I’ve always been boggled by the fact that Christmas and New Year’s are so close together; of course, the authors of the Gregorian calendar could hardly have envisioned the exhaustive succession of holiday parties faced by many modern people when they reformed the Julian calendar more than 500 years ago, much less the motivations of marketers to turn profits. Today, Christmas is a veritable feeding frenzy for marketers; and unless you sell party hats and champagne it would seem New Year’s is a lost opportunity in the wake of the biggest spending holiday of the year. Nothing could be further from the truth. Rather than limit your opportunities for New Year’s sales, Christmas actually creates opportunities. You just have to be savvy enough to see them. Which specific opportunities are available to you depends what type of industry you’re in, but consider the following:
- Post-Christmas is prime time for returns. Can you “steal” returns from your competitors by offering better deals or more desirable products and services?
- The last week of the year is the last hurrah for many people who intend to start focusing on life changes. How can you help them with their resolutions?
- Many people give and receive gift cards for Christmas. Can you accept gift card “trade ins” to “steal” competitor business? Or, perhaps offer 10 percent in greater value for competitor gift cards – and do so profitably?
- Many gifts require accessories to fully enjoy. Video game consoles, home entertainment systems, computers, mobile devices, and Blu Ray players, for example. Can you sell those accessories?
- Not everyone celebrates Christmas, but everyone enjoys having fun. Can you reach those who do not celebrate Christmas with a dedicated marketing campaign?
As you can see, New Year’s isn’t too close to Christmas. In fact, it’s one of the better-placed calendar holidays because it’s poised to take advantage of all the opportunities Christmas creates. How can your business take advantage of New Year’s to boost sales?