Promotion Strategies and Sales Status of Boutique Stores in Panabo City, Davao Del Norte

The retail industry is becoming more dependent on promotional strategies to stay competitive and maintain revenue growth in rapidly changing market environments. This study examined the relationship between promotional strategies and sales status of boutique stores in Panabo City, Davao del Norte. A descriptive-correlational research design with regression analysis was used to collect and analyze data from 75 registered boutique store owners through validated survey tools. Promotional strategies were implemented through online advertising, personal selling, sales promotion, and traditional advertising, while sales status was recorded by daily sales volume, number of products sold, and number of customers. The data were analyzed using mean, standard deviation, Pearson-r correlation, and multiple regression analysis. Boutique stores had significantly higher levels of promotional strategies (𝑥̄ = 4.37) and sales status (𝑥̄ = 4.32). The results further revealed a statistically significant positive correlation between promotional strategies and sales status (r = 0.347, p = 0.002). Regression analysis reported that promotional strategies strongly predicted sales status (R² = 0.273), with sales promotion being the sole statistically significant predictor (β = 0.416, p = 0.001). In contrast, despite the pervasiveness of online advertising, personal selling, and traditional advertising failed to have a meaningful predictive influence on sales performance in this context. The findings highlight the significance of sales promotion in driving boutique sales outcomes and provide empirical evidence for the Integrated Marketing Communication Theory, Sales Performance Theory, and Stimulus-Organism-Response Model. The study adds to the existing empirical literature on boutique retailing by finding sales promotion as a remarkably effective promotional strategy in a local retail environment. It is recommended that boutique owners employ data-driven and strategically integrated promotional strategies. At the same time, educators, academic institutions, and local stakeholders collaborate in order to strengthen marketing competencies, foster industry-academe partnerships, and support the sustainable growth of boutique stores.