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It’s time to unpack what worked and what didn’t this past holiday retail season—and figure out how to put that information to great use now, while it’s fresh. After talking to hundreds of retailers over the last few weeks and analyzing their successes and what they would be doing differently this next year, I have some valuable information to share with you! Listen in to hear how to start planning for the next seasons, what to focus on, what changed, and more.
Holiday Retail Wrap-Up: What Worked, What Didn’t, and How to Plan for 2025
1. The Earlier You Plan, the Better
Without a doubt, this was the number one tip from everyone who had success this holiday season. It applies in two ways:
First, get your calendar out in August (or even July) and start mapping out:
- What days you’ll have events
- Promotions you’re considering
- Collections you want to drop
- Your assortment plan
Reflect on what worked and didn’t work last year, and start your promotional cycle earlier. This creates a plan and gives you a head start.
Second, shoppers are starting earlier. National retailers and media reported that people were shopping earlier this year than ever before. The days of waiting in long lines on Black Friday are fading. People are opting for online shopping or attending early events like Pink Friday, which many retailers said was their best sales day of the year.
Hosting events earlier sets the tone for the season. Some retailers even noticed that by Small Business Saturday, many shoppers had already finished most of their holiday shopping.
2. Focus on Margin, Not Just Sales
This has been my mantra for years: Sales don’t matter if you don’t have any money to show for it.
Instead of chasing sales numbers, focus on profitability. Ask yourself, even if sales were down, were you more profitable?
Some retailers leaned into strategic promotions like BOGO (buy one, get one) deals with 50-70% off, which brought in significant sales while maintaining margins.
3. Train Your Staff
Retailers who invested in staff training had great results. This included:
- Role-playing customer interactions
- Educating staff on products
- Preparing them for promotions, upsells, and returns
This preparation ensured a seamless experience for customers.
4. Use the Holiday Season to Clear Old Inventory
Some retailers focused on moving unsold inventory from earlier in the year instead of buying entirely new collections. They used markdowns, bundles, or BOGO deals to clear out old stock, ensuring a clean slate for the new year.
5. Keep Promotions Simple
The simpler, the better. Complex promotions—like tiered hourly deals or multiple-category discounts—often confuse shoppers. A confused mind doesn’t buy.
For example, retailers who extended one promotion (like a Pink Friday deal) through the entire weekend saw better results than those with multiple complicated offers. Big-box retailers followed this strategy, running consistent promotions from Thanksgiving to Giving Tuesday.
6. Collaborate
Collaboration was a huge win. I saw retailers hosting vendor events with local makers, artisans, and MLM companies. The more businesses they brought together, the better the turnout for everyone.
Online retailers collaborated through live takeovers, giveaways, or cross-promotions—supporting each other by directing shoppers to other small businesses.
Final Thoughts
Remember:
- The early bird gets the worm. Start planning now for next year.
- Keep things simple.
- Focus on collaboration and profitability.
Wishing you a happy holiday season and an incredible 2025. I’ll see you soon—whether at the Boutique Summit, market, or inside Retail Bootcamp. I’ve got your back every step of the way.
Thanks for listening to the podcast. I appreciate each and every one of you. See you soon!
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