It’s crunch time for small businesses to make the most of the year’s busiest shopping days. Each year, small businesses are tasked with finding creative ways to stand out and maximize their seasonal sales. This year presents added hurdles: consumers’ holiday spending is projected to drop by 34%, leading to an $85 billion decline compared to last year, according to the Intuit QuickBooks 2024 Holiday Shopping Report.
Despite this downturn, consumer support for small businesses remains strong: 93% of consumers plan to shop small this season, representing a $76 billion opportunity for small businesses.
If you feel your business is falling behind, there is still time to implement tools and resources to help land sales and attract customers. Here are four last-minute strategies to help you finish the season strong.
Check Your Priority List… and Check It Twice
To make the most of the season’s remaining shopping days and capitalize on the high percentage of consumers looking to shop small, you must have the right strategies to attract their attention. How can your small business turn consumer enthusiasm for shopping small into tangible sales?
Start by zeroing in on your top priorities. Stock up on best-sellers and make sure your most popular inventory is ready to go, both online and in-store. Flash sales and limited-time promotions can drive urgency and help move products quickly. If you’ve had successful marketing campaigns, reuse what has worked in the past.
Don’t overlook your e-commerce site. Make sure it’s running smoothly — test the checkout process, check for glitches, and offer conveniences that shoppers love, like curbside pickup or local delivery.
Stay organized during the final stretch, using tools like project management software, inventory systems, or customer relationship management (CRM) platforms to streamline operations. Accounting tools can also help you track orders, manage inventory, and gain valuable insights to finish the season strong.
Go Beyond Black Friday
When we think of peak shopping days, Black Friday and Cyber Monday typically dominate the headlines. While those days remain popular with shoppers, nearly one in five (18%) consumers plan to do most of their shopping in December.
If you haven’t already, now’s the time to double down on your plans for the moments after Thanksgiving. By diversifying your promotions across Q4, you’ll increase your chances of reaching shoppers when they’re most active. To maximize revenue in December, meet shoppers where they want to be met. Consumers want to hear about seasonal deals and offers from small businesses. More than half (54%) of survey respondents rank targeted emails as their preferred tactic, followed by in-store promotions (40%) and direct mail (33%). Use marketing platforms to reach consumers with personalized messaging. You can even create a shopping day unique to your business and roll out customized incentives for potential shoppers that go beyond mass dates like Black Friday.
Offer Last-Minute Value in Creative Ways
Sometimes, standing out means going beyond the 20% discount. Customers are looking for the best value for their money, which has historically led them to shop at larger retailers that can offer steeper discounts. And while the report found that 64% of shoppers prioritize stores with the best deals, competing on price alone isn’t always feasible for small businesses. Free shipping can also be out of reach for many small business owners struggling to keep costs competitive.
However, your small business can still compete by offering added value and memorable experiences. According to the report, more than half of consumers shop small over big-box retailers because they provide unique and high-quality gifts. Consider leaning into this by offering thoughtful touches like complimentary gift wrapping, which elevates the customer experience but doesn’t cut into your margins. Social media giveaways are another great way to engage your audience and drive traffic. You might also consider small gifts or discounts exclusively for returning customers, making shoppers feel appreciated and ultimately building loyalty.
These creative touches will help set you apart, attract last-minute shoppers, and create a memorable experience that will keep customers coming back long after the holidays.
Leverage AI for Added Convenience
The holidays can be overwhelming for both shoppers and businesses. Consumers are notably seeking ways to take the stress out of holiday shopping. That means they’re taking advantage of new technology like AI-generated wish lists and gift ideas that make holiday shopping easier and more efficient. Nearly 23% of consumers say they plan to use AI to help with holiday shopping and planning this year, especially when finding deals.
Small businesses are also catching on, with 30% planning to leverage AI for targeted email campaigns, predictive analytics, and inventory management during the holidays. These tools can help you personalize marketing efforts, anticipate customer needs, and keep operations running smoothly without extra staff.
If you’re short on time, consider using AI-driven customer support tools like chatbots and virtual assistants to handle inquiries quickly and efficiently. From managing FAQs to recommending products, AI can help you provide a seamless shopping experience and bring back that “merry and bright” feeling of the holiday season.
While the rush of the holidays can be overwhelming for small businesses, finding the best way to adapt your strategies and operations to meet customers where they are will help increase your sales potential. Even if time is short, with an understanding of this year’s consumer shopping trends, you can do what’s needed to stand out and turn holiday enthusiasm into lasting success.
Joseph Black is the Director of Product Management, Accounting, and Commerce at Intuit QuickBooks. He has over 20 years of experience in e-commerce, working at companies like eBay and PayPal to build platforms that help connect consumers and small businesses.
