Harnessing the Fear of Missing Out During Small Business Season
December 4, 2023
Years ago, when Black Friday was one day and not six weeks long, I suffered from fear of missing out (FOMO) when it came to bargains. I felt (which was indeed the marketer’s goal) that I had to buy at that moment or risk being charged more later. Rarely was I ready to purchase but I did so because I didn’t want to miss the deal. FOMO is a powerful sales motivator, and the holiday season is one of the best times to leverage that tactic for extraordinary revenue. Here are some tips on how you can do just that.
How to Get More Sales Through Fear of Missing Out
Try these five effective tactics to drive more sales:
1. Limited-Time Offers:
Create a sense of urgency by offering limited-time discounts or exclusive deals. Ideas include:
- Flash sales: Offer deep discounts for a short period of time, like 24 hours or until supplies last. Post them on social media or share them to just your email list. Make sure people know only your special subscribers or those who sign up for texts or follow you will know of these incredible savings opportunities.
- Early bird specials: Reward customers who purchase early (or on a specific day) with a discount or bonus gift.
- Pre-order promotions: Offer exclusive benefits to customers who pre-order your holiday products or give them the opportunity for exclusive first looks.
2. Limited Inventory:
Anyone who remembers the 1983 Cabbage Patch craze will remember these shenanigans and how a limited inventory can inflate prices and drive interest. (They were not cute dolls, but every girl born in the 70s was convinced she needed one.) Highlight the limited availability of your products to create a sense of scarcity. Consider these tactics:
- Product countdowns: Display the number of items remaining in stock on your website and social media. When they’re gone, they’re gone.
- Limited edition products: Create special edition products or bundles that are only available for a limited time.
- Sold-out notifications: Let customers know when a product is sold out and encourage them to sign up for a back-in-stock notification.
3. Social Proof:
Nothing powers social media channels quite like seeing other people in your stream enjoying what you want. It’s likely half the people who went to Europe this summer and fall did so only after seeing on Instagram and Facebook how many of their friends and family were enjoying that continent.
“Listen” on the internet for mentions of you and your products/services and show potential customers that others are already enjoying your products and deals. “Everybody is doing it” is not only a reason to do something in high school but also a solid marketing strategy. Never has it been easier to convince others of this.
- Customer testimonials: Share positive feedback from satisfied customers on your website and social media.
- Social media buzz: Encourage customers to share their photos and experiences with your products using a branded hashtag.
- Live sales notifications: Show real-time updates of how many people are purchasing your products. This is also a solid way to entice people to buy online. Go to Goldbelly.com to see it in action.
4. Countdown Timers:
Add a sense of urgency and excitement (aka “Get it in your cart NOW!) by displaying countdown timers on your website and social media. These timers can count down to:
- The end of a sale
- The launch of a new product
- The deadline for free shipping (that’s the question that will be on everyone’s minds in a few days)
5. Exclusive Email Offers:
Build anticipation and encourage repeat purchases by offering exclusive deals and sneak peeks to your email subscribers. They’ll love:
- Early access to sales: Give your email subscribers a chance to shop your holiday deals before anyone else.
- Free gifts or discounts: Offer a gift or bonus item with purchase to incentivize email sign-ups.
- Behind-the-scenes content: Share exclusive content, like holiday gift guides or product sneak peeks, or unboxings with your email list.
Remember, when using FOMO marketing, it's important to be genuine and transparent. Don't create false scarcity or pressure customers into buying something they don't need. You want to drive sales but not at the risk of the customer relationship. Instead, focus on creating a positive and exciting experience that encourages them to engage with your brand and become loyal customers.
Wait. Don’t go yet. I don’t want you to miss these important final tips! (See what I did there?)
Here are three bonus tips for using FOMO marketing during the holidays:
- Use strong visuals and language to create a sense of excitement. Use a friendly, casual tone like you’re talking to your good friend.
- Promote your FOMO campaigns across multiple channels, including your website, social media, and email marketing. Think of it as a total strategy, not a quick post.
- Track your results and adjust your tactics as needed.
By leveraging FOMO effectively, you can drive more traffic, boost sales, and make this holiday season your most successful yet while building excitement among your audience.
This article published by the Leavenworth-Lansing Area Chamber of Commerce with permission from Frank Kenney Chamber Pros Community.
Summer is a great time to consider the advantage of temporary labor. You know that project you’ve been putting off? How about the organization structure you wanted to build? What about that technology trial? Or maybe there's something you’ve been doing that could easily be managed by someone else so you can free up your time for things that require your attention? As vacations loom and customer buying patterns shift, it’s an ideal time to explore temporary hires or interns. According to the National Association of Colleges and Employers , businesses expect to hire 3.9% more interns than in the previous year, and 81% say they plan to increase or maintain intern hiring. But if you think you can just bring in an intern, hand over a pile of small tasks, and call it a program, you’re missing a bigger strategic opportunity. The smartest businesses do something different. They don’t use interns just to fill a chair or display them to the community to look like a business that’s worried about the future workforce. They use them to tackle work that matters. Don’t think your business could use an intern? Think again. Here are a few ingenious ways to get things done with the “summer help”: Process Detective One of the best ways to use an intern is as a process detective. Every business has systems that have grown messy over time. Maybe your onboarding is inconsistent. Maybe client files are stored in three places, and no one knows which version is right. Maybe your front desk, inbox, or quoting process depends too much on tribal knowledge. An intern can document workflows, identify bottlenecks (they provide fresh ideas because they don’t know the history), and help organize procedures in a way that saves your team time long after summer ends. It’s not glamorous work, but it’s high-value work and the intern can learn a lot about process, efficiencies, and operations. Customer Experience Reviewer Interns can also be incredibly helpful as customer-experience reviewers. When you’re inside your own business every day, it becomes hard to see friction points. An intern has fresh eyes. Ask them to walk through the experience as if they were a customer. Could they find the right information on your website? Was the contact process clear? Did your social media tell them what you do? Was your location easy to navigate? In almost every industry, there are blind spots the employees stopped noticing years ago. Content Miner Another strong use for interns is content mining. This is especially useful for businesses that know they should be marketing more consistently but never seem to have the time. An intern can help turn existing knowledge into usable content. They can gather frequently asked questions, interview staff, organize customer success stories, pull together blog topic ideas, or help sort photos and video clips you already have. They may not be your final decision-maker, but they can absolutely help uncover the raw material your business has been sitting on. Put them to this task and you may uncover six months’ worth of content that no one can produce but you—an excellent way to stand out on social media. Researcher Summer interns are also well suited for research projects that tend to get pushed aside. Maybe you want to understand what competitors are doing, what events are worth attending, what partnerships might make sense, or what new audience segments you should be reaching. Maybe you want a clearer picture of local market trends or customer reviews. Interns can gather and organize that information (or use AI to do it) so leadership can make smarter decisions without spending hours chasing data. Internal Knowledge Organizer Another overlooked role is internal knowledge organizer. In many small and midsize businesses, important information lives in emails, sticky notes, shared drives, and one very loyal employee’s head. That isn’t a system. It’s a problem waiting to happen. What becomes of your operations if something happens to that employee? At some point every employee leaves. What information would walk with them? An intern can help create shared resources, update templates, build simple reference guides, and make day-to-day information easier for everyone to find. That kind of cleanup can be the difference between having information at your fingertips or having to leave countless messages for past employees. Event Planner or Worker If your business hosts events, supports the community, or depends on local visibility, interns can help there too. They can assist with planning checklists, event follow-up, sponsorship tracking, guest communication, and post-event recaps. They can help your business show up more professionally and more consistently. As we head into a season when networking, festivals, community programs, and business events often increase, that kind of support can make a noticeable difference. But none of this works if the internship is built around filler. Interns don’t need to run your business, but they do need real assignments, some context, and a sense that their work matters. It’s good for them and for you. NACE notes that organized internship programs are linked to better conversion outcomes, and interns who are satisfied with their experience are far more willing to accept an offer from that employer later on. If you’re bringing in summer help, think beyond the 2026 version of coffee runner. Think about what your business needs that your team never has time to tackle. Consider the projects that improve efficiency, strengthen visibility, and make future growth easier. That’s where interns can shine and that’s a much better use of a summer and a desk. Read More: 7 Things You Should Do Before Hiring for the Summer Delegation Done Right: Free Yourself and Empower Your Team How to Build a Culture People Want to Be Part Of How to Verify the Accuracy of An Applicant's Resume ---------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @metcalfwriting Instagram: @christinametcalfauthor LinkedIn: @christinametcalf5
Ready to Romp?
Tax refund season creates a short spending window. The IRS writes that most refunds are issued within 21 days, and people can start checking status shortly after e-filing through the IRS refund tracker. In other words, your future customers are getting a little breathing room in their bank account right now, and that changes buying behavior. It may also feel like something that was out of (budget) reach before is now doable. This is not the moment to sit back and hope people wander in looking for a good deal. Tax refund spending is emotional as much as practical. People use it to catch up, upgrade, treat themselves, solve annoying problems, and finally buy the thing they have been postponing for months. Your job is to make your offer feel timely, useful, and easy to say yes to. The Biggest Mistake Businesses Make During Refund Season The biggest mistake businesses make during refund season is assuming customers will connect the dots on their own. They won’t. Humans love having money and then immediately finding twelve unrelated ways to spend it. You must position your offer so it feels relevant to this moment. How to Create a Great Refund Offer Start with the right angle. Refund spending usually falls into a few categories: practical fixes, overdue replacements, personal rewards, family spending, and future planning. If your marketing speaks to one of those motives, you’re far more likely to get attention than if you simply run a generic sale. A home service business, for example, should not just announce a discount. It should frame the offer around finally tackling the repair, cleanup, or upgrade customers have been putting off. A salon or spa should position services as a treat-after-tax-season reward. A retailer should spotlight wardrobe refreshes, spring updates, or bundle deals that feel a little indulgent but still smart. A professional service firm can offer a package that helps people invest in themselves or get organized for the rest of the year. You don’t need a complicated campaign. You just need fast, simple, easy to imagine marketing that leads people to spend with you. The Smart Splurge Offer One of the easiest plays is the “smart splurge” offer . Many buyers want to their refund without feeling irresponsible. Create a package that feels like a treat but is clearly positioned as a good value. A boutique could offer a spring style bundle. A med spa could create a glow-up package. A restaurant could promote a limited dinner-for-two experience. A home decor store could feature a room refresh collection. The message is not “spend your refund here.” It’s “put part of that extra cash toward something that actually feels good. You deserve it.” The “Finally Get it Done” Campaign Another quick win is the “ finally get it done” campaign . This is ideal for contractors, auto shops, dentists, cleaning companies, organizers, landscapers, and repair services. These offers may not be as sexy as the splurge, but it’s a great way to capture the attention of people who have been putting off a necessary expense because everyday bills keep getting in the way. Your marketing should speak directly to that tension: “Been putting this off? Now is a great time to take care of it.” That kind of message connects relief with action. Prepaid Packages Prepaid packages are also strong during refund season. If you offer a service people use repeatedly, sell bundles. Think fitness classes, salon visits or treatments, car washes, dog grooming, chiropractic sessions, meal prep, tutoring, or marketing consultations. Customers are more willing to commit when they have a little cash cushion, and you improve your immediate cash flow. Everyone gets to feel responsible. Upgrades Limited-time upgrades work especially well too. Instead of discounting your core offer, add value. A photographer can include extra edited images. A furniture store can add free delivery. A service business can include an extended consultation, bonus maintenance visit, or premium add-on. This protects your pricing while making the purchase feel more worthwhile. Gift Card Bonuses Gift card bonuses are another smart move that can be implemented quickly. Offer something like “Buy a $100 gift card, get $20 extra.” This is especially effective for restaurants, salons, boutiques, family entertainment businesses, and specialty retail. It works for self-purchasers and for people who want to stretch refund money across multiple visits. Messaging Matters Your messaging matters as much as the offer. Keep it benefit-focused. Instead of “We’re having a refund sale,” try language like: “Use your tax refund to finally tackle that project.” “Put your refund toward a spring refresh you’ll enjoy all season.” “Catch up on the service you’ve been putting off.” “Invest in something that makes your life easier.” “Treat yourself without breaking the bank.” That last part matters. Customers do not want to feel reckless. They want to feel smart, a little rewarded, and slightly ahead for once. Also, don’t ignore existing customers. Refund season is a great reactivation opportunity. Send a message to past clients with a timely reason to come back now. “Haven’t seen you in a while” becomes much more effective when paired with a relevant seasonal offer. Speed matters more than perfection here. The tax filing deadline for most individual filers was April 15, 2026, and refunds continue rolling out after that, especially for procrastinators who took it down to the wire and others who have been thinking about the smartest way to spend it. This is a live window, not a theoretical one and it’s time to start using it if you haven’t already. Again, you don’t need a massive campaign. You need a timely offer, a clear message, and a fast way to get in front of buyers who finally have a little room to act. Tax refund season is one of those moments when good marketing is less about brilliance and more about relevance. Show people how your business fits what they want to do with that money right now, and you give them a much easier reason to choose you. Read More: Holiday Gift Card Strategies for Small Business Season Revenue Without Regret: Designing Offers You're Proud to Sell Win at First Impressions ---------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @metcalfwriting Instagram: @christinametcalfauthor LinkedIn: @christinametcalf5
