SmallBusinessNewz

Ok, we're nearly a week into November now. The elections are over, and we can focus on the future. For many small businesses, the immediate future means preparing for holiday sales. I've talked quite a bit recently about this topic.

I've looked at how small businesses are marketing for the holidays, some tips for email marketing for the holidays, and how you should prepare your website for holiday traffic. But that's mostly online stuff. What about brick-and-mortars that don't have much of an online presence?

First of all, you should have an online presence. I have (along with many others) also discussed this numerous times, but since the holidays are approaching fast, let's assume your tactics are focused primarily on offline business. How are you going to get customers to your store and have them buy from you when the economy is in a shambles, and many would just as soon stay at home and shop online?

- Holiday sales and discounts are an obvious way

- Other special events (giveaways, contests, Santas?)

- Holiday Themed Marketing (and plenty of it)

- Adjust your hours (open earlier, close later)

- Make sure you have enough staff on to handle large amounts of customers

One advantage you have going your way as a strictly brick-and-mortar operation is the procrastination of customers. There are always last-minute shoppers, who will not have time to wait for items to ship when they order online, or will not be able to afford to pay priority shipping costs. This is sure to be a huge factor in buying decisions.

Another advantage (at least at this point) is that gas prices have finally dropped significantly (though who knows when that will reverse?). As long as they stay lower, this means that people will not give as much thought to this when deciding whether or not to shop online. Although traffic is always a factor too. Nobody like holiday traffic jams.

There's no question that brick-and-mortars will lose some business to online shopping. It's just become a fact of life, and one that all businesses should really do their best to adapt to, but that doesn't mean that you can't still have a successful holiday season.