Riding my motorcycle through the Blue Ridge mountain on Black Friday was how I participated in the most celebrated retail day of the year.
I am not a trend follower, but as I rode, I realized I had become part of a counter culture trend!
Several years ago, REI took a bold step and closed their doors on Black Friday. They paid their employees as they would usually be compensated for that day and encouraged them to spend the day outside.
They created a program to promote and encourage everyone to follow suite and post their events on social media with the hashtag #OptOutside. The program has been wildly successful. REI sales has not suffered in the least.
What about the rest of the retail marketplace? According to Retail World, there were Winners and Losers on Black Friday.
Three things jump out at me.
1. Retail seems to be up 5% compared to last year. Is your business up 5% compared to last year? If not, why? People are spending money and they want what you have to offer. Can they find you?
2. Initial online sales on Black Friday were up about 28%, another indicator that people are spending money. How are you using this to your advantage?
3. There were losers on Black Friday. Why? Because they were not prepared for increased sales and their systems were non-responsive, slow and sluggish. People did not want to wait. They wanted to buy now and therefore they moved on. Have you made your intake process easy for people?
What can we use this information to our advantage in the fitness industry?
We must get rid of the idea that December is a slow month for the fitness industry.
I have heard over and over how hard it is to sell new memberships in December. I know from personal experience and through coaching my VIP clients December is only a slow month for those with that mindset.
What is your mindset about exploding your business in December?
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