How Brick & Mortar Stores Can Appeal to Online Shoppers This Holiday Season

How Brick & Mortar Stores Can Appeal to Online Shoppers This Holiday Season

Each holiday season, more and more people are choosing to complete their Christmas shopping online through e-merchants such as Amazon or eBay. The convenience of being able to browse from bed and receive quick doorstep delivery has earned mass appeal. Brick-and-mortar stores haven’t completely given up, though. According to a report published on RetailDive, last year nearly 85 percent of holiday sales took place in physical shops. Here are several ways brick-and-mortar retailers can continue to keep up with their online competition and appeal to holiday shoppers.

Updated Website & Online Features

Omnichannel and multichannel retailers meet their customers’ needs by focusing on both their web presence and their in-store presence. The 2018 Deloitte holiday retail survey shows that 22 percent of consumers spend more money in a store when they’ve researched the inventory online beforehand. Keep your inventory updated and ensure your website has a sleek design that’s easy to navigate. Consider providing the option of purchasing online and then picking up in-store to make the most of both platforms.

Holiday Discounts & Sales

Start holiday campaigns that will ramp up interest in your business early on. Countdowns to Christmas or the New Year are wonderful opportunities to highlight products and offer deep discounts in order to gain a loyal customer base. Use an email list to offer exclusive deals via digital coupons, or give discounts as rewards for returning customers on receipts.

Engaging Social Media

Engage your customers on social media. Update your accounts frequently with photos of your products, news on sales and events, and requests for feedback. Ensure that someone is available to answer questions and concerns quickly via the direct message and chat features of your page. Come up with contests using your business’s hashtag to provoke excitement and drive traffic to your store and website.

Grade-A Customer Service

Excellent customer service is one of the most important elements of a successful business. Customers will return to a store for the friendly atmosphere and the attentiveness of its employees. Around the holidays, consider offering gift wrapping services, devising a simple return policy, or including free samples of other products with each purchase to make in-person shopping worth the trip.


Brick-and-mortar retail stores don’t have to be obsolete. This holiday season, make the most of your physical and online presence by becoming an omnichannel retailer and connecting with your customers across channels. Through engaging social media, tempting in-store sales and discounts, and friendly customer service, your shop can provide some healthy competition to strictly online retailers.