Mastering Holiday Retail: Comprehensive Checklist for Seasonal Success

HOLIDAY CHECKLIST

By far the most significant investment you will make in your store’s success is the time spent making a plan. Although it may be difficult to set aside time now having a plan for all areas of your store will make you better prepared to meet customer demands and reduce your stress level as the season progresses. As you prepare remember that the best plan is a flexible one allowing for last-minute changes to capitalize on new opportunities or react to late-breaking trends.

We’ve divided our checklist into three sections:

PRE-SEASON – items to consider and plan before the big holiday rush.
IMPLEMENTATION – items to begin and maintain during the holiday season.
END OF SEASON – items to address as you return to a post-holiday level of customers and sales.

In addition we’ve included an extra section with holiday marketing ideas that you can incorporate into your seasonal marketing plans or use it as inspiration for your own creative ideas!

PLANNING

Financial/Budget Review – Prepare not only for additional sales but the additional expenses:
– Personnel costs due to increased staffing and/or extended hours
– Supplies needed to operate a higher-volume business
– Marketing costs to promote your store during the holidays
– Budget for specials sales or incentives you will offer
Supplies – Adequate supplies of cash register tape bags boxes and other point of sale items including gift cards or gift certificates and envelopes.
Decide if you will offer gift wrapping services if it will be free or for a fee and order supplies. If you don’t want to offer gift wrapping you could consider having some gift wrap and cards available for purchase.
Will you need to add point-of-sale stations for the busy season? Are the stations in good operating condition?
Be ready to execute your strategy to cope with long lines.

Customer Service

Have a plan for handling customer service issues and make sure every employee knows who to turn to when they need assistance.

Signage and Display

Plan your signage needs for the season including sales new merchandise special offers/promotions gift suggestions etc.
Will you need additional fixtures to display seasonal items or simply to accommodate higher stock levels?

Store Hours

Decide if you will have extended hours during the season and make a staffing plan. Make sure your holiday hours are posted in the store and promoted in your advertising.

Pre-Season Planning

Be prepared for bad weather by having a plan for snow removal for your sidewalks and parking lots. In rainy areas have extra floor mats ready and consider an umbrella station for your entry area.
Review your policies and procedures especially your return policy.
Review staff skills and knowledge and plan training sessions on sales customer service POS etc.
Create a marketing plan and calendar of important dates and events.

Purchasing

Review your seasonal buys and decide which merchandise is the most important holiday merchandise so you can plan fixture and floor plan changes or seasonal shops.
Review year-round bestsellers and plan to have adequate inventory on hand throughout the season.
Have a markdown strategy for slow selling merchandise in both seasonal and holiday categories. Generally markdowns of holiday merchandise will be more aggressive than for regular seasonal merchandise. Plan what % off you will apply at 1st 2nd and 3rd markdowns if necessary and review stock rate of sale and clearance.

Schedule for the Holiday Category Weekly

Review shipment schedules to be sure you are well-stocked in advance of planned advertising or special events.
Decide which merchandise you will reorder if it sells out.
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Store Changes

Decide what will make your store a festive and fun shopping destination for the holidays including music choices and decorations. Spend extra time planning displays for your front windows. Holidays are all about sights sounds colors taste smell. Evaluate your store as an outsider from the front windows to the back room: is your store attracting the customers from the outside and keeping them when they are inside?
Consider having special holiday refreshments for your holiday shoppers.
If you have a website how will you decorate your “virtual storefront” for the holidays?
Make an effort to stay on top of basic housekeeping and take care of minor repairs before the holiday rush.
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Displays

As new and seasonal merchandise arrives evaluate constantly if your displays look as you planned.
Keep staff informed of hot items new arrivals and key items for the season.
As categories sell down have a plan for moving remaining merchandise and what will replace it.

Especially critical for key areas that your customers will see first and most often.

Decide how often you will change merchandise displays rotating new items to best-selling locations.
Capitalize on silent suggestive selling by merchandising related items together and featuring accessories where appropriate.

Marketing Events & Advertising

(More marketing ideas on the back page.)

Follow your marketing plan and calendar meet deadlines for advertising and promotional opportunities.
Post regular updates for your staff on marketing efforts so they are up-to-date on featured items special events etc.
Host a special event in your store for example: gift consultants fashion shows cooking workshops home decorating seminars entertainment ideas etc.
Keep in touch with your customers by mail or e-mail to keep them updated about special events sales promotions etc. throughout the holiday season. With extra traffic in your store for the holidays it’s a great time to add to your mailing list as well.
Keep tabs on what your competition is up to and ask yourself how can I do better?

Sales & Customer Service

Plan regular times formal or informal to meet with your staff. Regular updates will create enthusiasm give opportunity to discuss quality customer service review store policies etc.
Communicate your goals for the day week and season so your team can help you meet them.
Provide ongoing training on sales techniques updates of fashion and/or product information and hot seasonal trends.
Regularly review staffing levels and make adjustments if you are busier or slower than expected. Make sure to

Provide Adequate Staffing

Ensure you have adequate staffing for the level of customer service you want to provide.

Sales Goals and Team Motivation

Share your sales goals (either daily or weekly) with your staff and offer rewards occasionally for meeting and beating your goals. This will help contribute to a team effort to meet business goals.
Enthusiasm is contagious! Your positive outlook will impact your staff and your customers so strive for an upbeat attitude even when sales are disappointing.

Implementation

Operational

Review and adjust staffing schedule.
Plan and complete year-end physical inventory.
Review the merchandise return policy with staff.
Remove additional POS stations and fixtures no longer needed after the holidays. (Fixtures can be utilized for clearance items then removed from the sales floor.)
Thoroughly clean and reorganize the store from front to back top to bottom to start the new year right!

Purchasing and Merchandising

Make a plan for promoting your post-season clearance.
Identify items for markdown from among seasonal merchandise and/or slow-selling merchandise.
Identify items for return to vendor and complete returns.
Adjust your merchandising to accommodate end of season clearance and make room for new spring merchandise.

Customer Engagement

Have a gift registry for your customers who will tell their families and friends to shop for them at your store.
Coordinate with your shopping center or local merchant association and plan your own special events.

Holiday Marketing Ideas

Coincide with area events that will bring in extra traffic. If you don’t have an association approach other retailers about having an extended hours event and share costs of advertising.

Contract with a local restaurant to provide food for one of your events. They may do it very affordably or even free if you include them in your advertising and/or allow them to hand out flyers.

If you don’t offer gift-wrapping services allow a local community or school group (Girl Scouts high school band religious groups etc.) to do a gift-wrapping fundraiser in your store. Provide a flyer to members so they can tell their friends and family about the fundraiser at your store.

Contact your best customers by phone mail or e-mail to thank them for their business during the year and consider a thank you gift or gift certificate or a “most valued shoppers” event like a lunch or reception.

Prepare the details for an extra event that you can add to your marketing schedule on short notice in case bad weather or poor sales is keeping you from meeting your goals.

Emphasize the distinctive things about your shopping experience that set you apart from “big box” retailers and other competition. For example: convenient location parking quick service experienced and knowledgeable sales staff gift wrapping unique products etc.

Be well-stocked in gift certificates and promote them in all your advertising and with signs in your store.

Holiday Retail Planning Guide

The article emphasizes the importance of creating a flexible plan for holiday retail success covering pre-season preparation in-season implementation and post-season adjustments. Key areas include financial planning customer service signage store hours purchasing and merchandising with a strong focus on marketing and customer engagement strategies. It highlights the need for adaptability to leverage new opportunities and trends.

“The best plan is a flexible one allowing for last-minute changes to capitalize on new opportunities or react to late-breaking trends.”

Real-World Examples of Holiday Planning and Implementation

The principles outlined in the holiday checklist can be seen in action across various retail environments. Here are a few real-world examples that illustrate successful holiday planning and execution:

A large department store like Macy’s implements extensive pre-season planning by reviewing their budget and increasing staffing levels to manage the holiday rush. They also enhance customer engagement through festive window displays and special in-store events such as holiday parades and celebrity appearances.
Small businesses in a local shopping district collaborate to host a “Holiday Stroll” event. They extend store hours share advertising costs and organize themed activities like carol singing and hot chocolate stands to attract more foot traffic and create a festive shopping atmosphere.
An online retailer such as Amazon prepares for the holiday season by optimizing their website’s “virtual storefront” with holiday-themed graphics and promotions. They ensure their logistics are ready to handle increased orders and offer incentives like free gift wrapping and expedited shipping to enhance the customer experience.

Discover Proven Retail Strategies!

Explore expert insights and actionable advice in
Ritchie Sayner’s renowned book:
Retail Revelations – Strategies for Improving Sales Margins and Turnover 2nd Edition.

This must-read guide is perfect for retail professionals looking to
optimize their operations and boost profitability.

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Ritchie Sayner

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Mastering Holiday Retail: Comprehensive Checklist for Seasonal Success