Autumn may seem like a whisper, however, it will be roaring its head soon! So the time to prepare for the season and the holidays is N-O-W.

Here’s a To-Do list for every retail tea seller whether you have a farmers’ market stand, a retail shop or a restaurant. The early bird gets the worm, and the early planner gets the S A L E S!

1. Buy your holiday gift items ASAP (if you haven’t already). That means pumpkin spice everything, teas and tea accessories for Thanksgiving and Christmas, and of course, decorations as appropriate. Create 2023 Holiday Gift Cards and promote everywhere.

2. Host an End-of-Summer Sale. Feature Iced Tea, with a reminder that it’s refreshing all year long! Discount summery blends to make room for fall blends. Give everyone a flyer highlighting the exciting new fall teas and holiday gift items that are Coming Soon! Take pre-orders!

3. Create Your Own Tea Blends. Offer exclusive-to-you blends that reflect your taste, the season or your region. Or, host a how-to-blend class for customers. Modest fee could include scoops, bowls, and flavorings like flowers, herbs, or dried fruits, as desired.

4. Elevate Professionalism among Staff. No need to reinvent the wheel. Rely on our superb Tea Class Beginners Course to provide the basics of tea information to your staff. This shores up their confidence, fosters a good relationship between staff and customers, and makes tea and tea selling exciting for all.

5. Plan a round of events focusing on your teas and accessories:

-Invitation-only tastings for artisanal teas.

-Trunk shows for new tea accessories and related products.

-Evening hours for long-time customers on select days. Keep invitees to a minimum so your staff as the time to answer questions. If staff and time allows, offer evening hours all during December for last-minute gift giving.

6. Send exclusive invites for an evening event to local corporations or organizations showcasing your gift basket options. Display 5 or fewer examples, priced low to high, with prices for 10 or fewer; 11-25; 26-50 and up. The earlier you receive the orders the sooner you can start making them! Offer discounts for pre-orders, when possible. And, of course, offer exceptional tastings of your finest teas and purchasing options.

7. Update Media Monthly, or more often if you can. Update all your printed media and social media from newsletter, blog, flyers, signage, or in-store signage to reflect new products, new arrivals of teas and accessories, and changing calendar of events. Add something? Mention it in all media. Change something? Mention it in all media.

8. Punch up the Copy! Every printed or digital sales pitch needs (1) an intriguing headline (2) basic info on the product service (3) how to buy (phone call or text, in-store, website). As a checklist, ask yourself if the copy answers: what it is, where you can get it, how you can get it, when it will be available, and the most important, why they should buy it! Be specific about all the avenues available for customers to BUY.

9. Merchandise, Merchandise, Merchandise.

-Feature RTD and tea brewers for back-to-the-office convenience or for travelers and the college-bound.

-Dust and Organize Daily!

-Mix it Up! Display the most expensive items alongside lower-priced items or focus on color, sizes or variety in the same category of product.

-Put small impulse items by the checkout counter (honey drippers, tea scoops and measuring spoons, paper, and metal filters.

-Change your windows at least twice a season. Colorful foil papers, painted wood tables, and colored or white doilies, and inexpensive backdrops to showcase everything on a tea lover’s wish list.

-Themes are great (water filters and tea kettles); table linens, pots and cups, colorful, large print-outs of tea classes, special events, and new teas and accessories.

A FINAL WORD: Delegate. No one can do it all, but all can do something, so delegate to staff as much as possible and always take time to point out the good they do. That helps foster team spirit and a sense of ownership in their tasks.