For retailers, holidays bring vast opportunities for promotions, special offers and reasons for people to shop. Not just in November and December for the Holiday Season, but also Presidents Day, July 4th, back-to-school, Labor Day and so on.
Despite the convenience of online shopping, consumers are attracted to shopping in-store to get into the spirit of the season – whether it’s the start of summer, football season or Halloween.
The NRF, National Retail Federation, says the top U.S. consumer spending events are:
1. Back-to-College 2024 average spend: $1,300
2. Back-to-School 2024 average spend: $874
3. Winter Holidays Gifts and Celebrations 2023 average spend: $874
4. Mother’s Day 2024 average spend: $254
5. Father’s Day 2024 average spend: $189
Those dollar amounts are inspiring, and retailers can make the shopping experience more enticing, educational and entertaining.
For example, physical locations offer full sensory experiences that online shopping can’t replicate. From in-store music that evokes an upcoming holiday or season to digital screens and signage, retailers can fill their environments with appealing sights and sounds. Through tempting “try before you buy” product sampling, shoppers can get all the feels, smells and sensations that only an in-store, tangible experience can provide.
In addition to tasting, touching and testing products, being in-store allows shoppers to talk to sales associates. Consumers can hear origin stories and learn about the unique value of products and the items being promoted. Sales associates can act as extensions of the brand, providing how-to’s and tips for using products to their full potential, complementary add-ons, cost savings and more. Audio can be a very interactive tool for incorporating contests, inviting shoppers to take polls and offering exclusive deals. With two-thirds of purchasing decisions made in-store, audio advertising and messaging can create impulse buying and boost sales.
“Third spaces” are considered the anchors of communities, where people gather to relax with friends and make new acquaintances. Where our homes are the “first space” and work our “second space,” third spaces are generally cafes, gyms, parks, libraries, churches, bookstores and clubs.
Stores can become a third space for your target audiences by creating events and activities that generate excitement for fans of specific brands and foster community engagement. Connect with local organizers to present classes, workshops and lectures, author readings and charitable partnerships for fundraising. Work with CPGs to create a pop-up within the store spotlighting the season and key holidays.
A store event with a football tailgating party theme could include a grill master providing barbecue tips, complete with a chili recipe contest and sweepstakes to win a cooler filled with Coca-Cola products. Your store could become a favorite meetup place with rotating themed events catering to holidays and popular seasonal activities.
By hyping holidays and special seasons, you can drive consumers to shop in-store and get a taste of the full sensory experience. Creating a fun, exciting environment will keep them engaged and continue coming back!
LeeAnn Taylor is Vice President at Ephex, the experts delivering in-store retail strategies and advertising innovations to grow shopper baskets. LeeAnn brings 20+ years of expertise in operations management and sales, particularly in the grocery and communications sectors. Learn more at Ephex.com.