Five strategies for a successful season

Five strategies for a successful peak season in the new year.

The peak season for souvenir and gift shops in tourist areas is a critical time to maximize sales and build relationships with customers. To make the most of the busy months, it’s essential to plan well ahead of time to anticipate demand, streamline operations and create a memorable shopping experience.

1. Analyze past data to predict demand. Having a data-informed approach is invaluable when planning for your peak season. Start by reviewing sales data from last year’s peak season. Look for patterns in your top-selling products, peak days and busiest times. You can often pull reports from a point-of-sale system to see which items were your bestsellers, and which days or hours saw the highest foot traffic.

   
   

   "Following these five strategies will help position you for a profitable peak season in 2025."
   

   
   

   Knowing what worked (and what didn’t) can help you optimize stock levels.

   
   

2. Create a seasonal calendar for events. A promotional calendar is essential to keep your store top-of-mind for tourists. Think of promotions that can capture attention and drive foot traffic to your shop.

   
   

   Outline these events in a calendar with clear dates for promotions, decorations and staffing needs. Plan social media campaigns, email marketing campaigns and store signage to promote these events.

   
   

3. Optimize your store layout. A well-organized store layout can enhance the shopping experience and increase sales. Arrange high-demand or seasonal items near the entrance to immediately catch the eye of new customers. Consider creating attractive displays of “hot picks” or curated gift sections. Grouping items that pair well together, such as themed gift bundles or souvenir sets, can encourage larger purchases and make it easier for customers to find what they need.

   
   

4. Staff appropriately. Having adequate staffing is key for peak season. Review last year’s sales data to identify peak hours and days, then plan your staffing schedule accordingly.

   
   

5. Develop a digital marketing strategy. Tourists often rely on digital resources to find local attractions and shops, so a solid digital marketing plan can be a game-changer. Update your Google Business profile with current hours, photos and special events you’re hosting.

   
   

Kathy Cruz is a retail business coach and host of the Savvy Shopkeeper Retail Podcast. Reach her via email at: kathy@savvyshopkeeper.com. Learn more on her website, www.savvyshopkeeper.com and Instagram @savvyshopkeeper.