A Checklist of Holiday Preparations

Here is BTW’s annual holiday preparations checklist. We hope that you will find something that will help your business run a little smoother during this busy time.

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 Thanks for Shopping Indie, Indies Introduce, and Indies First. If you have questions about any of the DIY materials, contact 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, and in your telephone message. 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.
   
• Pre-wrap bestselling titles and place a sticker on the outside with the title, ISBN, and price. Leave an unwrapped book at the top of the pile with a small sign that says, “Wrapped and ready to go!”
   
• Enlist volunteers to handle free holiday wrapping, so it doesn’t take up staff time and engenders goodwill by allowing community or school groups to take donations.
   
• 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 other 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 your shipping charges to determine whether it makes sense in the holiday season to offer shipping “value” to customers.

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 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.

• 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.
   
• Stay abreast of upcoming Kobo eBook and eReader promotions via the Kobo Marketing and Promotions Calendar.
   
• Be sure your website URL appears on cash register receipts, bags, bookmarks, printed and/or electronic newsletters, gift cards and/or gift card backers, 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 is 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 2013 Indie Bestsellers Highlights List (which will be published in BTW on December 5).
   
• Display Indie Bestseller Specialty Lists in appropriate sections of your store.

Stock up on gift cards 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.

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. In celebration of Small Business Saturday and Indies First, from November 7 through November 22, Ellerkamp is offering 15 percent off Buy Local shopping bags, 18 percent off select gift wrap, and 10 percent off in-stock items.
   
• 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.
   
• Use ABA’s Booksellers Resource Directory to locate suppliers of nonbook products, office supplies, business services, and more.

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.

Have a profitable and happy holiday season!