Just a few weeks ago we posted a news story discussing how a number of shopping centres were seeing an increase in visitors during the Christmas period compared to the previous year. After a substantial period of austerity due to the recession the economy is finally recovering, leading to people spending more over the festive season. However, many did not expect the sheer amount of people who chose to visit retailers for the post-Christmas sales, which means there are a number of lessons shop owners can learn:

1) People are going back to the high-street

For a number of years now we have seen a marked decline in the number of people visiting the high-street in order to do their shopping as many choose to purchase items online instead. While this is still true for many, news stories on post-Christmas sales have shown thousands of people queuing up outside stores in order to get the best bargains. Some even camped out overnight in order to secure being the first into the stores, showing that buying offline is still extremely popular. However, it’s expected for footfall on high streets to decrease once again during the New Year, which is why many retailers are extending their sales to well into January.

2) Retailers are expanding their offerings

Even though owning a shop means you would preferably have customers visit in person, many owners are now looking to offer their products online as well. A recent survey carried out by Barclaycard showed that thirty one per cent of shoppers were planning on going online in order to find bargains on Boxing Day, while twenty seven per cent said they would visit shops in person. In order to gain a share of both of these markets it is important for shop owners to create an online presence, offering customers the ability to shop online as well as providing information about their stores which could entice customers to visit.

3) The sales period is becoming longer

Even though post-Christmas sales are nothing new it seems as though shoppers want to benefit from a bargains as soon as possible, which is why many retailers have started their sales on, or even before, Christmas Day. We are also seeing the ‘Black Friday’ phenomenon coming from America to the UK, leading to some retailers starting their sales at the end of November. Black Friday is an established event in America, where shops across the country offer promotional sales starting the Friday after Thanksgiving which this year fell on November 28th. Most people across America use this opportunity to start their Christmas shopping while saving money, and the UK is quickly following suit. Add to this the fact that many companies now extend their offers throughout January and the sales period can last anywhere up to two months.

4) Sales shopping is becoming a Christmas event

Smart retailers have already realised that for many going to the sales is a Christmas event in itself and therefore they need to be treated as such. For example, Harrods offered those waiting in line hot chocolate, blankets and even smoked salmon canapés, making the whole experience more enjoyable. Putting in some extra effort over the sales period can help shop owners see an increase in visitors not only looking to purchase items but also take part in the excitement and festive spirit. Naturally, offering this to customers means you will need to make sure your company can afford the extra outgoings as well as handle the surge of customers. Having a comprehensive shop insurance policy will protect you against any accidental damages caused by an influx of visitors, meaning you can relax and make the experience as pleasant as possible.

Even though the amount of people visiting retailers will naturally decline once the sales period has ended, it is likely that over the upcoming year shop owners will notice an increase in business due to the recovering economy. Those that adapt their business strategies now will be able to take advantage of this fact, especially once the sales period commences one again after the summer.