One of our main goals to increase sales in our golf shop is to create opportunities for customers to make purchases. Golf shops are also gift stores. Our customers are either buying gifts for someone not with them or gifting themselves. Human beings have buying patterns, and by highlighting special occasions that involve gifts through our email blast list or social media, we are creating an opportunity for a customer to think of our golf shop for their next holiday purchase. Finding the appropriate colors we need for the holidays are all part of our detailed merchandise plan. There is nothing in the shop that was not purchased for a purpose. As I am discussing the merchandise plan for the upcoming year for the staff, we already have our holiday displays in mind. Our creative minds then take over and focus on certain colors such as green and red for Christmas, and red and pink for Valentine’s Day. These displays are always eye-catching and it’s very evident which holiday we are highlighting. We never have to use any signage that says, “Hey! Check out our Christmas display.” By using certain colors and imagery that people associate with a certain holiday, we are creating a reason to make a purchase for a friend or loved one.
Utilizing a seasonal merchandising strategy has allowed our staff to increase sales and further drive impulsive purchases by targeting important occasions or holidays. As a seasonal golf club, we are always looking to come up with ways to make sales during the off season. By showcasing our products for certain holidays during the winter months, we can generate sales even though the golf course is covered with snow. The quality of our products has created repeat customers for special occasions. We hear quite often, “I always get my cousins a golf polo from the golf shop. It is an easy way to cross them off my Christmas list.”