For many retailers and small business owners, the holiday season is a major opportunity to reach enthusiastic shoppers and gift-givers. While online shopping has become more popular in recent years, many shoppers still prefer to browse in stores and enjoy a hands-on holiday gifting experience.

The National Retail Federation published a forecast last month, announcing that holiday sales are expected to increase this year by 3.6 percent. That means people will be shopping, but will they be shopping in your store?

With a booming population of people age 65 or older, who spend two and a half times more per capita than the general population, catering to the needs and desires of senior shoppers in the Grand Valley is a win-win.

Now, we at the BEACON will be the last to claim that all seniors can fit into one box. Seniors have a wide range of interests, concerns, desires and lifestyles. But thinking about seniors as a whole—in the sense that there are many experiences shared by folks over the age of 65—can help you become a more inclusive and desirable business.

Satisfy your senior customers and enjoy a more successful holiday season. Use these seven tips to create a more senior-friendly shopping experience.

1. Pay it forward. Give your shoppers a holiday gift right off the bat, such as a coupon, discount or BOGO item. Reach out to your most loyal customers with an email or postcard, inviting them to enjoy a special holiday offer they'll love. Extend an offer to the folks passing by your storefront. Give them a gift that says “Thank you for shopping with us” before they even begin.

2. Answer questions before they're asked. How much does this cost? Do you have any sales going on? Is this the only size/color/brand you carry? By answering these questions with clear signs and price tags, you can save the interpersonal exchanges for something more meaningful. Go even further by answering questions your customers didn't even know they had—spark their interest. Mark items that are handmade, locally sourced or otherwise special, and spark their imaginations.

Graph from National Retail Federation

3. Make shopping accessible. All shoppers like to have a bit of wiggle room, but accessibility for people in wheelchairs or those using walkers or canes is especially important. Make it as easy as possible for seniors to shop in your store. Make sure that signs are easy to read from a distance and that tags and labels with fine print are paired with signs marked clearly with large lettering.

4. Be personal. Many businesses cater to young shoppers during the holidays and don’t realize that they might be turning off older shoppers. Young shoppers want to get in an out of stores quickly. Seniors aren't trying to cram all of their holiday shopping into one day. They're shopping more often and want their experience to be leisurely and enjoyable.

5. Offer plenty of seating. Shoppers of all ages will appreciate this one. Going from store to store can be exhausting. Provide seating for your customers so they can stop and rest. Other than feeling appreciated, chances are they'll stay longer and spend more time browsing.

6. Create a buzz. Stand out from the rest by doing something different. Help shoppers remember your store by creating a special memory. Offer warm cider or candy canes. Give a small holiday card to everyone who walks through your doors. Whatever it is, create a memorable experience that shoppers will tell their friends about.

7. Create an ambiance. Lighting, sound and aroma are little features that go a long way. We all turn to our senses for advice and seniors are no different. Dim lighting and invasively loud music might appeal to some but certainly not to all. Play with different aesthetics until you create an ambiance that reflects your business and the customers to whom you hope to appeal.

8. Promote. After you've constructed a fabulous plan for the holidays, you'll want to be sure people know about it. People are drawn to timely ads — They don't want to miss out on the fun or the discounts. Promote your business and your special offerings in the spirit of the holiday season. Consider where your senior customers are spending their time (socializing in senior centers, listening to community radio, reading the BEACON) and meet them there.

9. Think outside the gift box. Studies show that shoppers utilize holiday discounts to purchase many non-gift items, too. So take a good look at your business. Take a look at each item or service, and decide how you'll market it. Make every aspect of your store available to gift-givers and saavy shoppers.

Graph from National Retail Federation

For your business, a successful holiday season depends on how you plan and execute it. Utilize this time of the year to create a special experience for your customers. Promote your offerings and leave your guests with something positive to remember you by.

If you keep in mind the specific needs and desires of all your customers, you'll be in good shape for a season of sales and smiles.