Marketing Professional Weighs In On Upcoming Dec 19 VAT-Free Shopping Day

An image of the Founder of Ignite Ms. Candice Sealey. The image was taken, for news purposes, from her official Facebook page.

Discussion: Marketing consultant Ms. Candice Sealey of Ignite has shared her thoughts on how businesses can prepare for the upcoming Vat-free shopping day on December 19 announced by Prime Minister Godwin Friday.

Here are her thoughts, as shared on her official social media page.

From the chatter going around, everyone seems ready to conquer the VAT Free shopping day. I am not even sure I will get to take full advantage of it myself because those lines will probably start forming from 7am plus it’s on a Friday too. The thing is, a VAT Free day only works in favour of the businesses that prepare for it. If you go into that day unprepared, you will simply ring up more transactions but make the exact same profit and may end the day frustrated.

People will definitely shop on VAT Free day. That part is guaranteed. What is not guaranteed is that they will spend their money with your brand/business. The businesses that will win on Friday December 19th are the ones that customers choose as a priority stop on their route. The day will bring the traffic, but your planning/strategy will determine whether that traffic converts into real revenue. Consumers are already creating their lists. If your business is not on that list yet, you need to earn that position now.

Here are smart moves to put in motion immediately if you want your business/brand be one of the winners.

1. Speed up your checkout. Nothing kills spending faster than slow service. Make sure your team is trained, support staff is ready and your system can move fast. If you cannot add more cash registers, make use of handheld card machines on the floor and create separate lines for card and cash. Make it easy for people to spend with you. Speed is money on a day like this.

2. Upgrade the experience even slightly. A pleasant atmosphere, music that feels festive, friendly staff, quick product demos (if appropriate), free gift wrapping if it applies. Give people a reason to say the stop was worth it.

3. Give them a starting point. VAT Free alone is not a reason to choose you. Have a headline deal that feels too good to ignore. Something that makes your business the first stop of the day (whether physically or online).

4. Create one day bundles or upgrades that maximize basket size. Without a compelling offer, every business is offering the same percentage off. Make your offer feel special. Push customers to buy an extra item or level up their purchase instead of just grabbing the bare minimum.

5. Promote early. People are already mapping their stops and sharing deals with friends. They will check social media, save posts and plan routes. If they do not know about your offer before the night of December 18th, you have missed the prime moment to secure your place in their plans.

6. Increase your visibility now. Use the channels that actually move people e.g. WhatsApp, social media countdowns, radio reminders and influencer push.

7. Capture future business. Do not let shoppers leave without connecting with you in some way. Add them to your WhatsApp list or collect their details so you can reach them again for the rest of the Christmas season or in 2026.

A VAT Free day in December is not just another busy shopping day. It is your chance to tap into Christmas spending while the excitement is high. The customers are coming. Make sure they choose you.

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