Advice for retailers on navigating the Winter “valley of death”
Mother’s Day has almost passed and another tradition begins, the valley of death for too many retailers. I’ve call June, July, and August the “Valley of Death” for small retail businesses for years. These three months lack a major seasonal peak. There is no Easter, Mother’s Day, or Father’s Day to drive organic foot traffic.
The quiet of winter is not new information. We know it happens every year. However, knowing it is coming is different from being prepared for it. This period is where businesses either thrive or struggle. You still have rent to pay. Your staff costs remain. Overheads do not stop just because the shop is quiet.
In a new short video from me (https://youtu.be/-Zf6L4EtlZ8), I discuss how to stay proactive during this desert. You can watch it here:
Which Retailers are at Most Risk During the “Valley of Death”?
Retailers who rely own the major seasons (Christmas, Valentine’s Day, Mother’s Day and Father’s Day) are the ones at most risk, the retailers who rely on these seasons to bring people through the door. Think gift shops and home decor shops that don’t stand for something outside of the seasons. Okay, some of these retailers will say they do stand for something, only shopper traffic can prove that.
Another way to consider this question is through listening to the retailers who complain the most about how slow business is after Mother’s Day. They are the retailers at risk IMHO.
While it may come off as offensive, if a retailer complains about how quiet trade is, ask what they are doing about it. They can fix it, it may take some time and creativity is all.
Stop the “Busy Season” Hangover: How to Attract Shoppers to Your Shop When It’s Quiet
It is tempting to relax after a busy season. You might feel you deserve a break. However, retail requires constant momentum. You must have a plan to lift traffic to your store and your website.
Fresh Eyes, Fresh Shop
Your front window must be your best asset. Change it every week. At a minimum, change it every fortnight. The front third of your shop needs a regular refresh. Customers looking through the door should see something different every time they pass.
The Power of Simple Events
Many retailers avoid events because they seem like hard work. Do not let laziness dictate your success. Events do not need to be complex or expensive.
Consider a “favourite greeting card” wall. Ask customers to bring in a card they have kept for years. This shows the emotional value of physical cards. It highlights the difference between a card and a text message.
Alternatively, try a “colour block” event. Choose a bright colour like orange or yellow. Group every product of that colour in a front-of-store display. Partner with a local bakery for themed cupcakes. It is a simple way to bring vibrancy to a grey winter day. This idea is easy to implement and a favourite because each time I do the colour block I discover things, and my customer do too.
Taking Action Now
Plan the next three months. Run an event every two or three weeks. Give locals a reason to visit. A vibrant shop is a successful shop. Do not get stuck in the valley. Take action today to ensure your business remains viable and engaging.
Or Play the Victim
I know of retailers who will complain through winter, about how quiet it is, how tough things are. If they put as much energy into working on attracting people to their shop as they complain it’s possible they’d have nothing to complain about.
We all get to make a choice this winter. My advice is that you make the choice to do some things you have never done before. My hope is that these things help you achieve good results for your business that excite you.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative independent retailers, including newsagents, who continuously evolve their businesses to be enjoyable, relevant and successful. You can reach him on mark@newsxpress.com.au or 0418 321 338.