The summer is a great time for sporting events and festivals, bringing together thousands upon thousands of eager people who have been planning and saving for this one day or weekend all year.

As a business it can be very effective to use these events to try and boost your sales. You won’t actually need to be at the event, but will be able to use its popularity and the feel good factor surrounding it in order to put more money in your till. To help you along, we have put together a few ways in which you can do this.

Do you have what they need?

If you are a business that sells products, try to stock a range that will appeal to those people going to events this year. For instance, camping at festivals requires a lot of equipment that people will often be looking to source at a reasonable price. Tents, outdoor cooking utensils, festival fashion wear, cleaning products and bags will all be on the list of things to get, so you can choose to focus on just one thing, or if you have a wide product range you could advertise yourself as a one stop shop for festival goers. These events roll around each year at more or less the same time, so any left over products can be kept in the store room, ready for next year. 

Hold a sale in honour of that event

Everyone loves a sale, especially at a time when customers know they will have many things to buy for an event they are attending. Sticking with the festival theme, you could advertise a festival frenzy sale, offering two for one offers or a percentage off if you spend over a certain amount. Plan this a few weeks before the festival season starts, with poster displays in your window and with advertisements on social media. This will alert customers early on that you might have what they need, so will reduce the risk of them shopping elsewhere. If you have a website, take great photos of the products and advertise them online as soon as you can, in order to catch those who like to plan early.  

Decorate in the event theme

Taking Wimbledon as an example, you could decorate your store and also your website with tennis themed items. Strawberries and Pimms, tennis rackets, all white outfits….customers love to shop somewhere that gets into the spirit of things, even if you don’t sell anything tennis related. Putting up bunting outside your store or a pavement sign that offers a message of support will catch the eye of browsing customers, who may come in just to see how you are celebrating the event, hopefully buying something in the process.

Get creative with how you can use a summer event to help your own business make sales, it will be fun for your staff and also for your customers, who may show their appreciation by making a purchase.


Post By Kimberley Roderick