We do things for charities year round, but what do retailers do with their communities at
Christmas to build those larger connections?
Shisan Patel, Jasp, Birmingham
Offering a return option on unused Christmas food and drink
Sarj Patel, Pasture Lane Stores, Sutton Bonington, Leicestershire
“We have a village hall and we help out there with a luncheon club that we sponsor over the Christmas period. Something we’ve been doing for 15 years is offering items on sale or return in the lead-up to Christmas. It’s especially important and popular with our alcohol options – wine, spirits and beer.
“Lots of people have families coming over so they often buy too much, but we say that on 6 January, they can bring whatever they’ve not opened and we’ll take it back. That’s more appealing to them than going to the supermarket and ending up lumbered with two cases of beer they don’t want. We had about five or six customers doing it when we started out, but now it’s more like 60. We advertise it in the village newsletter.
“Ultimately, it’s a useful January footfall driver. They’ll come in to return items, but they’ll always buy some bread or something while they’re in. They become regular customers.”
Support local causes, initiatives and events
Barry Patel, Nisa Marsh Farm, Luton, Bedfordshire
“It’s very important to us, probably the most important time of the year to build that community spirit. We sponsor fireworks events, which have about 4,500-to-5,000 people coming to them. We’re in all the community Facebook groups and we’ll sponsor anything. We’ve always got banners outside the shop saying what events we’re sponsoring.
“Christmas is a huge time, when there are lots of gatherings and parties going on, so it’s a good time to reach out and get involved with church groups, schools, pensioners and other groups to let them know you are there.
“At Christmas, we go to local community centres and schools. The community centres do dinners for pensioners, and we’ll give them any food, cash funding or items that they need. We do the same for the local sports clubs – football, hockey – anything that builds towards that community spirit.”
Christmas Day opening and customer rewards
Sid Ali, Morrisons Daily, Mintlaw, Aberdeenshire
“A thing that we started doing a long time ago is opening the shop on Christmas Day. It wasn’t a calculated decision, there was just nothing on TV, so I went and opened the shop. And people started pouring in who needed items because extra guests had arrived.
“Eventually, other shops in the area started opening on Christmas Day, too, so to keep ahead of the competition, we’d keep hold of all the freebies we got from reps during the year and we’d give them away. So, if someone bought £10-worth of cream and brandy, they’d get a branded Tennent’s glass for free. This year, we put in a milkshake machine, so we’ll be offering a free shake for every customer that spends £15.
“It’s important to help out at the events that are happening in the lead-up to Christmas, but I’m never sure about advertising the fact as that feels more like a business decision.”
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Dining and Cooking