If you’re a mattress retailer looking to optimize your holiday sales strategy, this episode of Inside Track offers invaluable insights and innovative ideas to take your business to new heights. Don’t miss this engaging conversation between Gerry Borreggine and Dave Perry as they navigate the world of holiday selling in the mattress industry.
Key Takeaways
- Post Covid we are back to holiday sales cycles.
- Bump the number of holiday sales by a few to help increase sales.
- Lengthen the number of days for the holiday sale, but have a definite end date.
Transcript
Gerry Borreggine
Welcome to Inside Track, sponsored by Therapedic International. And I’m Gerry Borreggine, and I’m here at the High Point Market Furniture Capital of the World with Dave Perry. Hey, Dave.
Dave Perry
High Point resident, Good to be with you.
Gerry Borreggine
High Point visitor Good being with you.
Dave Perry
We’ve got that going for us. Today’s topic is going to be if you’re acceptable to this holiday selling, you know, during COVID, COVID changed everything, and there were kinds of sales that we made that we didn’t traditionally make. But now that COVID is in the rearview mirror, I hear that we’re back to more normal sale periods.
Dave Perry
So talk about that.
Gerry Borreggine
The COVID sales cycle being off for a year and a half now. So it’s been one full year, a little more, that we’ve been out of that COVID wave that just kept coming, kept coming, kept coming. And it ended about a year ago, in January. And immediately went into that holiday sales cadence again, where we started to wait for President’s Day.
The Memorial Day, in some cases the 4th of July, certainly Labor Day. And most guys closed out with Black Friday. But there are other holiday events that a retailer can get behind, including their own events, like an anniversary event for the retailer. So we could somehow bump that 4 to 5-holiday sales, major sale to seven or eight. I think it would be a big benefit to the industry.
Dave Perry
You know, you’ve mentioned in the past the possibility of Election Day. Tell me why Election Day could be big.
Gerry Borreggine
Well, it’s a great holiday. It’s an American holiday. We elect our officials. And what’s great about Election Day sale is if you have a store that’s headquartered in a county seat or a state capitol or anywhere where there’s a high concentration of government workers, they’re off on Election Day. So those people are yours. They’re out to shop.
But schoolteachers are often off on Election Day because elections are often held at schools. So the schools are shut down. So if you have an Election Day sale, instead of a three-day wrap-around where it’s, you know, Saturday, Sunday, Monday, you really could start to Election Day. It’s Friday, and it goes right around through Tuesday into Wednesday morning to a five-day event.
Gerry Borreggine
That’s a beautiful thing for a retail store to increase the volume of your holiday.
Dave Perry
Let’s talk about some of these major sale holidays. As I look at the calendar, they’ve become two even three-week events. Is that is that too much for one holiday?
Gerry Borreggine
One of my tenants of a good sale is that it needs an ending date. And if it’s an unrealistic ending date, if it’s a month away from when it starts, there’s no urgency ending date supplies urgency, urgency to a sale. Dave Perry, thanks for joining us.
Dave Perry
Great being with you.
Gerry Borreggine
Thanks. Appreciate it.
Tips by Gerry Borreggine, CEO and president of Therapedic International. For more Inside Track tips, click here.
