A first-time holiday customer gives a small business a chance to make a sale today and earn another visit later. Planning for that second visit deserves a place on the holiday checklist.
A November 3 Constant Contact survey found that about 75% of consumers surveyed were likely to try a small business they hadn’t bought from before. Yet more than 70% of the businesses surveyed didn’t plan to invite holiday shoppers to an email list or loyalty program.
The research covered more than 1,800 owners and 2,600 consumers across five countries. It measures intentions, not actual sales, and Constant Contact sells marketing tools. Still, it raises a useful question: How will a happy customer hear from you again?
Start with a clear, optional invitation to stay in touch. Tell customers what they’ll receive, and keep a marketing signup separate from a receipt request. Then give them a useful reason to return, whether that’s a product-care tip, a new arrival or an appointment reminder.
Before the holiday rush begins, decide who will follow up and when. A little planning now can make that first interaction the start of a longer relationship.