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Job of the week

Tis the Season to Go Shopping

December 12, 2011

By Delia Paunescu: Assistant Editor

 
Like it or not, we’re in the midst of the holiday buying season. Sure, there isn’t a parking spot within two miles of the mall, but once you get in, just think of the decorations! Better to focus on that than the crowds.

What is it about December that makes the entire country run from store to store, spending all we can on the ones we love? I’d like to think that it’s because the experience is unique to the year-end. As we’re focused on others, those who make our lives happy, we wander through every store in town for the perfect gift to convey our affection. In their own right, stores show how much they appreciate our increased spending by decking the halls, hoping one more garland puts us in the gifting mood.

Finding the right token of friendship, love or thanks can take all our energy. Is it better to go safe with a practical gift or take a chance and risk being asked for the return receipt?

In helping customers through this difficult task, optical boutiques can only benefit. Communicate the aspects of eyewear, sunwear and good vision care that can make a special gift. Make sure consumers know what your seasonal hours are. Offer them a cup of cider at reception. Send out a holiday card to your best customers. Remind them to use their managed care and flexible spending benefits before January. Whatever fits the mood of your boutique or practice is great, so long as it’s extra special. Just as we appreciate a store’s beautiful decorations, customers will notice your additional effort.

By this time next month, the presents will be unwrapped and exchanged, the tree will be cut down to kindle and the garland packed away. Until then, we hope you enjoy the holidays, shopping and all. ■

dpaunescu@jobson.com


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