Beat the Summer Slump: How Small Businesses Can Attract Shoppers When Everyone’s Away
Summer in the city can be a double-edged sword for small businesses. While the sun shines and patios buzz, many of your usual customers might be packing their bags for cottages, cruises, or far-flung adventures. If you’re noticing a lull in foot traffic and sales, don’t despair! With a little creativity and strategic planning, you can turn the summer slowdown into an opportunity to connect with new customers and re-engage your loyal local base.
Here are some tips for small businesses to attract shoppers when the city feels a little quieter:
1. Embrace the “Staycationer” Mentality:
Not everyone leaves the city! Many people opt for “staycations” – enjoying local attractions and businesses. Tailor your offerings to this group:
- Highlight local themes: If you’re a boutique, showcase items perfect for a picnic in the park or a leisurely day exploring the neighborhood. A cafe could offer “local explorer” specials.
- Promote local partnerships: Collaborate with other nearby businesses (e.g., a restaurant and a bookstore offering a “dinner and a read” package) to create appealing local experiences.
2. Create a “Summer Vibe” in Your Space:
Make your business an inviting oasis from the summer heat and a destination in itself.
- Seasonal Decor: Think bright, airy, and fun! Light colors, plants, and a summery look can transform your space.
- Cool Comfort: Ensure your air conditioning is working well and consider offering complimentary iced water for thirsty shoppers.
- Outdoor Appeal: If you have a storefront, make your exterior inviting with planters, outdoor seating (if applicable), and clear signage.
3. Offer Irresistible Summer-Specific Promotions:
Now’s the time to get creative with your deals!
- “Beat the Heat” Sales: Offer discounts on items that are perfect for summer or promotions tied to the temperature (e.g., “5% off for every degree over 25°C!”).
- Bundle Deals: Create themed summer bundles (e.g., a “BBQ Essentials” pack from a grocery store, a “Beach Day Beauty” kit).
- Loyalty Program Boosters: Offer double points or exclusive summer rewards for existing customers to encourage repeat visits.
- Flash Sales: Use social media to announce short, exciting flash sales that create urgency.
4. Leverage the Power of Events:
Summer is prime time for community events, even with fewer people around.
- In-Store Workshops/Classes: Host a DIY workshop, a cooking class, a book club meeting, or a crafting session. These draw people in and create a sense of community.
- Partnerships with Local Events: See if there are any small local festivals, markets, or outdoor movie nights happening and explore partnership opportunities.
- “Kids Welcome” Initiatives: If your business is family-friendly, consider offering small activities or treats for kids, as many families are looking for ways to entertain their children during the break.
5. Double Down on Digital Marketing:
Even if people are away, they’re still online!
- Engaging Social Media Content: Share behind-the-scenes glimpses of your summer preparations, highlight new summer arrivals, run contests, and ask engaging questions.
- Targeted Ads: Use social media advertising to reach people who are still in the city or those planning staycations, based on their interests and demographics.
- Email Marketing: Send out summer newsletters with exclusive offers, new product announcements, and tips related to your business that are relevant to the season.
- Showcase Online Shopping (if applicable): Remind customers that even if they’re out of town, they can still shop your online store.
6. Offer Unique Experiences & Services:
Think beyond just selling products. What unique value can you offer?
- Curbside Pickup/Local Delivery: Make it super convenient for people to get what they need, especially if parking is a challenge.
- Personalized Consultations: Offer one-on-one appointments for styling, gift selection, or product recommendations.
- Pop-Ups or Collaborations: Consider hosting a pop-up with a complementary business or participating in a local market to reach new audiences.
Don’t let the summer slowdown get you down! By being proactive, creative, and customer-focused, small businesses can not only survive but thrive during the warmer months. It’s an excellent opportunity to experiment with new ideas, deepen relationships with your local community, and show everyone why your business is a year-round gem.
– AJ Geensen
Seeing is Believing: Why Visuals are Everything for a small Maker Businesses
In the bustling digital marketplace, where handcrafted goods and unique creations vie for attention, there’s one element that stands head and shoulders above the rest: visuals. For small maker businesses, stunning imagery isn’t just a nice-to-have; it’s the absolute cornerstone of your success.
Think about it: when someone lands on your website or scrolls through your Instagram feed, what’s the first thing they see? Not your detailed product description, nor your passionate “About Us” story. It’s the visual. That split-second impression determines whether they pause, click, or scroll right past.
Here’s why high-quality visuals are non-negotiable for maker businesses:
- First Impressions are Everything (and Instant!): We live in a visually-driven world. Your potential customers make snap judgments based on what they see. A blurry, poorly lit, or uninspired photo instantly sends a message about the quality of your craftsmanship. Conversely, a beautiful, professional image screams attention to detail, care, and quality – reflecting directly on your products.
- They Tell Your Story: Words can describe, but visuals show. Photos and videos allow you to tell the fascinating journey of each piece. Perhaps it’s the “before and after” transformation, a powerful narrative that words alone simply can’t convey or showing the intricate details, the texture of the wood, the shine of the hardware – these are the visual cues that build connection and desire.
- Build Trust and Credibility: In the online world, customers can’t physically touch or inspect your goods. High-resolution images from multiple angles bridge that gap. They allow potential buyers to virtually “examine” your work, boosting their confidence in your skill and the integrity of your products. When they see professionalism in your visuals, they trust your business.
- Evoke Emotion and Desire: Handmade and unique items often carry a deeper emotional resonance. A beautifully styled photo showing a customer where your product can be used or displayed, helps customers visualize it in their own lives. These visuals tap into aspirations and create an emotional connection that drives purchase decisions.
- Stand Out in a Crowded Market: The maker community is vibrant and growing. To truly differentiate yourself, your visual branding needs to shine. Consistent aesthetics, unique styling, and captivating content create a memorable identity that helps you cut through the noise and capture your ideal customer’s attention.
- Fuel Your Marketing: From your website product pages to your social media feeds (especially Instagram and Pinterest!), high-quality visuals are your marketing engine. They are highly shareable, increasing your reach organically and making your advertising more effective. Reels showcasing your process or carousels of before-and-after shots are exactly what people want to see.
Every piece you transform tells a story, and it’s your photographs and videos that bring those stories to life for your audience. Investing time and effort into compelling visuals isn’t just about selling; it’s about passionately showcasing your artistry and connecting with those who appreciate the beauty of your work. So, grab your camera (or hire a pro!), style your shots, and let your incredible art speak volumes!
– AJ Geensen