How to Grow Your Business during the Winter Months

  • December 21, 2020
  • Written by : Elizabeth Beall

Growing this year has been tough, regardless of the season. 

With thousands impacted by the pandemic, we’re seeing slowed progress, closures, and financial struggles in many businesses grow, small especially.

Now that the end of the year is here and we’re looking back on 2020 growth. Some of us will either be shocked by the numbers and will find ways to capitalize, and others may be scared by the numbers and want to jumpstart their efforts for the new year. 

That jumpstart begins now — in the winter months. Here is our friendly advice to help grow your business when the weather is not so welcoming:

Make your customers feel warm and welcome

Customer satisfaction weighs so heavily, especially this time of year. Let your customers and guests keep the gifts going. The best gifts of all for a business? Word of mouth and referrals. The better customer service, the more your buyers will talk. It’s as if your customers are doing the [marketing] work for you. 

Little or big, you will feel surprising in nature to what can make a difference in their lives.

The better you make them feel, the more they will want to spread the joy (and awareness) of your business.

If you are a store, try adding a welcome mat, lights, or seasonal decor to make your customers feel more at home. If you are an online business, send a warm email message to send “happy holidays” and be sure to include a holiday deal or discount, which brings us too…

Winter specials and seasonal discounts

Throughout the holidays, every “good shopper” has their eye on the seasonal deals and discounts. With the rise of technology in recent years, e-commerce sales have skyrocketed because of the convenience they can provide.

In 2020, holiday retail sales in the United States were forecast to amount to about 755.3 billion U.S. dollars, which is a substantial rise from the year 2000 amounting to approximately 400 billion U.S. dollars. 

The winter months are the most heavily shopped with shopping occasions such as Black Friday, Small Business Saturday, Cyber Monday (turned into Cyber Week this year), and Super Saturday, plus the major holiday itself, Christmas. On Black Friday alone in 2019, over 114 million U.S. consumers shopped, according to Statista.

Needless to say, consumers are fighting for the deals, while our favorite businesses such as Kroger, Costco, Amazon, and Target are competing for the best price, product, and sales strategy.

If you want to compete in your industry and grow during these months, you’ll have to fight for it too. Whether via social media, advertising, customer satisfaction. You’ll need to come up with a campaign and strategy to sell the right products or services, at the right time, with the right metrics for tracking. Start early by tracking your previous months sales, determining the most and least popular services, and/or analyzing your strategies.

Host an event 

Give your customers a chance to hang out with their favorite business. If you are an athletic company, consider hosting a fun “winter games” for apparel prizes. If you are a mom-and-pop baking company, host a virtual baking day in which you teach your customers how to make something sweet for their family. This touchpoint will really make your customers feel valued.

This also gives you a chance to show appreciation for your employees. “The priority of attendees attending corporate events in 2018 is networking (82%), learning (71%) and entertainment (38%),” and are then measured by attendee satisfaction, according to the Event Manager. Whether you provide your employees the chance to meet new professionals, acquire new skills, or feel happy in the company of work friends, you are showing you care.

As you can see, the point here is to befriend your customers and make them feel warm, happy, and most of all, appreciated during the winter months. This time of the year can bring chaos, carloads of family and friends, and a bit of stress, so whatever you, as a small business, can do to help your customers will be greatly received. 

Amidst the holiday celebrations, we’d like to help you from one family to another. We know this isn’t the most financially stable part of the year, and for that, we’re reaching out a helping hand with funding. Whether you need a line of credit or a term loan to get you through. We’ll be there every step of the way.

Happy Holidays!

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