How to Get Your Retail Business Online Before the Holiday Rush

The busiest sales season of the year is here, and now’s the time to take charge of your online presence if you haven’t already. Even if you think your business isn’t online, it is. People are talking about your products, leaving reviews, tagging your location or searching for your hours. Taking  ownership of your digital presence ensures customers see accurate, up-to-date information and a true reflection of your brand. 

The good news is that you can build or refresh your online presence in just a few minutes, and you don’t need to run a full ecommerce site to see results–aka more customers in your store.

According to a recent study by PwC, 53% of consumers are shopping in person for the holidays this year, and they’ll be searching for businesses just like yours before they leave the house and even while they are already out and about. 

In this article, we’ll cover:

• Why being online matters, even if you don’t plan to sell
• How to get your business online fast
• How to drive holiday sales after you get online

Why being online matters

It’s simple: being online is how customers find you. It’s a big way to attract more shoppers to your store. 

When shoppers are searching for places to buy holiday gifts or running quick errands they rely on Google, Apple Maps and social media to decide where to go. If your business isn’t visible online, it’s basically invisible to today’s consumers, no matter how great your in-store experience is.

The PwC study also found that 80% of holiday gift spending will be done by the end of Cyber Monday. If you’re reading this in October, you have plenty of time to set up your online presence, especially when it takes only a few minutes. 

Get discovered locally

Google Maps and Apple Maps are tools people use every day to find businesses. According to a study by BrightLocal, Google and Google Maps are the most trusted platforms for researching local businesses. When you appear in these local results, you can tap into local shoppers and turn them into loyal customers. For that reason, it’s super important to appear on these platforms. 

These listings don’t just help customers find you, they directly influence foot traffic. When someone searches “gift shop near me” or “holiday candles,” proximity and listing quality determine whether your business shows up. 

Local visibility is the foundation of a strong online presence. When your information is up to date and easy to find, you attract new customers who are ready to buy.

Boost customer trust 

Being online builds confidence. Shoppers expect to find accurate, up-to-date details about your business before they visit, so missing or outdated info can quickly turn them away.

The BrightLocal study also says that 62% of consumers would avoid using a business if they found incorrect information online. And 7% say they would stop searching for a business online entirely if address details are incorrect. 

If your website or Google listing is out of date, lacks reviews and important information, your business may not appear legitimate or trustworthy, and consumers may not feel confident purchasing from you, even if you have a great in-store experience to offer them. In this day and age, first impressions of your business are formed on how you appear online. 

Bring in more shoppers

We’ve established that having a modern presence with up-to-date information, photos and prominent reviews can take you a long way in building your customer base. 

When customers click on your site, they should see a cohesive brand and understand immediately what you sell. Even if you can’t showcase your products, they should have a clear idea of what’s in store for them–literally. That way, you’ll generate interest and local shoppers will be much more likely to visit your store. 

How to get your business online

Now that you know all the ways a strong online presence can help you during the holidays and beyond, let’s get into how to make it happen. 

1. Claim, verify or update your Google Business Profile 

If you don’t already have a Google Business Profile, create one for free in minutes here. It lists your business on Google and highlights your address, hours and business photos so customers know exactly what to expect. 

Not sure if you have a Google Business Profile? You can easily check by plugging your business name into Google Search or Google Maps. If your business appears, that means you have a profile. Log in to ensure all your information is up to date, including store hours and any new photos you have to showcase your products or services. 

You can also use your profile to respond to customer reviews, answer frequently asked questions and create posts about offers and events. Here are some other tips: 

• Add photos of your storefront, interior, products or holiday setup so people visualise visiting you.
• Use location-based options (map pins, “directions” requests) to capture people who are nearby and ready to buy.
• Ensure your address, hours, phone number and website link are accurate and current so you can bring new customers through your door.
  

All of this underlines the reason being online matters: you’re making yourself visible at the moment potential customers are ready to act.

2. Create a website for your brand 

Creating a website might sound like a big project, but it’s actually one of the fastest ways to strengthen your online presence. Most POS systems make it easier than ever.

Many modern POS and payments systems, like Lightspeed, include built-in websites or ecommerce tools that let you publish a simple, professional-looking site in minutes. This is the most efficient route, since your products, pricing and inventory automatically sync between your POS and your website. You can customize the design to match your brand, add featured items or gift cards, and link it directly to your Google Business Profile so shoppers can find you instantly from Maps or Search.

For example, Lightspeed recently launched the AI Showroom, a platform for retailers that uses AI to build you a modern website and automatically showcase your products, inventory levels and descriptions. Important information automatically updates as well, because it’s linked to your in-store inventory, which is imported from your Lightspeed Retail point of sale. 

After your site is created, you can update it to your preferences with simple tools. The whole process from start to finish takes minutes, and the outcome is a site that represents your brand beautifully. It’s ideal for businesses who want to create an online presence fast before the holiday rush really kicks in. And for those who plan to sell online in the future, you can upgrade to an ecommerce store in a few clicks–the transition is seamless.

If you’re a Lightspeed retailer and interested in AI Showroom, click here to learn more about it.

No matter what tool you decide to use, there are endless options for you to customize your site and give customers an exciting place to get to know your business.

3. Create or optimize your social media profiles 

Today’s shoppers use social media as a search engine and a storefront. Whether they’re looking for gift ideas, checking store hours, or browsing posts from local retailers, being present on social platforms is just as important as showing up on Google.

Business accounts on these platforms also offer insights and analytics. You can see who’s viewing your content, where they’re located and what’s resonating with them. That data helps you tailor posts for your current audience or adjust your strategy to reach new customers.

Start with Instagram, Facebook, and TikTok, where discovery and engagement happens the most. Modern retailers are also finding major new revenue streams through Instagram Shop and TikTok Shop, where customers can buy directly from posts or videos. Even if you’re not ready to sell through those channels yet, it’s worth setting up a profile that connects to your website or online listing. That link gives followers a place to learn more, browse your products or plan their visit.

Some tips for optimizing your social media profiles in a pinch include: 

• Post about promotions, sales, store updates and events
• Add holiday-specific links in your bio (for example: “Check out our Black Friday deals here”)
• Make sure your feed or grid looks cohesive (ie. using a specific color palette for your thumbnails)
• Use holiday and local hashtags to geotarget your audience
• Respond to direct messages and comments quickly

Like your Google Business Profile, social media accounts take only a few minutes to create, but can make a big impact if used correctly. While you don’t have to rush to implement a big holiday social media campaign, you can use these profiles as a jumping-off point for bettering your online presence, and attracting more customers in the process. Consumers aren’t looking for perfection: timely responses, useful updates and clear product imagery go a long way. 

4. Showcase your inventory

Now that your profiles are all set up, you should showcase your in-store product lineup if possible. A feature like Lightspeed’s AI Showroom does that automatically, but you can also take a little time implement it yourself using the other tools we discussed.

Remember, you’re trying to get more people to walk into your brick-and-mortar store. Ask yourself these questions:

• What are your bestsellers? 
• Which products are people most likely to buy during the holidays?
• What sales and promotions should customers know about? 

Take some time to upload accurate product imagery, descriptions and any other relevant information on your website, even if you don’t plan to sell online. Showcasing your products in the best light will create interest among new customers and could lead to more in-person sales.

5. Highlight local promotions 

This is a great way to cement your presence in the community and offer incentives for shoppers to come in. Here are some ideas: 

• Shop local event: spend $50 in store and get $5 off your next visit 
• Extended hours: post that you’re open later for the holidays 
• Countdowns or flash sales: post a new special offer every day
• Gift card bonus: get an extra $10 when you buy a $50 gift card

These are just a few examples, which you can tailor to align better with your business. 

Launch and grow your online presence 

You don’t have to be a tech expert to build your business online. Whether you’re a well-known community establishment or a brand-new retailer, launching your online presence now can help improve your sales beyond the holidays. 

Looking for a new POS? Lightspeed Retail may be the answer. Get a free demo today.