Sallisaw retailers should expect ‘historic sales for holiday season’

While it‚s not yet beginning to look a lot like Christmas, holiday shopping is already on the minds of Sallisaw retailers.

Or, at least, it should be.

That‚s what strategic planner and business consultant Rachel Hutchings told Sallisaw Chamber of Commerce members who attended Wednesday‚s October membership luncheon at Wheeler Event Center.

Hutchings‚ “Holiday Trends and Predictions” presentation to chamber members focused on retail strategies for rural communities, and reported that retail sales remain strong in the wake of the downturn from the 202021 pandemic.

But for those who survived the lean times, Hutchings offered optimism: “Historic sales for the holiday season are expected,” she said.

Retailers in small communities shouldn‚t be dissuaded by online buying, but should look for opportunities to use it to their advantage.

“As much as we think people are going online, it‚s still a pretty small percentage. It‚s growing, but it‚s still a pretty small percentage,” Hutchings told her audience at the luncheon, which was catered by El Toro Mexican restaurant. “People still wanna go into stores and do their shopping in-store. But customers are changing. They are going online. They‚re looking to see what products you have and then going into the store. So it‚s really important that your websites are up to date, that you‚re putting things [on your website] that draw folks into your stores.”

She suggested retailers look for opportunities to promote foot traffic, to offer customers a shopping experience.

Among the retail trends of which business owners should be aware is that shoppers are bargain hunting, especially when they‚re looking to “revamp their wardrobes,” and “people are shopping a little earlier as far as the holiday shopping goes.” But while customers may be shopping earlier, Hutchings said 76% of customers are still looking for deals on Black Friday, “but it‚s trending that they‚re looking earlier and earlier. Black Friday is more like a ’Oh, my goodness! What do y‚all have left?‚” E-commerce is growing, she said, and retailers should consider targeting the younger generation. “Younger generations are looking more and more at who‚s posting what on their social media. They are really looking at the styles and trends of who‚s buying what, so that‚s really important. If you have a Gen Z in your family or on your staff, I highly recommend that you have them talk about what great products you have in your stores. Try to get them to help you get that message out better on their social media channels,” Hutchings recommended.

“Obviously, we‚re still shopping online more, but that doesn‚t mean people aren‚t going to come to your stores.”

Hutchings introduced omni-channeling to her audience, explaining that it utilizes both online and in-store shopping.

“It‚s that combination of how can you get your message about your product out to the people who will buy whatever you‚re selling. People are going online, people are looking at what you have in your store. They‚re also looking at your hours, so make sure your hours are accurate on your Facebook, online. If someone‚s gonna come to your store, the likelihood of them buying something is pretty good, but the likelihood of their frustration if your door‚s locked is also high.”

She also reminded retailers of a growing trend known as BOPIS: Buy online, pick up in store.

But while shoppers are reputedly shopping earlier, there are still plenty who wait until the last minute.

“Most of us are out there last-minute,” Hutchings said. “Be the store that‚s open when people are shopping lastminute.”

She challenged retailers to take advantage of built-in crowds who attend community events such as Sallisaw‚s Christmas tree lighting ceremony on Nov. 17 and the annual Christmas parade on Dec. 10.

In other business at the luncheon meeting, an extensive list of upcoming events were highlighted, including:

• Community Thanksgiving dinner, which is scheduled for 11 a.m. to 1 p.m. Nov. 23 at Sallisaw Middle School. Event planners expect to serve 600 people at the free event, and the community is asked to donate desserts for the meal.

 

• Halloween on Elm Street is 5 to 7 p.m. Monday. Contact Sallisaw Police Department for information, and to donate candy.

 

• Veterans Day ceremony is 11 a.m. Nov. 11 at Indian Capital Technical Center

• Merchants‚ Christmas Open House is Nov. 12-13

• Ribbon cutting for 10Box grocery is 9 a.m. Nov. 16

• Chamber member luncheon is noon Nov. 16 at Belmont Management Building

• Ribbon cutting for Belmont Management Building is 1 p.m. Nov. 16

• Christmas tree lighting ceremony with a visit from Santa is 6 p.m. Nov. 17

• Christmas parade is 6:30 p.m. Dec. 10

• Chamber banquet/Evviva is Feb. 4

Member of the month

Blue Ribbon Auto Group was honored Wednesday as the Sallisaw Chamber of Commerce‚s Member of the Month for October.

The auto group has been a chamber member since Blue Ribbon Chevrolet opened in September 1995. The Spencer family has been retailing automobiles for 55 years, with 10 dealerships in three states before coming to Sallisaw, where there are now two dealerships with 50 employees. Father and son Buddy and Dwight Spencer have both served as chamber president as well as on the board of directors. The auto group is also a past chamber Member of the Year recipient, and supports countless local community organizations.