With only ten weeks until Christmas, many of us—creatives, retailers, and entrepreneurs—are deep into our holiday planning. But if you're feeling the crunch as November approaches, you're not alone. This blog is crafted for both veterans and newcomers in the game. I'm here to share some real talk on making the most of this season. And if this korero resonates, I encourage you to join the conversation below. Your feedback helps ensure we’re on the same page—it also keeps our community informed about what’s working and what isn't! Let’s dive in.
What’s Really Affecting Your Sales Right Now?
The economy isn’t doing us any favors, and we're all feeling the pinch. Yet, for creative makers and retailers like us, Christmas is a golden opportunity to boost sales, one that demands early and effective planning. After facing some personal setbacks and more this year, I’m now playing major catch-up.... risking it all to maximize this season.
Being fully prepared means more than just having great products, competitive prices, and eye-catching displays. It means thinking bigger—what more can you do?
The Biggest Sales Blocker: Lack of Information
A recurring issue, especially among Indigenous and Pasifika creatives, is the absence of essential information. Creating is about connecting, sharing and being celebrated by our communities. But clarity is crucial. When makers approach me to stock their items, I delve deep with questions to understand their work—if I can't grasp the basics, how will my customers?
The Importance of Sharing Your Story
Just last weekend, a potential sale of a three-piece artwork fell through. A customer was initially captivated but ultimately walked away due to the lack of backstory—no information explaining, no sale. Many buyers hesitate because not only with lack of understanding, but they fear being culturally inappropriate when there’s insufficient information accompanying the work.
What to do? Think about the information you provide: Who made it? What’s the story? What does it stand for? By breaking down motifs and providing translations, you not only make your art accessible to those familiar with your culture but also to newcomers. Good presentation is crucial, but the information you provide sets the stage for success.
Let’s Get Real
As we head into the holiday season, I'm determined to be as prepared as possible. October has seen me resetting the shop with fresh displays and organizing stock, emphasizing the need for complete product information. Its an on going process, but also frustrating how often crucial details are left out, leading to missed sales opportunities—something none of us can afford.
If you have work or a product that could use a free 'audit', don't hesitate to ask in the comments. It doesn't have to be culturally specific—you might just have an idea or project you want to start. There’s no wrong question, and there’s no need to worry about what others think. What do you have to lose? Even if this season doesn't bring huge financial gains, it’s the perfect chance to test the market and refine your approach.
I love this part of the business—watching our community grow and succeed together. Good luck, and let’s make this a season to remember!
Example and Reflection - Missed sales opportunity
During Tongan Language Week in New Zealand, a customer was drawn to a print in our shop. The artist, part Tongan, had inspired a beautiful piece, yet no information was provided with it. Although the customer was interested, their lack of confidence due to missing details led them to opt for a safer, $10 coaster instead of a $99 artwork. This scenario highlights the critical role information plays—not just for the buyer but for anyone who sees the piece. Ensuring your products are 'floor ready' with complete information can dramatically influence sales.
Czarina Wilson
Tongan, Scottish, Samoan, German, French, Hawaiian, NZ Māori, Fruit salad combos
Owner/Founder, Celebrate Aotearoa
As the product buyer and retailer at Celebrate Aotearoa, I am deeply involved in every facet of the business. Additionally, I am a creative and contemporary fashion and textile artist, honoured with awards at Style Pasifika and Cult Couture Fashion Awards. My work, which blends traditional craftsmanship with modern aesthetics, has been exhibited widely and is included in collections at Te Papa Museum, Auckland Museum, Auckland Council, and various private art collections.
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