As the holiday season approaches, it's already time to think about how to maximize the season of giving for your business. Clients are already coming to your location for services and it's important to think about how your business can be a one-stop-shop for their gifting needs. Below are tips and tricks to help boost sales during the holiday season.
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As the holiday season approaches, it's already time to think about how to maximize the season of giving for your business. Clients are already coming to your location for services and it's important to think about how your business can be a one-stop-shop for their gifting needs. Below are tips and tricks to help boost sales during the holiday season.
1. Gift Cards
Gift cards can be a huge boost in revenue without a lot of lift. People want to hit the easy button during the holidays, and emailing a gift card to a friend or relative is the perfect last minute solution. I always have so many gift cards purchased on Christmas Eve and Christmas Day online. Be sure to ask everyone at check-out if they have anyone they would like to purchase a spa gift card for during holiday season. Plus, it potentially brings new visitors to your business, and you have the opportunity to convert them to long-term customers.
2. Gift Card Packages
Gift card packages can increase your gift card sales volume. Create the packages to include retail items, and create three price points, low, medium and high, so there is something for all budgets. Have a marketing sheet designed to show each package and what it includes. When someone wants to purchase a gift card, let them know you have gift card packages available. You will be amazed at how many $500 gift card packages you will sell because your clients love gifting a candle and some skin care, along with the spa gift card.
3. Stock Your Shelves
If you have a goal for retail sales, make sure you have enough product to reach that goal. Stock your shelves with “holiday specials” that you don’t normally carry and think outside the box. You can set up wholesale accounts with candles, makeup, neck wraps, pillow cases and more. Plus, customers will want to jump at the opportunity to purchase items that are only available during the holiday season.
Related: 5 Holiday Self-Care Ideas for Clients
4. Point of Purchase (POP)
Display your retail strategically. Having lower priced items for “stocking stuffers” located near check-out is always a good idea, as this can lead to the “Let’s throw this in there too,” when they are completing their purchase. Always ask if there is anyone else they need to shop for while they are there, because with the busy season, sometimes people aren’t even thinking about it.
5. Host a Holiday Event
During a holiday event, have gift card specials and package specials that are only offered at the event. Set a goal for the event. You can offer demos, a makeup class, DIY facials, etc. Build your client list by having them “bring a friend and get a free gift." Offering a free swag bag to the first 25 people at the event or the first 25 people to RSVP is a great way to create urgency for your event. I highly recommend you have clients RSVP, so you can gauge how much food, prizes, staff, etc. Host a raffle to collect the guests contact information. You can also charge a door fee for the event ($10 and they get a $20 shopping credit). Invite other vendors and make it a shopping night out.
6. Black Friday & Cyber Monday
These popular shopping holidays are a great opportunity to offer a gift card special, and it can save you time by all being completed online.
7. Set Holiday Campaign Goals
Setting a goal for your holiday campaign can be a great way to start the planning process. If you have a team, it can be a fun way to involve everyone. When the entire staff is working towards a common goal, it can be exciting and rewarding. People often want to work towards a goal because it simply feels good to accomplish a goal. If you are intimidated by goal setting, look at last year's numbers and add 20%. You can set monthly retail, treatment and gift card goals.
While this time of the year is busy, it’s important to remind clients through a variety of channels, which can include email, text and social media about everything you have to offer this holiday season. Don’t forget to track your progress, so you’re able to set measurable goals year over year.
Emily Sindlinger, co-founder of botanical skin care line Sorella Apothecary, is a skilled educator with 14 years of experience in the spa industry. She started Lime Spa as a one-room rental and grew it into a successful five-room spa, discovering her passion for mentoring estheticians and helping them achieve their skin dreams and business goals. Sindlinger now focuses on training Sorella’s team and leading product development.