The holiday playbook that doesn't rely on coupons
One sentence to sum up this episode with Amanda Stierwalt-Green:
"You don't need a sale. You need an experience worth remembering."
Read that again.
Amanda is my colleague at Global Payments, but long before that, she was a small business owner. And she brings that mindset into everything she does.
She truly gets:
- The cash flow juggle.
- The inventory gambles.
- The relentless pressure to stand out when Amazon, Target and a thousand other retailers are shouting louder than you ever could.
But what makes Amanda special is her ability to break things down in a way that’s clear, doable and grounded in real retail life.
And in this episode of Beyond the Register, she delivered one of the most actionable playbooks I've encountered for winning the holiday season.
No gimmicks, margin-crushing discounts or selling your soul required. Just smart, experience-driven retail strategy from someone who's lived it.
Here’s what stood out:
Promotions that spark loyalty, not just volume
Amanda’s dead set on this: Don’t train your customers to only shop with you on discount.
Too many stores go straight to slashing prices. The problem? It only works once. Maybe twice. Then your regulars stop showing up unless there’s a coupon.
Amanda’s alternatives are smarter:
- Scratch-off cards at checkout
- Free gifts over a certain threshold
- Themed bundles that feel thoughtful and special
- Tiered incentives that encourage repeat visits, not just one-and-done purchases
She told a story about a local chamber giveaway where every receipt came with a scratch-off. Customers loved it. It wasn’t about getting $25 off. It was about the thrill. The fun. The feeling.
That’s what keeps people coming back.
Win on the details the big fish overlook
“You’re not going to beat Amazon on price or speed,” Amanda said. “So beat them on care.”
A handwritten note. A box wrapped beautifully. A thank-you message with your name on it.
Amanda told me about an Etsy seller who added a few surprise bath bomb toys and a handwritten thank-you note. Nothing major. But it was enough to turn her into a repeat buyer and an evangelist.
Because when someone feels like you truly see them? That’s worth loyalty and staying power.
Build your brand around one core question
Amanda asks every merchant she works with at Global Payments to start with this single question:
“Why did you open your business?”
Yes, it sounds basic. But when you know your why, you start making better decisions: about product, layout, events, partnerships … even how you greet people at the door.
Amanda gave the example of a local shoe store that’s been in one family for 40 years. The son took over and modernized the branding. A new logo. A cleaner look. But they kept what mattered: the warm greetings, neighborly feel and personalized foot measurements. It was all of the things that made the business feel like theirs.
And that clarity of identity is what small businesses need more of.
You don’t need a bigger budget. You need a better calendar
Amanda laid out one of the most tactical frameworks in this episode:
- Plan your entire season upfront
- Stack events, drops and collabs based on your inventory flow
- Use local artists, vendors or even your own customers as partners
- Add “little extras” that feel special without breaking the bank
She’s done everything from gift-wrapped baskets to open house nights to surprise-and-delight product drops.
You don’t actually need 50 ideas. You can get by with five good ones that show up on time, are marketed well and feel personal.
Experience beats convenience every time
The question Amanda asks isn’t “How do I sell more?”
It’s:
- What does it feel like to walk into your store?
- What does the air smell like?
- Where does the eye go first?
- How long does someone stay?
Small things matter. She gave the example of a retailer who rebuilt their checkout area just to fit more last-minute giftables. Why? Because it made shopping easier. It made the final moment of the visit feel polished, not chaotic.
Another example: signature scents. Amanda said there are places she visits just because of how they feel to be in, not because she’s always looking to buy something.
Smart, scrappy and service-first ideas
If you own or run a small retail store, this episode is a must-watch. It’s real talk from a real operator. Amanda's ideas are smart, scrappy, and built around one thing: showing up for your customers in ways that matter.
This episode is your head start on the holiday season.
Hit play. Then tell me your favorite moment — this was one of the best conversations of the season.