Charlotte Broadbent, UK general manager at Faire, shares her top tips for independent retailers to get ahead of the festive rush.

 

The so-called ‘golden quarter’ is now well and truly upon us, and while there’s no denying the ease and convenience that comes with buying from the biggest chains and online giants, there are also countless opportunities for independent retailers to stand out and seize their fair share of the Christmas market.

After all, indie retailers have the agility, creativity, and local connections to truly sparkle this season. And Christmas is a great time to connect with your community, show what makes your shop special, and provide customers with unique products and personalised services that they won’t find anywhere else.

Preparing early, offering something unique, and engaging with customers in meaningful and memorable ways, will not only attract Christmas shoppers but also build lasting customer relationships. So, here are five ways to ensure your store is the go-to shopping destination this Christmas.

Start your preparation early but stay agile

Most retailers will have begun their winter preparations well in advance and by sourcing products early, you can avoid any last-minute stress and ensure a well-stocked inventory. But at the same time, staying agile and making last-minute decisions on products and pricing based on changing customer demands will give you a huge advantage over bigger retailers who can only buy months ahead and sometimes be forced to steeply discount their product range if they don’t sell.

Offer unique and personalised gifts

In a market saturated with mass-produced goods, differentiation is going to be key for shoppers focused on discovering unique gifts for their friends and family. Consider curating a selection of limited-edition products, artisanal collections, and exclusive gift bundles that your customers know they won’t find in the biggest stores or online shops. And you can go one step further, as gift shop Not Another Bunch Of Flowers does, by allowing shoppers to design their own festive hampers and gift boxes with a selection of box designs and decorations, and a range of handpicked gifts. Providing complimentary gift wrapping will also add an extra layer of memorable customer service.

 

 

Create an inviting festive atmosphere

An enchanting in-store atmosphere and vibrant festive displays can help draw in customers sooner, extending the shopping season and encouraging repeat visits. Decorate your shop with colourful decorations to guarantee catching the eyes of passersby, enhance the customer experience, and generate invaluable word-of-mouth promotion. If you’re lucky enough to have a storefront with windows as large as clothing and giftware boutique The Thrifty Stylist, consider following its lead by creating eclectic Christmas displays that showcase the very best of your product ranges.

 

 

Engage customers with interactive events

Hosting seasonal workshops and events that tap into the preferences of your local community will help to put your shop on the map. For example, offer workshops where people can design and create their own Christmas wreaths using fresh and dried materials or run evening events with complimentary mulled wine and mince pies to create a cosy, festive atmosphere for customers to complete their gift shopping. Fond Shop Lymm, the winner of a competition we ran to award new shop owners £5,000 to spend on Faire, will be hosting these kinds of Christmas shopping sessions at the end of November. You could even consider teaming up with other independent shops in your community on events to showcase the best places to shop local this Christmas.

Embrace value-based consumerism and community engagement

I love Forget Me Not And Green’s range of eco-friendly, Fairtrade products because they really appeal to today’s consumers who are looking for more sustainable gifts. Sourcing more products from independent British brands not only supports your fellow small businesses whilst saving on shipping costs and currency fluctuations, but also ensures you’re adding unique and high-quality items to your shelves that will resonate with customers after something special and more ethically sourced.

 

 

Meanwhile, Bellwood Lifestyle Store supports local charities through a ‘Give Back Friday’ initiative, where it donates a percentage of sales each week and also donates products to its local foodbank. This is another great way of showing that your business cares about more than just profits and will help to strengthen those important community ties.