The Christmas rush may be behind us but in the UK the January sales are traditionally a big event for businesses and customers alike.

In many ways, it’s an expectation that retailers will discount items from Boxing Day onwards. But that also now applies to all manner of firms, large and small. So how does a business differentiate itself from its competitors in January and attract the attention of customers?

An effective strategy is required to fully capitalise on the surge in price-savvy purchasers. Prolonging the post-festive rush beyond the new year right through until February will also elongate the potential spike in demand to maximise mid-winter earnings.

Consider the following ways to reap the rewards of the January sales.

You may have started early but aim to end later

Starting your marketing early may already have you a step ahead of the competition, but ramping up your promo activity too far in advance runs the risk of potential customers having already forgotten about your offerings by the time sale season lands.

A carefully timed professionally printed flyer landing through the letterbox on the days that your customers are most likely to be looking for a bargain can be particularly effective. Extending the promotional period beyond the competition can boost revenue beyond the initial rush.

Differentiate your January sales offering

It may already seem like a distant memory, but Black Friday and Cyber Monday were not that long ago. If you’ve already run certain promotional lines during November, certain target customers may have already picked up what they want.

Do it differently for January. Select different lines to your last major sale and consider tactics such as money off for ‘pop up’ sales that are time-limited, offer freebies, bulk discounts (‘buy 3 get 1 free’), ‘refer a friend’ deals and coordinate promos relevant to the time of year. Keep one eye on what people actually do in January - they declutter, they organise their homes, they start spring cleaning early and they wallow in comfort food and goods during cold snaps.

You might not have the might of Amazon but if you’re a small business that tends to sell to local markets, is there really a reason that you can’t offer speedy deliveries to beat the big boys?

If it’s B2B you operate in, then what do your clients focus on in the first weeks and months of the year? Do they stock up for busier times come spring and summer? Will they sell on a product that you might manufacture during their own January promotions? If so, ensure your supply chain is prepared for an upswing in activity.

Pick and push the right marketing channels

You already know that you have multiple marketing channels through which to push your promotions. You use them all year round so give some thought to how to tailor your message for the sale season.

That might mean a new landing page for the website to focus on January deals. Organic ads on social media should be a biggie for the new year sales and remember that today’s customer relies heavily on user reviews before making a shopping decision so share positive feedback, success stories and photos of delighted patrons.

Don’t forget footfall and ‘drive by’ potential customers with some strategically designed and placed signage out front. Choose top-notch business printing services and a brand graphic designer to create the very best promo material you can.

Think long term loyalty and it’s never too early to start for next year

This January could well be the time to bag some customers who will remain loyal for the rest of the year. Impress them so they want to come back for more.

Moreover, continuously review what has gone well and what you can do better for next year. It may come but once a year, but one thing is certain in our fast-moving year - Christmas and the January sales will be back upon us before we know it.