Holiday sales are vital to a business’s bottom line. In fact, the holiday season can generate as much as 20 to 40 percent of annual sales for many small and mid-sized retailers.
While the advertising industry is in full swing around Black Friday and Small Business Saturday, the unfortunate reality is that this year we’re faced with an uncertain economic climate because of the recent government shutdown, which could lead to fewer folks hitting the shops. In a recent survey, the National Retail Federation found that nearly one-third of consumers said the recent political gridlock surrounding the government shutdown may affect their holiday spending plans, and more than half said the current economic outlook would impact their holiday shopping. To add insult to injury, this is the shortest holiday season in a decade, which means businesses will have fewer days than usual to entice shoppers with their wares. What this all boils down to is that the stakes are higher than ever for entrepreneurs during the biggest shopping weekend of the year. Continue reading