Despite back-to-back hurricanes disrupt- ing last year’s holiday season, VST leaned on organic promotion rather than paid advertising, highlighting the bundles on social media and the shop’s website. Even under those challenging circumstances, the response exceeded expectations. “This year, we’re taking a much more strategic approach,” Phillips explained. “Planning earlier in the season allows us to refine which products are featured and include exclusive offerings that weren’t available before. Additionally, we want customers to experience the warmth and ambiance our store is known for, so we’ll be introducing special after-hours shopping events and behind-the-scenes tours. These in-person experiences will give our com- munity a closer look at the craftsmanship, care, and expertise behind every instru- ment we sell and service.” EXPANDED OFFERINGS The response to the bundles has been overwhelmingly positive. In addition to the instrument packages, VST also intro- duced packaged string bundles. “These bundles were especially popular among musicians who already knew their preferred brand and model of strings, as well as players ready to explore higher- quality options at a cost savings,” Ethan Morency, Violin Shop Tampa’s owner, said, adding that this year, VST is reimagining how it showcases these string bundles. “We’re working on creative new displays and marketing techniques to highlight their value and make them an easy grab-and-go option for busy holiday shoppers.” The holiday season is always competi- tive, but success depends on anticipat- ing what customers are truly looking for. Last year’s sales data showed not only higher transaction counts for VST, but also increased average order values, signaling that its bundled offerings hit the mark. “We provided exclusive early access and sneak peeks of the bundles to our String Players Club members, which helped build excitement ahead of the launch,” Phillips said. “As a result, our December analyt- ics showed a 12x increase compared to the preceding months. Our mission has always been to make music accessible by providing players of all levels with quality instruments, expert advice and a welcoming experience. The holiday season is special to us because it’s often the moment when many people begin their musical journeys or take the next step forward.” MI
The Ultimate Bundle Up With carefully curated instrument and string packages, strate- gic early planning and engaging in-store events, Florida’s Violin Shop Tampa has made its annual holiday promotion a draw for customers nationwide. By focusing on organic marketing and exclusive club access, the shop increases both sales volume and average order size during Q4. Violin Shop Tampa’s Ethan Morency
A s anticipation builds for the busy holi- day season, Violin Shop Tampa (VST) fine-tunes its festive offerings with its signature instrument bundle promotion that has struck a chord with musicians that reached far beyond its Tampa,
many families and musicians appreciate having these extras included because it sim- plifies decision-making and provides added value without feeling overwhelming,” said Rachel Phillips, marketing director for the retailer. “Last year, we introduced bundles for all four orchestral string instruments and offered them at both beginner and in- termediate levels. Our reach extended far beyond Tampa, with instruments shipping as far as Minnesota and California. Seeing our curated bundles make their way into the hands of musicians across the country reinforced that this promotion truly reso- nates with customers.”
Florida, community. These pack- ages pair violins, violas, cellos and basses with carefully se-
lected accessories, creat- ing a streamlined shop- ping experience that balances quality and convenience. “We’ve found that
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