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Manager's To Do

Planning Holiday Work Flow, Updating Online Listings, And More Manager’s To-Do Items For November

It’s also a great time to cross-promote via coupons with a nearby business.




Steven Goldfarb

Nov 1-7

STAFF Humans are cyclical creatures, not robots. Plan work flows to keep staff fresh, healthy and motivated over the holiday period. That can include hiring extra help if needed, incorporating down time, and devising sales games, as well as springing for some occasional treats.

CIVIC DUTY Go vote. Be sure your employees will have time to go, too.

RETURNS Take a tip from Mark Snyder, owner of Snyder Jewelers in Weymouth, MA, and extend your normal return policy for holiday purchases to Jan. 30, so early shoppers don’t need to worry about buying a gift that can’t be exchanged.


Nov 8-14

INVENTORY Call around to well-connected vendors to find out what they think will be hot this year in terms of holiday season trends.

OPERATIONS Update your local pages on Google, Facebook and elsewhere to ensure they reflect any changed store hours or other special services over the holiday season. Add terms such as “holiday hours” and “holiday sales” to your meta descriptions to give your web pages a better chance of ranking above those of the competition.

DISPLAY Identify old stock you wish to clear and give your sales team a sense of ownership by brainstorming new ways to redisplay your merchandise and organize your shelves. Can you add a different chain? Attach a fresh ticket? Review your results and strategies every day.

OFFICE Does your office’s phone system offer two-way texting capabilities? If not, investigate some options. It’s the way many people prefer to communicate these days.

Nov 15-21

ONLINE Shane O’Neill, VP of Fruchtman Marketing, suggests curating a selection of holiday gifts to populate your website. “Focus on products under $500 and push those hard on your social channels. Allow for purchase on your website.”


MERCHANDISING Create and lay out your first holiday display window. If you’re not sure it’s right, leave the elements in the back room for a couple of days and then decide.

MARKETING ’Tis the season … to cross-promote. Have a store nearby that offers a compatible product — fashion, silverware, accessories — drop your store’s coupon into each customer’s shopping bag. (And do the same for them.)

MARKETING Not looking forward to writing and mailing hundreds of Christmas cards, but still want to send something personal? A service like might be the answer. You simply log on, choose a card, write your message and hit send. SendOutCards prints it, stuffs it and mails it, all for less than a greeting card at the store.

Nov 22-28

SECURITY Call a meeting to go over security procedures and reinforce basics like keeping showcases locked, showing one item at a time, not turning your back when customers are holding product, or letting customers roam unwatched in the store.

MARKETING Send gift certificates to the top 5-10 percent of your customers from the past few years. Include a handwritten personal note.

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



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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