Let's talk about your business, strategy, and the juicy details of what actually works,

from mainstream fashion to fashion on Main Street and the entire ecosystem behind it.

How do we scale your company and do it with the balance and the happiness that we all seek?

Let's hear from those insiders, experts, and strategists that actually make it happen.

I'm your host, Ashley Alderson from the boutique hub, and I can't wait to chat.

Hey guys, let's talk about the fourth quarter, the big finish, the end of the game,

the highlight, the series finale, the thing that you are in right now that is the most important season of the year. And that's how to finish the holiday season

strong. Now, I know this year in retail has been like the gauntlet. It has been a challenge like

our industry has never faced before. And so that's why some of the tips I want to share with you

today are more important than ever. So let's talk about how you're going to dig in, what the opportunity

really is, and how you can make the most of this holiday season as you finish the year strong.

Now, the first things first, I want to dig into, and that's what are we really focusing on this time

of year. Now, it's so easy when you make your plans for the fourth quarter

and for Pink Friday and Black Friday and Small Business Saturday to easily say,

I just want to have more sales than last year and to make sales that true North metric that you're

constantly chasing. But the truth is, when we chase the sales number, we often fall short of the real goal and that's

the profit number you see sales do not equal profits when it comes to sales it's easy to go all

out to staff your business and run a little bit heavy and to maybe not price your items the way that you should to begin with,

that initial markup. Or maybe we're so busy thinking about running a discount or a promotion

or a sale, a blanket sale in the store just to hit that overall sales number that we

totally lose sight of the margin that's made along the way. And all of those things lead into the profit.

So my goal, as always, every holiday season is for you to have not only more profit,

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