Do What You Do Best, Especially at Christmas

“Strategy is a better plan.
It’s the hard work of choosing what to do today to make tomorrow better.”

— Seth Godin, This is Strategy

Back in my retailer days I thought Christmas meant I needed to carry a bunch of Christmas stuff – ornaments, frames, towels – all the things.

I would start getting freaked out after Thanksgiving when full-priced Christmas items slowed in sales. In the beginning of those 15 years I was opposed to marking things down. So I’d pack it up and put it out the next year.
I’d still buy more the next year… you can guess where that got me.

At some point I realized I needed to mark it all down.

And then I had my most important “AH HA” moment.

“Do what Initially AmyFay does best. ESPECIALLY at Christmas.”

My customers depended on me for gifts – gifts their recipients could enjoy all year – not just during the holidays.

So I changed my strategy. Go deeper in what I did well all year. Believe in those choices. (Minimal touches of Christmas were ok.)

My sales skyrocketed.

Customers shopping in your store give you the ultimate opportunity to communicate what you want them to know about your business.

Do you believe in some brands all year – and others just at Christmas?
You know – like dabbling in another [sleepwear*] line just because?

What expectations does this set when your customer shops with you again?

Does it help grow your business overall?
Or is it a quick one and done that adds a few dollars with no long term benefit?

Strategy. It’s full of systems intentionally designed or not.

Confidence can win a beauty pageant.
Have confidence in your choices. Limit them.

It’s difficult – but it is the hard work of today. The better tomorrow?
Your customers will come back for more all year. Now they know.

xoxo,
❤️ AmyFay

*choose your category

Space naturally imposes limits

Tango Showroom is one of the smaller showrooms (like your store is probably smaller than corporate-owned ones).

Physical space naturally imposes limits.

That’s a good thing. It enforces choosiness – if we want to stay in business and absolutely if we want to grow. (Space is expensive.)

I was a rep with another showroom several years ago. We had more than twice the space and twice the number of manufacturers. My territory was the same.

Was my business (bottom line) larger when I had more of everything?
No. Not even close.

Tango is like you. We are picky. We have to be. We want to be.

A tidbit more

What’s your strategy?
Are you wondering? If so, you are not alone. I am here for you.

I love that Tango lines lend themselves to working together in your store like they do in our showroom. It means I can work more deeply with some of you.

This email is part of my strategy. I can’t be everywhere all the time.
But I can communicate.

It’s also not easy to do every week – but it’s my system.

Grateful for the opportunity every day to be your buyer, rep, and friend.

How may I help make your tomorrow better?
❤️ AmyFay