November 24, 2015
Deck your aisles with front-end products that will improve sales this holiday season.
Big box retail stores aren’t the only businesses that can benefit from holiday shopping. According to the U.S. Small Business Administration, 54 percent of U.S. sales happen at small businesses. Take advantage of the opportunity to boost front-end sales with seasonal products and gifts.
Your holiday sales and promotions don’t have to be big and flashy. Grow your share of holiday sales this season with these five simple tips for increasing front-end sales during the holidays.
The holidays often involve poor health choices, including overeating and indulging in unhealthy sweets. Plus, the holidays overlap with cold and flu season, which means patients are vulnerable to illnesses that can interrupt their holiday plans.
Highlight front-end products that can help patients stay healthy this holiday season to boost sales. For example, stock an end cap with over-the-counter (OTC) relief for indigestion, heartburn and upset stomachs. Suggest patients stock up, so they’ll have these products on hand if they—or their guests—indulge in big holiday meals.
Also, consider promoting OTC vitamin C and immune system boosters to help patients stay healthy through the holiday season. Encourage patients to grab a few of these OTC products before they head off for holiday travel.
While your pharmacy’s front end can’t rival the selection of gifts that other big box stores offer, you should still stock products that are both good holiday gifts and relevant to patients’ health and wellness.
For example, create a display of peppermint hand soap or festively decorated tissue boxes.
Don’t forget stocking stuffers. Create a display of lip balms, vitamins, and holiday-scented hand sanitizers, soaps and lotions for patients to grab for stocking stuffers.
If your community hosts a holiday celebration, make sure you get involved.
Consider sponsoring an event, such as photos with Santa or volunteering at a local holiday craft fair, to promote your pharmacy. You could even host a flu shot clinic as part of your community’s holiday fair, or sponsor a winter community blood drive.
Be sure your pharmacy’s name and logo is featured at all of these events, along with your holiday hours and information about any special holiday promotions.
Celebrate Small Business Saturday, an annual event encouraging people to shop at small businesses, in your pharmacy on Nov. 28.
This annual event started as a nationwide promotional event sponsored by American Express® in 2010. During the 2014 event, 88 million consumers spent an estimated $14.3 billion at locally owned stores and restaurants, according to American Express.
Be sure that your pharmacy is open during Small Business Saturday, the Saturday after Thanksgiving, and use the free downloadable signage and resources to promote the event.
Boost holiday sales by featuring local products in your front end.
Stock local products, such as custom cards from area artists and skin products made by local artisans. Patients won’t be able to find these great gifts at big box retailers, so be sure to highlight these local products to boost sales this season.
Consider bringing in additional local products for the season, such as hand stitched Christmas stockings or holiday treats from a local bakery, to beef up your local section.
Finish the year strong by boosting your holiday sales, and then take time to review your business metrics for the year and identify ways you can improve in 2016.