What could be more frightening than Halloween being over? Answer: The mega-holiday season that is already here.

The National Retailers Federation said that the majority of retailers make 40 percent of their gross revenue between November and January. If you have two months to make five months profit, then you realize why retailers start the holiday shopping season as early as possible.

This year, even though economists are not forecasting a stellar holiday shopping season, it is still important to be prepared. To maximize your holiday cheer and cash flow throughout 2010 we suggest the following strategies:

• Stock the “right stuff,” but don’t forget the basics

The majority of retailers purchased their inventory items as early as April. Savvy retailers understand their target customers’ needs and have diligently done their homework to stock the right stuff. Store owners should promote gift cards and special gift certificates to provide our more finicky customers with creative alternatives.

• Move that inventory

Now that you have invested time and money in holiday inventory, don’t be afraid to move it. The biggest mistake retailers can make is holding on to invested inventory until it’s too late. Place holiday items out front and give them prominent shelf space.

• Educate, motivate your staff

Great customer service will give your business the edge, especially during the holiday season. When December rolls around all new employees should already know your store, your inventory and your system. 

• Harness local events

Make the most out of local events to bring in the foot traffic and promote your store. Downtown Napa is fortunate to have many seasonal festivities that bring in customers that want to spend money. For more info on holiday downtown events contact Craig Smith at craig@napadowntown.com.

• Make seasonal customers year-long customers

 This season many customers will walk into your store for the first time. Why not give them a reason to come back for Valentine’s Day or Easter? One effective way to build your customer list is to have your Christmas shoppers enter their names and addresses for a special holiday raffle.

• Don’t give in too soon

Pace yourself this holiday season. Dec. 24 is not the end of the shopping season.

The last week of December brings out bargain hunters and people spending their Christmas gift cards.

• Evaluate the season

When the Christmas season ends take the time to sit down with your staff and evaluate the successes and failures of the season. At the same time, take the time to celebrate the successes with your staff.

• Plan for 2010

It is never too early to plan for your success next year. Planning now will help ensure Christmas cash flow throughout the year. Check with the Napa Valley College Small Business Development Center planning assistance or to schedule an Annual Business RX. The Napa SBDC can be reached at 253-3210.

Finally, buy local! As a local business owner, support your fellow businesses. Keep our holiday cash and spirit in our community.