Need a way to beat the heat — and the infamous summer sales slump? Get in the holiday spirit. A Christmas in July party later this month is a fun way to stand out in your community, generate foot traffic and set yourself up for success at year’s end.
Unlike its more traditional winter counterpart, Christmas in July arrives during a slow stretch of the year, when your customers aren’t juggling numerous party invitations, erratic work hours, last-minute shopping and countless other obligations. Unexpected festivities on July 25 will get you attention (be sure to contact the local media).
Your Yuletide celebration needn’t be expensive. This event has a high kitsch factor — embrace it. Wear your finest sundress or Hawaiian shirt and accessorize with a Santa hat. Hang baubles on your tropical plants. Stick plastic flamingos outside your shop, crowned with pipe cleaner reindeer antlers. Create a beach-themed vignette for photo ops (come up with a hashtag for Instagram posts). Crank up some holiday tunes (a Beach Boys or Jimmy Buffett album, perhaps), set up some refreshments and wish your guests “Mele Kalikimaka” while they mingle and shop.
Here are a few more ways to capitalize on a Christmas in July party:
- Forge new friendships. Is there a new ice cream shop in town? Reach out and ask if they’d like to serve refreshments. They gain exposure and you get frosty treats for your guests. Have you always wanted to work with a certain photographer (and potentially reap their referrals for weddings)? See if they’d like to snap portraits of kids with Santa.
- Haul out the excess. Is your storage room littered with ornaments, keepsake vases and other relics from Christmases past? Move ‘em out with a Christmas in July clearance sale.
- Glean valuable information. How do your customers feel about novelty poinsettias? Do they prefer whimsical containers with candy cane and cartoon designs or more sophisticated, gilded options? Do they have a favorite candy? In the days leading up to your Christmas in July party, take a poll on social media to get a better idea of your customers’ tastes so you can go ahead and purchase holiday supplies early, saving you money now and peace of mind when your busy season resumes.
- Lock down December business. Consider offering some early-bird specials on home or office decorating services, wreath making classes, holiday parties, etc.