Category: Marketing; Holiday Marketing

Competing with Amazon and Other Online Retailers: How Your Small Business Can Stand Out

As the holiday shopping season approaches, many small business owners worry about competing with Amazon and other online retailers. The good news is that you don’t have to beat Amazon at its own game.

Instead, focus on what your business can offer that an online retailer often cannot: personal service, local connections, specialized knowledge, and an enjoyable shopping experience. A customer may save a few dollars by shopping online, but many will choose a local business where they find the help and experience they want. The holidays offer a particularly good opportunity to show customers what makes shopping locally worthwhile. Here are some ways to make your business stand out.

Make Shopping Personal

One advantage of shopping in person is the opportunity to get help from someone who understands the product being sold. Small business owners and their employees can get to know customers’ preferences and offer recommendations that make gift shopping easier.

For example, a bookstore owner can help a customer choose a book based on the recipient’s interests. A clothing boutique can offer styling advice, while a specialty food store can put together a gift basket tailored to someone’s tastes.

Retail business owners should train employees to:

  • Learn customers’ preferences.
  • Make recommendations based on individual needs.
  • Remember returning customers and their previous purchases when possible.
  • Suggest complementary products when they would be helpful.
  • Offer gift ideas for people who aren’t sure what to buy.

Create Unique Gift Bundles

Small businesses can encourage holiday purchases by putting together gift packages that customer may not find elsewhere. Bundles featuring locally made products are especially appealing because they introduce shoppers to items they might not discover on their own.

Here are a few ideas to get you started:

  • A handmade pottery mug paired with locally roasted coffee and cookies or muffins from a local bakery.
  • A knitting kit with yarn, patterns, and accessories.
  • A spa package featuring lotions and soaps made by local artisans.
  • A children’s reading bundle featuring books by local authors, along with a stuffed animal or educational activities.

Think about the customers you serve and the products they already enjoy buying from you. A thoughtfully assembled bundle saves shoppers time and gives them an easy gift option. It can also introduce customers to more of your inventory.

Emphasize the Benefits of Shopping Local

Many customers want to support their communities, particularly during the holiday season. Remind customers that their purchases do more than provide a gift. Shopping locally helps support local jobs and keeps more spending in the community.

Social media is a useful way to share what makes your business and its community special. Consider telling stories about:

  • Your company’s history and why you opened the business.
  • Your employees and the people who make your business successful.
  • Your involvement in local events and community activities.
  • The local suppliers and makers whose products you sell.

People may discover your business because they need a gift, but learning about the people behind it can give them another reason to shop with you. These connections are part of what makes an independent business different from a large online retailer.

Offer Convenient Services for Local Customers

Many consumers shop online because they want to save time. Small businesses can compete by making it easy for local customers to shop in the way that works best for them.

Depending on your business and available resources, consider offering:

  • Free local delivery.
  • Curbside pickup.
  • Extended holiday hours.
  • Same-day pickup for in-stock items.
  • Online ordering.
  • Gift-wrapping services.

You don’t have to offer every service on this list. Choose the options your customers are most likely to appreciate and that your business can manage profitably. Even a simple service, such as having an online order ready for pickup, can save a busy customer time while bringing them into contact with your business.

Turn Your Expertise into a Competitive Advantage

Amazon can offer a vast selection of products, but it cannot always provide the personalized guidance customers need to choose the right item. If you have specialized knowledge in your industry, make it part of the value you offer.

For example:

  • Hardware store employees can help customers choose the right tool and explain how to use it.
  • Garden centers can recommend plants suited to a customer’s needs and explain how to care for them.
  • Pet stores can help customers select food and supplies appropriate for their pets.
  • Music stores can guide customers toward instruments and accessories suited to their interests and experience level.

This kind of assistance is especially valuable during the holidays, when shoppers may be buying something unfamiliar for another person. A customer who feels confident about a purchase is less likely to worry about choosing the wrong gift. Make sure your employees know the products you sell and feel comfortable answering common questions. When a customer can get useful advice along with a purchase, your business offers something beyond the product itself.

Create Positive Experiences for Your Customers

A pleasant shopping experience gives people a reason to visit your business rather than shop online. You don’t need an elaborate event or an expensive renovation to make your store feel inviting. Small touches can make customers more comfortable and give them something to remember.

Consider these ideas:

  • Decorate your store for the holidays in a way that complements your merchandise.
  • Offer refreshments and play holiday music during special shopping hours.
  • Demonstrate how to make ornaments, wrap gifts creatively, or prepare holiday dishes.
  • Offer tastings of food products you sell or items from your menu.
  • Host workshops related to your products, such as wreath making, holiday centerpiece design, cookie decorating, or creating family memory books.
  • Provide family-friendly activities, such as photos with Santa, holiday card making, or Christmas carol sing-alongs.

Remember that holiday shopping can be a social activity, too. People often enjoy getting together with family or friends for a meal and then spending an afternoon browsing local shops. A boutique can be a wonderful place to visit together, whether friends are looking for gifts or simply enjoying an outing.

You may also have customers who bring visiting relatives into their favorite local store to show them what’s available in the community. Someone who has never visited your business might come along out of curiosity and discover products they love. An inviting atmosphere and friendly service can turn that first visit into a future customer.

Think about how your business could become part of someone’s holiday plans. A special shopping evening, a small in-store activity, or simply creating a comfortable place to browse can give people a reason to stop in together.

Leverage Social Media Strategically

Small businesses have an opportunity to show the people and stories behind their products on social media. Video is one way to do this because it lets potential customers see products in use and get a feel for your business before visiting.

Rather than focusing only on sales messages, share content that helps people get to know your business and gives them a reason to stop by. Ideas include:

  • Behind-the-scenes looks at your business.
  • Employee spotlights.
  • Customer stories, shared with permission.
  • New arrivals.
  • Holiday gift ideas.
  • Community events and activities.

For example, a boutique could post a short video showing several gift options at different price points. A shop hosting a holiday event could share preparations and invite followers to attend. Consistent posts can keep your business in customers’ minds as they make their holiday plans. They also give people something to share with friends who might enjoy visiting your store.

Collaborate with Other Local Businesses

Instead of trying to attract every customer on your own, look for opportunities to work with neighboring businesses. Partnerships can introduce you to new customers and make shopping locally more appealing.

Here are some possibilities:

  • Joint holiday promotions. Coordinate promotions with nearby businesses so customers have more reasons to shop in your area.
  • Community shopping events. Partner with other businesses to host an evening of extended shopping hours.
  • Cross-promotions. Recommend one another’s businesses through social media, email newsletters, or in-store displays.
  • Combined gift experiences. Create packages featuring products or services from several businesses. One promotion in our community combined a couples’ massage, bath bomb making, and a chocolate tasting.

These partnerships can be particularly effective during the holidays because customers may be looking for an outing rather than a single shopping stop. When businesses work together, they can help make an afternoon or evening out more appealing while introducing customers to places they might not otherwise visit.

Focus on Customer Loyalty, Not Just Holiday Sales

The holiday season is an opportunity to attract new customers, but the relationship doesn’t have to end when the gifts are unwrapped. Someone who discovers your store in December may become a regular customer throughout the year.

Give shoppers simple ways to stay connected with your business:

  • Invite them to join a loyalty program.
  • Encourage them to subscribe to your email newsletter.
  • Ask them to follow your business on social media.

You can also use these channels to share new products, upcoming events, and seasonal offerings after the holidays. The goal is to give customers a reason to think of your business the next time they need something you sell.

Final Thoughts

Amazon will remain a major competitor in online retail, but small businesses have advantages that a large online retailer cannot easily duplicate. Personal service, knowledgeable employees, and a connection to the local community can all make a difference in where customers choose to shop.

This holiday season, look for ways to make shopping with your business worthwhile beyond the products you sell. Help customers find the right gifts, make their visits enjoyable, and give them a reason to bring family and friends through your doors. You may not win every sale on price or convenience, and you don’t need to. By offering something customers value beyond the transaction itself, you can attract new shoppers during the holidays and build relationships that continue long after the season ends.

How to Attract Holiday Shoppers as a Small Business Owner

The holiday season can account for a significant share of annual revenue for many small retailers, artisans, and online sellers. Shoppers are looking for convenience, unique gifts, and enjoyable shopping experiences. With a little creativity and planning, you can attract more customers and increase holiday sales without spending a fortune on marketing.

Whether you operate a storefront, an e-commerce site, or a booth at craft shows and pop-up markets, these affordable ideas can help your business stand out during the holiday season.

Create a Festive First Impression

Storefront Businesses

Your window display may be the first thing shoppers notice as they walk past or drive by your store. A welcoming display can catch their attention and encourage them to come inside. Try these low-cost ideas:

  • Add holiday window clings or festive signage.
  • Use battery-operated lights to highlight displays.
  • Place decorated planters or seasonal decorations near the entrance.
  • Feature popular gift items in the window.
  • Create a simple “Holiday Gift Guide” display with gifts at different price points.

Pop-Up and Craft Show Vendors

Customers often decide within seconds whether to stop at your booth. Make your space inviting and easy to browse with ideas such as:

  • Holiday-themed decorations.
  • Battery-powered string lights.
  • Attractive product groupings by price.
  • Clear signs such as “Gifts Under $25” or “Stocking Stuffers.”

Online Sellers

Your website and social media profiles are your digital storefront. Give them a seasonal update that helps shoppers discover what you offer and find items they want to buy. Consider:

  • Adding seasonal website banners.
  • Updating profile and cover photos on social media.
  • Creating gift collections and holiday shopping categories.
  • Featuring seasonal products on your homepage.

Offer Easy Gift Solutions

Many holiday shoppers are short on time or unsure what to buy. They appreciate suggestions that help them find a suitable gift without spending hours searching. Gift collections can also encourage customers to purchase more than one item and help you sell inventory that has been moving slowly.

Make gift shopping easier by creating:

  • Gift bundles.
  • Curated gift baskets.
  • “Top Picks” collections.
  • Lists of staff favorites.
  • Gift guides organized by recipient, such as teachers, moms, coffee lovers, or pet owners.

Make Shopping Feel Special

You don’t need an expensive event to make shopping enjoyable. Small touches can create a welcoming atmosphere and give customers a reason to visit your business. Try:

  • Offering free gift wrapping with a minimum purchase.
  • Providing complimentary gift tags.
  • Serving hot cocoa or offering holiday candy during special shopping hours.
  • Creating a small holiday photo backdrop where customers can take pictures with family and friends.
  • Staying open later one evening each week.

Encourage Repeat Visits

Simple incentives can encourage customers to return before the holidays end. Consider these options:

  • “Shop Three Times, Get $10 Off.” Customers can present receipts from two previous purchases to receive a discount on their third purchase.
  • Punch cards. Offer a reward based on the number of visits or the amount spent.
  • Bounce-back coupons. Give customers a coupon they can use in January to encourage another visit after the holidays.
  • Gift card bonuses. Offer a small bonus gift card when customers purchase a gift card above a certain amount.

Showcase Local and Handmade Items

Independent businesses have something that big-box stores often cannot offer: a direct connection to the people who make their products and the communities they serve.

If you operate a storefront, consider these ways to attract shoppers while supporting other local businesses:

  • Set aside space for local craftspeople to display and sell their products. Use small signs to identify the creators.
  • Invite a local craftsperson to host a trunk show in your store.
  • Use signs to highlight products made locally or with locally sourced materials.
  • Share your business’s story and explain how shopping with you supports the local community.

Use Social Media Consistently

You don’t need to pay for advertising to increase your visibility. Regular, useful posts can remind customers what you offer and give them reasons to visit or shop online.

Create a social media calendar for the rest of the holiday season. Planning ahead will help you stay consistent when business gets busy. Your posts could include:

  • New arrivals.
  • Gift ideas for different types of shoppers.
  • Customer favorites and testimonials. With permission, share customer videos or photos.
  • Behind-the-scenes looks at your business.
  • Progress on your holiday decorating.
  • Staff recommendations.
  • Demonstrations showing how to use your products.

Encourage Customers to Share Photos and Reviews

Content created by your customers can provide valuable word-of-mouth marketing. When people share pictures of products they’ve purchased or show how they use them, potential customers get a real-life look at what your business offers.

Encourage customers to:

  • Share photos of their purchases.
  • Tag your business in social media posts.
  • Leave reviews.
  • Show how they use your products.

Ask permission before reposting customer photos or other content on your own website or social media accounts.

Partner with Other Local Businesses

Working with other businesses can help you reach new customers without having to carry the entire marketing cost yourself. Consider partnering with businesses whose products or services complement yours.

Ideas include:

  • Cross-promotions.
  • Joint giveaways.
  • Shared holiday events.
  • Passport shopping programs that reward customers for visiting participating businesses.
  • Gift baskets featuring products from several local businesses.

Build an Affordable Holiday Email Campaign

Email remains a cost-effective way to stay in touch with customers and remind them about holiday shopping opportunities. If you already have an email list, use it to share timely information and helpful gift ideas.

Your emails could feature:

  • Holiday gift guides.
  • Weekly featured products.
  • Last-minute gift reminders.
  • Event announcements.
  • Local shopping promotions.
  • Coupons and special offers.

Keep your messages useful and relevant, and make sure customers have agreed to receive your marketing emails.

Create a Reason to Shop Now

Many shoppers wait until the last minute to buy gifts. Timely reminders can encourage customers to shop earlier, when more choices are available. Use email and social media to highlight genuine deadlines, limited inventory, or special offers.

For example, you might use messages such as:

  • “Limited Holiday Inventory.”
  • “Order by December 18 for Christmas Delivery,” if that deadline is accurate.
  • “Only 10 Remaining,” when stock is actually limited.
  • “Holiday Collection Available Through December 24,” if the collection will no longer be available afterward.

Be honest about deadlines and inventory. Customers should be able to trust the information you share.

Sell Gift Cards

Gift cards are convenient for shoppers who aren’t sure what to buy. They also provide your business with revenue now and can bring customers back for future purchases.

Consider offering:

  • Physical gift cards.
  • Digital gift cards.
  • Bonus gift cards, such as a $5 gift card with a $50 purchase.

Before offering a bonus, make sure the cost fits your budget and the promotion is worthwhile for your business.

Use Clear Price Points

Holiday shoppers often have a budget in mind. Make it easier for them to find suitable gifts by grouping products into price ranges and displaying the prices clearly.

For example:

  • Gifts Under $10.
  • Gifts Under $25.
  • Gifts Under $50.
  • Premium Gifts Over $100.

These categories can work in your store, at a craft show, or on your website.

Promote Stocking Stuffers

Small, affordable items can encourage customers to add one more purchase to their shopping bags. They also give shoppers easy options for coworkers, friends, and people who are difficult to buy for.

Depending on what your business sells, stocking stuffer ideas might include:

  • Candles.
  • Soaps.
  • Jewelry.
  • Specialty foods.
  • Accessories.
  • Seasonal decorations.

Display these items near checkout or group them together online to make them easy to find.

Try a “12 Days of Christmas” Promotion

A “12 Days of Christmas” promotion can build excitement without requiring large discounts or an expensive marketing campaign. Feature a different product or offer each day to give customers a reason to check back.

Ideas include:

  • A featured product.
  • A small giveaway.
  • A limited-time bundle.
  • Free shipping on qualifying orders.
  • Bonus loyalty points.

Plan the promotion in advance and choose offers that fit your budget and profit margins.

Thank Your Customers

During a season filled with marketing messages, a sincere thank-you can make your business stand out. Customers who feel appreciated may be more likely to return throughout the year.

Simple ways to show your gratitude include:

  • Handwritten thank-you notes. These can be especially meaningful when you sell higher-priced products or work with a smaller number of customers.
  • Personalized emails. A brief, genuine message can help customers feel that their business matters.
  • Small gifts with a purchase. Choose something affordable that complements what they bought.
  • Public appreciation posts. Thank your customers on social media without sharing personal information or photos unless you have their permission.

Final Thought

You don’t need a large holiday marketing budget to attract shoppers. A welcoming display, helpful gift suggestions, regular communication, and partnerships with other local businesses can help you make the most of the season.

The goal isn’t to outspend larger retailers. It’s to make shopping with your business convenient and worthwhile. By planning ahead and focusing on what your customers need, you can create a better shopping experience and give people more reasons to choose your business during the holidays—and return after the season ends.

Avoid Costly Marketing Mistakes in Your Small Business

Clear marketing is essential for small business success. Your customers must quickly understand what you offer, who it is for, and why it matters. That sounds simple, yet many marketing messages miss the mark. They may fail to clearly identify the product, target the wrong audience, or include confusing wording, poor visuals, or avoidable errors.

Before you launch an advertising campaign, announce a promotion, update your branding, or post on social media, take time to test your message. Doing so ensures your customers receive the message you intend—and helps you avoid costly mistakes.

The recent redesign of Cracker Barrel’s logo provides a powerful example. The updated logo was met with immediate backlash from loyal customers who felt it no longer reflected the brand they loved. The company ultimately scrapped the redesign, resulting in significant financial costs and damage to customer goodwill.

Promotions can also backfire when details are unclear. Years ago, a local radio station offered listeners $20 in exchange for a $1 bill that included the station’s call letters in the serial number. Listeners eagerly lined up the next morning—only to discover the station had intended the offer for the first 100 people, a detail they failed to mention in their advertising. Because the promotion was unclear, the station honored the offer for everyone present, giving away far more money than planned.

Both examples illustrate an important lesson: your marketing message must be clear, accurate, and tested before launch.

Test Your Message Before You Launch

One simple method is the “grandmother test.” Explain your promotion to someone outside your industry. Do they understand it immediately? If they don’t understand it then your message needs refinement.

Another approach is the “100-person test.” Ask yourself: if 100 average customers saw this message, would they understand it? Would it resonate with them? Your customers are not marketing experts—they are everyday people. Your message must be clear, relevant, and easy to understand.

For small business owners, testing can be as simple as sharing your promotion with a few trusted customers before posting it publicly.

Common Marketing Message Mistakes Small Business Owners Should Avoid

Understanding these common mistakes—and learning from real-world examples—can help you create stronger, more effective marketing.

Not fully understanding your customer.
When businesses lose sight of what their customers value most, their marketing can quickly miss the mark. This happened when Cracker Barrel introduced a redesigned logo that replaced the familiar, traditional look their customers loved with a more modern style. Loyal customers felt disconnected from the new image, and the company was forced to reverse course. Your brand should evolve carefully, always keeping your core customer in mind.

Using unclear or overly complex language.
Customers should never have to “work” to understand your message. Industry jargon, clever wording, or overly formal language can confuse customers. Clear, simple language builds confidence and encourages action.

Using a tone that lacks emotion.
Effective marketing connects emotionally. Customers respond when they feel understood, appreciated, or excited. A warm, friendly tone builds connection, while a cold, overly corporate tone can create distance. Your message should reflect the experience customers can expect from your business.

Being too generic.
Messages that try to appeal to everyone often resonate with no one. For example, a promotion designed for busy parents may not appeal to retirees, and a message crafted for teenagers will likely miss older audiences. Tailor your message so your ideal customer immediately recognizes that it is meant for them.

Focusing on features instead of solutions.
Customers are not simply buying products—they are buying solutions. For example, customers do not purchase accounting services because they enjoy financial reports; they purchase them for peace of mind, clarity, and confidence in their business decisions. Your marketing should emphasize the outcome you provide.

Failing to proofread and test.
Many marketing mistakes could be avoided with a simple review. Reading your message out loud or asking a few trusted customers to review it can help identify confusion, missing details, or unintended interpretations before they become costly problems.

Inconsistent branding.
Consistency builds trust. When IHOP temporarily rebranded itself as “IHOb,” customers were confused and wondered whether the company was abandoning its famous pancakes. The company intended to promote its burgers, but the unclear messaging created uncertainty instead. They quickly returned to their original brand. Sudden or unclear changes can weaken customer confidence.

Failing to test before launch.
Even simple testing can prevent costly mistakes. Try the “grandmother test”—would someone outside your industry immediately understand your message? Or share your promotion with a few loyal customers and ask for feedback. These small steps can reveal confusion before your message reaches a wider audience.

Clear, consistent, and customer-focused marketing helps ensure your message builds trust rather than confusion.

Clear Marketing Builds Strong Businesses

Your marketing message shapes how customers see your business. When your message is clear, customers understand your value and are more likely to trust you and make a purchase.

Before launching your next promotion, pause and test your message. Make sure your customers understand it exactly as you intend.

Clear communication is not just good marketing—it is a critical investment in the long-term success of your small business.

Simple Ways to Thank Your Customers This Thanksgiving

As a small business owner, you should always be grateful for the customers you have. Without customers, your business cannot generate revenue—and you won’t stay in business long.

Thanksgiving is a wonderful opportunity to let customers know how much you appreciate their support. It’s also an ideal time to reconnect with customers who have not visited your business recently. A recent study showed that it costs five times more to acquire a new customer than to re-engage a former one.

It doesn’t take a large financial investment to make customers feel valued. Whether you operate a retail shop, hospitality business, service business, or professional service firm, take a moment before the holiday rush begins to thank your customers for trusting you to meet their needs.

Treat Your Customers with Respect

Showing respect and courtesy is a free and powerful way to demonstrate appreciation.
• Warmly welcome customers into your establishment, making yourself available without being pushy.
• Address customers by name whenever possible.
• Be punctual for appointments, whether they come to you or you travel to them.
• When the transaction is complete, thank them sincerely for their business.

Retail Business Appreciation Ideas

If you own a retail shop, use a customer management system to gather contact information and track your best customers. Here are some low-cost but meaningful ways to show appreciation:

• Host a holiday customer appreciation open house. Send postcards or emails inviting customers to the event. Offer a special discount or small token of appreciation to those who bring the invitation. Provide refreshments and play holiday music to create a festive atmosphere.
• Hold “invitation-only” events. Invite your best customers—and lapsed customers—to a special shopping experience with refreshments and personal attention.
• Offer early-access or after-hours shopping. Open early or stay open late so invited guests can shop new merchandise first.
• Host a vendor trunk show exclusively for your top customers.
• Send handwritten thank-you notes with a gift certificate or discount coupon to encourage holiday shopping.
• Email your best customers with holiday hours and special event information. Include a short video thanking them for their support.
• Give a small holiday gift with purchase—such as a branded mug, tote, or calendar.
• Restaurants: Email loyalty members early with holiday menus and catering options. Encourage them to enjoy a relaxing meal during the busy season and include a coupon for a free appetizer or dessert on their next visit.

Service Business Appreciation Ideas

Service-based businesses—serving individuals or other businesses—often find it easier to track their best customers due to scheduled appointments and invoicing. Consider:

• Handwritten notes or appreciative emails. Thank customers for their loyalty and include reminders if they are due for service. Add a free upgrade or discount for their next appointment.
• Send inexpensive branded gifts your customers will use—such as magnetic recipe calendars, pens, chip clips, or keychains. These items keep your business top-of-mind.
• Provide valuable tips via email such as lawn care, HVAC maintenance, money-saving ideas, or holiday travel advice.
• Deliver gift baskets to high-value business clients—options include fruit baskets, snacks, chocolates, or coffee assortments.
• Host a holiday lunch or dinner for business customers as a gesture of appreciation.
• Make a charitable donation on behalf of your customers. Send a card or ecard thanking them and letting them know their patronage helped your business give back.

You should be thankful for your customers all year long. Make it a habit to express your appreciation regularly. However, Thanksgiving is an especially meaningful time to let customers know how much their support matters. These ideas can help you communicate gratitude in simple but impactful ways. Please share additional ideas you’ve used in the comments.

“We always thank God for all of you and continually mention you in our prayers.” —1 Thessalonians 1:2

Strengthen Customer Loyalty Through Holiday Experiences

As a small business owner, it’s important that your customers feel connected to you—especially during the holiday season.

A genuine connection builds loyalty and encourages customers to choose your business over competitors. Two meaningful ways to build that connection are by giving back to your community and creating memorable experiences that engage your customers.

Give Back to Your Community

Sharing your blessings with those in need shows customers that your business cares about others. Many consumers today prefer to spend their money with companies that support meaningful causes. Here are some ways your business can give back this season:

Partner with local charities or food banks. Collect donations from customers and staff for organizations such as:

  • Toys for Tots—set up a collection box for toy donations.
    • Salvation Army Angel Tree—host an angel tag tree and accept gift drop-offs.
    • Samaritan’s Purse Operation Christmas Child—be a shoebox drop-off location.
    • Your local food bank—gather canned goods and other non-perishable items.

Donate a percentage of holiday profits.

  • Allow customers to choose which charity their purchase supports.
  • Partner with multiple nonprofits to appeal to a wider audience—such as a food bank, animal shelter, Make-a-Wish Foundation, or veterans’ organization.

Partner with nonprofits to provide hands-on service.

  • Team up with a local salon to provide free haircuts at a senior living center.
  • Partner with a disability support organization to host an accessible shopping day, with staff on hand to assist shoppers.
  • Offer free oil changes or car repairs for women living in shelters.

Volunteer together as a team.

  • Close your business for a few hours and volunteer as a group. You might host a holiday party for residents of a women’s shelter, wrap gifts for senior citizens, serve meals at a local soup kitchen, or deliver baked treats to police and fire departments. Volunteering as a team strengthens your workplace culture, boosts morale, and shows your customers that your business genuinely cares about the community.

Create Holiday Experiences

Festive events and experiences encourage customers to visit your business, linger longer, and connect on a personal level.

Host a Holiday Open House.
Many downtown districts hold open houses in November. Create an inviting, festive atmosphere with refreshments, music, and holiday décor. Offer exclusive open house deals or early-bird specials. If your business provides services, consider hosting an open house that also supports a local charity—guests could bring items or donations for a good cause.

Feature Local Artists or Makers.
Partner with local creators to showcase their work in your space.

  • A salon could host a jewelry maker or a permanent makeup artist.
  • A restaurant could feature local artisans in the lobby.
  • A retail shop could hold a trunk show with a vendor.

Host Customer Events.

  • Take photos with Santa or offer a festive photo backdrop.
  • Set up a cookie-decorating or ornament-making station.
  • Offer craft nights or centerpiece-making demonstrations.
  • Host game nights such as holiday bingo or trivia, with small prizes.

Hold Holiday Contests.

  • Run a children’s coloring contest with age-based prizes.
  • Offer daily giveaways for loyalty members.
  • Have a candy-jar guessing contest.
  • Reward customers who post reviews or engage on social media.
  • Post funny holiday photos and let followers caption them for prizes.

Wrapping Up

These ideas can help you connect with customers and strengthen relationships during the holiday season. Start planning your special events and charitable activities now, and you’ll create meaningful memories that keep your customers coming back all year long.

What are some ways your business engages with customers during the holidays? Share your ideas in the comments!

TOP HOLIDAY GIFTS FOR 2025: What Shoppers are Buying this Season

Whether you operate a retail store, a hospitality business, or a service-based company, it’s helpful to know what shoppers are buying and what gift recipients are wishing for as you plan your inventory and holiday promotions. This year, gift-givers are looking for items that are functional, meaningful, or provide a memorable experience.

Here are some of the most in-demand gifts for the 2025 season—spanning a wide range of price points—to help you curate options that appeal to all types of shoppers.

Technology and Gadgets

  • Smartwatch bands
  • Bluetooth device trackers
  • Wireless charging stations
  • Fitness trackers
  • Drones
  • Smartwatches
  • 3D printers
  • Virtual reality headsets

Pampering Gifts

  • Scented candles, especially those that enhance décor
  • Cuddle blankets
  • Quilted sweatshirts
  • Smart mugs
  • Fragrance mist bundles
  • Trade coffee subscriptions
  • Back and neck massagers
  • Towel warmers

Toys for Little Kids

  • Squishmallows
  • LEGO Botanicals
  • Melissa & Doug Simmer & Stir Play Set
  • Play-Doh Barbie Fashion Show Sets
  • 3D printing pens
  • Fisher-Price 4-in-1 Activity Table
  • Robotic pets
  • Interactive furReal stuffed animals

Toys for Big Kids and Adults

  • Magnetic dartboards
  • Glow-in-the-dark basketballs
  • Tetris™ Micro Player Console
  • Vinyl record players
  • Wireless gaming keyboards
  • AirPods
  • Portable Bluetooth speakers
  • Nintendo Switch 2

Culinary Gifts

  • Zester/grater
  • Instant-read thermometer
  • Spice grinder
  • Pasta machine
  • Mini food processor
  • Sous vide cooker
  • Blue carbon steel wok
  • Outdoor pizza oven

Gifts for Senior Citizens

  • Large-print puzzle books
  • Streaming service subscriptions
  • Memory foam slippers
  • Pampering gift baskets with lotions, lip balm, and bath salts
  • Gourmet snack boxes
  • Heated throw blankets
  • Touch lamps
  • Robot vacuums

Gifts for Travelers

  • Airplane phone holder
  • Airplane foot hammock
  • International travel plug adapter
  • Travel organizer for electronics
  • Portable espresso maker
  • Silk pajamas
  • Smart swim goggles
  • Leather deluxe travel bag

Unique Experiences and Luxury Gifts

  • Behind-the-scenes tours
  • Private tasting parties
  • Hot air balloon rides
  • Deluxe spa packages for couples
  • Exclusive beach dinners
  • Private cooking demonstrations by chefs
  • Therabody Smart Goggles
  • “Live Like a Legend” luxury travel package

As you prepare for the holiday season, offer gifts across a wide range of price points. Most shoppers will be looking for value, while others will be seeking one-of-a-kind experiences and luxury items for their loved ones. Make sure your staff is knowledgeable and ready to help customers make confident, informed purchasing decisions this season.

Attract Holiday Shoppers Online and In-Store

If you want a successful holiday season, your first task is to attract shoppers to your business. You can do this by creating enticing marketing promotions, decorating your store or website to capture attention, and offering a warm, welcoming atmosphere once customers arrive. Here are some creative ideas to help you draw in potential shoppers this season.

Brick-and-Mortar Retail Stores

  • Design eye-catching window displays. Use creative holiday décor—especially pieces that include movement—to attract attention. Feature new or seasonal merchandise and rotate displays every week or two to keep things fresh.
  • Showcase your bestsellers. Include a “Christmas Wish List” in your window with products ranging from your most affordable to your premium items to show that you have gifts for every budget.
  • Add digital displays. Use a small screen or slideshow to highlight featured products and inform potential customers of your inventory even when your store is closed.
  • Create a festive atmosphere. Holiday music and simple refreshments—such as hot cider, coffee, or cookies—encourage shoppers to linger.
  • Offer samples. If you sell food products, let customers taste-test items before buying.
  • Provide seating. A comfortable spot for companions of shoppers can extend how long customers browse.
  • Host exclusive experiences. Reward loyal customers with special early-access shopping events or trunk shows.
  • Plan special appearances. Invite Santa or a local musician to entertain shoppers and bring in more foot traffic.
  • Provide gift-wrapping services. Partner with a local school or club to offer gift wrapping as a fundraiser.
  • Give back. Donate a portion of profits to a local charity and promote this partnership in your advertising and in-store signage.
  • Highlight local products. Share the stories of your local suppliers with framed displays or flyers near their merchandise.

Restaurants

  • Offer limited-time holiday menus with festive entrées, desserts, and beverages.
  • Collaborate with nearby businesses. Partner with local retailers to host early shopping breakfasts or special dining-and-shopping packages.
  • Support local artisans. Allow artists or craftspeople to display and sell their items in your waiting area.
  • Create relaxation packages. Partner with a nearby spa for a “break from the holiday hustle” special, or offer a couples’ package that includes a massage or carriage ride.
  • Offer holiday catering or “take-and-heat” meals for customers who want festive food without the work.
  • Host themed events. Plan fun nights like “Ugly Sweater Night” or “Grinch Night,” and reward participants with a free appetizer or dessert.
  • Give back to the community. Support toy drives or local charities and reward customers who participate with discounts or free items.
  • Feature live entertainment. Invite local musicians or choir groups to perform during the season.

Online Shopping Sites

  • Run strategic promotions. Announce limited-time offers on your social media platforms and create urgency with countdowns or flash sales.
  • Engage your customers. Use email campaigns to promote new products and upcoming specials.
  • Add festive website elements. Incorporate holiday-themed banners, animations, or gentle falling snow to create a seasonal feel that keeps shoppers on your site longer.
  • Simplify purchasing. Offer free shipping, easy returns, and multiple payment options—including digital wallets—to reduce purchase hesitation.
  • Bundle gifts. Create curated gift sets and lists organized by price point, recipient, or interest.
  • Encourage return visits. Send special discounts to first-time buyers or reminders to customers who left items in their cart.

Final Thoughts

These strategies can help attract shoppers to your store, restaurant, or website—and keep them engaged once they arrive. Be creative, offer variety, and maintain a welcoming atmosphere. When your business feels festive and customer-focused, you’ll not only increase holiday sales but also build long-term loyalty that lasts well beyond the season.