Five ways to make your small business stand out this holiday season

Strong year-end sales could be the (twinkling) light at the end of the tunnel for retailers

ByCydney Williams
November 23, 20213 min read

The holiday shopping season is a crucial time for most retail businesses. It can test even seasoned businesses during the most routine years. And this year is shaping up to be anything but routine.

"There are a lot of factors at play. Between persistent labor shortages and supply chain difficulties, small businesses are facing unique challenges this holiday season," said Andrew Iven, manager of product strategy for BOK Financial®.

Service, flexibility and personality are how small businesses are going to differentiate themselves from competitors during this uniquely challenging holiday season. Here are five ways small retailers can stand out during this holiday season:

1. Remove any confusion.

Make it clear you're open and would love to see your customers. A Main Street America survey found that nearly 80% of business owners had closed for at least some period during 2020. Make sure customers know you're back open and what, if any, services have changed since the last holiday shopping season. You can post these details on your website and social media channels.

2. Consider digital options.

More and more retailers are offering digital ways to pay, which customers have grown to expect. Small businesses can consider implementing something like Google Pay or Apple Pay, which could create a simple, fast shopping experience both in-store and online.

3. Revive the joy.

Distinguish yourself from online shopping or nondescript malls by offering a personalized and enjoyable experience. Online shopping is practical, but often emotionless.

4. Start now.

Rather than counting on traditional sales events, get a head start. Pivot marketing messaging to encourage shoppers to visit sooner rather than later.

5. Maximize marketing efforts.

Spread the word about your business early and often. Send out emails to existing customers and post regularly on social media. Local chambers of commerce might be able to help on the marketing front, too, as they often have events and online resources that feature local businesses.

"Small businesses are vital to our communities," said Iven. "Consider keeping them top of mind during your holiday shopping—and all year."

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    BOK Financial Corporation is a more than $50 billion regional financial services company headquartered in Tulsa, Oklahoma with more than $105 billion in assets under management and administration. The company's stock is publicly traded on NASDAQ under the Global Select market listings (BOKF). BOK Financial Corporation's holdings include BOKF, NA; BOK Financial Securities, Inc., and BOK Financial Private Wealth, Inc. BOKF, NA's holdings include TransFund and Cavanal Hill Investment Management, Inc. BOKF, NA operates banking divisions across eight states as: Bank of Albuquerque; Bank of Oklahoma; Bank of Texas and BOK Financial (in Arizona, Arkansas, Colorado, Kansas and Missouri); as well as having limited purpose offices Nebraska, Wisconsin, Connecticut and Tennessee. The entities held by BOK Financial Corporation are periodically referred to collectively as BOK Financial Corporation Group. Through its subsidiaries, BOK Financial Corporation provides commercial and consumer banking, brokerage trading, investment, trust services, mortgage origination and servicing, and an electronic funds transfer network. For more information, visit www.bokf.com.

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