How to make it easy for customers to get last-minute holiday purchases
December 11, 2013

Small and medium-sized retailers that have the ability to accept credit card payments may be more likely to satisfy the needs of last-minute holiday shoppers. Many businesses dedicate a majority of their year-end attention to preparing for popular sales days such as Black Friday, Small Business Saturday and Cyber Monday. Such efforts are justified, seeing as that entire weekend is often responsible for generating the largest amount of revenue all year. However, keeping a store running as smoothly as possible throughout the entire month of December can further maximize sales.

According to survey released by the online coupon company RetailMeNot in partnership with The Omnibus Company, 87 percent of more than 1,000 American consumers interviewed claimed they still have an extensive shopping list to complete - even after the rush immediately following Thanksgiving. Eighty-eight percent of shoppers said they have waited until the last minute to purchase holiday gifts in previous years as well.

How exactly can retailers satisfy the needs of last-minute shoppers?

Offering gift card programs is one reliable way to make it as easy as possible for consumers to find worthwhile gifts for family and friends - especially when certain items have already sold out. Massage Envy Spa, a national franchise based in Scottsdale, Ariz., cited data from the National Retail Federation that said 81 percent of American consumers plan to purchase at least one gift card during the holidays.

"It's hard to go wrong with a gift card," Eugenia Tzoannopoulos, regional developer of Massage Envy Spa for the Connecticut Region, stated in a press release. "They give consumers greater freedom and satisfaction. That's what makes them so appealing to people."

Simply making it easy to accept credit card payments also allows retailers to take full advantage of revenue opportunities presented through last-minute sales. Stores that are able to handle more than just cash will automatically have an advantage over competitors.

Nexus: G-WEBCD2