Spirited selling saves holiday seaso

II'IS LITERALLY the night be- I fore Christmas for a retailer and if things are not stirring as much as you'd like, keep in mind that while this may not go on record as the biggest holiday selling season you've ever experienced, it's not too late to build more spirited sales.

Keep in mind that most of your customers have extra in their pay envelopes this month due to the new tax cut. This unexpected affluence could well start them to thinking

Story at a Glance

Last minute push can save weak selling season .promote big ticket items for convenience and pleasure build enthusiasm in both sales staff and customers.

about spending more generously on holiday gifts. Sales figures show that when budgets are lean, practical gifts such as you stock are often the first choice. The social acceptability as well as the wisdom of this type of purchase has been emphasized by the story making the rounds of a certain couple highly placed in the government who recently gave each other a chain saw in place of individual gifts.

Capitalize on the access to extra dollars and the trend to practical gifts by emphasizing those big ticket items that will bring you a high profit margin. Establish a priority list of items which will accomplish the most in dollar value for you. Practical, yet luxurious because of the continuing gift of added convenience or time saved, merchandise which will appeal to customers might include items to update the home such as ceiling fans, garage door openers, a fireplace system or wood stove, kitchen or bathroom cabinets which can also be used in other rooms, paneling, flooring, or fixtures for remodeling. The hobbyist or d-i-yer might like to find power tools, a work bench, a snow blower, power mower or edger among his gifts. The cook may have demonstrations. If it's not too late. an eye on a mircowave oven, a food include them in your advertising. At processor, new dishwasher, or trash least, call attention to them on a com,pactor. marque and with special signing.

. Play.-.up th_. practicality and Drill your sales people to suggesr desirability of these kinds of items. and demonstrate this -merchanld'ise. lisplay them prominently on center Sweeten the pot by giving a bonus or aisles and endcaps. Set up special points for selling dlsignated items.