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Yes, I said Holiday Season! I know it seems crazy to think about the holidays when it feels like summer just ended, but the best way to ensure your holiday season is a profitable one is to prepare and execute. This month, we are going to discuss ways to get your salon, staff and product shelves ready for your holiday tanners.
The best way to ensure your holiday season is a profitable one is to prepare and execute!
Christmas, New Year’s Eve, then Valentine’s Day … oh, my! Big holidays are coming up that many of our salon guests had to put on hold last year, which means big sales opportunities for you! Here are some examples of how to make the most of these opportune times:
This is a perfect way to introduce guests to add-on products. Most lotion manufacturers offer some kind of boxed set or bag deal during the holiday months, which incentivizes tanners to buy lotion and facial products, tan extenders or body washes together. This is great for many reasons. First, you are “training” customers on the importance of using aftercare to maintain their tans, and they feel like they are getting a better value when products are bundled together. There is a reason that every perfume, makeup and hair care manufacturer produces holiday bundles – because they SELL! If you don’t like the pre-made ones your distributor offers, you can always create your own.
Of course, your customers are buying holiday gifts for family and friends. The average American spends $850 on Christmas shopping – why not capture some of that revenue? Many people start shopping early, which is why I suggest getting your bundle deals and holiday promotions out there ASAP. Offer lotion bundles that come with a free gift card for a set value; this makes an easy gift purchase because there is something for the recipient to open and you will gain a new tanner! Or, current tanners may buy the lotion deal for themselves and they get a free gift card to give someone!
Don’t forget to reward your existing customers! Offer a free upgrade or $10 credit for each bundle or gift card they purchase. What an easy way to gain sales – you reward them for shopping with you! For example, I know a successful salon that offers a $10 credit for every $50 spent on gift cards from November 1 – December 24. There is no limit and sometimes, people just buy the gift cards for themselves. Either way, you increase your cash flow in what are historically some of the slower months.
This is the biggest mistake I see in holiday preparation: not having enough products on hand. Choose your bundle kits and order an adequate quantity. Making sure you don’t run out will ensure more sales. Also, if guests don’t know what a great deal it is, they won’t be as likely to purchase it. Display the bag or box deals on your counter with a little sign (in a cute picture frame) explaining the kit and how much of a value it is. Impulse buying is real, especially around the holidays! So, make these bag deals, gift card promos and any other holiday specials you run visible to your guests; placing them within reach goes a long way in generating sales.
Whatever promotions, specials and holiday deals you decide to offer, make sure your staff is prepared to explain, promote and sell them. You can create the greatest promotion in the world, but if your staff doesn’t see the value in it, or have a personal incentive to sell it, it won’t work. Make these promos exciting and something your team wants to sell and talk about!
Happy Holiday Selling Season!
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
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