Year on year, the Christmas period proves to be extremely lucrative for retailers across all sectors. Sales will explode as people splash out on festive gifts for others, themselves, and their horses – but only if stock is already on their shelves, in preparation for the rush.
The Christmas period is a time that invites people to over-indulge and spend much more than they usually would. The phrase, ‘Oh but it’s Christmas,’ echoes around every shop in the world during December. Do you know how you can optimise your sales and take advantage of this festive spirit? The first thing to know is what to fill your shelves with.
For the Rider
It can be a running joke that a gift for a horse is the same as a gift for the respective owner. However, that doesn’t mean that all gift ideas for owners are horse items! Equestrians are relatively easy to buy for and are easily pleased! A designer handbag will be scoffed at, but a new shavings fork? Now we are talking!
Due to the nature of the beast, (equestrianism) owners and riders will always need more socks, another jacket, a woolly hat, some gloves and leaking boots will need replacing, regardless of the month. Basic necessities will never go un-used, but the difference, is that equestrians often receive these types of products as Christmas gifts so might hold off buying them for themselves. Welcomed with open arms, there is no better gift to an equestrian than one they really need. Perhaps being able to offer certain deals to entice practical gift purchases could be implemented in your store? Buy a pair of winter boots and receive a free pair of socks for example? A basic product purchase is transformed into a gift by pairing it with an associated product.
Winter-associated purchases will always sell well around Christmas. Easy to gift when you are unsure what to buy, have a good selection of items such as woolly hats, headbands, caps, gloves and scarves. The majority of country-goers will own at least two or more – you have to be ready for an outfit change after a deluge!
Truly festive purchases for riders are welcomed too. These are often items people do not need, but would simply would like. Your stock should reflect a touch more glamour than necessity purchases. From a new competition shirt or pair of breeches, new base-layer combo set for XC, blingy riding gloves, hat silks and belts - as it’s the festive period, perhaps lean towards more sparkle in your choice and less of the plainer, more workmanlike designs and colours. Everyone wants to feel merry at Christmas, even whilst riding.
For the Horse
Gifts for the horses are just as important, if not more so than gifts for the rider. Equine products will always sell well around Christmas so be prepared for the increased demand for sparkly saddlecloths and matching bandages! Consider pushing your stock of matching sets and combo deals – there’s nothing better than going for your Boxing Day ride kitted out, head to toe, in new matching gear!
However, due to the needs of a committed horse owner, do not discount products such as brooms, shaving forks and wheelbarrows that could also be received as gifts from loving family members, who appreciate how dedicated the recipient is to this equestrian lifestyle.
Although larger purchases such as rugs, saddlecloths and jackets are popular gifts to give, one tradition that is always a family favourite is the stocking – even for the horse! Christmas stockings made up for horses are always popular - they are at their best when the contents have been well thought out and can provide fun and practicality, such as mini grooming brushes for when travelling. Items like treats, licks, toys and other novelties are always good options.
For the Love of Dogs!
It is extremely common for horse owners to also have dogs in the family. So, ensure you have a selection of doggy gift ideas too! A common Christmas day activity for dog lovers is taking their dog on a walk. As an activity that is generally a daily occurrence too, not just for the holiday, you might decide that providing a wide choice of new leads, collars, harnesses and dog coats for dog loving customers is a wise addition to your current stock. A new collar is a thoughtful gift for a large amount of people and offering custom-made or engraved dog tags is another way you can offer a more personalised service.
Dog owners love to splash out on festive treats and food for their dogs too. Consider stocking doggy advent calendars and Pawsecco in readiness for the Christmas surge. Your customers are all about keeping up with trends.
