Tips to Prepare for the Holiday Season and Maximize Customer Reach

Your Halloween decorations might still be up, but your customers are already thinking about Christmas. Studies show that 42% of consumers buy holiday gifts before December, while only 20% wait until mid- to late December to start shopping. People are increasingly creating lists and buying items ahead of time so they don’t have to worry about shipping deadlines, packed parking lots, and other last-minute hassles.

If your business caters to Christmas customers, now is the time to get your store in order and make sure your online presence is where it needs to be. Your goal is to reach as many customers as possible and win them over over the next two months. By taking steps today to prepare for the holidays, you can win people over as soon as they start shopping.

Here are a few best practices to keep in mind, along with ways to learn more about marketing your business this winter and beyond. 

1. Research Your Competition 

Planning for the holiday season doesn’t have to be expensive or time-consuming. Start with the free SizeUp Small Business tools offered by the York County Development Corporation (YCDC). These tools can help you better understand your target audiences and how to market to them this winter. The data insights also make it easy to research your competition and understand who else your customers might be buying from over the next few months.

SizeUp allows you to focus on data-driven decision-making. Start with your experience, layer in the data, and you can gain clear insights and brainstorm ways to make your messaging stand out. 

2. Don’t Put All Your Eggs Into the E-Commerce Basket 

E-commerce is a boon for rural communities, enabling business owners to reach customers nationwide without ever leaving York County. However, companies might not want to rely entirely on online shoppers this year.

Studies show that younger buyers prefer the in-store experience. One report found that 69% of Gen Z consumers (currently ages 14- 29) would rather buy items in-store. Other generations are increasingly returning to brick-and-mortar locations because of AI fatigue. Consumers don’t feel they can touch online products and would rather physically hold items and try them on before buying.

York County stores can prepare for this by ensuring their physical locations have enough in stock to support shoppers. In-store consumers don’t want to be directed to websites; if they did, they wouldn’t have left home in the first place. 

3. Create a Social Media Posting Plan

Nearly 60% of Americans get their news from social media, which means companies need to be active on platforms like Facebook, Instagram, and TikTok to reach buyers. Now is the time to create a content calendar for November and December to invite customers to view and purchase your products.

There are two things to remember as you head into the holiday shopping season. First, consumers view social media as a customer service channel and expect responses. Brands cannot just set and forget their posts. Set aside time to respond to messages, reply to comments, and engage in online discussions with customers. This is a great way to turn curious shoppers into buyers.

The next trend covers generative AI. While more brands than ever are turning to AI tools for copywriting, design, and scheduling, customers are increasingly turned off. One study found that half of consumers prefer to give their business to brands that don’t use generative AI.

AI tools can be wonderful for scheduling, but your brand trust can be hurt by AI-generated flyers and graphics. Some consumers simply don’t like these designs, while others may question whether your products actually look as depicted – and will be disappointed when they don’t. Now is a good time to start creating your own graphics or hire someone to help make them for you. AI can be a wonderful tool for generating design ideas, early drafts, and concepts you’re playing with. However, we recommend using a human to get the content over the finish line. 

4. Take Steps to Make Your Site AI-Friendly 

For the past few decades, businesses have tried to optimize their sites for search engines (SEO) to attract people to their pages. With the rise of AI summaries and chatbots, website traffic is starting to drop. One report found that 75% of people who read AI summaries don’t click through to the source website for answers, while sites like Business Insider are dropping in traffic up to 35% year-over-year.

The new focus is on Generative Engine Optimization (GEO), or helping brands show up in AI answers. This way, when someone asks ChatGPT where to find specific items in York County, your brand appears.

It’s possible for brands to structure their website content for AI answers. The easiest way to do this is with clear subheads and answers in the first few sentences. Companies can also create FAQ pages to quickly answer customer questions. Citing trusted sources and frequently posting on your website (such as blog posts about holiday shopping) can also increase AI visibility. 

5. Learn More and Ask Questions at Our Lunch and Learn

AI isn’t inherently bad or good – it all depends on how you use it. Trends are also constantly changing, with some people favoring AI and others disliking it. If you are new to using AI or want to try it out for your business, come to our lunch and learn on Tuesday, November 17, from 11:45 a.m. to 1:00 p.m. at Holthus Convention Center.

This event is being held in partnership with the York News-Times, York Chamber of Commerce, and York County Visitors Bureau to help small businesses grow through new tools and opportunities. There will be guest speakers who will provide actionable AI insights, along with ample time to ask questions and share ideas with other business owners.

Register in advance – $15 for Chamber Partners and YCDC Stakeholders, $25 for non-members – to reserve your spot and feel confident in the tools you’re using going into the holidays.

Learn How YCDC Helps Business Owners

The York County Development Corporation helps entrepreneurs and seasoned business owners throughout the year. Learn more about our programs, including various leadership development opportunities, our 17-County podcast, and available online tools. Become an engaged part of the business community and grow your knowledge and skills to attract customers.