Gift Giving - 365 Days a Year
So you make 80 percent of your sales during the last two months of the year? Would you like to flatten the peaks and valleys of the gift-purchase business? Do you want to increase your gift sales overall?
You can do it, but it won't happen magically. You've got to be proactive about encouraging customers to use you as a source of year-round gifts. Here's how.
Reasons to Give
For starters, make a list of all the possible reasons your customers give gifts. Then remind customers that you deliver hassle-free gifts for all of these occasions and more.
For "reasons to give" that go beyond the obvious, visit a greeting card store. The greeting card industry has been very successful and creative in encouraging folks to remember friends and family throughout the year. Keep in mind that people give gifts and send greeting cards for the same occasions, events and holidays, and the same sentiments.
You can also create (or uncover) your own unique gift-giving occasions and holidays that are appropriate for your audience. For example, if you sell chocolate, create a special offer: Declare a Chocolate Lovers' Month. There's a good chance that most customers know someone who's a chocoholic (or rose lover or soccer fan or fruit lover) and they would have fun sharing a special gift with chocolate-loving friends.
However, it's up to you to promote the reason to do so. You may also uncover a little known national day of recognition that applies to your market (e.g., National Rose Month, National Poetry Month, etc.).
Remind customers of these "reasons to give" by adding strategically placed "reminder boxes" throughout your catalog or Web site. Place reminders in outgoing shipments, statements, even space ads. The objective is to promote your year-round gift-giving services to both individual and business customers.