I expect two reactions to this post – the majority of you will groan and click away quickly, but others won’t need reminding, because YOU GUYS have already been planning Christmas since MAY!
Yes, if you are an ARTISAN or CRAFTER or you create any kind of custom product, Christmas is more than just a couple of days of over-eating and dysfunctional family dynamics – it’s the “bread and butter” time for your business. The profit making time. The HAPPIEST Time of the YEAR, and the BUSIEST.
So, to make sure that you enjoy your Turkey this year AND a healthy bank balance, here are your countdown tasks from now until the festive season:
1. Finalize Your Arrangements for Your Christmas Fairs
Vendor applications for all the good craft fairs should have been submitted way back in the Spring, but before the end of September, you need to check that your spots have been confirmed.
The end of September will most probably be the last time you can;
- Cancel your spot without financial penalty
- Reserve extra tables/chairs/power/backdrop
- Include your business in the official advertising.
So make sure that you have all key dates in your diary including the dates of the events themselves, and set- up dates and times.
2. Inventory, Inventory, Inventory!
No one wants to be caught out by a huge demand, and have to work all hours to keep up with it, and no one wants to be over-stocked either, because that means your cash flow is tied up in inventory.
It requires careful planning –
- Look at your summer stock, and decide what you can “blow-out” now for an end of season sale, and what you can re-package for the Christmas season. What items can you bundle together to make gift boxes for example?
- You should be ordering supplies now in order to be producing inventory over the next two months. As soon as October is over, the Christmas season is in full swing. So time is ebbing away, you will want to get supplies at the best price – no last minute orders!
- If you sell on-line or via retailers, you must have stock available to deliver to fulfill purchase orders first. These are guaranteed sales.
- Check last year’s sales figures/ inventory to give you a guideline for this season, and put in place your sales targets for this year (if you haven’t already done so). If this is your first year, it’s more of a guessing game, but figure out what profit you would like to clear, and work back to calculate the sales figures you will have to hit.
- Start Working!
3. Put in Place your Marketing Plan and Budget.
You don’t want to be scrambling around trying to schedule facebook posts and website updates when you are trying to get your inventory ready! So work on a marketing plan and budget now
- Make sure you have submitted all your information, including logos to Christmas fair organizers so you are included on the official advertising.
- Make sure you have planned and budgeted for all the print advertising you will need for your fairs, including banners, business cards, leaflets
- Make sure that your social media content is planned, including up to date images of all your new inventory, status posts about which fairs you will be attending, good ‘relationship building” posts about your day to day work. Post regularly.
- Make sure your on-line store is updated with new inventory and new prices.
- If you have an email list, start sending out newsletters (remember not to spam!) with info about the up-coming season, your new inventory, sales of the “ending season” inventory.
4. Build Interest.
If you are still attending summer fairs, or if you are selling via local retailers, or on-line – remind existing customers that your products will make excellent gifts. Granted, no one really likes to be reminded on a warm fall day that Christmas is just around the corner, but encourage your customers to join an email list so they can have “exclusive previews” of your seasonal collections, or benefit from “VIP prices”.
Take every opportunity to plant a little nugget of knowledge about your business and your products!
5. Focus Your Team
If you have permanent staff members, now is time to allocate tasks and targets for the weeks ahead. Involve them in your overall sales targets – maybe a small team competition, or incentives to encourage them to work towards your goals? Have regular updates – they don’t need to be time consuming staff meetings – just a few minutes on a regular basis to make sure everyone is on track.
If you work alone, you may still need help when it comes to the Christmas Fairs – maybe a second person to man the booth with you, or people to help set up and take down your booth. Either way, you should be booking their time now, and sending out reminders as it gets nearer the dates.
Lastly, involve your family! It can be an overwhelming time, and your family can help (if you let them!). At the very least, they will be far more understanding of your focus on your work, if they know your goals!
Planning, preparation and focus will help you achieve your sales goals, and mean that you can truly look forward to a Fabulous Festive Season for you and your business!
