Halloween opens the autumn sales season: it is followed by Black Friday and the New Year holidays. A store that prepares for Halloween in advance gets three things: a storefront that stops passers-by, an assortment without shortages and surpluses, and data with which it is convenient to plan the next sales. The article gathers decoration ideas, safety rules, modern sales practices, and step-by-step settings in the Torgsoft accounting program.
Why Halloween
The name Halloween comes from the English «All Hallows’ Eve» — «Evening of All Saints», or the eve of All Saints' Day. In Middle English, the word «hallow» meant «saint», and «eve» — «eve». Over time, the expression was shortened to «Hallowe’en», and then — to the modern «Halloween».
Halloween is celebrated on October 31, the evening before All Saints' Day, which Western churches celebrate on November 1. In the Balkan countries, the holiday is called the «Night of Witches»: in Slovenian — Noč čarovnic, in Croatian — Noć vještica.
For retail, Halloween is the beginning of the autumn sales season. Thematic goods and promotions appear in stores as early as the beginning of October, and in November, buyers move on to preparing for Black Friday. A customer who came to your store for Halloween may return in a month if they are given a reason to do so.
Why should a store prepare for Halloween
Store profits depend on the number of customers and the amount each of them leaves at the checkout. Festive window dressing attracts the attention of passers-by, reminds them of the brand, and helps increase sales — on holidays and after them.
An interesting showcase works as a photo zone. People take pictures near decorations and publish photos on Instagram, Facebook, and other social networks. For a store, this is free advertising: the pictures are seen by friends and subscribers of the authors. To get more such publications, add a sign with the store name or hashtag near the photo zone and offer a small bonus to those who show their publication at the checkout.
A showcase can also cause harm. Overly realistic or dangerous decor causes complaints, conflicts with neighbors and visitors, and sometimes — a visit from the police. Such cases are discussed in a separate section below.
Compare two indicators a week before decoration and a week after: the number of visitors and the number of receipts. If there are more visitors, but not receipts, the showcase has done its job, and the reason should be sought inside the store: in the assortment, prices, or the work of the sellers.
Modern sales practices during the Halloween season
Decor brings people to the store. Sales are shaped by other things: the right assortment, clear promotions, personalized invitations to regular customers, and result monitoring. Below are eight practices that retail stores use today, and how to set each of them up in Torgsoft.
1. Assortment planning based on last season's data
The main demand for Halloween goods falls on the two to three weeks before the holiday. If you order too little, customers will go to competitors. If you order too much, the leftovers will lie in the warehouse until next October and freeze money. Therefore, purchases are planned based on the actual sales of the previous season: what was bought out first, what was left over, and what the store earned the most on.
The merchandiser creates a «Halloween» season in the Merchandising — Season menu and specifies it in the thematic goods cards during receipt. After the holiday, the manager opens Analysis — Sales analysis by season: Torgsoft shows the quantity and amount of supply, sales, returns, cost price, and revenue for the selected season. The ABC and XYZ analysis report distributes the group's goods according to their contribution to revenue and uniformity of sales. The manual advises excluding promotional goods from the analysis so that discounts do not distort the result. Orders are formed in the Document — Formation of an order to the supplier menu with the filter «Goods to be ordered». Read more — in the articles about ordering from suppliers and analysis in Torgsoft.
For a chain of stores, the options Minimum and maximum balances by warehouses and Automatic calculation of warehouse stocks will be useful. The first sets the minimum stock of each product for each point, the second calculates the stock based on sales and delivery times.
2. Promotions with clear mechanics
A discount on the entire assortment reduces the margin and does not change buyer behavior. A conditional promotion encourages buying more: «third item at a discount», a discount from a certain receipt amount, a progressive discount on each subsequent item. A time limit creates a reason to come right now: for example, the discount is valid only on the evening of October 31 or only on the weekend before the holiday.
Before launching a promotion, calculate the discount so that the additional revenue covers the lost markup. If you buy goods in foreign currency, consider the exchange rate change: after the sale, stocks will have to be replenished at new prices.
The administrator creates a promotion in the Marketing — Promotions menu. The «For a period» tab sets the dates, days of the week, and valid hours. The «For quantity» tab sets the condition «buy two — get a discount on the third», «For amount» — the receipt amount threshold, «For one product» — a separate discount for each subsequent item, for example, 10%, 20%, and 30%. The promotion can be limited by product group, retail outlets, and customers. On the «Result» tab, Torgsoft displays the promotion conditions in text and the list of goods it applies to. You can add the variable «Promotion expiration date» to the tag template so the buyer sees the deadline on the price tag. Read more — in the articles about setting up discounts and promotions and prices that depend on the quantity of goods.
3. Gift sets and impulse purchases
A buyer looking for a costume often forgets about makeup, accessories, or sweets for guests. A ready-made set solves this for them and increases the average check. Sets are placed on a separate island or near the checkout, in the waiting area. The same principle works for cross-merchandising: goods bought together are placed nearby — a costume next to makeup, a carving pumpkin next to LED candles.
The merchandiser processes the set through the Assembly document: in the kit card, they specify the goods included and their quantity. For standard kits, a Kit Template is created — the cashier selects it in the sales form with the «Select template» button. For those who cannot decide on a gift, offer Gift certificates: Torgsoft generates certificate barcodes, sets the denomination, sale price, and validity period in days.
4. Personalized invitations to regular customers
A client who bought a costume or decor from you last year already knows the store and its assortment. A personalized message two to three weeks before the holiday reminds them of the store before the client starts looking for goods elsewhere. A personal code in the message allows you to count how many people came specifically after the mailing.
The marketer opens Analysis — Customer activity analysis and in the «Purchased product» filter selects the «Halloween» season. Torgsoft generates a list of customers who bought thematic goods — they can be immediately included in a mass mailing. The Mass mailings to clients option sends SMS, Viber, and e-mail from the program. The mailing can be tied to a promotion and generate a managing barcode for each letter: then the discount will work only with the code from the message. The «Subscription to mailing» filter helps send offers only to those customers who agreed to it.
5. A reason to return after the holiday
Between Halloween and Black Friday — there is about a month. Bonuses accrued for a holiday purchase with a limited validity period stimulate the client to return during this period. A referral promotion adds new buyers: a regular client brings a friend and receives a bonus.
The Bonuses with a limited validity period option is configured in the Marketing — Discount card type menu, «Bonus system» tab: in the «Bonus expiration» field, select «Automatically» and set the validity period in days. The manual advises making the bonus validity period longer than the maximum product return period. To attract new buyers, the Promotional campaign «Bring a friend» with promo codes is suitable.
6. A single balance for the store, website, and marketplaces
Many buyers check product availability on the website before visiting. Seasonal demand is short, so it is important for the buyer to know that a costume of the right size is in the store, and to be able to reserve it. If the balances on the website and in the store diverge, the store sells a product that is no longer there and receives complaints.
The seller reserves the goods for the client in the Document — Sale form with the «Accept order» (CTRL+M) button and accepts prepayment if necessary. The Synchronization with the online store option keeps goods, orders, and website shipments in the same database with the store. If you don't have a website yet, Torgsoft Online Market launches a ready-made online store synchronized with the program. For sales on marketplaces, there is Integration with Prom.ua and Integration with Rozetka.ua.
7. Result measurement
Without numbers, it's impossible to understand what worked: the showcase, promotion, or mailing. Three indicators provide the answer. Conversion — the share of visitors who bought something: the number of receipts is divided by the number of entries. Average check shows whether sets and threshold promotions are working. The share of sales with a discount shows whether the staff is giving out discounts unnecessarily.
The Visitor accounting option downloads data from the TK-01 and TK-04 visitor counters to Torgsoft: the number of entries and exits by date and time. The manual suggests comparing attendance before the promotion, during it, and after. In the Analysis — Sales intensity analysis report, the «Display visitor entry» switch is turned on, and sales are visible alongside traffic. Analysis of the number of receipts by amounts calculates the average purchase amount by intervals. Discount usage analysis shows sales by discount type and by each employee, and Analysis of the impact of sale price on profit — how much product was sold at full and discounted prices.
8. Motivation and informing staff
During the sales season, a seller who knows the promotion conditions and offers a set instead of a single item brings more revenue to the store. For this to work, employees must know the promotion rules, and the manager — see which of the sellers sold the seasonal item.
The Linking the sale of each item to the seller option ties each sold unit to the consultant: the cashier scans the seller's barcode, and then the product. The calculation of bonuses is automated by the Salary and staff motivation option. The Staff notification option sends messages to all program users and records that the employee has read it — this is how cashiers get promotion terms before starting a shift.
Briefly: practice and tool
| Practice | Torgsoft Tool |
|---|---|
| Purchasing based on last season's data | Season in the product card, Sales analysis by season, ABC and XYZ analysis |
| Promotions with conditions and time limits | Marketing — Promotions: period, quantity, amount, discount for each item |
| Gift sets | Assembly, Kit template, Gift certificates |
| Personalized invitations | Customer activity analysis, Mass mailings to clients, managing barcodes |
| Repeat visit after the holiday | Bonuses with a limited validity period, Promotional campaign «Bring a friend» |
| Single balance online and offline | Product reservation, Synchronization with the online store, Torgsoft Online Market |
| Result control | Visitor accounting, Analysis of the number of receipts by amounts, Discount usage analysis |
| Staff motivation | Linking sales to the seller, Salary and staff motivation, Staff notification |
Halloween conflicts: what to avoid in decoration
Decorations sometimes cause problems. Most often this happens in two cases: the decor looks like a real threat or violates safety standards. The consequences are — complaints, conflicts with clients and neighbors, police calls, and claims from victims.
Overly realistic decor
Artist Steven Novak from Dallas (USA) set up a «mass murder» scene in front of his house: mannequins, a body bag, a wheelbarrow with fake limbs, and about 75 liters of fake blood. Neighbors called the police several times. The police didn't issue a fine, but the story was discussed by national media. In Tennessee, a neighbor saw a «body» made of clothes stuffed with paper near a garage and called 911 — three police cars and two ambulances arrived at the call.
Fire hazard
According to the US National Fire Protection Association (NFPA), every year in American residential buildings on average more than 800 fires start from decorations. Almost half of them arise due to decor placed too close to a heat source: a candle, lamp, or heater. The data relates to housing, but in a store window the mechanism is the same: dry leaves, straw, fabric, and paper next to a candle in a pumpkin.
Visitor injuries
An unsecured pumpkin arch, a garland wire across the aisle, or a fog generator in the buyer traffic zone create a risk of falls and injuries. If a visitor is injured in the trading floor, the store owner will have to deal with the consequences — up to lawsuits for compensation of medical expenses.
Offensive decor
A separate risk group — decor and costumes that mock ethnic, religious, or social groups. In countries where Halloween has been celebrated for a long time, such showcases regularly become a reason for public complaints, after which stores take down decorations.
How to avoid unsuccessful decorating
- Realism in moderation. Decor that looks like a real crime scene causes panic and police calls.
- Fire safety regulations. Use LED lighting instead of candles and do not place flammable materials near lamps and heaters.
- Visitor safety. Securely fasten all elements, hide wires, and keep aisles and emergency exits clear.
- Respect for people. Festive decor should not offend any group of buyers.
What not to use in decor during the war
The theme of war and death. It causes pain to people who have experienced losses and associates your store with unpleasant emotions. The consequence — reputational losses.
Crime, murder, and accident scenes. During the war, cruelty is present in the news and in the lives of Ukrainians, and some people have experienced violence personally. Decor can be mystical, fairy-tale, and even scary. There should be no scenes of cruelty in it.
The theme of mutilation and lost limbs. Among Halloween decorations there are models of fingers, arms, and legs. Currently, such decorations are inappropriate.
Tips for decorating a store for Halloween
- Openness. Remove unnecessary partitions so that buyers see the product even before entering the store.
- Promotions and discounts. Announce them directly on the showcase — with stickers, signs, posters. Specify the validity period: a time limit encourages a purchase.
- Price tags. They can also be stylized. The store looks more respectable when price tags are identical, restrained, and correspond to the general style of the premises.
- Color harmony. The holiday theme should not sharply contrast with the store's design. Decorations draw attention to the store and do not distract from the goods.
- Lighting. Accent lighting highlights key details and goods.
- Product-story exhibitions. Combine goods with themed characters and create complete stories. The product that needs to be sold should be placed at the buyer's eye level.
- Minimalism. Too many decorations, especially without composition, create a feeling of clutter and cheapness.
- Experiments. Classic design works, but new ideas evoke more emotions. Boldly try unusual solutions.
- Outside view. After decorating, walk past the showcase and assess whether it attracts attention and stands out among neighboring showcases. Step back a few dozen meters and check from where the decorations are already visible.
Do not forget about the interior space: add festive elements in the trading floor, create islands with gift sets, use light decor on mannequins and tables.
What affects the choice of window dressing
- Location of the point of sale. If there is a school or kindergarten nearby, realistic scary decorations will frighten children and annoy parents. Such an effect will not help sales. When choosing decor, consider who walks past the store and what reaction you want to get.
- Store assortment. Plush pumpkins are inappropriate in an electrical goods store, and skeletons in a children's goods store. Decorations are selected for the assortment so that they highlight the product on the shelves.
- Target audience. Funny decorations and fairy-tale characters are suitable for children, realistic decor for teenagers, and interesting compositions for adults.
How to combine Halloween decor with store merchandise
Traditional decorations for the showcase
- At the entrance: pumpkins, lanterns, decorative crows, witch hats, brooms, black cat figurines, autumn leaves, vegetables, and fruits.
- Inside the store: cobwebs, LED candles and lanterns, pumpkins, black and white balloons, diffused lighting.
- Minimalist option: pumpkin stickers with discounts, black bat-shaped flags.
The goal of decoration is to bring the client to the store and encourage them to make a purchase. This is successful when festive decor highlights the assortment.
Decor ideas depending on the store's specialization
Cosmetics and perfumery. Place decorations with "potion" bottles and create the atmosphere of a witch's laboratory, where perfumes and creams are — elixirs prepared by a witch. Place festive makeup kits nearby.
Electronics store. Create a «cobweb» with backlighting around laptops and smartphones, and turn on festive screensavers on the screens of demonstration devices.
Bookstore. Display books with autumn illustrations, mystical and fantastic stories in the showcase.
Clothing store. Dress mannequins in black cloaks or witch hats, and place pumpkins with discount signs nearby.
Children's stores. Create a separate stand with masquerade costumes and dress mannequins in the showcase in them. Add toys with autumn themes, pumpkins, plush black cats. Combine decor with themed dolls, for example in the style of «Monster High» or with a Frankenstein look.
Products for newborns. In baby stores, even on Halloween, tenderness and care are appropriate. Knitted decorations make a good impression.
Pastry shop or coffee shop. Use decorative pumpkin-shaped cakes, and serve real desserts in festive packaging. A seasonal drink or dessert, available only for a few days, gives regular guests a reason to come again.
Alcoholic beverages store. The target audience is — only adults, so simple but expressive decor is appropriate. For example, a garland of cans in the window.
Electrical goods. Halloween is an — excuse to show the assortment of garlands and lamps. Make multi-colored lighting, add thematic garlands and night lights in the form of pumpkins, ghosts, cats. Such a showcase shows customers that they can contact you for themed lighting on other holidays.
Plumbing store. People rarely come here with children, so the realism of decorations can not be limited so strictly. For example, put a sink in the showcase, in the drain of which a monster seems to be stuck, and nearby — pipe blockage removers.
Such combinations create a festive atmosphere and make the product the main character of the showcase.
Preparation for power and internet outages
A power outage on sale day means — lost sales right when the store has the most buyers. Prepare in advance to continue selling regardless of the availability of electricity and communication.
- Provide the store with autonomous power supply for the cash register, computer, receipt printer, and terminal.
- If the Torgsoft database works on a remote server, the Torgsoft-Hybrid option allows selling and maintaining basic accounting with unstable internet.
- Check how fiscalization works without connection: Software RRO in Torgsoft works online and offline.
After the holiday: what to do with leftovers
The day after Halloween, thematic goods lose demand. The faster the store decides what to do with them, the less money will remain frozen in the warehouse.
The Analysis — Analysis of dead stock report shows goods that have been lying in the warehouse for a long time, with the number of sales for the period, cost price, and retail price. From this form, the merchandiser can reduce the price or set a discount, print a new label, or prepare a return to the supplier. The Document — Revaluation act saves the history of price changes: who, when, and what prices were set. The product that remains until the next season is conveniently accounted for through the Seasonal packaging and storage of goods option.
Calendar of store preparation for Halloween
Checklist before the holiday
- The «Halloween» season is specified in the thematic goods cards.
- Last year's balances are checked, a new order is formed according to sales data.
- Promotions are set up, conditions are checked on the «Result» tab.
- Price tags are printed using a template with the promotion expiration date.
- Gift sets are assembled and placed near the checkout.
- Regular customers have received invitations.
- Decor is secured, wires are hidden, aisles are clear, candles replaced with LED.
- Sellers know the terms of promotions.
- The cash register is ready to work without power and internet.
Frequently asked questions
When should you start preparing the store for Halloween?
Purchases are planned 6–8 weeks before the holiday so that the supplier has time to bring the goods. The showcase is decorated about two weeks before: this way the decor works throughout the entire period of active purchases.
Is it possible to set up a discount in Torgsoft only for the evening of October 31?
Yes. In the promotion on the «For a period» tab, specify the date, turn on the «On certain days of the week and time» switch, and set the valid hours.
How to check if the discount paid off?
The «Analysis of the impact of sale price on profit» report shows how much product was sold at full and discounted prices and what profit it brought. «Discount usage analysis» shows sales by discount types and employees.
How to find out how many clients came after the mailing?
Tie a mass mailing to a promotion and turn on the generation of managing barcodes. The discount will work only with the code from the message, and the number of sales under the promotion will show the result of the mailing.
What to do with decorative goods that were not sold?
Find it in the «Analysis of dead stock» report and decide: lower the price, return it to the supplier, or leave it until the next season. The «Seasonal packaging and storage of goods» option is suitable for storage.
Check how promotions, mailings, and seasonal analytics work on your store's data.
Download demo versionUseful links
- How to prepare a store for Black Friday
- Types of discounts and how to set them up in the accounting program
- What is bought on the internet
- Which goods sell better offline
- Trendy and high-margin goods
- Program for automation of the «Bring a friend» promotion
Sources
- NBC News. Texas man’s gory Halloween display prompts visit from police. nbcnews.com
- CBC Radio, As It Happens. Halloween decoration prompts 911 call from neighbour who thought ‘dead body’ was real. cbc.ca
- Office of the Illinois State Fire Marshal. Be Halloween Safe: Keep the Holiday Spooky and Fire Free (NFPA data). illinois.gov
- Torgsoft accounting program help: sections «Promotions», «Season», «Sales analysis by season», «ABC and XYZ analysis», «Customer activity analysis», «Mass SMS and e-mail mailing», «Visitor accounting», «Analysis of dead stock».
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