How do you make the most of the holidays, that seem to pre-empt lots of consumer spending, without looking like a cheap trader? Or, is this the time of the year not to worry about how it looks?

I have a confession. I have just not warmed to the Black Friday and Cyber Monday promotions on the golf course.

Even worse, I have really felt uncomfortable with many of the
promotions I see running on-course in either the retail space or the coaching arena.

I think my discomfort is caused by my retail background working with the largest retailers in the US (Walmart), the UK (Asda, Tesco, B&Q), Australia (Coles-Myer’s subsidiaries) and Southern Africa (Checkers and Woolworths).

I saw just how many professional marketers, financial managers, buyers and category managers were involved in the planning of promotions.

What I see often is what I might describe as “mini-me retailing”. Small retailers in the golf, cycling, health and pharmacy industries, where we work, copying the promotions of their big-brothers without having thought through their promotion’s real, measurable objectives.

It’s not that you shouldn’t run “Buy 2 gloves, get a third free”, or “Buy 4 lessons and get 2 free”. It’s why are you doing it?

If you’re doing it just because that’s what retailers do at this time of the year, then be careful. I’d even suggest you take a risk and do nothing, if you don’t have a plan with objectives.

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