Too often, retailers are driven by seasons, obsessed by seasons. Everyone hops in the one boat to focus on the one calendar event. While I understand that, I also see it as a missed opportunity.
In my shops we play more outside of the major season focus, often creating local seasonal opportunities of our own. This works because we have no competition and because we do it with minimal or no capital outlay.
This is on my mind today as we are between Valentine’s Day and Easter. Smart retailers have one or two mini seasons or focuses running right now as being up now with easter is too early. These same smart retailers will, during Easter, have at least one other local ‘season’; or focus running, to broader the appeal of the shop to passers by and on social media.
The less we follow the heard and the more we engage with unique opportunities the broader the potential of our reach.
What minor seasons or focuses to you engage? … this is 100% up to you, the products you have, your local area, your interests.