How to Increase Holiday Sales: 10 Strategies for Retail Stores

U.S. retail sales, not counting restaurants and bars, reached $652.1 billion in September 2026, up 6.2% from September 2025, according to the U.S. Census Bureau’s Advance Monthly Retail Trade Survey (October 15, 2026). These figures are seasonally adjusted but not adjusted for inflation. Shoppers are still spending, but big-box and online-only retailers are chasing the same gift budgets with bigger ad spend and deeper discounts.

This guide gives independent retail store owners a practical 2026 holiday season playbook. You'll learn how to plan inventory, run margin-safe holiday promotions, reach last-minute gift shoppers, and turn December buyers into January regulars.

How to Increase Holiday Sales at a Glance

• Plan your holiday calendar and inventory early so a small team isn't scrambling in December.

• Run targeted promotions and gift bundles that raise order value without shrinking margins.

• Make your store easy to find online and build local buzz with low-effort marketing.

• Capture last-minute shoppers after shipping cutoffs with same-day delivery.

• Follow up in January to turn one-time gift buyers into repeat customers.

• Your most important step right now is to lock in your holiday calendar and best-seller inventory.

Key Holiday Shopping Dates for 2026

The holiday shopping season moves fast, so it helps to see the whole stretch at once. Use these dates to plan your stock, staffing, and holiday marketing campaigns.

1. Plan Your Holiday Inventory Early

When you run a store with a handful of people, December leaves little room to fix mistakes. A plan made in October means fewer emergency reorders and fewer late nights recounting shelves.

Shoppers start early, too. In the NRF 2026 Holiday Consumer Survey (October 20, 2026), 43% of holiday shoppers said they planned to start browsing and buying before November. To get ready for them:

1. Review last year's sales reports and note your best-sellers.

2. Order giftable stock with buffer time, since suppliers get busy and shipments can slip.

3. Choose a few products to anchor your promotions and gift bundles.

4. Set reorder points for items that sold out last year.

Keep your in-store and online inventory counts accurate all season. A stockout on a gift order costs you the sale and the customer's trust, especially when the shopper was counting on that gift.

2. Build a Black Friday Marketing Strategy That Fits a Local Store

You can't match a big-box doorbuster, and you don't need to. A good Black Friday marketing strategy for a local store plays to what you already do well: personal service, curated products, and a real connection to the neighborhood.

The same NRF survey found that 64% of consumers are likely to wait until Thanksgiving weekend to do most of their shopping. That makes the weekend worth planning around, but on your own terms. Here are three Black Friday marketing ideas to start with:

• Early access for loyal customers: Give your email list or loyalty program members a head start on deals before Black Friday. It rewards your regulars and spreads out the rush.

• A shop-local message for the Saturday after Thanksgiving: Many shoppers set aside this day to support small business owners in their neighborhood. Remind them why buying from you keeps money in the community.

• A short list of featured deals: Pick a handful of strong offers instead of marking down your whole store. Featured deals are easier to promote and easier on your margins.

For timelines and prep tasks, use a Black Friday checklist for retail stores. 

3. Run Holiday Promotions That Protect Your Margins

Discounts can bring shoppers in, but storewide markdowns can wipe out the profit you were counting on. Value still matters to shoppers this year. Deloitte's 2026 holiday retail forecast (September 10, 2026) found shoppers across income levels are seeking value, switching brands and retailers, and using promotions to manage spending. That's a reason to make your holiday promotions targeted, not to discount everything.

These holiday promotion ideas can help you offer value while protecting your margins:

• Tiered or spend-threshold offers: Try "$10 off $75" or "15% off when you spend $100." These special offers reward bigger baskets instead of cutting the price of every item.

• Gift-with-purchase: Add a small, low-cost item, like a candle or a tote, to orders over a set amount. It feels generous to the shopper and often costs you less than a percentage discount.

• Clear end dates: Limited-time offers and short flash sales create a sense of urgency. A countdown sign at the register or countdown timers on your website can tap into shoppers' fear of missing out (FOMO).

• Targeted discount codes: Share codes with specific groups, like your email list or new followers, so you can see which offers bring people in.

If your store is on DoorDash, Promotions (offers your customers see in the DoorDash app) can help you reach new customers during the season.

4. Create Gift Bundles and Holiday Gift Guides

Many holiday shoppers know who they're buying for but not what to buy. Pre-packed bundles and simple gift guides solve that problem. They can also raise your average order value (AOV), which is the amount a customer spends per order, on average.

Here are a few ways to put them together:

• Price-tiered bundles: Build gift sets for under $25, under $50, and under $100. Shoppers with a budget can grab one and go.

• Themed bundles: Create sets for teachers, hosts, and co-workers, three groups that are on nearly everyone's list.

• A "gifts for everyone on your list" display near the checkout: Place small add-ons where shoppers wait. A smooth checkout process with a few easy extras can make the last item on their list your sale.

Turn your bundles into gift guides, too. A printed card by the door, a post on social media, or a simple holiday gift guides page on your website can do the job. Even a basic landing page with photos and prices helps online browsers decide before they visit.

5. Make Your Store Easy to Find Online

Even shoppers who buy in person often start with a search. If your hours, photos, or product details are outdated online, a shopper may head to a big-box store instead.

You don't need advanced SEO (search engine optimization, or the work of helping your business show up in search results) to compete locally. A small team can cover the basics in an afternoon:

• Update holiday hours on free business listings: Search engines and map apps let you add special hours for holidays. Update them before Thanksgiving, so no one arrives to a locked door.

• Add seasonal photos: Fresh pictures of your holiday displays and gift bundles show shoppers what's in stock right now.

• Keep product availability current: Wherever you sell online, from your own e-commerce store to an app, make sure what's listed is on your shelves.

This kind of holiday retail marketing helps you show up when nearby shoppers are ready to buy. It also keeps you visible against e-commerce businesses that don't have a storefront down the street.

If you use Shopify, your products and inventory can sync automatically with DoorDash, which can help keep availability accurate during the rush. DoorDash integrates with Shopify in under 3 days on average.*

*Based on total Shopify-integrated Merchants starting integration for DoorDash between May 19, 2026 and August 13, 2026.

6. Use Holiday Marketing Ideas That Build Local Buzz

You don't need a big budget to get people talking about your store. These holiday marketing ideas and Christmas marketing ideas can each fit into an hour or two a week, so your holiday marketing tips don't crowd out running the store.

Send a short email series. Email marketing works best with people who already know you. Plan three or four messages: a gift guide, an early-access offer, a last-call reminder, and a thank-you. If you sell online, a reminder to shoppers who left items in their cart can help recover sales lost to cart abandonment.

Share staff picks and gift ideas. Social media posts featuring staff favorites feel personal in a way big retailers can't copy. Short videos on platforms like TikTok or Instagram work well for quick gift ideas. Reposting customer photos of their purchases, often called user-generated content, adds social proof at no cost.

Host an in-store event. A holiday open house or a gift-wrapping night gives people a reason to visit. Events also boost customer engagement, since shoppers linger, chat with staff, and come back.

Cross-promote with neighboring businesses. Team up with a nearby shop on a joint giveaway or a "shop the block" passport. You can also invite local influencers or community creators to visit and share their finds. Both build brand awareness with new shoppers.

Get featured in local gift guides. Chambers of commerce, neighborhood groups, and local publications often publish holiday gift lists. Reach out early with a short pitch and a photo of your best gift.

Each idea should speak to your target audience. Before you start, picture the shoppers you most want to reach this season and choose the ideas that fit them.

7. Capture Last-Minute Gift Shoppers with Same-Day Delivery

Once shipping cutoffs pass, a shopper who still needs a gift by Christmas Eve has fewer options. A nearby store can be the answer. As of early December 2025, consumers had completed only 51% of their holiday shopping on average, according to the NRF 2025 Super Saturday Survey (December 15, 2025). That leaves plenty of gifts to buy in the final weeks.

Planning matters for these orders. Jaime Morrison Curtis, Founder and Owner of Greenwood Shop in Los Angeles, puts it this way:

"You really want to think about things that are easy to deliver, and that you're going to always have in stock. The last thing any customer on DoorDash wants is for you to have to call them to confirm something when they've ordered it online."

For app shoppers, that means a simplified gift catalog of items you always have on hand. The pre-packed bundles from strategy 4 are a natural fit.

DoorDash Marketplace lists your store in the DoorDash app, so you can reach nearby customers who won't make the drive. Customers order in the app, and delivery is handled by Dashers through DoorDash. That means you can offer same-day delivery (delivery on the same day the order is placed) without hiring drivers. You keep control of your branding, catalog, and pricing. To get started, retail stores need at least 250 products, each with a photo, description, and price.

DoorDash can also help you reach people who aren't already shopping with you: 85% of DoorDash consumers are incremental to merchants' existing businesses.** DoorDash also offers average delivery in under 35 minutes.

**Third-party data analysis via YipitData, fiscal year 2024 Transactions across US on-demand delivery, including Restaurant and non-restaurant categories.

8. Prepare Your Team for the Holiday Rush

Your team is your biggest advantage over big-box stores, but only if they're ready. A little preparation now can make the busiest weeks feel calmer.

• Hold a short pre-season training: Walk through your best gift ideas, your holiday return policy, and how you want gifts wrapped. Staff who know the answers can help shoppers decide faster.

• Run a weekly 10-minute huddle: Share what's selling, what's running low, and which promotions are live. It keeps everyone on the same page without pulling people off the floor for long.

• Assign one person to online orders during peak hours: If you're on DoorDash, one team member can accept and pack delivery and pickup orders, so the register line keeps moving.

• Set up a clear handoff spot: A labeled shelf near the entrance lets Dashers grab orders without waiting in line. For more tips, check out our guide to getting your delivery operations ready for the holidays.

Small steps like these can help your team stay friendly and focused, even on the busiest days of the season.

9. Turn Holiday Shoppers into Year-Round Customers

The holiday season doesn't end on December 25. The NRF 2025 Super Saturday Survey found that 70% of consumers planned to shop the week after Christmas. Their top reasons were holiday sales and promotions (45%) and using gift cards (26%). That week is your first chance to turn gift buyers into repeat business.

• Send thank-you emails: A short note after the holidays reminds shoppers who you are. Include a photo of a new arrival or a staff pick for winter.

• Offer a January bounce-back: Give holiday shoppers a discount they can only redeem in January. It gives them a reason to return during a slower month.

• Promote gift cards: Gift cards bring new people into your store when recipients redeem them.

• Extend gift-friendly return windows: A longer return period for holiday purchases makes buying a gift feel less risky. It also brings recipients into your store, where they may find something new.

If you have a loyalty program, invite holiday shoppers to join at checkout. A loyalty program gives you a simple way to stay in touch all year.

10. Track the Numbers That Matter

Gross sales only tell part of the story. A busy December can still leave you with thin profits if promotions cut too deep. Track these numbers instead:

• Profit margin: The share of each sale you keep after paying for the product. This shows whether your promotions paid off.

• Average order value (AOV): Total sales divided by the number of orders. A rising AOV can signal that your bundles and spend-threshold offers are working.

• Units per transaction (UPT): The number of items sold divided by the number of transactions. A higher UPT means shoppers are adding more to each purchase.

As the season goes on, note which promotions, bundles, and channels performed best. Next year's plan can then start with real data instead of guesswork. If you're on DoorDash, you can review your holiday order data in the Merchant Portal.

Holiday Sales Ideas by Retail Category

Every type of store has its own holiday strengths. Here are a few ideas to boost holiday sales in four popular retail categories.

Beauty and Personal Care

Pre-packed gift sets: Pair a best-selling lotion with a matching scent or lip balm, then wrap it before the rush. Ready-to-go sets help shoppers who don't know which shade or scent to choose.

Self-care bundles for teachers and co-workers: Combine bath products, hand cream, and a small candle at an easy price. These are popular gifts for people shoppers want to thank but don't know well.

Travel-size stocking stuffers: Place mini products near the register, so shoppers can add one or two on the way out.

Home Goods and Decor

Host and hostess gifts: Small items like serving boards, tea towels, and decorative jars make easy gifts for holiday gatherings.

Seasonal decor and candles: Feature these early, ideally before the Thanksgiving weekend on your dates calendar, when shoppers start decorating.

Last-minute hosting items: Keep table linens, napkins, and serveware in stock for shoppers who realize they're short before guests arrive. These are good items to offer for delivery or pickup in the DoorDash app. Learn how retail delivery works on DoorDash.

Books, Stationery and Arts and Crafts

Staff-pick displays: A handwritten card explaining why a staff member loves a book or journal can help a shopper choose a gift with confidence.

Holiday cards and gift wrap: Stock cards, ribbons, tags, and wrapping paper near checkout. Shoppers often remember these at the last minute.

Craft kits for school break: Kits that keep kids busy over the holidays appeal to parents and grandparents alike.

Fashion and Accessories

Cold-weather accessories: Scarves, gloves, and hats are easy gifts because they're less dependent on exact sizing.

Gift receipts: Offer a gift receipt with every purchase, so recipients can exchange items without revealing the price.

Clear size-exchange policies: Post your exchange rules at the register and on your website. Paired with the extended return windows from strategy 9, they make clothing feel like a safer gift.

Reach More Holiday Shoppers with DoorDash

You can't outspend big-box and online-only retailers this holiday season, but you can be there for nearby shoppers who need a gift today. With DoorDash, you can reach new local customers in the DoorDash app and offer same-day delivery without hiring drivers. You keep control of your branding, catalog, and pricing, so your store still feels like your store. Get set up before the holiday rush and give last-minute shoppers one more reason to choose you.