Your 4th quarter Consignment Marketing Plan is finished!
August 27, 2019
Less than 16 weeks ’til Christmas! Here’s the first 8 weeks of your 4th quarter Consignment Marketing Plan
For several years now, I’ve put together a 4th quarter consignment marketing plan to keep you on track for this important season. I’ve updated it for 2019. This year I’ve added special hashtags and made suggestions for specific dates. The following is the beginning of your 16-week consignment marketing plan. Be sure to print off copies now and review it with your staff.
Here are the first 8 weeks
Week 16 Wednesday, September 4
Inventory reduction/ National Gratitude Day
By now, your store should be filled with Fall decor. Clear out all summer, back-to-school and any other merchandise that’s now seasonally outdated. Read 17 brilliant ideas for consignment inventory reduction. Once Labor Day is over, fall has arrived. Sit down with calendar in hand and your staff. Map out your strategy for the 4th quarter. Plan to participate in any special fall festivals happening in your community. Especially promote local school events as much as possible. Use national as well as local hashtags to build recognition for your store. Consider celebrating #GratitudeDay on Saturday, September 21. Treat your customers and staff to a special day of thanks! Set out a plate of cookies; offer additional reward points or take photos of customers and post them on Instagram with a “We’re grateful for you!” message.
Week 15 Wednesday, September 11
There are 7 weeks until Halloween. Your windows and shop interior are completely decorated with fall colors and Halloween merchandise. Planning should be under way if you’re hosting a Halloween event. Read 5 consignment store Halloween Ideas to Draw Shoppers in. Your consignment marketing plan should include a special event. Consider a “Trick or Treats for Grownups” evening; a Halloween coloring page contest for the kids or a photo contest featuring costumes or home decor created with items from your shop. Remember, user-generated content makes the biggest impact. Encourage participants to post or tweet photos using your store’s special #hashtag and #Halloween19. By now, I’m sure you’ve been brainstorming for this year’s Christmas theme. Think outside the box rather than just a simple red and green decor.
Week 14 Wednesday, September 18
First Day of Fall/Shop Small
Autumn officially begins on Monday, September 23. Use #FirstDayOfFall, #Fall or #Autumn in all of your promotions. Take this time to review your internal processes as you plan for the holiday shopping season. How can you improve? Read 13 ways to improve your consignment shop cash wrap because slow lines at check out are a killer. What about your intake process? Make sure you’re able to handle the influx of shoppers as well as the need for seasonal merchandise. When was the last time you took a serious look at your shop? Clean dressing rooms, bathrooms, floors and windows make a big impression. Sign up now to participate in Shop Small Saturday on Saturday, November 30. Encourage other shops around you to participate. Download their checklist and determine the type of specials you’ll offer on that day.
Week 13 Wednesday, September 25
National Consignment Day
Preparations for your Fall or Halloween event should be finalized. Print flyers to promote your event and hang signs in your front window. Map out your email campaign and all of your social media. Create incentives to bring shoppers back with coupons, additional reward points or invitations to future events. An excellent opportunity to promote consignment is National Consignment Day. Started by The RealReal, #NationalConsignmentDay is Monday, October 7th. Promote sustainable living and the many benefits of consignment shopping. In addition, watch your inbox for free prepared ads from Traxia to use in your social media. Plus, now’s the time to order gift cards and print gift certificates shoppers can use as Christmas gifts. Order small, holiday impulse-buy items for your register too. Finalize your Christmas theme and window decor ideas. Keep in mind, there are only 4 weeks between Thanksgiving and Christmas this year.
Week 12 Wednesday, October 2
Our consignment marketing plan continues. Slip those Halloween event flyers into every shopper’s bag and start emailing customers. Because employees are walking, talking billboards for your store, run a fun employee competition. Let them choose clever costumes they’ll wear during the week of Halloween. Have shoppers vote for their favorite and give a gift card to the winning employee. It’s time to really focus on Christmas and begin advertising and interviewing seasonal help. Read The ultimate guide for hiring the best part-time employees. Bob Negan of WhizBang! offers these tips: “Focus on hiring people who are quick learners … enjoy a fast-paced environment, willing to do any kind of work…and are extremely friendly.” Discuss with other shops the possibility of a shop crawl, sidewalk sale or treasure hunt during ShopSmall Saturday, November 30. Download your #NationalConsignmentDay ads too!
Week 11 Wednesday, October 9
It’s time to focus on November. The Thanksgiving season is another perfect time for community involvement. Read 5 tips for a Successful Consignment Store Event for some quick planning ideas. Similarly, you generate goodwill by having a canned food drive for your local food bank. On the other hand, a winter coat, hat and mittens drive is excellent for a homeless shelter. Blankets, towels and animal toy donations are perfect for your local humane society. In addition, children’s shops could collect toys and clothing for your local pregnancy center’s baby store. Many charities even provide a donation container for you.
Week 10 Wednesday, October 16
Plan for the transition from Halloween to Fall decorating to Christmas decor. How will you change your in-store signage and your front window? Capitalize on any local events such as your town’s football team, homecoming dances, Veteran’s Day parades or fall festivals. In addition, use this consignment marketing plan to get your shop’s Christmas events on a calendar. List specific events, the number of additional employees, food and beverages, special merchandise and prizes. Begin formulating your Christmas message. Plan emails and social media posts about upcoming events, special surprises and extended shopping hours.
Week 9 Wednesday, October 23
This week, take lots of pictures of costumed employees handing out candy and post on social media. Promote the winner of your in-store costume contest too. Remember, there are only 4 weeks between Thanksgiving and Christmas. Begin gathering and storing your Christmas window decor items. It’s time to finalize your Shop Small Saturday and/or Christmas event. Whether you choose a one-time event or something as simple as offering Christmas cookies and hot cider throughout the month, complete your planning. After that, contact a local high school, Girl Scout Troop or senior citizen group to see if they’ll offer free holiday gift wrapping in return for a charitable donation. Create and print special holiday signage, flyers and invitations. Arrange for the food you’ll serve at the event.
You’re halfway through! Only 8 weeks until Christmas!
Move on to the Final 8 weeks of 4th Quarter Consignment Marketing Tips
I have been a writer for various forms of marketing for over 40 years. I've written my share of radio and TV scripts, magazine and newspaper ads as well as direct mail brochures and newsletters. Currently, as the Marketing Director for Traxia, home of SimpleConsign software, I've moved into blog posts, eBooks and website text. It's been an ever changing and ever challenging journey but I've loved it all along the way.
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