It’s beginning to look a lot like Christmas. Even before local retailers decorated their establishments with Halloween items many of us were frightened to see Christmas décor adorning our local shops.

It is truly understandable why retailers start our Christmas shopping season as early as possible. According to the US Census Bureau, Americans pay more for retail goods and food services during a three-week period in December then any other time of the year.

To maximize your holiday cheer and cash flow throughout 2009 we suggest the following strategies:

1)  Stock the “Right Stuff”, but don’t forget the basics.
The majority of retailers have purchased their inventory items as early as last April. Savvy retailers understand their target customers’ needs and have diligently done their homework to stock the right stuff.  Additionally store owners should promote ‘gift cards” and special gift certificates to provide our more finicky customers with creative alternatives.

2)  Move that Inventory!
Now that you have invested time and money into holiday inventory don’t be afraid to move it. The biggest mistake retailers can make is “holding on” to invested inventory until it’s too late.  Place holiday items out front and give them prominent shelf space.  

3) Educate and Energize Your Staff
Great customer service will give your business the edge, especially during the holiday season. When December rolls around all new employees should already know your store, your inventory and your system.  NVC SBDC is hosting a Retail Sales November 12th at to help you get your staff energized for the holiday season. For more information call the SBDC at (707) 253-3210.

4) Harness local Events to Promote Yourself and Your Neighbors.
Make the most out of the local events to bring in the foot traffic and promote your store. Downtown Napa is fortunate to have many seasonal festivities that bring in customers that WANT to spend money.
 
5)  Turn Your Holiday Customers into Life-time Customers
 This season many of your customers will walk into your store for the first time.  Why not give them a reason to come back for Valentine’s Day or Easter? One effective way to build your customer list is to have your Christmas shoppers enter their names and addresses for a special holiday raffle.
    
6)  Don’t give in too soon!
Pace yourself this holiday season. December 24th is not the end of the shopping season. The last week of December brings out bargain hunters and people spending their Christmas cash and gift cards.

7) Take the time to evaluate the season.
When the Christmas Season ends take the time to sit down with your staff and evaluate the successes and failures of the season.  At the same time, take the time to celebrate the successes with your staff.

8)  Plan for Success in 2009!
It is never too early to plan for your success in 2009.  Planning now will help ensure Christmas cash flow throughout the year. Check with the Napa Valley College SBDC for financial and marketing planning assistance or to schedule an Annual Business RX.

9)  Finally, buy local!  As a local business owner support your fellow businesses. Keep our holiday cash and spirit in our community!

Reprinted with permission from the Napa Valley College / Small Business Development Center.