A Holiday Preparations Checklist

Here is BTW’s annual holiday preparations checklist. We hope you’ll find something to help make the season go a little smoother for you, your staff, and your customers.

Spruce up the store and increase merchandising efforts

• Publicize your holiday hours well in advance, and don’t forget to plug 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, in your telephone message, and any other place you can think of. Don’t forget to promote your ability to sell 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!”
   
• 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 returns 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.
   
• Make the most of the Bookseller DIY’s holiday design archive, as well as materials available to promote Thanks for Shopping Indie and Kobo eBooks and eReaders. For help with DIY materials, contact ABA Marketing Manager and Designer Greg Galloway.

Update your website and Facebook page 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.

* 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.

• Always have a staff member available to answer questions about Kobo eBooks and eReaders, and print and hand out copies of the Kobo overview for customers.
   
• Encourage further eBook sales by setting up individualized or automated thank-you e-mails to customers.
   
• Be sure the store 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.

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.
   
• Make use of downloadable 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 2012 Indie Bestsellers Highlights List (which will be published in BTW on December 6).
   
• Display Indie Bestseller Specialty Lists in appropriate sections of your store.

Stock up on gift cards and presenters

• Use Mary Engelbreit’s “A Book Is a Present You Can Open Again and Again” paper certificates as gift certificates or as presenters for gift cards. Cards and envelopes can be ordered via the electronic order form or by calling (800) 637-0037, ext. 6636. Allow two to five business days for shipping.
   
• If you sell gift cards or gift certificates, make sure you have enough.  Contact your supplier and reorder soon as production times before the holidays may be lengthy.

Check your inventory of business and office supplies

• Stock up on paper and reusable bags, stickers, and other business 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. Graeham Owens, a division of Ellerkamp, also offers handmade paper products designed exclusively for ABA. Products include IndieBound bookmarks and journals.
   
• 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 and potential scheduling conflicts.
   
• Train a number of employees to handle long lines, returns, exchanges, technology questions and failures, any emergencies that might pop up, and to fill in wherever necessary.
   
• Plan small perks, such as food and drinks, for the busy days ahead to keep staff energized and happy.

If you have a great holiday idea that you’d like to share, please let us know.

Wishing you a profitable, and stress-free, holiday season!