Summer is in the air, and consumers are spending more time outdoors. Our local town council actively encourages visitors, promoting outdoor dining opportunities, allowing area musicians to perform on street corners, and holding special events like sidewalk sales and street fairs.
Nearby small business owners are accommodating the influx of consumers by staying open later. Their window displays are cheerful and reflect the season, but I’ve noticed many consumers are not engaged enough to do more than window shop, wandering past the front doors of these local establishments.
With the possibility of more customers this summer, what is your hook? What are you doing to draw your regulars and attract new customers? Of course, you are advertising in local papers, promoting your business on social media, and involved in special events with your business name visible.
The question is what products and services are you promoting to make your business stand out? Have you targeted specific items for sale? Are you capitalizing on a new trend of products you just brought in? Or are you taking a seasonal approach, focusing on items customers may especially need (or want) during the lazy days of summer?
If your small business is a bakery, make sure your windows reflect light and fluffy items with summer themes: butterflies, suns, and outdoor fun like beach-related designs. Toy stores should promote buckets, pails, bikes, and trikes. And for businesses that are typically seasonal like hardware stores, consider accentuating your storefront with merchandise most needed for summer – gardening gear, ladders, and even DIY items for the weekend warriors.
For a small business to thrive, you need to cast your net, consider your audience, and find that hook to reel them in. And whatever your angle, you need to sell it everywhere – especially on the face of your small business: your store front window. Keep it catchy and topical. And don’t forget who your audience is when you decorate for the week, month, or season.
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