The holiday rush is coming: Here are 10 ways small businesses can win customers

The holiday shopping season is nearly here, and for small businesses across Chicago and Northern Illinois, the stakes are high. The weeks ahead can deliver a welcome surge in sales, introduce new customers and strengthen relationships that last long after the decorations come down.

But holiday success isn't simply about offering the biggest discount. Customers remember businesses that make shopping easy, keep their promises and treat people fairly.

Here are 10 practical ways to stand out in a crowded marketplace.

First, make your website ready for shoppers. Test its speed, security and mobile experience before traffic increases. Customers should find products quickly, understand shipping charges and see return policies without searching through fine print. A confusing checkout can send business straight to a competitor.

Next, start promotions early, but be clear about the details. Limited time offers and online specials can attract attention. However, advertised discounts, expiration dates and product availability must be accurate. Nothing damages goodwill faster than a bargain that disappears at checkout.

Some other great tips include making your messages personal. A thoughtful email thanking returning customers or suggesting gifts based on their interests can be more effective than another generic sales blast. Artificial intelligence can help tailor recommendations but use customer information responsibly and respect privacy preferences.

Put social media to work. Share engaging product demonstrations, holiday ideas and authentic customer stories. Encourage shoppers to post photos with permission and make purchases easy through shopping links. If you collaborate with influencers, require honest endorsements and clear disclosure of paid partnerships.

Think mobile. Many customers discover gifts while scrolling on their phones. Make buttons easy to tap, pages quick to load and checkout simple. Mobile-friendly promotions can attract attention, but convenience matters more than flashy technology.

Help last-minute shoppers. Publish realistic shipping deadlines, offer pickup when possible and consider digital gift cards. Never promise delivery dates you cannot reasonably meet. Reliable information is especially valuable when holiday schedules become hectic.

Create an experience worth remembering. Gift wrapping, a handwritten thank-you note or thoughtful packaging can turn an ordinary transaction into a personal connection. These touches need not be expensive.

Make customer service a priority. Staff should know how to answer questions about orders, returns and exchanges. Provide accessible contact information and respond promptly when something goes wrong. A well-handled complaint can strengthen a relationship rather than end it.

Advertise with emotion, not exaggeration. Holiday campaigns can celebrate family, generosity and community, but claims must remain truthful. Avoid misleading countdown clocks, hidden conditions and inflated savings. Customers should feel inspired, not pressured or tricked.

And rounding out our top 10 list, give back locally. Partner with a neighborhood nonprofit, organize a donation drive or dedicate a clearly stated portion of sales to a cause. Explain exactly what will be donated, to whom and when. Transparency turns good intentions into credible community impact.

For owners juggling staffing, inventory and rising costs, the goal is not to master every marketing platform overnight. Choose the ideas that fit your customers and resources, then measure what works. Consistent service will always outperform a short-lived gimmick.

For small businesses, these strategies share one important principle: marketing earns attention, but trust earns loyalty. The strongest holiday campaigns do more than generate a December purchase. They give shoppers reasons to return in January, recommend a business to friends and become lasting customers.

Keep your promises, communicate clearly and put customers first. Those habits can make the holidays brighter for shoppers and build a stronger business all year long.

Steve J. Bernas is president and CEO of the Better Business Bureau and can be reached at sbernas@chicago.bbb.org.