The holiday season is almost upon us. If your plan is to coast by on the expectation that holiday sales will increase this year, think again. The RBC Canadian Consumer Outlook indicates that Canadians are planning to spend 6% less on holiday gifts, and 10% less on other holiday expenses this year compared to last year. So, what can you do to boost sales this season? Here are four things to keep in mind:

1. This is the time of year when newspapers and bloggers begin to compile holiday shopping lists and gift-giving suggestions for their readers. Reaching out to influential publishers already interested the types of products and services you provide is an excellent way to quickly reach new customers during the holiday season. Need a helping hand writing press releases? We’re here to help!
2. The holidays and the end of the year are also the perfect time to re-introduce yourself to your past customers and to say thank you for their support. Direct mail, although relatively more costly, also creates a larger impact. We all love being thanked in a personal way.
3. Unfortunately, the reality is that consumers have become conditioned to expect sales and discounts during the holiday season. If your business functions in a competitive environment, missing out on participating in holiday promotions means that consumers will flock to your competitors who do. If you expect that dropping prices won’t create enough of an offsetting volume boost, consider other alternatives such as free items with purchase, or designing packaged bundles.
4. Promote the holiday spirit of getting together by collaborating with other entrepreneurs and companies in a cross-promotional effort. You can offer goodies to each other’s newsletter subscribers, or collaborate by creating a co-branded holiday product or bundle.

What strategies have you used to promote your small business during the holiday season?