Retailers must know something we don't. They put up their Christmas decorations by early November, at the latest, and the gift promotions start shortly thereafter.
And then there's Black Friday, which seemingly works in tandem with Christmas, at least from a sales point of view.
Jingle Bells are ringing, or is that the sound of the cash registers?! Speaking to some retailers, we discovered that Black Friday doesn't take away from the Christmas sales - it just begins the frenzy early and extends the shopping season. With all the deals that are going on, it could be a case that consumers spend more than originally intended because of the temptation of a good deal.
What does this have to do with a financial planning business, you may ask? Well, lots. One industry can learn from another, as can one business from another. Whether we are talking about offers, discounts or customer experiences, it useful to look around and see what others are doing.
We know that the financial planning industry largely shuts down from mid-December to mid-January, at least from an advice-giving perspective, which leaves you with 4 weeks and one day to wrap things up before you vacate your home for more festive pastures.
If the retailers have already geared up for Christmas, what are you doing as your business approaches the silly season? No, you're not selling products that you can wrap in pretty paper and put under a tree, but you are congnizant of your clients' plans to do so.
You are also aware that they too will be winding down, and possibly travelling, and you know that there will be a communication and/or service gap of a month coming up soon.
This upcoming break presents financial planning businesses with an opportunity to touch base with their clients in a different way. Yes, you could send an SMS (what's that?) wishing them a merry Christmas and a happy New Year, but that's old-school boring. What if you were to part for the season in a different, more creative, more impressive way?
At a simple level, you could send them a video message - oddly, that's different - or you could produce something that the whole office contributes to. You can shoot and edit it on most phones, and send it via any of your CRMs.
Other ideas include a holiday guide, a holiday survival pack, personalised gifts, customised artwork, hand-written thank-you letters, a 2025 contact plan, or a preliminary piece of work to review in the new year.
So, where retailers have positioned themselves to sell hard, you need to position yourselves to close hard, just not in a sales way... close the doors, go on holiday, wish your clients well... but lock in those relationships and bridge them over to the new year.