Your 12-Month Retail Calendar: How to Make the Most of Seasonal Sales All Year Long
CHAPTER 7   2 MIN

Making the Most of Slow Seasons

Though the slow season isn’t busy, that doesn’t mean that there’s no work to be done. The most successful retailers know that the slow season, however short, is time to ramp up internally to improve your store and your brand.

Here are four key things to focus on to make the most of slow seasons:
1. Sell more products: You have a whole retail fiscal calendar listed above that details which products consumers are looking for and when. Time your seasonal merchandising strategy (both full price and clearance sales) accordingly.

2. Market your store and find new customers: Tap into your most loyal customers for word-of-mouth marketing campaigns to get your store in front of new audiences. Based on the data from your busy season, run targeted ad campaigns to build brand awareness.

3. Get employees up to speed: Your staff has survived a hectic season, so now it’s time to congratulate them and work on employee morale. Express your gratitude for their hard work and commitment. Through your post-mortem process, you’ll be able to identify the opportunities to incorporate additional training.

4. Plan for the future: Again, your post-mortem analysis will reveal where your successes and missteps were for the season. These insights should inform your business planning for the next season and entire fiscal year, in fact. Remember, knowledge is only power if you use it.
NEXT CHAPTER   2 MIN
8.  Take Action: Improve the Seasonal Shopping Experience at Your Store