A Holiday Preparations Checklist

Here we present BTW’s annual holiday preparations checklist in the hopes that booksellers will find something to help their businesses run just a little smoother during this busy time.

Take advantage of a range of special offers from a variety of publishers in support of Indies First

• Review the Indies First offerings to find favorite hand-sells, bestsellers, and classic reads and order between October 20 and October 31.
   
• Remember, too, to stock up on the titles that authors will be promoting when they sign on to be guest booksellers at your store on Small Business Saturday.
   
• Go Indies First bag happy and order extra supplies with your next Penguin Random House order. A pack of 25 bags is $25. Use the Penguin Gear ISBN 9781101919576.

Spruce up the store and increase merchandising efforts

• Make the most of the Bookseller DIY’s holiday design archive, as well as materials to promote Indies Introduce and Indies First. Questions about DIY materials can be addressed to ABA Marketing Manager and Designer Greg Galloway.
   
• Ensure that frontline booksellers are familiar with titles that have strong store support.
   
• Publicize your holiday hours well in advance and promote your ability to meet customers’ needs 24/7 via your store website. Include your web address on store signage and handouts, in e-newsletters and social media, in your telephone message, and on transaction receipts. Don’t forget to promote your ability to sell Kobo eBooks and eReaders, too!
   
• Make sure your after-hours telephone message is up to date and clearly states your store hours, web address, and whether the caller can leave a message.
   
• Re-evaluate your store’s general appearance. Update and replace worn shelf-talkers and freshen window displays.
   
• Pre-wrap bestselling titles and place a sticker on the outside with the title, ISBN, and price. Leave an unwrapped copy of the title at the top of the pile with a small sign that says, “Wrapped and ready to go!”
   
• Enlist volunteers to handle free holiday gift wrapping. It will save on staff time and will engender goodwill if you allow community or school groups to take donations. Also consider collecting donations for the Book Industry Charitable Foundation (Binc).
   
• Make the most of your regional holiday catalog and the ABC Best Books for Children catalog by displaying them prominently in-store, distributing them at store and community-wide events, inserting them into local newspapers, and providing them to local groups whose members you want to reach.
   
• Spur gift card sales by placing display cards throughout the store.
   
• Place related non-book items next to books to increase impulse buys.
   
• Prominently post your return and exchange policies.
   
• Check your store’s profile on Yelp, Google Maps, and social media listings to make sure they provide complete, up-to-date information about your business and its services.
   
• Keep abreast of community holiday celebrations, such as tree lightings and holiday fairs, and coordinate marketing efforts and staffing accordingly.

Update your website, blog, and Facebook and Pinterest pages and use social media to promote holiday offerings, special events, and your ability to sell eBooks and eReaders

• On your store site be sure to:

-Update store hours if they change for the holiday season.

-Reinforce your store’s brand by featuring online content that complements in-store displays.

-Consider offering free or reduced shipping for the holiday season.

-Post your shipping policy, along with a delivery schedule: For example, “Usually Ships in 1 – 5 Days,” “On Our Shelves Now,” or “Order by [fill in the date] for Delivery by December 25.” Whatever language you choose, make sure customers know that books ordered after a certain date may not arrive in time for the holiday. And remember to check your orders page frequently for new orders.

-Create a block to promote gift cards and gift certificates and set it to appear on your front page.

-Promote sales of eBooks by curating content on your site; use one of your IndieCommerce Drupal content areas to create a selection of five to 10 eBook titles that would have special appeal to your customers.

-Add any key non-book inventory to your website.

• Remember to use the Kobo-branded in-store marketing materials, including the acrylic stand for the Indie Next List, shelf-talkers, window clings, and book stickers, that were recently mailed to all participating stores.
   
• Always have a staff member available to answer questions about Kobo eBooks and eReaders, and print or bookmark relevant Kobo Retail Sales Aids in BookWeb’s Designs & Downloads.
   
• Be sure your website URL appears on store signage, cash register receipts, bags, bookmarks, printed and/or electronic newsletters, gift cards and gift certificates, store letterhead, business cards, and in all staff e-mail signatures.
   
• Plan a schedule of e-newsletters featuring great book and non-book gift suggestions.

Be mindful of vendors’ holiday schedules

• Check UPS/FedEx/USPS holiday delivery schedules.
   
• Ensure appropriate staff members are aware of changes to publisher and wholesaler/distributor fulfillment schedules.

Display Indie Bestseller Lists and Indie Next List fliers and shelf-talkers

• Assign a staff member to be on the lookout for the Red and White Boxes during these busy months, so the arrival of the latest Indie Next List fliers, other promotional materials, and last-minute special offers from ABA Publisher Partners don’t get lost among stock deliveries.
   
• Download fliers and shelf-talkers featuring each month’s Indie Next Great Reads and the Now in Paperback titles, which are available in an easily printable 8½" x 11" format on BookWeb.org. (These are great as extra bag stuffers and for in-store displays.)
   
• Assign a staff member to print out the national and/or regional Indie Bestsellers Lists each Thursday and replace the previous week’s lists. Save a space to display the 2014 Indie Bestsellers Highlights List (which will be published in BTW on December 4).
   
• Display Indie Bestseller Specialty Lists in appropriate sections of your store.

Stock up on gift cards, gift certificates, and presenters

• Make sure you have enough gift cards and/or gift certificates to meet holiday demand. Contact your supplier and reorder now as production times before the holidays may be lengthy.
   
• Use ABA’s online order form to purchase “A Book Is a Present You Can Open Again and Again” paper gift certificates illustrated by Mary Engelbreit. A pack of 100 gift certificates and envelopes is $49.95. They’re in stock and ready to ship.

Check your inventory of business and office supplies

• IndieBound natural Kraft recycled bags, with or without store customization; popular “Peace. Love. Books.” reusable bags; and specialized giftwrap for bookstores are available from W.G. Ellerkamp, Inc.
   
• AAA Label is a source for stickers with promotional messages such as “Local Author” and “Autographed Copy.” When placing an order, be sure to mention that you are an ABA member.
   
• Check other supplies, including acrylic holders for fliers and shelf-talkers, register tape, terminal paper, etc.

Remember to take care of your staff!

• Discuss expectations, especially relating to customer service, as well as potential scheduling conflicts.
   
• Cross-train employees to handle a number of different tasks so a staff member is always ready to fill in wherever necessary. 
   
• Make sure the schedule allows for all staff members to take their breaks, lunches, etc.
   
• Plan small perks, such as food and drinks, for the busy days ahead to keep staff energized and happy. A non-greasy hand cream — especially for those who are doing a lot of gift wrapping, which tends to dry out hands — and hand sanitizer, along with lots of bottled water and chocolate, will be much appreciated.