“The main issue for retailers this Christmas will be trying to keep costs low. The recession has hit everyone and consumers will be shopping around more than ever, meaning it is vital for businesses to capitalise on their USPs as much as they possibly can over the next few months.

Looking Glass
The key is to examine your business model closely, identifying the top selling products you have in-store and thinking of new and imaginative ways you can promote them to passers by. Window displays – both on the high street and online – are of utmost importance so make sure they are kept as attractive, eye-catching and visually alluring as you can.

This year, value for money will be at the top of everyone's agenda, so it's vital to ensure you go out of your way to draw as much attention to any promotions, special offers or seasonal discounts you have in-store as you can, exploring different ways you can enhance your customer's shopping experience, such as offering a free gift wrapping or delivery service. Retailers could also give their clients free samples with their orders.

Play to Your Strengths
Nowadays, consumers are looking for anything slightly different from the norm and offering your customers something they're unlikely to find elsewhere will give you a real edge over your competitors. If you have a unique selling point, make sure you utilise it to the max, using your website, workshops and in-store promotions to draw as much attention to it as you can.

As one of the country's leading suppliers of fairly traded fashion accessories, we specialise in producing handmade goods using eel skin leather. A by-product of the food industry in Asia – where these animals are farmed for their meat – the material is of an extremely high quality, boasting an incredibly strong and supple texture. This is something we have worked very hard to communicate to our customers, both online and in our shops, and it's an area we will be focussing on promoting even further in the future. Remember, people are always looking for products with a twist, so make sure you promote any unusual or innovative items you have in store.

Money Matters
This year, it's more important than ever to keep your costs low, so try ordering a less varied selection of stock – in fewer colours and styles – and put all your energy into selling some of the more expensive lines you have in-store instead. This will ensure you not only maximise the profits you generate from each and every customer who walks through your door, or visits your site, but also reduce your overall outgoings in the run up to Christmas too.

Providing an exemplary level of customer service is also essential. Remember, nothing is likely to deter a shopper from returning more than a poor in-store or online experience, so make sure yours is speedy, highly-efficient and up-to-scratch.

And last but not least, always keep an eye on what your competitiors are doing. Analyse what they offer that you don't and ask your customers for any feedback they might have. Retailing is hard work, but with a little bit of positive thinking, a lot of determination and a clever marketing strategy, there is no reason why you can't make this your best Christmas yet!”