PHOTO BY HIGHWAYSTARZ
and tanks, neither of which is easy to ship from a remote source. You should be certain
to exploit it, especially during the winter months.
I know that Christmastime is the biggest sales season of the year, and for your
purposes, you should especially concentrate on the entire week between Christmas and
New Year’s Day. People are often very busy on Christmas Day, and many may be visiting
friends and relatives out of town and can’t gift live animals. Gift cards will rectify that
situation, of course, so push them as much as possible during the holiday season. Still,
it’s not the same as a live gift. To pacify everyone, run your biggest promotion from Dec.
26 through Jan. 2. And yes, this means you must be open on New Year’s Eve and New
Year’s Day until at least 8 p.m.
The best gift from an aquatics store during the holidays is a fish tank kit with a
voucher towards livestock. If you merchandise these as a package, you will have
locked in the initial sale and, almost certainly, additional sales of livestock as well.
This means you must have robust stockpiles of livestock, for it is not easy to ship
this commodity by air during the holiday season. Most stores are not close enough
to a livestock wholesaler to take advantage of picking out their purchases in person.
believe it or not, it’s going to be full of Christmas stuff
before you know it. First, the back to school merchandise,
and then straight into Christmas items. Can independent
retailers, such as yourself, get away with projecting this
far into the future? I think it’s a risk to jump too fast,
especially in aquatics.
There is no exact time when you should start your
holiday push. In the past, it was always immediately after
Thanksgiving. That might be a little late, considering the
current climate of hyper-sales pitches that the public can
find at online sites. Your advantage over these cyber-
Decorating and merchandising your store properly during the holiday season will lead to
BY EDWARD C. TAYLOR