Celebrating our differences increases conversions

By Ilana Davis

Christmas is the most observed holiday in December. Let’s not forget about the others.

This week, one in 14 people begin to celebrate the Festival of Lights. Hanukkah starts on December 10th and goes on until December 18th.

One in 49 people observe Kwanzaa from December 26th – January 1st.

Some celebrate the Winter Solstice, the longest night of the year on December 21st.

Over 20 countries celebrate Boxing Day on December 26th.

Giving Tuesday, the Tuesday after Thanksgiving, was December 1st. A day that is recognized as a way to give back to the community.

Yet so many of the Black Friday, Cyber Monday messaging revolves around Christmas without mention of other observances, holidays, or cultures.

I remember growing up only celebrating Hanukkah. We would go shopping on Black Friday to get some great deals and at checkout, I was often wished a Merry Christmas.

Don’t get me wrong. Wish me a Merry Christmas. Wish me a Happy Kwanzaa. That’s not the point.

The part that intrigued, is that everyone assumed I celebrated Christmas. I always felt like an other.

Did others feel the same?

Now I make a point to say happy holidays or I’ll wish for a happy holiday season in hopes that this recognizes that not everyone celebrates.

Ignoring other celebrations, could leave you with missed opportunities and missed revenue. Recognizing others’ differences is also the right thing to do. It’s high time we celebrate our differences instead of assuming everyone is just like us.

Being inclusive in the words you chose, the ways you give back, the sales you offer, and the products you sell can set you above your competitors.

For the life of me, I can’t remember the last time I received an email that said “Place your order by Wednesday to get it before Hanukkah.”

It’s not hard to celebrate others. In doing so, your customers may feel a connection with you and in return, spend money with you instead of your competitors.

One of the things I look at during a Website Rescue is whether you are recognizing the differences in your customers.

I may ask you if your customers could be of a different skin tone than the ones in your photos. Or whether your customers are part of the LGTBQ+ community for example. If you’re not representing members of all communities and showing that your store is for them, they may go somewhere else.

There is a fine line between being genuinely inclusive and paying lip service to the cause. Work with, include, and learn from people with a range of perspectives.

Happy Hanukkah! Happy Yule! Merry Christmas! Happy Kwanzaa! Happy Holiday Season!


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