The Key To Holiday Season Success? Reject Consumerism, Embrace Emotion

We are already deep into the ‘Golden quarter’ and closing in on the holiday season.

For the retail, travel and hospitality sectors, this period around Thanksgiving, Black Friday and Christmas is critical and they rely on it to generate a significant chunk of their annual revenue.

This year, however, things don’t feel so golden for many. Consumer and business confidence is mixed at best.

This means that retailers and hospitality operators have to work harder to get customers to spend their hard-earned cash with them.

In an age of online shopping (an estimated 60% of Black Friday weekend sales will be online this year), purchasing presents, food and decorations has the potential to become very transactional, but we are starting to see a move against this.

For many, part of the festive experience is now soaking in the atmosphere – whether this be going to a department store to see the Christmas lights, having an excuse to dress up and go for a special meal at a luxury restaurant, or wandering around the Christmas markets with friends and family.

The question is, how should the retail and hospitality industry capitalize on this desire for a real-world experience and human connection?

A child looks at a Christmas window at department store in Paris. (Photo by Julie SEBADELHA / AFP) (Photo by JULIE SEBADELHA/AFP via Getty Images)

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Create theatre

Customers increasingly prioritize experiences over material goods – a trend that was accelerated by the pandemic – but hasn’t shown any signs of slowing, even through economic challenges.

To deliver on their expectations, think of the shopping or hospitality experience as theatre.

Give them something they can’t experience just through the click of a button.

Create drama, make every second as memorable as you can and enrich all the senses.

This might be through beautiful displays, interactive workshops, special shows or luxury service and treatments.

This also means real attention to detail. Every moment and every touchpoint counts – from the journey there, to walking into the venue or store, to unpacking your items at home. Quite simply, make people feel special and spark moments of joy in the winter gloom.

That way they will come back year after year, and you might even become part of their annual traditions.

Combat loneliness and build connection

In a world where we are constantly connected through social media, our emails and devices, studies show that levels of loneliness are on the rise. A study of 50,000 U.S. adults this year showed that 80% experience loneliness. The holiday period can deepen these feelings of isolation, but can also be a powerful antidote and time to build human connection.

Over the coming weeks, anyone who walks into a store or venue has chosen to leave the comfort of their own home.

They have done this seeking personal connection and a shared experience.

Meeting hundreds of diverse individuals every day, service workers have the power to give them the sense of connection, warmth and understanding they are seeking.

In a practical sense, this means welcoming customers in, understanding their needs and making sure they feel looked after from start to finish.

There’s evidence that this approach supports the bottom line as well. The Institute’s UK Customer Satisfaction Index (UKCSI), the most comprehensive independent index of its kind, highlights that 83% of consumers would be more likely to follow through with these big-ticket purchases if they receive exceptional customer service.

The key is to demonstrate to that customer that you actually care – such as by listening attentively or following up – rather than treating the interaction as merely transactional.

Shopping to relax

Most don’t associate Christmas shopping or scouring to find the best Black Friday deals with relaxation.

However, in the midst of the stress and high expectations, why can’t shops now be a place for a moment of calm and reflection?

The use of lighting, the smell, the music and the tone of the conversations between shoppers and service workers can all invoke a sense of calm and warmth amid the chaos of the outside.

This creates a powerful antidote to the mass consumerism of the holidays and promotes more thoughtful purchasing based on quality products, values and experiences.

It means that consumers think more deeply about what they buy. In short, what they chose to spend their money on means more to them, and in many cases, the person for whom they are buying.

Sparking emotions

On a practical level, of course, companies need to have all the practical building blocks in place to deliver excellent service and function seamlessly, from product availability to smooth booking processes and quick and friendly service.

However, ultimately, the key to success at this Christmas is about evoking emotions – joy, generosity, love and togetherness. Sparking these emotions amongst your customers will help you build memories, trust and connection with them, which will encourage them to come back to you year after year.