Many retailers are facing a high-stakes holiday season after a difficult year. On average, retailers gain 26% more customers per month in November and December. While the holidays will look different this year, they aren’t going away – and neither are many of the holiday traditions and gifts that mean big sales for local retailers.

A perfect storm of shipping surcharges and delays positions local retail to win this holiday season. But there’s good news for small businesses – customers are on your side. According to a Canva survey, 79% of people changed their minds about the importance of small businesses to their community during the pandemic. 

But, along with this change of perspective, consumer behavior and expectations have changed. In short: shoppers expect delivery this holiday season, and to win their business, retailers, both big and small, need to provide it. A seamless delivery service can help you convert holiday shoppers to loyal year-round customers. It’s not just safer; it’s become a matter of convenience. 

Prep your team and store

Expect reduced foot traffic replaced by more delivery and pick up this year, and start planning for that early.

• The team: Pick a delivery logistics point person and make them the expert. Get the team on the same page about how shipping and delivery will work. 
• The process: Communicate the process clearly. Figure out what you can automate through your available tools to avoid manual processes when possible.
• The supplies: Decide what you’ll need for the season and order early, such as traditional packing supplies, gift wrap, cards, postcards or business card inserts. 
• The online experience: Set up your online storefront and delivery or pickup options immediately, so that people know what to expect during the holiday season.
• The in-store experience: If you expect foot traffic to be down, consider converting part of your storefront into a delivery prep area – or even going delivery and pickup only.

Looking for more tips? This comprehensive guide walks you through every step of setting your business up for delivery. 

Set customer expectations: clear delivery pricing, deadlines & policies

Thanks to Amazon, many customers may be used to free and fast delivery, so you’ll want to be clear about what you can offer ahead of time. 

• Delivery fees: Simplify delivery fees so customers know what to expect. Flat fees for specific sized orders or delivery radiuses avoid confusion. According to Google, 74% of shoppers prefer price discounts while72% prefer free shipping deals, so plan your promotions accordingly.
• Deadlines: Nothing’s worse than a gift or a treat that doesn’t reach the recipient in time for the annual “Christmas Vacation” viewing party (even if the party’s on Zoom). Provide clear and simple deadlines and order cut-off times on your site.
• Managing SNAFUs: In a busy holiday season, you’re bound to have mistakes. Think through the potential problems ahead of time and create a process for handling them to keep customer satisfaction high.

Leave an impression that converts customers year-round

Consider delivery as an opportunity to set yourself apart from other local retailers or e-commerce options. 

• A personal touch: Consider adding a handwritten thank you note.
• Added convenience: Shed your traditional packaging and offer gift-wrapping so that the item arrives feeling festive. Include that handwritten thank you note here too.
• Incentive to shop in 2021: Since November and December are banner months for customer acquisition, consider including a discount or other incentive to shop again in the new year.

Customers want to support small businesses this holiday season. Set yourself up for success – now and in the new year – by preparing your business to deliver (literally) on the convenience and safety that they demand.