Create a survey and invite shoppers and others in your community. Ensure the survey is relevant to them and to your business. Keep it simple. Provide the opportunity for their contact details in return of a small prize opportunity. Note on the survey the opportunity to opt out of future marketing.
Use the survey to find out things you did not know. For example, ask shoppers to rank product licences – this could guide your buying. Ask them to tell you who they purchase gifts for: male / female; age ranges; distance from the town. Ask them to vote for their favourite gift out of ten you include on a voting slip. Ask them to tell you how many cards they currently purchase each year. Ask them to list what they would like to be able to purchase at your shop that they cannot purchase today.
Don’t ask all these questions. Choose a theme for your survey and build questions around that. Genuinely seek to discover things you do not know about your customers and their interests today. The responses should help you in your business planning and product purchasing.
Promote the survey in-store, across the counter and even in letterbox flyers. Pitch is such that locals know you are genuinely interested in their opinions.