Charles Dickens’ character in his 1843 novel A Christmas Carol, Ebenezer Scrooge, before he got visited by the three Christmas spirits, is probably considered one of the biggest villains in the history of literature. From the perspective of many, Scrooge was an exclusively evil character. (Note: That’s from the perspective of the majority alone. It has nothing to do with the author’s perspective.) He despises the poor and is all business-minded – not sparing a single day for the holiday season. This trait was made more evident when he asked if the workhouses were still in operation. While the majority may deem him evil, Scrooge actually has a lesson for today’s entrepreneurs.
Right now, many of the people in the business industry are probably thinking about taking a break between Christmas and New Year’s because, according to the popular belief, business would be slow on these days anyway. And not to mention, shopping spree will then be over. So what’s the point of getting your hands soaked in business when after all, there’s not much to reap. Why do business throughout the holidays when you can give yourself the rest you so deserve instead?
Why not? To quote Erik Sherman of Inc.com, “The world may seem to slow between Christmas and New Year’s, but it doesn’t stop. And neither should your business.” Will it be worth it? It will be worth it. Remember that we no longer are in the economic era. It’s not only the profit that counts. Most especially, your image and relationship with your customers and clients matter.
Understanding Consumer Behavior
You need to continue marketing not for conversion’s sake but for the sake of the above mentioned: image and relationship. Understand what the market needs between Christmas and New Year’s. Sherman offers the following psychology that applies well to you in order to understand the market behavior so you’ll know how your marketing approach would be during those days. Here they are:
- Having an extended period of time away from work can leave you looking for ways to fill time because, like most Americans, you’re accustomed to doing something.
- Much of the time away from work is spent at home, not at a vacation spot after all the money you’ve just spent.
- If you have family or friends over for the holidays, you’re probably looking for a little excusable alone time.
- Despite wanting to either get away or keep busy, it’s still a time when people want to relax and preserve whatever sense they can of good will.
Image source: shutterstock images
And even if there’s a need to shop for anything, most consumers would be using technology so they wouldn’t have to leave their homes. According to the National Retail Federation, more than half (51.8 percent) of consumers will shop online this holiday season.
Holiday Marketing Approach
Of course, a different holiday marketing approach would best serve your business. Since most of the people will want to spend quality time in their homes, with their friends and families, it would be of great help if you could give them something of value. They will no longer be rushing for sales and whatever promos you may have. It would then be best for your business to take your marketing tactics in a more sincere level.
Additionally (and Sherman’s right again), since other businesses will also be slowing down during those days, your efforts will easily be noticed. There will be no major competition so you will be free to do whatever you wish. It may not be the time to go out and hand your printed marketing materials to passersby but it will surely be a good time for direct mailing. By the way, so you won’t have to battle with the weather, it would be best to opt for online printing companies like PrintPlace.com that offers direct mailing services for your printed postcards, calendars and other promotional items.
Scrooge was right.
