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Panic Saturday, National Cookie Day, And More Important December Dates

Plus a tip for getting more out of your Christmas sales.

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Hand holding Christmas ball

25 One of the biggest advantages a small business has over its corporate rivals is the personal connections its owner can establish with customers. And this year, the coronavirus has stoked a heightened interest in localism and a real desire to support main street retailers affected by the pandemic. In the run-up to CHRISTMAS, add a more personal touch to your communications with customers by sharing an anecdote from your own family’s holiday traditions or stories from past seasonal campaigns that will get customers excited for what you have planned this year.

4 There’s a reason so many successful jewelers hand out freshly baked cookies – the hunger generated by the smell of sweet dough expands into an appetite for other goodies. On NATIONAL COOKIE DAY, get in on the action.

15-29 These are the HALCYON DAYS. All around is chaos. And yet, there you are — a picture of calm, professional control and direction. Visualize it: You, the halcyon, charming the wild holiday seas.

19 PANIC SATURDAY comes six days before Christmas and will likely be one of your biggest shopping days of the year. Steer aggressively. Shoppers at this late hour really just want a sure thing.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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