A major retailers’ association recently sent their members the results of a survey it had conducted, regarding the biggest turnoffs customers have during Christmas shopping. The top three negative comments were: gaudy, over-decorated stores; overly perky or pushy sales staff and loud Christmas music. I would agree, and probably add a couple more of my favorites, such as overcrowding and over-pricing.
Some stores definitely over-decorate. The colours of Christmas used to be red and green but somewhere along the way purple, gold, silver and yellow have somehow become part of the scheme. The staff seem to have had a competition to see which one could slap up the most garland, string the most lights or find the most metal trees. After that, they make the big Xmas Sale sign and put it in the window.
All businesses have to bring on extra staff at Christmas time. There are two types of temporary employees. First, we have the kid that doesn’t want to be there at all, but his or her parents told them they had to get a job.
They never smile. They are angry that this stupid job is not only minimum wage but they also have to wear the dopey Santa hat all day. If they accidently make eye contact with a customer, they look like a deer in the headlights and pray, “I hope they don’t ask me a question, I might have to talk to them.”
The second type is the perky one the survey talked about. She greets you with a high-pitched Smurf voice, “Hi! Welcome to our store. We have many specials on today, including two-for-one on all Christmas decorations.”
Her voice is like nails on a blackboard. When you walk around the end of the aisle, she doesn’t recognize you and goes into the whole spiel again.
Then it becomes a game of hide and seek. The customer tries to find someone to help them, while trying to avoid the one with the high-pitched squeal.
The loud music is one I agree with. If it was a soft medley of Christmas carols in the background to set the mood, that would be fine, but some of the grating arrangements are hardly recognizable as Christmas music. Nobody should have to shout at Christmas time.
But it does increase sales. For instance, maybe a wife says to her husband, “We should get a set of new silverware for Christmas.” Because Boney M. is screaming about a long time ago in Bethlehem, he thinks she said, “We should get the kids new underwear for Christmas,” and he replies, “Sounds like a good idea.” Next thing he knows, $800 is going on the Visa card.
I long for the days when a store put up a real tree and maybe some lights, and a cassette played soft music somewhere in the back. The staff smiled and waved and hustled over if you beckoned them and maybe even offered to gift wrap your purchase.
If you met an old friend or neighbour in the store, you could carry on a conversation and not be drowned out or bumped or jostled. When you left, the staff would say Merry Christmas without the fear of getting reprimanded, and the store owner would shake your hand and say, “Thanks for shopping here.”
Make your store a welcoming place and you might see more customers. At least that’s what McGregor says.
