When the Christmas crowds descend, how do small businesses stand out from their bigger competitors? We asked entrepreneurs for their tips on cornering the festive market and they shared some inspired tactics – from cracker-style jokes in a shop window to contributing to a display of Christmas trees each decorated by a different local trader.
Sally Butler, owner of Helmsley-based shoe and handbag boutique Veneto Shoes
“Veneto Shoes opened in 1988 when I started the business aged 19. As time has gone on the number of independent shops has grown here. As part of a independent business association, Helmsley in Business, we try and raise the profile of the town. We work together all year round, but particularly at Christmas time.
One of the most successful joint business efforts is The Christmas Tree Festival we hold in our local church. Over 30 local businesses are given a tree and a theme to work to and asked to come up with creative decorations. It has become an annual Christmas event, with visitors from all over coming to see the display. This year the theme was pantomimes and Veneto chose Cinderella – so we have trimmed 24 glass slippers with everything from sprouts to dog biscuits.
Helmsley’s busiest period is after Black Friday – it hits us the first weekend of December and carries on until early in the New Year. We open Boxing Day and New Year’s Day, which are two extremely busy days with people milling around walking off the excesses of Christmas. Staffing for a small business can be difficult to gauge over the Christmas season, but I think customers understand this when you’re not a big high street chain.”
Sheryl Shurville, owner of Chorleywood Bookshop in Hertfordshire
“The shop’s been running for 43 years. I took over 14 years ago and I’ve developed a regular events schedule. In the run up to Christmas we hold regular author events, which give our customers the chance to get books signed to make Christmas gifts that little bit more special. Celebrity authors always create a good crowd and generate lots of sales – this month our celebrity signings include Ben Fogle, Denise Beddows, John Cooper, Robert Tombs, and Jojo Moyes.
Last weekend as part of the Books Are My Bag campaign, we took part in the Civilised Saturday initiative [an antidote to Black Friday]. We opened late, gave away prosecco and mince pies, and offered people 15% discounts on everything in store.
It is our busiest time on the shop floor. We have a small team of fantastic employees, and passion and community are what keep us going.”
Meggy Yip, co-owner of Bridges cafe in Cambridge
“My husband Chan and I opened our first cafe in Cambridge in 1996. We sell sandwiches, salads, rice and noodle dishes and desserts.
This is the second year we are doing a special Christmas window and we decided it would be fun to make our customers giggle with some festive puns. It definitely draws people in, especially as we’ve written the answer to the pun backwards, so they have to pop in to read it.
We also display some of our festive products in our window, like our little gingerbread men.
Throughout December we are selling festive, guilt-free treats. For example, we have reduced the sugar content in our homemade mince pies and gingerbread so they are just sweet enough. In the second week of December we will be serving our homemade roulade, our low sugar version of a chocolate log. And in the week running up to Christmas we’re selling a turkey, sausage and cranberry sandwich.”
Ciara McGarrity, owner of home furnishings business Waffle Designs
“We’re holding an open studio for Christmas with our fellow makers and designers based at Sugarhouse studios in Stratford. People can buy from us on the day and we’ve found that they really enjoy seeing how the products are made.
We advertise the open studio on social media and sometimes in the local press. Visitors to the event are in the hundreds. It’s a nice, relaxed way to shop while having a glass of mulled wine. It’s very personal and an alternative to the craziness of high street shops over Christmas. I think potential customers appreciate the chance to meet the makers, it’s the opposite to mass-produced and they know what they’re buying is high quality.
I’ve also been holding a stall at Rosewood Hotel market in Holborn. It’s been running since March and focuses on slow food and living; there’s a small selection of premium products and foods. It’s very Christmassy now, decorated with mistletoe and garlands. I also offer gift vouchers at Christmas, which let the recipient choose the fabrics they want for their throws and cushions. They’ve been received really well and it’s also helpful in terms of stock management as I know I’ll have products to make in the quieter period over January, when people cash in their vouchers.”
Chris Capewell, co-owner of men’s clothing store The Union Project, based in Cheltenham
“We opened in October 2013, so this is our third Christmas. When it came to the festive window display we wanted to do something that would reflect our focus on quality products.
We asked Anneka Lange, a local illustrator, to create our window display, and she hand drew the design (our business logo surrounded with snowflakes featuring the brands we sell in the shop). We wanted potential customers to know what we sell simply by glancing at the window.
Christmas is without a doubt our busiest period. We’re opening longer hours in the run up to Christmas, and are running pop-up shops at other local businesses. Collaborating with other businesses is a brilliant way for us to reach new members of our target demographic.”
This advertisement feature is paid for and produced to a brief agreed with Simply Business, the UK’s biggest business and landlord insurance provider, and sponsor of the supporting business growth hub.
