How Do I Get People to Come Out in the Cold to Shop?

AsktheExpertsQ: The recent cold snap has really taken the momentum out of my business. I’ve already marked down for January — what more can I do to get people to come out into the cold and start shopping again?

A: Great question, but unfortunately I don’t have a great answer. The frigid cold weather will keep customers out of the stores initially, but over time they will come back.

Here’s an idea: have a party and make it fun. Make fake snowballs that include additional % off coupons for them to throw. This cold streak may be hard to overcome in the short run so use the time to plan your buys for next season. Scrutinize your vendor structure and plan to have less inventory carried over at the end of the next holiday season. Spend time qualifying your email marketing list and think of this as a time to regroup for growth later on. Sometimes retailing is like farming in that it is a bit out of our control.

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avatar About Steve Pruitt

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. With over 30 years of experience, Steve is one of the most respected merchandise analysts in the industry. His specialty is apparel merchandising and he has worked with clients in every sector of this category. Steve’s approach is highly customized; he tailors his analyses to the particular needs and market of each client. His work ties together the merchandising piece of the business with the client’s overall financial goals to increase sales and streamline operations. Steve is also a trusted general business consultant, known for his ability to help retailers plan growth and manage change.
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