system for announcements of special offers or activities within the store. Invite community singers or school groups to provide musical entertainment.

Organize your special holiday services and make the public aware of them. Decide on extra shopping hours. Check the supply of gift cer- tificates and order more if necessary. Work out a systemized lay-away procedure, set up a larger than usual area to house it, and plan for someone to man it. If you offer gift wrapping service, arrange for the supplies, location, and personnel. Provide a special shopper service to aid those unable to shop for themselves or take care of long lists of gifts purchased by companies. Establish your services, locate signs throughout the store announcing that they are available, have clerks mention them to shoppers, and include them in your advertising. People need and want special service to help them through the busy season. It can be a strong point for your store.

Sfory at a Glance

Guide to holiday selling...time to plan decor, services, employee training. .. clean-up for end of season.

Although all the store will be decorated and keyed to supplying gift and holiday needs, it is necessary to have a special section where trim-a-home items are grouped with holiday cards, gift wrap, artificial trees, paper and plastic party goods. Remember the ordinary, but necessary items such as extension cords. Assign clerks to this area who are imaginative and helpful. They can bolster sales by suggesting add-on items and guiding customers who are unsure of their needs.

Merchandise the season in every department. This is the time not only for gifts, but for last minute repairs to spruce up the house for the holidays, and purchase of items for entertaining. Party essentials such as punch bowls, glasses, super-size turkey roasters sell as well. New faucets for the bathroom. fresh towels for the kitchen. or a new doormat become important as the homeowner readies for guests.

Spark gift ideas in the tool section. Hang stockings bulging with small items such as tape measures, hammers, and screw drivers. Displqy power tools with bright gift boxes to put across the idea that they are giftable. Even a snow shovel can be merchandised in the company of a jolly snowman. A tree hung with an assortment of hardware will decorate and remind customers of needed items.

Small appliances and houseware sections are naturals for gifts. Display them with accessories to sug- gest add on purchases. Set up model tables, gift corners. vignettes to spur sales.

The garden section comes alive with trees, poinsettias, wreaths, !olly, and.plants wrapped in shiny foil for gifts. Pets, too, are remembered at Christmas. Prepare your animal section with gift suggestions.

Don't neglect a single department. Each has possibilities for sales. To be sure that your customers get the message, post a gigantic Christmas list in a promi-

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