Kicking off the Selling Season With a Scare
I’m pretty sure everyone knows that Halloween is just two days away, and despite all the terror people have already gone through this year, they’re gearing up to celebrate this holiday to the best of their ability.
One blog post from apnews.com explained the thoughts of people celebrating Halloween in 2020 this way…
“Maybe it’s that the fear, consumed in bite-sized doses, comes to a distinct and measurable end. And when it does, no matter what the rest of the world is dishing out, turns out you’re still fine after all.”
Aside from the obvious changes that result from the burning mess that is 2020, Halloween marks the beginning act of the grand quartet of holidays: Halloween, Thanksgiving, Christmas and New Year’s Eve.
Businesses across America know this is the most profitable time of the year, and in the craft industry we know that this is usually the time when we see a spike in creative endeavors whether it be buying supplies for the make-your-own-scarecrow contest, a turkey hat for the thanksgiving school play, or creating something for your local church's Christmas craft sale. People who normally don’t have the time to craft try their hand at a few projects to help them unwind and those of us who are already up to our ears in crafting projects decide to take on a few more.
I’m sure all of you have already sold a bunch of spooky themed products and supplies with some last minute stragglers still making a few purchases. Personally I’m waiting for the after Halloween sale (good stuff for half the price), but regardless of cheapskates like me, you’ve got tons of selling opportunities coming up despite Covid. It’s time to continue making the best out of a bad situation.
Things Have Changed… Take Advantage of That
Because things are so different now everyone has to get creative when it comes to celebrating their favorite holidays. My area is still having the yearly Trick Or Treat Street (with masks and social distancing of course) but most of our usual festivities have been either toned down or cancelled all together. In order to create new ways to celebrate, people need inspiration, instructions, and supplies.
That’s where you come in. Be watching carefully to see where things are headed so you can be there with new products, articles, tips and how-to guides, and anything else your customer community might need.
It goes back to the happy place I mentioned in a previous article; in this case we’re talking about an annual happy place. Holidays are a time when groups of people get to go to a once-a-year happy place and forget about reality. Now that happy place is being tampered with, so you being there as a voice of reassurance can mean a lot to your customers.
Got it Wrong This Month? You Get a Redo
Actually You get three redos, the biggest being Christmas. This Halloween season has been a great way to test the waters and observe new regulations and shopping patterns to get a better idea of what to expect in the upcoming months. If your strategy for your website this month didn’t get you the desired results it’s not the end of the world. Go back through it and see what worked and what didn’t; also, make sure you compare it to your competitor's website.
Are they doing anything different and if so did it work or did it have about the same success rate as your plans? Learning from your own mistakes is good, but learning from other’s mistakes is even better because you don’t have to waste time going down the same path they did.
That being said, don’t rest all your weight on what you know right now or even what you're going to learn by the end of next month. As we’ve all learned by now, 2020 is unpredictable and if you don’t learn how to think on your feet the next blow could knock you and your business out for the count. Flexibility has become an ever increasingly important selling practice.
Now, as nice as the holiday redo and exploring new ways to make money are, I do acknowledge it’s not all fun and games.
The smaller a business is, the more it depends on non-variables and a steady stream of customers to keep themselves afloat, and your website has had a surge of competition because so many people who lost their source of income have turned to the internet as a last attempt to make enough to support them and their families.
Both of these factors are why Covid has been the death knell for many small businesses. This year has been scarier than any Halloween House of Horrors for a lot of people and I’m sure you’ve had more than a few jump scares, but allow me to be that voice of reassurance by saying: Hold on, and keep a level head; you’re going to make it.
With that being said, let’s make the most out of the last two days before Halloween…
Trick Or Treat!