Larry Lucas has been a familiar face on the AmericasMart campus since the 1970s. Lucas recently retired from his eponymous showroom, Larry Lucas, Inc. after nearly 40 years. Prior to his wholesale career, Lucas owned a successful 10,000-square-foot gift and floral shop in Sandy Springs, Ga. He will periodically share his expertise with us on the AmericasMart blog.
With the holidays quickly approaching, get your business and customers in the spirit by hosting a seasonal open house. This can be something as simple as snacks and beverages during the day or a great sale after hours. This is an opportunity for you to thank your customers for their business, as well as successfully gain new customers for the holiday season and months following.
Planning an event around the holidays can be stressful. With new merchandise coming in, busy store hours and even busier customers, it can be hard to find the right time. Planning in November with Thanksgiving approaching is a great time. Christmas shopping is on the customer’s mind and it will help them begin planning early, without worrying about other holiday events. Sunday evenings work well for events such as these with shoppers already around town after morning events or breakfast.
SET YOUR THEME
Set a fun theme as the basis for your event, such as a classic Christmas song like ‘White Christmas.’ Carry the theme throughout your in-store decorations, window decorations or food items. Don’t forget the holiday music! This is a great idea to help get customers in the mindset of the holidays while shopping.
INVITE PARTICIPATING GUESTS
Invite other vendors to participate in your open house, overall attracting more guests to the event. Contact your favorite local photographer to document the event or set around a few Polaroid cameras for customers to use on their own. You can use the photos on your social media accounts to promote your event for years to come. Looking for something for the kids? Invite Santa and his helpers and have your photographer there to take photos as needed. These can be sold through packaging deals and will make great gifts for parents.
Collaborate with local caterers, bakeries or cooks to offer refreshments at your event. Donated samples of their items offer a chance for them to promote themselves and sell items if they choose to do so. If local customers have cookbooks, welcome them to bring a few samples made from their book and offer them the chance to sell their cookbook in store during the event. You can have signs made to promote the event or advertise your event on social media and include the local food options that will be available.
CREATE AN INVITE LIST
Check out your customer email list for a start on creating the invitation list. Of course, all customers and the public passing by will be welcome to your event, but getting the word out ahead of time will be essential. Send invitations via email or through traditional mail to whomever you have information for. Reaching out to men will be helpful on their end, as well. Let them know that employees will be available for any shopping assistance they may need.
Here are a few other helpful tips for planning and organizing your seasonal open house event. We recommend not trying to gift wrap that day, as the store will be busy and require attention. Instead, offer a redeemable ticket for them to come back the following week to have their gifts wrapped. This will give them the chance to return to the store for a less crowded, more personable experience. Not only is a seasonal open house event a great way to draw in more business, but it also sets you apart from other businesses around town. It gives you the opportunity to get the store decorated prior to the holidays and see what pieces in your store sold well, giving you enough time to reorder before the holiday season really begins.
The holidays are such a fun time for business owners, so why not share some of the fun with your customers?