Can you believe it’s already December? Crazy how fast the year has flown by! If you want next December to look totally different with more cash flow, less chaos, and a store that actually runs smoothly without you then the time to start is right now. And it all begins with one thing: Customer Count.
In this month’s State of Retail: December 2025, I want to talk about making every customer count. I’ve been chatting with so many of you already this month, and the big theme I keep hearing is that your “thumb” customers are still buying, which is fantastic. The others? They’re a little more careful, and that’s okay.
So, let me remind you of something I always say: hold up both your hands and wiggle all your fingers, that’s ten fingers, right? Now, those two thumbs? They’re the golden 20% of your customers who bring in 80% of your sales. Those are your best customers, your loyal buyers. The other eight fingers? They’re everyone else. They’re the ones who might be complaining about prices or comparing to Amazon, they make up 80% of your customers, but only 20% of your business. I’ve even had someone tell me about the “middle finger customers,” but that’s a story for another time! Today, we’re focusing on those thumbs because they’re still buying, and that’s the energy we want to lead with in your store.
Listen to the Full Episode Here:
What’s Happening This December?
Quick note before we dive in: when I talk about Customer Count, I’m not talking about getting more customers through the door. I’m talking about making every sale and every visit count more, especially since there will likely be fewer transactions this season.
First off, inflation fatigue is real. Many shoppers are sticking to essentials, but sometimes they’re choosing slightly nicer versions of those essentials. Something I’ve definitely noticed: people are buying fewer items per sale, but the average price per item is up because of tariffs and other factors, all of which impacts your Customer Count and how each visit performs.
The National Retail Federation says holiday spending is expected to grow by about 3.7 to 4.2%, but honestly, that growth mostly reflects higher prices, not more stuff being bought. Which means the smartest retailers aren’t relying on more transactions, they’re optimizing the Customer Count they already have.
This is where strategy beats slump.
Instead of just focusing on more sales, let’s focus on better service, helping customers get everything they need in one visit so they don’t have to go anywhere else. Teach your team to ask questions like:
- “Who else can I help you cross off your list today?”
- “Who are you shopping for? What about you? What would you like to get today?”
Try these separately, one week, ask the first, the next week, the second and remind your team to take notes. This simple change can increase your average items per sale, boost the value of your existing Customer Count, and truly serve your customers better.
Merchandising That Works
Some easy wins I love are:
- Staff picks signage with little notes like “Mary loves this book because…”
- Impulse tables with stocking stuffers or hostess gifts.
- A grab-and-go gift section for under $50.
- Reminding customers that the second Saturday in December is big for holiday parties, so have those hostess gifts ready!
Shoppers Love In-Person Experiences: Make Your Store Shine
Did you know 92% of shoppers plan to buy in person this season? And 80% say they want to touch and experience products before buying. That means your Customer Count isn’t just about how many people walk in, it’s about how well you maximize each visit once they’re there. When shoppers choose to come in-store, they’re giving you a big opportunity to make that trip really count.
This is your moment to create a store atmosphere that feels alive: candles burning, festive music, handwritten signs, even a Christmas countdown clock to build urgency.
Early Shopping and Last-Minute Shoppers
Almost half of shoppers started buying before Thanksgiving, so December might feel quieter but more intentional. That means you still want to:
- Offer pre-wrapped bundles or easy gift options.
- Promote hostess gifts with creative signage.
- Send out emails about your gift concierge service helping customers find the perfect gift with a little extra support.
Use AI to Work Smarter, Not Harder
AI isn’t just for big companies anymore. Over a third of consumers are using AI tools to find deals and ideas, and you can use it too!
Try plugging your top 50 sellers into ChatGPT or Claude AI and ask what themes or customer needs come up. Or bundle slow movers together for a fun sale package.
You can even summarize your customer reviews with AI to see what people love most about your store and then do more of that!
Watch the Full Video in YouTube:
The Power of Experience: Beyond Just Selling Products
More shoppers are spending on experiences rather than just things. About one in three are doing this more than last year.
Think about your products, can you position them as experiences?
- Puzzles for a cozy Christmas afternoon.
- Bath and body products for friends’ spa days.
- Games that bring families together for laughter.
You can also host experiences in your store like a hot cocoa bar or a “rate the best hot cocoa” contest. Or do something fun and local like a cookie walk with other stores downtown.
These experiences bring people in and make your store part of their holiday memories.
Your Millie Moment: Simple, High-Impact Actions You Can Take This Week
- Try the “Who else can I help you cross off your list?” script to increase items per sale
- Use staff picks and impulse tables to influence buying behavior
- Add a Christmas countdown sign to boost urgency
- Offer ready-to-go bundles, pre-wrapped gifts, and grab-and-go tables
- Promote your gift concierge service
- Host a customer appreciation day or partner with nearby stores for a community event
- Drop your top 50 sellers into an AI tool to spot trends and themes instantly
Let’s Finish Strong and Plan for a Brighter 2026
Finish this year like the richer retailer CEO you are, not a frazzled shopkeeper. If you want help making a plan, join our Best Year Yet Planning Palooza in January. It’s a hands-on workshop where you actually do the work and get feedback to set yourself up for success.
- Gold VIP Pass – Great if you feel good about 2025 and want clarity for 2026. Get your Gold Pass here!
- Platinum VIP Pass – Includes VIP access plus Clearance Sales Secrets and the Retailer’s Guide to Doing Physical Inventory. Get your Platinum Pass here!
- Ready to make every customer count? Apply for your free Gameplan Call, where we’ll identify your growth opportunities and map out the most profitable next steps to elevate your visibility, attract the right customers, and scale with confidence.
- Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact Profit Roadmap we use in our Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.
- Click here to sign up for VIP emails and get even more exclusive insights and tips to help your store grow.
- Follow us on social media for more updates! Tiktok / Facebook / Instagram
You work so hard. You give so much. And your store is better, your community is better because you’re at the heart of it. No matter how this year has felt, you are doing an extraordinary job. Take a breath. Stand tall. Keep moving forward with confidence. You’ve got this. Focus on your best customers, serve them well, create experiences, and use smart tools to work smarter, not harder. Make every customer and every sale count. 💚
