Competing with Giants: How SMBs Can Thrive in the Last-Minute Summer Holiday Market
Written by Matthew Trattles, VP of SMB at ShipStation
The summer holiday season is upon us, and for many small and medium-sized businesses (SMBs), it’s a critical time to capture sales. With consumers in a frenzy to purchase last-minute essentials before they jet off on holiday, the competition is fierce—especially when going head-to-head with online giants. However, SMBs possess unique strengths that can allow them not just to compete but to thrive.
One of the most significant advantages SMBs have over large corporations is the ability to offer personalised customer service. Unlike larger retailers, which often provide a one-size-fits-all approach, SMBs can tailor their interactions to meet the specific needs of their customers. Whether it’s through personalised email campaigns, customised product recommendations, or attentive in-store service, these small touches create a memorable shopping experience that can turn a one-time buyer into a loyal customer.
SMBs can be more nimble and responsive to market changes compared to their larger counterparts. This agility is particularly beneficial during the holiday rush when customer demands can shift rapidly. By closely monitoring consumer trends and feedback, SMBs can quickly adjust their inventory, marketing strategies, and sales tactics to meet the evolving needs of their customers. This level of flexibility is something larger companies often struggle to achieve due to their size and complexity.
While SMBs may not have the extensive logistics network like online giants do, they can still leverage technology to improve their shipping and fulfilment processes. Solutions like ShipStation enable SMBs to streamline their shipping operations, providing faster and more reliable delivery options to their customers. Offering competitive shipping rates, free delivery options, and quick delivery services such as next-day delivery are crucial for capturing last-minute holiday sales. Ensuring that last-minute shoppers receive their purchases quickly can make all the difference during the holiday rush.
Retailers should also leverage multi-channel selling to capitalise on last-minute holiday purchases by diversifying their presence across various digital and physical platforms. By integrating ecommerce websites, social media channels, and mobile apps, SMBs can reach a wider and particularly younger audience who prefer the convenience and speed of online shopping. Social media platforms like Instagram and TikTok, with their highly visual and interactive nature, are perfect for showcasing holiday deals and promotions, engaging younger consumers through targeted ads and influencer partnerships. Additionally, utilising email marketing and push notifications can remind customers of limited time offers, persuading them to purchase. Implementing a seamless omnichannel experience, where customers can effortlessly switch between online and offline shopping, ensures they can make last-minute purchases with ease, enhancing customer satisfaction and boosting sales during the crucial holiday season.
While competing with the online giants may seem daunting, SMBs have a range of advantages at their disposal to capture the last-minute holiday market. By focusing on personalised service, agility, technology, a strong online presence, and offering competitive shipping options, SMBs can not only compete but also create a loyal customer base that values the distinct advantages they offer.
