Holidays = Excellent Sales Opportunities
By Angela Altass
Throughout the year, people celebrate. There are holidays, festivities and events that can provide excellent opportunities to market products and attract new customers to your stores.
All of the major holidays are huge when it comes to sales opportunities, says Professor David Soberman, Canadian national chair in strategic marketing, Rotman School of Management, University of Toronto. “These include May 24 weekend, Canada Day weekend, Labour Day weekend, Thanksgiving, Halloween, and Christmas/New Year. Events like Christmas, Thanksgiving, and the Super Bowl, when people eat a lot of snacks and often come into the store last minute, are big occasions for convenience stores.”
The Ontario government recently announced that sales of beer, wine, cider and ready-to-drink cocktails will be allowed in convenience stores in the province by 2026 as it will not be renewing an agreement with the owners of The Beer Store, which had prevented alcohol from being sold in these stores. Retailers will have to follow Alcohol and Gaming Commission of Ontario rules regarding the sale of alcohol.
“Beer and wine sales being liberalized to allow convenience stores to carry them will help make the holidays even more important to Ontario convenience stores,” says Soberman.
Anne Kothawala, president and CEO of the Convenience Industry Council of Canada says the recent announcement from the Ontario government is welcome news for Ontario’s convenience stores.
“It’s a true win, win, win for convenience stores, local producers, and consumers,” she says. “It gives our retail members a new product category to keep stores open. It will also bring more foot traffic which means more eyes on other products, including confectionary, food, and beverages.”
The announcement makes convenience a one-stop-shop again, returning the word convenience to convenience stores, says Kothawala.
The one-stop-shop concept can especially be important during holidays, when people are busy and the time for shopping is marked by a specific date on the calendar.
“The most important dimension for successful holiday promotion is to do something different,” says Soberman. “If you just do a discount, it looks similar to other stores. Contests that create engagement and co-promotions are just a couple of the out-of-the-box ideas that can stand out. Bundling products or co-promoting with other local businesses, such as the local skating rink, or a business located near yours, are good ways to promote your seasonal and holiday deals.”
Careful inventory management and specials/promotions on items that are “in tune with the times,” will help convenience stores snag their share of holiday spending dollars, says Soberman.
“For example, the first time there is a snowfall, offer a free windshield brush to anyone who spends $25 or more,” says Soberman. “Even better, get brushes with your store’s logo and name on them so the customer is reminded of where to do last minute shopping.”
People are out and about more during festive times of the year, which equals more spending, and stores need to be prepared for the busy times, says Soberman.
“In other words, you need to bring your A-game or it will have a disproportionate effect on sales,” says Soberman. “Because sales take off at the holidays, inventory management is tougher and the cost of being out-of-stock is higher.”
Promoting your business on social media is really important, especially if you have something unique to offer, such as a holiday themed contest, says Soberman.
“It’s super important to be on social media during holidays,” says Milton Charistos, owner and CEO of the digital marketing agency Racoon Eyes. “You can use social media to share cool holiday deals, posts, and chat with customers. Social media makes your store feel friendly and part of the holiday fun.”
People receive a lot of information and Charistos says it’s important to remind customers that you are there for them.
“We have to connect with customers, especially at Christmas, Easter, etc. when buyers feel ready to buy,” says Charistos. “We highly recommend for all businesses to have a website and be visible on Google.”
Sometimes it is necessary to change how you talk with customers, depending on the holiday, says Charistos.
“Christmas is different from Halloween,” he notes. “So, ads and posts change to match each holiday vibe. This way, messages feel just right for the occasion. Your business needs to find the correct path to convert online clicks into clients.”
Charistos recommends that convenience stores use Facebook and Instagram to show holiday deals.
“And, of course, don’t forget Google; search engine optimization and Google AdWords,” says Charistos. “Make special ads and offers for each holiday. Ask customers to join in the fun with contests. Send emails to tell people about your holiday specials. If possible, team up with local popular people to talk about your store. And, don’t forget to make your store look festive with decorations.”
There is always a holiday or special event not far away at any time of year. Acknowledging festive celebrations can lead to increased sales and foot traffic for your stores. Don’t miss out on the opportunities that come with the next special date on your calendar.
