What do the holidays mean to you? It is December 21st and only a couple of days remain until Christmas day. This time of year means so much and so differently to everyone. It is not just the fact it is the holidays, it is this exact time of year. It is December and no other month is so complex in its meaning to all. For some it is based in faith, or buying presents, or celebrating Santa Claus or maybe it is the fact the days are shorter and it is more chilly-er than normal. I am not here to debate faith or belief or even the solstice. Based on what I do for a living, I am looking specifically at the following during this crazy time: the customer, the retailer and some kind of common ground.
First, the customer. At this time of year, they get a bit edgy. Everyone looks to be done with their Christmas shopping by, what, last week? Last month? My wife rocks. We were done by the first of December (kinda, she was). Some procrastinate. Some think presents can wait until, say, the 21st. And then they freak out. It is at this time, they seek to find the perfect gift for the certain someone and find out, and it is unfortunately sold out. The crowds are bigger, the traffic is more congested and the average customer wants to beat you to the last widget. As much as this is the season of love and charity, it can be down-right hurtful. If a customer is buying right now, on the 21st, they are stressed. They are wishing they did this a month ago. They are feeling like anything will do as long as it has the “kung-fu grip”. I am sorry. I could not resist sharing my age and the love we all had in the 60’s and 70’s with the full size GI Joe. Anyway, if you are shopping right now, today as a matter of fact, what do you want and need from someone behind the counter? At a minimum, empathy, right?
If you are a retailer, you have two major issues: inventory and your team. The key issues is if you even have stock left or in a more scary voice I say, do you have too much? Both imply and infer, did you buy right six months ago? Some issues may be out of your control, while others are squarely on your shoulders. By the way, in their big year (while I do not recall what it was), the GI Joes sold out. No one really knew that would happen. But it did. If you have been part of my Holiday Season Podcasts, you may recall me saying you will run out of stuff. That is not the problem. It is how you respond to it. This leads us to the consideration, your team.
As far as the team, let me start out by saying, many of them are extremely tired right now. Between the longer hours, multiple shifts and, oh yeah, that pesky customer, they are over it. On the 21st, they would rather be home watching ”Rudolf, the Red-Nosed Reindeer” than having to deal with another Nancy with gift issues. They wake up wanting to do the right thing, trust me. That is not the issue. What is feeding their motivation has nothing to do with doing the right thing, right now. In fact, based on my interactions of late, I would also rather they be watching “Rudolf”. But can we really expect much more from them at this time. I know we are paying them a salary or commission, or whatever. They are tired on this date. They are looking at the finish line. As a retailer, we sometimes expect too much. We also expect money will fuel their motivation when they would rather be at ‘that’ party with ‘that’ person. Sometimes we are not looking through someone else’s lens.
So what do we do? What happens when retail meets customer during this time of year? If you are either, what would you like to happen? I have only a couple suggestions for both parties.
If you are a customer:
- To receive empathy, you must be able to give a little bit back. Know the other person has had to deal the same or perhaps same issues yesterday, today and tomorrow.
- Pick your times when you shop (if you can). Shifts start typically at the front end of the end at at about 12:00 to 1:00 p.m.
- Employees appreciate anyone who can acknowledge they are doing the best they can right now.
- “Thank you” needs to go both ways.
If you are a retailer:
- Acknowledge your team may need a little rest and a little acknowledgment for their efforts.
- Look very carefully at the schedule; does anyone need to move a shift – even just for the day?
- While bargains matter, they may not be the only benefit to your service. Think long term.
- “Thank you” needs to go both ways.
I am done with my shopping. But what if I was not? What would happen if I showed up? If you are a customer, and I am in the same boat, how about sharing a smile. If you are a retailer, uh, smile, too. If you give me that, I will remember – trust me.
This month and this day have special meaning to me and my family. It is my son’s birthday. He is twenty one. Yes, that magic b-day. If you know me or have followed me, you know he has had quite the year. He is a U.S. Marine, has returned from serving in Afghanistan this year, got married and is settled down in his/their first apartment in Hawaii (where he is based). I am in Colorado. I miss him. I hope today is incredibly special. December is special to me. I also have two daughters at five and two. They cannot wait to see under the tree in four days. My wife and I are trying our best to keep the true meaning of Christmas known to them. I have a big family and will not see any of them this year. Growing up, that would not have been a consideration. As said before, December is complex. It is an interesting month for me. Am I any different, really from anyone who may read this? Whether you are a customer or retailer, really?
Happy Birthday Son and Merry Christmas to you and your wife.. Merry Christmas to my Wife and Daughters. Merry Christmas to my Mom and Dad. Merry Christmas to all my Family. Merry Christmas and Happy Holiday to all my Friends and Clients. May God bless you, each and every one. Let’s chat after Christmas.