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Oh, the holiday rush. 

For most retailers, the holiday season brings a mix of excitement and pressure with packed stores, boosted sales, and nonstop energy. But alongside the festive cheer come long hours, unpredictable customer behavior, and the stress of keeping everything running smoothly.

Emotions are heightened, shoppers are eager to get what they want, and sometimes basic customer service skills just aren’t enough. In short, it can be overwhelming for everyone. 

However, for owner Diana Holbrook and operations manager Cory Holbrook of Designs on the Boulevard, holiday traffic has become calm and manageable. Located in Geneseo, Illinois, this beloved, family-owned floral and gift boutique specializes in handcrafted floral arrangements perfect for any occasion. For them, nearly every holiday brings a surge in orders, but they have mastered exactly how to handle the holiday rush.

Read on to learn their story and get seven effective strategies that you can use to do the same. 

1. Plan Like a Pro Behind the Scenes

At Designs on the Boulevard, behind every bouquet is a surprisingly technical process. Diana describes how they prepare “recipes” for each arrangement, tracking stem counts, types of greenery, and ribbons. They even write down how many buckets they need to clean and when they need to do it. 

The team also closely monitors flower markets, anticipating availability, fluctuating prices, and shipping issues. This level of detail keeps them ahead of the chaos, ready to serve customers without compromising on quality.

If you’re a retailer gearing up for the holidays, start documenting your workflows well in advance. If you create checklists for ordering, staging, staffing, and customer service, you can be prepared when complications arise. Systems and foresight aren’t glamorous, but they’re essential if you want to have a good handle on the holiday rush.

2. Tough Crowds? Still Make It Personal

When lines grow and the phone won’t stop ringing, Diana and Cory don’t lose their cool. Their team knows that a simple “We see you” to waiting customers goes a long way. Every person who walks through their door is acknowledged, even when the line is wrapped around the block. 

When it’s finally the customer’s turn, they receive the team’s full attention, regardless of how busy things are. It’s a philosophy that keeps service consistent during peak times and helps them effectively deal with difficult customers.

You can apply this people-first approach by training staff on empathy and communication. Once you do that, you should:

  • Assign one team member to float and greet, maintaining a low level of tension and high morale. 
  • Post clear signs about your wait times or holiday policies.
  • Always thank customers for their patience. 

These small gestures are great tips to help your retail business handle the holiday rush without sacrificing your store’s humanity. As a result, customers will remember your kindness long after the holiday season has ended.

3. Make Every Gift Special 

Designs on the Boulevard takes pride in offering anything but basic gifts. Each floral arrangement is thoughtfully crafted to reflect the customer’s vision, even when that vision includes particular requests, like just a hint of yellow or no ribbon unless it sparkles. Diana’s team embraces these quirks, asking clarifying questions and personalizing every piece. 

That level of understanding and communication helps ensure their customers leave happy, even during the heightened emotions of the holiday rush. By creating a positive experience, Diana and Cory make it easier for their guests to handle whatever comes next.

To replicate this in your store, start by training your staff to ask open-ended questions. Encourage them to dig into why a customer wants something a certain way and offer small customizations or thoughtful add-ons that align with your brand. Shoppers love to feel like their gift is special, especially during the holidays. 

4. Stay Flexible With Your Merchandise 

Sourcing holiday merchandise can feel like a gamble. At Designs on the Boulevard, flower availability and pricing can fluctuate daily, sometimes even hourly, especially when tariffs or seasonal demand surge. Diana and Cory keep a close pulse on their vendors and stock backup stems to stay flexible. Their team also prepares for the possibility of loss, because some flowers arrive damaged or don’t arrive at all.

If you’re concerned about supply during the holiday rush, start tracking the historical data on your bestsellers and place those orders early. If you find yourself without product, keep a “plan B” product lineup that still meets customer expectations when the top-shelf items are gone. Flexibility is a strategy, and it’s one of the most crucial tips to help your retail business handle the holiday rush with ease.

5. You Might Have to Sacrifice Your Own Holidays 

One of the most moving stories from Designs on the Boulevard is how Diana and Cory postpone their family holidays to serve their customers first. 

We do our holidays almost a week after,” Diana shared, “so when we come together as a family, we’re giving our best selves.” 

During the busiest weeks, their Saturdays are filled with events such as weddings, graduations, and last-minute deliveries. For them, handling the holiday rush means being prepared to give everything, and then even giving a little more.

As a retailer, you should reflect on your capacity and boundaries before the season begins. To avoid burnout, keep your team strong and try the following:

  • Set clear expectations with both family and staff about your availability during peak times.
  • Schedule intentional breaks throughout the season, even if they’re short.
  • Celebrate small wins with your team to keep their morale high.
  • Acknowledge the emotional weight of the season and give your team space to recharge.

Recognizing the personal toll of the holidays helps everyone pace themselves. After all, one of the smartest ways you can prepare for the holiday season is by protecting your people.

6. Empower Your Team 

During slower periods, Diana and Cory train their team on new trends and utilize downtime to rearrange and refresh the store layout. During busy periods, they hire extra help, even bringing on customers who offer to assist. Their shop has become a true community effort. 

If you’re looking to scale during the holidays, start cross-training early. Identify your go-to team members for merchandising, customer service, and inventory, then empower them with mini leadership roles. Maintain high morale by rotating responsibilities and motivating your staff. These are some of the simplest but powerful tips to help your retail business handle the holiday rush.

7. Give Back to Your Community 

Every Christmas, Designs on the Boulevard delivers floral arrangements to residents in assisted living centers, many of whom won’t receive another gift. Diana and Cory view it as a means to utilize their business as a bridge for compassion. This community-first mindset demonstrates that retailers can prepare for the holiday season by making a meaningful impact.

So, get into the holiday spirit! Start by partnering with local organizations or launching donation-match programs. Small gestures, like giving a discount in exchange for canned goods or hosting a toy drive, can make your store a space for generosity. People remember the retailers who give back. Strengthening community ties is one of the most effective ways to manage the holiday rush and keep your customers engaged year-round.

Conclusion

At Designs on the Boulevard, the holidays are all about connection, craft, and care. Every arrangement, every customer moment, every act of kindness is a part of their secret formula for success. Through meticulous prep, personal attention, and heartfelt giving, they’ve mastered how to handle the holiday rush in ways that uplift everyone involved.

Retailers seeking inspiration don’t have to reinvent the wheel. Lean into what makes your store special, and plan with purpose. With the right mindset and strategy, you won’t only survive the holidays, but you’ll also make them purposeful and successful.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about the story of Designs on the Boulevard and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!

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