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How Late Are You Open?

This is our number one request from phone callers.

How late are you open?

Most people don’t know our hours in the first place. Plus, they expect that we will have longer hours for the holidays.

How late are you open?

It is an easy question to answer when you are open and already answering the phone. But what about when you are not?

We have extended hours for the holidays so we post our hours on a big banner we hang on the side of the building. Easy to read for anyone who drives by.

We also have an answering machine. A simple, cheap, $20 answering machine that I bought at Radio Shack. It gets the job done for people who call when we are not open. Surprisingly, many indie retailers in my town do not have an answering machine.

Last night my wife called a number of stores in our downtown just to get their hours. None of them had an answering machine.

If she doesn’t know your hours, she cannot plan you into her shopping trips.

Even if your hours haven’t changed for decades, do not assume that every customer knows them.  Unless you are open 24/7, make sure you give your potential customers every opportunity to find out when you are open.

-Phil Wrzesinski
www.PhilsForum.com

PS I have a complex phone system, five lines, sixteen phones, etc. There are plenty of expensive phone answering systems out there that include phone trees and customized messages. Since I’m not a fan of phone trees and I don’t have the budget for those systems, the $20 cheap-o answering machine accomplishes my main goal of telling people our hours without breaking the bank. You cannot afford to NOT have one.

PPS Wanna know how I made our message also consistent with our Character Diamond? Call us after 9pm Eastern Time (or before 9:30am Eastern time) (517) 787-4500. I promise it will make you smile.

Head Cheerleader (re-posted from Dec, 2010)

(This was first posted Monday, December 20, 2010, but worth repeating)

(Nine) shopping days until Christmas. In the home stretch. You’re tired, run down and stressed, just counting the days. Your friends and family are encouraging you to “Hang in there, it’s almost over.” 

Sorry to burst your bubble, but you need to do more than just hang in there.

Of the hundreds (thousands) of customers who come through your door this week, many are entering your store for the first time.

Now is the time to WOW them so they become lifelong customers.

So no matter how tired you and your staff are feeling, no matter how many hours you’ve worked, how many sleepless nights you’ve had fretting about the business, you have to find that reserve inside you that makes this week the most special experience your customers have ever had!

And you need to fire up the staff, too. Your new role for the next 5 days is Head Cheerleader. Here are three things you can do to keep your staff going strong until the end.

  1. Praise them. Tell them specific things you have seen them do right in the last few days. Share their praise with everyone. 
  2. Cater lunch. Not just some sandwiches and chips but a real sit-down meal with silverware.
  3. Hire a masseuse. Give the staff 20-minute breaks to get table massages.

These next few days are not only critical to your holiday sales, they are critical to your future because you never get a second chance to make a first impression. Get your store ready, get your staff ready and get busy!

You can do it. Rah rah rah, Sis boom bah!! I’m pulling for you!

-Phil Wrzesinski
www.PhilsForum.com

PS Regardless of whether your business is doing well or not, you need to adopt the attitude right now that this is the best Christmas ever. Fake it until you make it? Sure! The better your attitude now, the better your results later.

You ARE Making a Difference

Sometimes it is good to take your eye off the big picture for a moment and focus on those little things you do that are so wonderful.

This is a good time of year to do that.

The customer in front of you is one of those moments. She is stressed. The holidays can do that to a person. She has a million things on her mind. Give her your full attention. Let her know you understand, you care and you can help.

Solve her problem.

And be thankful for that moment to make her life just a little easier and a little less stressful.

Her family will be thankful, too. They may not know to thank YOU for that. But they will be thankful nonetheless. And you will know it. And that is all that counts. Enjoy all those little moments. There will be time to look at the big picture soon enough.

Merry Christmas my friends! Thanks for all you do.

-Phil Wrzesinski
www.PhilsForum.com

PS Here is a video of a song I wrote when my first son was born called The Greatest Gift

Statistics Falsified for Your Benefit

I love December!

The statistical anomalies are so much fun.

Most businesses look at their sales in comparison to last year. And most businesses compare Thursdays to Thursdays, Fridays to Fridays, etc. This comparison works great right up until December 1st.

As you know, you only get 24 days in December prior to Christmas. Those 24 days are extremely important. So you might be tempted to compare December 1st to December 1st for this month to see how you are doing instead of Thursday to Thursday.

Just to show you how misleading those numbers might be…

If I compare day to day for Thursday 12/1 and Friday 12/2 to the correlating Thursday & Friday from last year (12/2/10 and 12/3/10), my sales are down 21%.

But if I compare those same days this year to 12/1 and 12/2 from last year, we are up 11%.

Being an optimist, I’m going with up. Two days down, twenty-two to go.

Keep smiling and keep making memories. Those are the numbers that really count.

-Phil Wrzesinski
www.PhilsForum.com

PS No, there really isn’t a lesson in this post, unless you want to take away from it that the most important thing is to keep a positive spin on everything this time of year. There will be time to evaluate how you really did when the season is over.

The Busy Season

As a toy retailer everyone expects that my busy season is December. They would be wrong.

December is the store’s busy season. My busy season is right now. Here is my October To-Do List:

  • Place all my orders for product I expect to sell in December. If I wait too much longer, many of the best items will already be sold out.
  • Hire and train my seasonal staff. This involves writing and placing ads to attract applicants, weeding through all of the applications, scheduling and doing interviews, doing background and reference checks, setting up a training schedule, updating the employee handbook, and doing the actual training. It also includes refresher courses for the regular staff.
  • Place orders for all selling supplies. I need to make sure I have plenty of bags, giftwrap, price tags, receipt paper, toilet paper, paper towels, layaway string, tape, etc. to get through the holidays. Do it now or forget and not have it when you need it.
  • Prepare my marketing campaign. I need to write/create/produce/schedule all of our marketing for November and December. This includes promotional events like Neighborhood Toy Store Day, the Downtown Christmas Parade, Discover Downtown Again Day, and the Toys for Tots Breakfast. This also includes writing radio ads and planning a Facebook campaign.
  • Carefully plot out cash flow. The money rolls in during December. The money rolls out during October and November as we stock up for the holidays. That means I have to pay close attention to every penny I spend.
  • Clean up. The entire store needs a fresh and thorough dusting. Displays need to be upgraded or moved out. Merchandising needs to be plotted and planned for all the new products coming in.

Yes, my busy season is right now. After I accomplish all those things over the next few weeks I’ll have plenty of free time in December to do what I do best – sell toys.

-Phil Wrzesinski
www.PhilsForum.com

PS I wrote this list as much for MY benefit as for YOURS. For me, it is a reminder to stay focused on the tasks at hand. For you it is a reminder of all the things you need to do to make this the most successful selling season ever.

Merry Christmas!

Merry Christmas to you and your family. May you find joy in the day no matter how you celebrate it or spend it.

As a toy store owner, this is one joke that always brought a chuckle during the season…

The winter break was over and all the kids were back in school. The teacher asked them to raise their hands and share how they celebrated Christmas. Every hand immediately shot to the ceiling.

One by one the teacher called on each child, except for Jacob sitting in the back row. She knew his family was Jewish and did not celebrate Christmas. But still he sat there with his hand enthusiastically waving in the air.

Finally, she could no longer put it off. “Jacob, how did your family celebrate Christmas?”

Jacob said, “Well, our family owns a toy store so on Christmas Eve we counted the money and sang, ‘What a Friend We Have in Jesus’.”

May you all have plenty of money to count tonight and in the weeks and months to come. And may you have blessings upon blessings on your family and your business.

Merry Christmas,
-Phil

Head Cheerleader

Five shopping days until Christmas. In the home stretch. You’re tired, run down and stressed, just counting the days. Your friends and family are encouraging you to “Hang in there, it’s almost over.”

Sorry to burst your bubble, but you need to do more than just hang in there.

Of the hundreds (thousands) of customers who come through your door this week, many are entering your store for the first time.

Now is the time to WOW them so they become lifelong customers.

So no matter how tired you and your staff are feeling, no matter how many hours you’ve worked, how many sleepless nights you’ve had fretting about the business, you have to find that reserve inside you that makes this week the most special experience your customers have ever had!

And you need to fire up the staff, too. Your new role for the next 5 days is Head Cheerleader. Here are three things you can do to keep your staff going strong until the end.

  • Praise them. Tell them specific things you have seen them do right in the last few days. Share their praise with everyone.
  • Cater lunch. Not just some sandwiches and chips but a real sit-down meal with silverware.
  • Hire a masseuse. Give the staff 20-minute breaks to get table massages.

These next few days are not only critical to your holiday sales, they are critical to your future because you never get a second chance to make a first impression. Get your store ready, get your staff ready and get busy!

You can do it. Rah rah rah, Sis boom bah!! I’m pulling for you!

-Phil

It’s a Wonderful Life!

Yeah, watched one of my favorite movies last night, It’s a Wonderful Life with Jimmy Stewart as George Bailey. Cried like a baby at the end, just like I always do.

Then it dawned on me…

This is a movie about incredible customer service.

All those people who came to bail out George at the end did so because first he had given them incredible, over-the-top, unexpected, bend-over-backwards customer service.

Unlike Mr. Potter, George put helping others above personal gain. George made a difference in other people’s lives. Let me repeat that.

George made a difference in other people’s lives.

Does your business do that? Does the customer service you offer make a difference in other people’s lives? Or is it simply a nicety that makes the exchange more pleasant?

The latter only gets a thank you at best. The former? It is the stuff angels are made of.

If you want your customers to show you the kind of love George got at the end, you better figure out a way to make a difference in their lives. When you do that, you’ll find that retail IS a Wonderful Life!

-Phil

What is Your Story? (Here’s Mine)

My first official day of work at the Toy House came the day after my 14th birthday. With work permit in hand, I joined the team in November 1980 and took my place behind the glass counter that housed all of our handheld electronic games.

Games like Simon, Coleco Football, Speak & Spell and others.

My parents figured if anyone could explain these games to parents & grandparents, it would be a kid like me. And I was good at it. So good that I could play all the games upside down and backward (that’s how they were to me when I showed them to you) better than most of my friends could play them right side up.

What a perfect job – paid $3.35 an hour to play with games!

The hot toy that year was Simon by Milton Bradley. The old Simon with the round black body and four colored lights on top. We owned one at home and I was the champ there, too.

We sold tons of Simon games, as many as they would send us. By early December we were sold out. We started a waiting list in hopes that Milton Bradley would ship some more. They did, but still not enough to meet the demand.

Every day I looked at the empty spot on the shelf where Simon had sat.

The Christmas season flew by fast. It was finally Christmas Eve, my favorite day of the year. We stayed busy until about 3pm when my mom started calling people with big layaways still here. You’d be amazed how many people forget about their layaways until the very last moment.

One guy had completely forgotten and had already gone out and bought a whole bunch of other gifts for the kids. He told my mom to cancel his layaway, he’d be in to get his deposit back after Christmas.

At 4:05pm, less than an hour from closing and too late to try calling people on our waiting list, my mom brought over a Simon game from his canceled layaway and laid it at my feet.

“See if you can sell this before we close,” she said.

I turned around a minute later and saw him. He was easily over six feet tall. In retrospect I figure he was in his mid-60’s but he felt so much older than that. The look on his face was tired and beaten. His shoulders were slumped in defeat.

He explained to me that he had left Detroit that morning because his six-year-old granddaughter he was raising only wanted one thing for Christmas. He had been to Ann Arbor, Lansing, Grand Rapids, Kalamazoo and Battle Creek but no luck.

The gal in Battle Creek gave him directions to our store saying, “If anyone can help you, Toy House can.”

He pointed to the empty spot on the shelf and with a sadness in his voice said, “I suppose you don’t have any Simon games either.”

There are moments in your life when you know there must be some sort of greater power at work. Call it fate, call it destiny, call it Karma. Call it whatever you want, but I knew instantly I was in one of those moments. I felt it even before I leaned down to pick up the Simon game between my feet.

“Well, today is your lucky day!” I said as I handed him the last of our Simon games.

Thirty years of dust and defeat were shook off in that moment. He started crying, saying “God bless you, God bless you, God bless you.” He reached over the counter and gave me a bear hug.
I couldn’t help but join him in the moment. With tears now running down my own face we hugged and hugged as though we were long lost relatives. Still he repeated, “God bless you,” over and over.

As he left the store, he shouted “Merry Christmas!” to everyone within earshot, and I swear this old man had a dance in his step as he entered the parking lot.

I was fourteen years old at the time. Now I have thirty years of Christmas Eve memories at the Toy House. But none will ever replace that moment in time. I remember the details like it was yesterday.

God bless me?
Believe me, he already has!
Merry Christmas,

-Phil

Christmas Sales Predictions

It’s time to make your predictions. What do you see in your crystal ball for Christmas sales?

Shopper-Trak is predicting a 2.9% increase.
National Retail Federation says it will go up 2.3%.

But what does that mean?

Not every retailer is going to hit that 2.3 to 2.9% mark. In fact, I predict that very few retailers will be up 2-3%.

Double-Digit Growth
Some retailers are going to have double-digit growth this holiday. Others are going to see double-digit declines. And a whole bunch of retailers are going to be within 1% either way of last year’s sales.

Those numbers NRF and Shopper-Trak are predicting are national totals. They take into account overall population growth, spending habits, surveys of customer moods, etc. – on a national basis!

None of that has any relevance in your local market. Your population might be growing faster than the national average. It might be declining. Your competition might be doing more in your market (or less). You might be doing more (or less) to grow your own business.

The Only Number That Counts
The best thing to do about those numbers is to forget them. Ignore them. Don’t give them the time of day. Focus only on your own number, the growth you want to make happen in your business. Pick a number that works for you. Then set about doing what you have to do to hit that number.

For me, I am predicting 15% growth in November. I have acted accordingly. I have planned my marketing and my inventory to meet this goal. I have indoctrinated my staff that this is what we are going to accomplish. I have trained them, scheduled them, and inspired them to make this happen.

Planning and Action Make it Happen
It isn’t a wish. It is a plan. We looked at what we did last year. We looked at what we are capable of doing historically. We looked at what was realistic based on this year’s trends. We looked at what the market would bear. We chose a goal that we knew we could make. Then we set up actions to put us in the right position to meet this goal.

It doesn’t matter what NRF or Shopper-Trak believes. It only matters what you believe. Do you believe you can reach double-digit growth this holiday? If you believe it, you can achieve it. You only have to act upon those beliefs.

If you’re just sitting back waiting for your 2.3% increase, I promise you, you won’t get it. Be proactive and go get the sales you want for your business.

-Phil