Skipping the Ho,Ho,Ho Could Mean Higher Profits for Small Businesses
Black Enterprise Magazine September/October 2018 Issue

Skipping the Ho,Ho,Ho could mean higher profits for Small BusinessesHoliday time usually means lights, a tree and Christmas music playing in most stores. But some small businesses are finding that not getting into the holiday spirit can mean happier customers and higher profits.

“The biggest challenge any retailer has is trying to anticipate what type of atmosphere in their stores is going to resonate with their customers,” said Paul Beaumont, director of retail consulting for PricewaterhouseCoopers in an interview with TheStar. Beaumont stressed the importance of listening to consumer feedback.

While it may be custom to have an over the top festive environment inside a place of business, owners should be subtle with their holiday celebrations and decorations. Some experts suggest experimenting with not playing holiday music, as one business owner did.

“Last year we didn’t play any,” says Elana White, owner of Outer Layer, a gift store. “Customers appreciate it because you hear it everywhere you go, so it makes (our store) a breath of fresh air.”

Her store did have a holiday display in its front window.

Read More: The Star


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