The winter of 2014 has had a crippling effect on retail businesses, but small retail stores have taken the largest hit.  Between the extended period of sub-zero cold from the mid-west to the northeast and the constant barrage of snowstorms it has kept consumers inside.  Even the southeast experienced snow and ice to bottleneck the entire area for days.

When consumers do venture out between storms or quick thawing, they tend to go to the larger big box retailers so as to not make as many stops.  It’s bad news all around for small retailers.  What can be done to generate business?  Many times it just pays to wait for the thaw when consumers will be glad to be out and about and shopping freely, however you do not wait and do nothing.

Metro Area Shopping Comes to a Standstill

You can try to generate sales with low cost advertising, such as putting promotions in your store windows or trading off promotions with nearby store owners.  It’s advisable to only spend a limited amount of your ad budget in the slowest of times.  Save it for when consumers are ready to shop again.  But you do need to begin purchasing inventory for the eventual thaw.  Make sure your packaging supplies are stocked for when business picks up, such as bags, boxes, displays, labels and tags.  You need to be prepared and ready for the increase in business soon to come.

Work on future promotions, improve your website (or create one), clean and modernize your store and make your retail business more efficient.  All this can be done for a reasonable cost.

Of course all areas of the country are different, tourist destinations in South Florida, the Gulf Coast, Arizona and California benefit from harsh winters.  For these small businesses, it’s time to increase your advertising and expand your overall budget because your consumers are ready to spend now.

All things will pass, and spring will be here, consumers will be out and about and business will return to the small retailers.  But for now, batten down the hatches, have low cost promotions, plan for the spring and live to fight another day.  Good luck and stay warm.

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