Retailers: Go Cheap This Holiday & Sink Your Sales


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In spite of the best sales increases in 14 months, I continue to read articles telling retailers they need to "dumb down" their offerings to attract the more budget-minded post-recession consumer. Of course, that is conventional wisdom out there. Nothing new.

That's why if you adopt this, you'll be sunk. By dumbing down, cheapening up, cutting off the higher priced items, you'll look just like everyone else; in particular the big boxes. That means you'll have to sell more of the low-priced stuff to hope you can make up the profit loss from larger ticket wants. And when it doesn't, you'll pile the discounts on completing the downward spiral.

Don't care if you are a nursery, gift, toy, apparel, furniture or hardware store. The more alike you are to the dirt-scratcher who marks up minimally, the more you meld into the mass market.

Let's be honest dads, you shop to show your affection. You will still shop late for your wife's and kids holiday gifts. From my experience. We retailers love to see you the week prior to Christmas.

Are men shopping on "price" or "Wow?" I think it is the WOW retailers must look for.

Moms, sure there are times you look for the "shut up" toy but at the holidays it is about how you feel watching them play, especially if they are younger.

Retailers, that's what you need to remember this holiday, it isn't the cheap, it's the love they will be showing. Yes its materialistic, that is what retail is.