According to the 2025 ICSC Holiday Shopping Intentions Survey, 243 million consumers — 91% of shoppers — plan to shop this year, and retail sales are expected to grow 3.5% to 4.0%, surpassing $1.7 trillion in total holiday spending. “Despite economic concerns, our survey shows that consumers are committed to their holiday traditions and plan to shop,” said ICSC president and CEO Tom McGee. “Our forecast reflects that resilience, but our data also signals a selective shopper, putting pressure on retailers to connect with shoppers in new ways and offer memorable shopping experiences that entice them to spend.”

For small businesses, the holiday season is an opportunity, but not one won by discounts alone. Personalized service, intentional merchandising, smart email campaigns, limited-edition offerings and strong employee engagement all help businesses stand out with connection, clarity and convenience.

Drawing from past interviews with ICSC’s Small Business Center, industry experts and business owners share their most practical advice for making the season count.

Turn Browsers into Buyers with Personal Touches

“During the holiday seasons, there’s a tradition of shopping in person, browsing and learning about products by picking them up touching them, something the Amazons of the world can’t necessarily provide,” according to Ben Johnston, COO of Kapitus, a provider of financing for small and midsize businesses. “Small businesses with retail locations will probably see a burst of activity. The key question is: If you get customers into your store, can you close the deal, or are they just browsing and checking prices online?”

He recommends adding small touches that create value and a community feel, such as:

• personalized product recommendations or targeted promotions
• leveraging loyalty programs to give exclusive perks
• provide gift wrapping or free delivery
• focusing on great customer service that makes people feel welcomed and seen

“These connections don’t just pay off during the holidays,” Johnston added. “If you get customers into your loyalty program, you can create residual business throughout the year.”

MORE FROM JOHNSTON: Tips to Maximize Holiday Revenue

Guide Shoppers with Intentional Merchandising

Adele Malley, former CEO of Malley’s Chocolates and founder of the Malley’s School of Merchandising likens store displays to a circus: “There are three rings, and that center ring is the main ring. That’s where you’ve got to make sure you’ve got your proper lighting and products that attract and hold your customer’s attention,” she said. “Everything, of course, can’t be on the main display. If people look in your store and immediately see 15 different items on a display table, it overwhelms them. What you want to do is quiet the people’s minds down so they can look at one thing. Then you’ve got to have some kind of flow that leads people to the secondary display and then to the third display. Remember, you’ve got to get them on a journey.”

“Spend time thinking through your displays,” she added. “When somebody pokes their head in the store, your displays have got to have a ‘Come hither, come look at me’ [vibe], because that’s what’s going to draw customers in. If you don’t have something that’s going to draw them in, they’re just going to walk in and walk out.”

MORE FROM MALLEY: The Importance of Detailed Attention to Displays

Simplify Customers’ Choices During the Holiday Rush

“At the end of the day, a lot of customers just want to be told what to buy,” advised Jaqueline Snyder, founder and CEO of The Product Boss, a platform offering podcasts, courses and coaching to assist product-based small businesses. During a frenzied time, people want simple decisions. “Put front and center the items you want them to buy. One way to highlight the items you hope will sell well is to put signs in front of them, notifying something like: ‘customer favorite’ or ‘grandparents love to gift these to their grandchildren.’ A special sale on that item for the day might seal the deal.”

MORE FROM SNYDER: Elevate Your Small Business Saturday Game

Drive Demand with Limited-Edition Drops

CEO and designer Brianna Cannon creates a new collection each holiday season for her eponymous women’s lifestyle brand. “I didn’t want people to say: ‘I’m going to skip [buying something] this year because I’ve already got a Christmas headband or Christmas earrings.’ I want them to want this year’s earrings. I want customers to anticipate and collect new pieces.”

MORE FROM CANNON: How Brianna Cannon Built a Nationwide Brand

Keep Your Team Energized Through the Holiday Crunch

Engagement and motivation are important year-round, but the holiday season’s long hours and irritable customers make it harder for employees to stay upbeat. “You need to check in with staff, gauge morale and address issues before they escalate,” said small business consultant Kim Shepherd. “Ask daily questions: “What were your wins? What were your challenges? What resources do you need?’ If you don’t ask, friction escalates. Celebrate successes, big and small, and recognize people publicly. Even a simple ‘thank you’ can change how someone feels.”

MORE FROM SHEPHERD: How To Maintain Employee Morale During the Holidays

Clear Calls To Action Win Holiday Sales

Every email you send during the holidays should have a clear and compelling call to action, said Laura Sheridan, founder and president of marketing and branding consultancy Viva La Brand. “Say things like: ‘Claim your free holiday gift with any purchase,’ ‘Shop our 12 Days of Deals today’ or ‘Join us for a festive in-store event this Saturday’ Make it easy for customers to act immediately.”

MORE FROM SHERIDAN: 7 Email Marketing Tips and Strategies