Preparing for locals and visitors

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The season has two main stages on the Surf Coast: locals buying Christmas gifts from late November, then visitors arriving from Boxing Day through January. Plan for both and then for bringing locals back after summer.

Before Christmas, focus on locals:

  • Put ready-to-go gift sets and gifts by price near the counter.
  • Offer gift wrapping, gift cards or click-and-collect.
  • Consider a VIP shopping night or a joint promotion with neighbouring businesses.

For summer visitors:

  • Update your Google Business Profile with holiday opening hours.
  • Make your shop easy to spot with a clear window display or sandwich board.
  • Highlight locally made products and visitor-friendly bundles.
  • Partner with nearby accommodation providers or offer to post purchases home.
  • Check stock, staff rosters, card payments and Wi-Fi before the rush.

After summer, bring locals back:

  • Offer a bounce-back voucher for February to April.
  • Promote a locals’ night or loyalty reward.
  • Include a flyer or offer with purchases during the summer peak.

A quick reminder about advertising claims

Keep offers accurate and make conditions easy to find. Be particularly careful with “was/now” prices, “sitewide” claims, “up to” discounts and countdown timers. Check the ACCC’s advertising and promotions guidance before your campaign goes live.

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