How to prepare your store for the holiday season

Act early and hire extra staff

As mentioned earlier, the holiday season tends to attract more people to stores and this can sometimes make the store management overwhelmed especially if they are understaffed. Hiring additional staff for the festive period can significantly ease the holiday rush for retail businesses. With more team members, stores can better handle increased foot traffic, ensuring customers receive timely assistance and shorter wait times at checkout, which enhances the shopping experience. Seasonal hires also allow existing staff to focus on specific areas, like stocking and customer service, without being overburdened, reducing burnout and maintaining high morale. 

Additionally, having extra support helps manage inventory efficiently and maintain organised displays, helping stores meet high demand and ensuring a smooth, enjoyable shopping experience for customers during the busy season. As a rule of thumb, the optimal month to hire new employees is around the months of September and October. Within such a timeframe, businesses can have ample time to assess whether they are fit to work or not. 

For instance Aldi has announced that it is looking to hire 3,500 store colleagues in the lead-up to Christmas. Superdrug has also announced the launch of a recruitment drive across its stores nationwide as it gears up for trading during its golden retail quarter. The health and beauty retailer is looking to recruit an additional 1,000 sales assistants to support stores over the festive period, expecting busy shopping periods and high footfall during Black Friday. 

Decorate thoughtfully and on-brand

Christmas decorations and displays are a clever way to create an emotional connection with shoppers, encouraging them to start thinking about their holiday plans and gift lists well before the chaos of December sets in. Starting early also caters to those early bird shoppers who prefer having extra time to plan and prepare. As a result businesses should choose a cohesive theme that aligns with their brand to create an inviting holiday atmosphere. 

Other decor items such as warm LED lights around focal points, entrances, and windows makes the ambiance more festive. Retailers can also install window displays that feature popular products and props, drawing in passersby and setting the tone for the in-store experience. These window displays should also be refreshed weekly to increase engagement. Moreover, staff can also decorate high-traffic areas, including entrances and checkout counters, with small Christmas trees, ornaments, and festive signage. 

Last year, the iconic Fortnum and Mason, in Piccadilly, transformed their famous façade into a gigantic advent calendar, while this year brands such as Selfridges has launched ‘More the Merrier! Christmas at Selfridges’ window display on Oxford Street. Room 1 captures the dynamic movement of its tail, Room 2 centres around its powerful torso, and Room 3 brings the mystique of its many heads.

Optimise store layout for the season

To accommodate holiday crowds, arrange the store for easy navigation and strategic product placement. Position high-demand seasonal items near entrances or main aisles, directing traffic and making holiday shopping easy. Designate a gift section organised by price range or intended recipient, helping customers find the perfect presents. 

Place smaller, low-cost items like stocking stuffers near the checkout for convenient add-on purchases. Remove obstacles and widen aisles to create comfortable pathways, ensuring easy access to different sections. An efficient layout can enhance customer experience, maximise visibility for key products, and reduce congestion, making holiday shopping more enjoyable for everyone.

Stock management and inventory checks

Efficient stock management is crucial during the holiday season. Retailers must analyse past sales data to anticipate demand and order stock accordingly. They must also organise backroom inventory by priority, placing high-demand items within easy reach. Using inventory management software for real-time tracking and labelling products by SKU can also help manage inventory levels more effectively.

In addition, businesses must implement a replenishment schedule to keep popular products available without overstocking, ensuring that items like gift wrap and seasonal treats are always on hand. All these measures can enable store teams to quickly fulfil customer requests, reduce time spent retrieving items and maintain a seamless shopping experience.

Offer holiday promotions

Holiday shopping means customers are looking to buy gifts. During this period, holiday promotions can be a powerful tool for retailers, attracting shoppers and boosting sales. Special discounts, limited-time offers, and bundled deals create a sense of urgency, encouraging customers to make quicker purchasing decisions. 

Promotions can also help businesses move seasonal inventory more efficiently, minimising leftover stock post-holidays. Loyalty programs or exclusive deals for returning customers can increase foot traffic and foster repeat business. Strategic promotions, both online and in-store, can also generate buzz around new products and draw in gift shoppers. 

Develop holiday-themed customer engagement

To enhance the in-store experience retailers can come up with holiday-themed activities and services. Hosting seasonal events, such as gift-wrapping workshops or exclusive shopping hours, are a few ways retailers can attract customers. Store staff can also play holiday music at a moderate volume and consider festive scents like pine or cinnamon to create a warm atmosphere. 

Engaging customers with holiday-themed experiences encourages them to stay longer, shop more, and return for future visits. These small touches not only boost sales but also create a memorable shopping experience.

Post-holiday planning

After the holidays, retailers must be prepared for increased returns and exchanges with a designated area and trained staff. They must plan post-Christmas sales to move excess stock quickly and entice bargain-seekers. This is also the best time for businesses to assess what worked well and what didn’t, including best-selling items, impactful decorations, and any operational challenges. 

Additionally, retailers must document key insights and make notes for future improvements.  With effective post-holiday management, businesses can maximise profits and also gain valuable knowledge for the next season, ensuring continuous improvement.