While attending this year’s SantaCon festivities in San Francisco, I had an epiphany about Macy’s.
Why is this major retailer (one that practically invented ostentatious holiday marketing with their iconic parade) missing the opportunity to sell to SantaCon attendees? In San Francisco, it is estimated that between 15k-20k people participate in this holiday activity annually.
If any of these attendees are like me and my friends, it has been awhile since we shopped at Macy’s. Especially at their flagship store in Union Square during the holidays. But since SantaCon in San Francisco takes place directly across the street from this store we could be lured in to shop – with the right incentives.
Instead of Macy’s being just a clean and spacious place to use the restroom before heading off to the bars, here are a few ideas they could execute to attract shoppers. AND these ideas would enhance the SantaCon experience for everyone and generate goodwill. Kinda like a localized version of their Macys’ Day Parade.
1 Macy’s already sponsor’s the cost of bringing the giant Christmas Tree to Union Square. This tree is the ground zero gathering spot for Santa Con and the backdrop for numerous SantaCon photos. Macy’s could sponsor a photo contest using the hashtag #Macy’sSantaConSF.
The photographers who take the most creative photos with the Macy’s building or company logo visible would receive Macy’s gift certificates. (And we all know that, if we receive a gift certificate for $100, we’d probably end up spending $200.)
2 At the Macy’s make-up counters in the store or at a pop-up outside the store, they could provide — for a nominal fee — holiday-themed makeup applied to your face…
…Or lips…
Who of us SantaCon fans wouldn’t also consider purchasing a makeup item recommended by the makeup specialist who was applying our holiday makeup that day, especially if Macy’s was handing out makeup coupons at the SantaCon makeup booth?
3 Macy’s sells a very limited selection of Santa themed costumes and accessories. This is a BIG missed opportunity. Although many people like myself make their own costume, Macy’s could sponsor a SantaCon fashion show and a requirement for entry would be that one element of the costume had to be purchased from their store.
That would encourage me to find something I could buy there to enhance my custom made SantaCon costume. It might be a hat, gloves, hosiery, sparkly jewelry, scarf, headband, belt, shoes or all of the above.
And once photos of the fashion show contestants were posted online, Macy’s could tag their products to make it easy for people to purchase them online.
4 To be really customer-oriented, Macy’s could extend a SantaCon coupon for any purchase made inside this store that weekend. There could be deeper discount percentage for products that have Santa Claus on them and another discount percentage for general merchandise items. This deeper discount would help them sell seasonal products faster while also being on theme.
I am activity involved with the SantaCon Facebook group (which has over 11K members) which is a captive audience to promote these ideas.
In the meantime, listen up, Macy’s: If you are reading this and want help implementing this, drop me a line. In my professional life, Macy’s is a client of mine (my company recycles their mannequins) so I am quite familiar with the company’s organizational challenges when starting new programs.
See you all at the 2024 SantaCon event!
