EXPERT OPINION

The holiday season is upon us, and retailers are already fretting that high unemployment and tight budgets may keep customers away in droves. “It’s a rough year,” admits retail expert Laurel Tielis. “Larger businesses like Wal-Mart are doing well, but you don’t hear about how the independents are doing. The problem is, people think they have to worry about their money, and they’re getting all these ads with Black Friday deals flashing in their faces, so they’re heading to big box stores. Independents don’t have those ad budgets, unfortunately.”

But that doesn’t mean independents can’t stand out in the crowd. “Independents have to be more available to their customers and make the experience of shopping more fun than it is at the mall,” Tielis tells WSAToday.com. “Why not put out a bowl of penny candy? It’s a great thing that people can pick up and pop in their mouths, and it cheers them up. It just makes your store feel more homey and their shopping experience more enjoyable. Definitely consider putting out coffee or hot chocolate, too. I’m a big believer in serving hot beverages, and that’s true all year round. Give customers bottles of water, and they can just grab them and go. A hot beverage forces them to take their time and look around the store. And during the holidays, what can be more inviting or homier than cocoa or hot cider?”

Want to create an even more festive mood? “The holidays are a great time to offer wine, or if you have a men’s store, beer,” Tielis adds. “Men will stay longer if there’s beer available, and you accomplish your goal of getting them in and keeping them in your store long enough to buy something.”

Another way to get the word out about your store is by taking your store to the public. “Create a relationship with a restaurant that serves brunch or an active seniors’ residence, and bring some of your merchandise to them. Even if they don’t buy, it lets them know what kind of merchandise you have, and it gives you a chance to tell them about the other fun products you have back at the store.”

Also consider fun, themed events you can hold in your store. “You could have a Mommy and Me event were Mommy gets a free make-up application and there’s facepainting for the kids.”

Many retailers are likely worried that, with tighter inventories, they may not have enough exciting new product to entice customers. Luckily, it’s as easy as looking around your neighborhood to solve that problem. “Consider a neighborhood block party with other merchants. It allows you to pool your resources and sends a message that you’re part of the community.”

Speaking of community, consider making a connection to local charities. “Here in San Francisco, for every canned food item you bring in to certain stores, you get 1 percent off your purchase. It’s a fun way of getting people involved, letting them feel they’re both giving and getting something and you’re saying you’re a good neighbor, too. It’s also a more subtle way of offering customers a discount instead of shouting it.”

Tielis proposes all of these ideas and more in her new book, “Ka-Ching: How to Ring Up More Sales, available now. "I cover how to merge new and old media, because right now it’s very confusing for people. Retailers are asking, do I need a publicist? Do I need advertising? This is a friendly, small book people can read in the middle of the holiday season and take advantage of right now.”

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