It’s October, and if you haven’t been decking the halls with brand awareness and customer engagement all year long, the holiday shopping season may feel a bit like a lump of coal. With online shopping becoming the go-to for many, small brick-and-mortar retailers have to jingle a little harder to stand out. In 2023, 80% of shoppers turned to online platforms for their holiday purchases. But that doesn’t mean you’re out of the race—it just means you need to act now to give customers reasons to dash away from their screens and into your store!

Here are four actionable steps you can take to draw people away from the convenience of online shopping and into your shop this holiday season.

1. Create an In-Store Experience that Online Can’t Offer

You can’t replicate the joy of holiday shopping with a mouse click. Offer in-store experiences that create a sense of holiday magic. Whether it’s a special holiday-themed event, personal shopping services, or in-store entertainment, give customers a reason to visit that can’t be duplicated online. A staggering 72% of consumers say they are more likely to spend money on experiences rather than material items. Why not make shopping in your store a festive and memorable experience? Host a holiday event, serve hot cocoa, or offer exclusive in-store-only discounts. Make your store a place people want to visit for the memories as much as the merchandise.

2. Emphasize Immediate Availability

When shopping online, even the fastest shipping can’t compete with walking out of a store with your holiday gifts in hand. Nearly 45% of shoppers in 2023 cited shipping delays as a reason they chose to shop in-store. Highlight the fact that you have what customers want right now. Advertise your hours. Use signage, social media, and email campaigns to promote the convenience of instant gratification—because no one likes waiting for Santa when you can be your own holiday hero today!

3. Support Local and Spread Holiday Cheer

There’s nothing more heartwarming than supporting small businesses during the holiday season. In fact, 70% of consumers prefer to shop locally when possible. Emphasize your role in the community and give customers the opportunity to feel good about their holiday shopping choices. Whether through donating a portion of proceeds to local charities or partnering with other small businesses for holiday promotions, remind shoppers that every purchase they make with you supports the community they love.

4. Highlight Unique Offerings and Special Perks

If your store carries specialty items or one-of-a-kind products, now is the time to shine a spotlight on them. Customers are always on the lookout for unique gifts that can’t be found at big-box retailers or on major e-commerce sites. Whether you stock handcrafted goods, local artisan pieces, or exclusive product lines, make sure customers know about your standout items. This is also a great time to roll out holiday promotions—think discounts on specialty products, free gift-wrapping, or percentage discounts on large purchases. Not only do these perks sweeten the deal, but they give shoppers a little extra incentive to walk through your door instead of clicking “Add to Cart” online.

This holiday season, make your store the place to be—not just for the gifts, but for the experience, exclusivity, and community connection. Let’s sleigh this season together!