With the holiday season right around the corner, it’s safe to say that holiday shopping is going to look a lot different than in the recent past.  Without the likelihood of brick and mortar stores being packed wall to wall for their normal holiday deal, many consumers are going to turn to online shopping; many for the first time.  Here are a few ways to prepare your small business ahead of the holiday season.  

1. Update Your Website - Now it’s more important than every to ensure the content on your site is user friendly and full of pertinent information.  Users are going to look to your website to see what hours you will be available or if you have e-commerce and where you can ship.  Having specials, hours of operation, and key information on your site will drive users to do business with you.  

2. Understanding Consumer Trends - Not only is the way people are shopping changing, but also what they are shopping for.  In the midst of the pandemic, more people are searching for products online that they typically buy in store.  Consumers searching online will want to know all options that are provided to them, whether this is curbside pickup or home delivery.  It is imperative to know your targeted audience and reach them with products that are relevant to them at a desirable price.  

3. Utilize Google Shopping Ads -  Google Shopping ads display at the top of the Search Engine Result Page on Google and give consumers a way to view and purchase similar products from different e-commerce sites.  Shopping ads include price, a picture of the product, and the business name.  Unlike using keywords for Paid Search, Google Shopping ads utilize product data within your Merchant Center.  Shopping ads increase your online e-commerce leads and drive consumer foot traffic to your brick and mortar storefront, which gives your business the extra boost for the more traditional shopper.  

Although the holiday season will look very different this year, it doesn’t mean that you have to miss out on the peak shopping season.  Following the above tips can allow consumers to visit your business from the comfort of their homes and continue to make your business a success.