In May, most Dutch people receive their holiday bonus. For consumers, this means an extra 8% on their pay slip, a welcome boost in expensive times, and for many, the perfect moment to finally purchase something they had been waiting for. From a new barbecue to a pair of sneakers or a weekend getaway, holiday money drives spending.
For you as a retailer, this presents opportunities, but also questions. How does holiday money truly affect your customers’ buying behavior? And how can you respond smartly as an entrepreneur, without hurting your margins or stock levels?
Holiday money changes the buying moment
When people have more disposable income, their decision-making shifts. Around the payout of holiday money, the following trends are often seen:
- Customers buy faster the items that have been on their wishlist for a while.
- Impulse purchases temporarily increase.
- The average order value rises, especially for non-food products.
- Luxury or higher-end variants become more attractive (“I’ll treat myself this once”).
However, the holiday money also disappears quickly, spent on vacations, energy bills, or other bigger expenses. This makes the moment short but impactful.
What does this mean for you as a retailer?
1. Timely preparation for peak moments
Those who have experienced the effect of holiday money on sales know that a sudden surge in demand can be surprising, especially if you rely on suppliers with long lead times or limited stock.
Analyze past years’ sales data: which products sold well in May/June? Were there times you had to say ‘no’ to customers? These insights help you make better decisions this year.
2. Stock and shelf space: focus wisely
You can’t have everything in stock, nor do you need to. But consciously choosing which products to highlight, in-store or online, often pays off. Mid-range products that are just a step above budget options tend to perform well during this period.
3. Staff planning and customer expectations
With higher foot traffic (or more online orders), pressure on your team increases. Good service is crucial now. Customers who spend more also expect more attention. Short queues and helpful advice can make a big difference.
4. Promotions, but strategically
You don’t need flashy discounts to leverage holiday money. A smart product bundle, a temporary offer, or clear presentation can be enough. The key is to respond to the moment: customers are more receptive to buying now than in other months.
Seizing opportunities without stress
Holiday money is an opportunity, not a guarantee. It requires insight, timing, and operational calm. The better you understand your stock, margins, and customer behavior, the easier it is to respond to these spikes.
Also: staying level-headed matters. Not every product needs a discount, and not every customer wants something expensive. Often, good inventory management is the best action you can take.
Conclusion
Holiday money is not a guaranteed sales gift, but it is a moment when customer behavior temporarily changes. As a retailer, you can capitalize on it, with some preparation, the right focus, and a clear understanding of your customers’ needs.