One of the oldest traditions during the holidays is the tradition of hanging stockings. Since at least the early 1800’s people have been hanging stockings to wait for gifts on Christmas. I think Christmas stockings have lots of great lessons for business owners as we journey through the holiday season and reflect on the new year beyond.
Stockings are fun because everyone can get involved and the cost to participate can be a lot lower. Yes, you can easily put some expensive jewelry in a stocking, but it’s also fun to put little knick-knacks in, gifts of candy or fruit, or those unique odds and ends that are posted all around the checkout registers this time of year. Yes, some businesses only offer big products or services (and are typically expensive) but most businesses offer large and small products at a variety of price points. The smaller/less expensive products/services can be a way of getting a customer to initially purchase from a business, they can also be impulse purchases, and they can be little add-ons that lead into or connect with your bigger offerings.
The concept of many gifts in one package is also a great opportunity for businesses. You can package up some of your most popular offerings, and you can also partner with other local or related businesses to create a combined offering that brings you all exposure. Whether you offer a package deal (aka discount) on several offerings when purchased together or just make it easier shopping for people by packaging things often bought together into one joint offering, multiple offerings put together can help to clear off someone’s gift list (or needs list) quick. The holidays are all about being together, sharing and caring and there’s no better way to celebrate what you offer and what other great businesses and business owners offer than by putting together a “stocking” of an offering from each of you that could either compliment each offering or are just a smörgåsbord of offerings that have something in common like for a specific career (nurse, business owner etc.), locally sourced, or other passion (dog lover, traveler etc.).
Finally, the packaging matters. Stockings have become a special, treasured memory for people. They’re often adorned with special scenes, made by hand or personalized with names or initials. Year after year we’re proud to hang the stockings and excited when we can add another one to the family when someone else becomes a permanent member of our Christmas gatherings. The packaging and presentation of your offering also matters. From the marketing to the website to the physical packaging to delivery there’s a lot to consider and attend to with regard to the appearance of your offerings (including the people involved), and it’s important to do so. The presentation tells a lot about how you feel about what you’re offering as well as is the initial introduction to what you’re offering and can create a positive or lackluster first impression.
So go ahead, make the holidays a little merrier with a stocking of gifts from your business to your customers. How are you helping your customers celebrate?