PCA Magazine Summer 2022

44 PCA The Magazine | VOLUME 3 2022 PREMIUMCIGARS.ORG H O L I D A Y R E A D I N E S S G U I D E 2022 FALL/WINTER RETAIL HOLIDAY SALES CALENDAR September 27 World TourismDay October 10 WorldMental HealthDay October 10 ColumbusDay / Indigenous People’sDay (US) October 31 Halloween November 11 Singles Day November 11 Veterans Day (US) November 19 International Men’s Day November 20 FIFAWorld Cup begins November 24 Thanksgiving (US) November 25 Black Friday November 26 Small Business Saturday November 28 CyberMonday November 29 Giving Tuesday December 12 GreenMonday (US) December 14 National Free Shipping Day (US) December 17 Super Saturday December 18 Hanukkah begins December 24 Christmas Eve December 25 Christmas Day December 26 Last day of Hanukkah December 26 Boxing Day December 31 NewYear’s Eve make gift baskets for customers makes a big difference. • Beef up your Social Media: With more consumers turning to social media before ever setting foot in a store, now is the time to step up your social media game. And with Instagram prioritizing video over static posts, get creative with video and animated content! • Gift Wish List: Kraig Ravaioli of RD’s Smokers Delight in New Jersey suggests organizing a “gift wish list for your regulars, index card with brands or accessories they would like.” The holidays are looking a little brighter this year and as a small business owner in the premium tobacco space, it’s likely your most profitable and exciting season by far. And with people already checking off their holiday shopping list, you’ll want to be primed and ready sooner rather than later. When it comes to getting your store holiday-ready, don’t be afraid to think outside the box, get creative and have a little fun! cheap ways to get the word out about your products.” —Andrew Barner, Drew’s Tobacco World, Oklahoma • “Direct communication with your customer base. Email campaigns, push notification via apps, text messages. Keep them engaged with all the new and exciting merchandise.” —Daniel Martinez, Cigar Savvy, Washington Another incredibly powerful sale tool retailers should consider this season is a holiday gift guide. This allows you to introduce customers to unique and wonderful gifts they may not have known about—all of which are available in your store. When creating your guide, think about your target customer, who they’re shopping for, and what matters most to them, and highlight your best-selling products, seasonal offerings and gift packs. ’TIS THE SEASON FOR CELEBRATION The holidays are a time for shopping—and a time to celebrate—and as a retailer, you can help customers do both. Whether you’re hosting an event to draw shoppers in or thanking your VIP customers, when you host them in your store, you get to show off your merchandise, offer special deals, giveaways, drawings, free gift wrapping, music, food and drinks —i.e., all the things. And don’t be afraid to ask key suppliers for tips on maximizing sales of their brand. They may provide free or discounted products for the promotion or even show up in person to make the event more memorable. Tips for celebrating the season include: • “A couple of weeks before the holidays, on your best weekday, set up a table with coffee, cookies, and maybe a hot seasonal drink and have a daylong “Customer Appreciation” event. Discount your slowest moving items and place them front and center.” —Charlie Davis, B&B Tobacconists, North Carolina • “Holiday Appreciation events leave a lasting impression when closing out the new year. Use this time to introduce smokers to new products and welcome new or potential smokers in.” —Frank Thompson, Prime Draw Cigars, Maryland • Extended Holiday Store Hours: Expanding your operating hours during the holidays encourages more shopping. Just remember to promote it so people know to come in. • Gift Cards: Gift cards are a staple during the holidays. Whether someone is shopping for a cigar lover but doesn’t know what to buy or they just need some great stocking stuffers, display them near check-out to generate quick sales. • Customer Appreciation: The holidays are a great time to show appreciation for your VIP customers. Whether it’s through personalized holiday cards, small gifts, special events, or anything else, the key is letting them know they are valued. • Gift Wrapping: Complimentary gift wrapping adds the finishing touch to the customers’ holiday shopping experience. Jay Davis, owner of Blue Smoke Dallas in Texas, says gift packaging for customers is one of his top tips for the season, and Kathleen Kelly of Cup O’ Joes in New York says offering to