Stimulate Founder Nicole Hoffman explains that holiday traffic is about more than closing out the year, giving retailers an opportunity to strengthen customer relationships, build loyalty and drive future sales into 2027.
(Note: This article was written by Nicole Hoffman and appears in the October 2026 issue of SE Magazine.)
For retailers, the holiday season has traditionally been about one thing: maximizing sales before the calendar turns to January. But in a challenging economy, when consumers are more intentional about where and how they spend, retailers need to think beyond the immediate transaction.
The customers walking through your doors during November and December aren’t simply holiday sales opportunities. They are potential 2027 customers.
This is particularly important for adult novelty and intimate wellness retailers. Holiday traffic can introduce new shoppers to your store, bring occasional customers back through your doors and encourage existing customers to explore categories they haven’t purchased before. The question becomes: What are you doing with that opportunity?
A key consideration here is, quite simply, that December revenue pays today’s bills. Yet December relationships build tomorrow’s business.
To help support both your holiday consumers and 2027 customers alike, here are a variety of ways to make sure your holiday traffic delivers into the new year.
Capture the relationship
A customer walks into your store, spends $75 and leaves. That’s a sale. A customer walks into your store, spends $75 and gives you permission to continue communicating with them? That’s the beginning of a relationship. Make capturing customer information part of your holiday strategy through loyalty enrollment, email or text opt-ins, digital receipts or another permission-based touchpoint.
But remember: Consumers need a reason to say yes. Clearly communicate what they receive in return, whether that’s exclusive offers, new-product announcements, educational content, event invitations or loyalty rewards. Your goal isn’t simply to grow a database. It’s to create an audience that wants to hear from you again.
December revenue pays today’s bill. December relationships build tomorrow’s business.
— Nicole Hoffman
Give them a reason to return in January
Holiday promotions typically focus on getting customers to spend more today. Consider using some of that promotional energy to encourage tomorrow’s sale instead. A bounce-back offer is one of the easiest ways to accomplish this. Spend a certain amount in November or December and receive an incentive redeemable exclusively in January.
You could also offer loyalty dollars, a future gift-with-purchase or another benefit that requires a return visit. Don’t hesitate to get creative here. Customers love a fun incentive that gets them excited.
Something to think about here, as well, is that January is often a quieter retail month. Instead of automatically discounting merchandise to create traffic after the holidays, you can use this strategy as a more strategic reason to return. The goal isn’t simply another discount. It’s creating another customer interaction.
Continue the conversation
One of the greatest advantages our category of retailers has is that there is always something more for customers to discover. A shopper who comes in looking for a holiday gift may discover flavored lubricants, kink products, pelvic wellness, menopause support, fertility support or an entirely new category they didn’t know your store carried.
Your associates play an important role here. Holiday selling shouldn’t only answer, “What can I help you find today?” It should also introduce customers to what else your store can offer them throughout the year.
Then continue that education after the sale. Email, social media, in-store events, workshops and product demonstrations can all give customers reasons to stay engaged. The key is to make sure they know about future events, trusted resources you offer and more. This will often mean sharing 2027 calendar dates for your customers to begin looking forward to. Consider bag stuffers, in-store signage and digital communication that customers opt in to receive.
For smart retailers, January doesn’t start on January 1. It starts in November.
— Nicole Hoffman
Kick off Valentine’s Day early
For intimate wellness retailers, January isn’t simply the beginning of a new year. It’s the runway to Valentine’s Day. That makes holiday customer retention even more valuable.
Before December ends, retailers should already know how they’re going to reconnect with holiday shoppers in January and February. Think Valentine’s previews, couples’ events, self-love campaigns, gifting guides, product education, loyalty-member exclusives and new-product launches.
And remember that Valentine’s Day doesn’t have to be marketed exclusively around couples, throuples or other partner-play experiences. Self-care, confidence, exploration and personal wellness can expand the occasion and give more customers a reason to participate. The important thing is not to disappear after Dec. 24 and suddenly reappear in February asking customers to shop again. Stay part of the conversation.
Think beyond the holiday receipt
Retailers work incredibly hard to generate holiday traffic. They invest in inventory, merchandising, staffing, promotions, marketing and customer service to capture a relatively short selling season. Don’t let all that effort end with one transaction.
So while you’re planning holiday promotions, displays and sales goals, add one more question to the conversation: What are we doing today that will bring this customer back in 2027? Because for smart retailers, January doesn’t start on January 1. It starts in November.
For more information, visit stimulatetheshow.com.
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