Between gift lists and shopping, holiday parties, Christmas and New Year’s, December is one busy month! In this month’s column, we’re going to discuss how to make your salon a one-stop, holiday gift-buying destination.
The average American spends about $700 on Christmas shopping between Black Friday and Christmas Eve. It’s time to position your salon as a holiday shopping location and secure a piece of that pie!
Impulse Buys: These can easily be created by making your products readily available to your guests. Create countertop displays that showcase your lip glosses, bronzing powders, samples of after-tan moisturizers, etc. By displaying these items in a way that they can easily be touched and felt, you’re allowing them to make a connection with the product. Create “buying triggers” in your guests’ minds by posting signs that say things like, “Great Stocking Stuffers” or “Have a TAN-talizing Holiday!” Get them thinking about which people on their lists and for which occasions your products and services would be perfect for.
Gift Cards: Most salons already sell gift cards, but the holidays are a perfect time to push them. Not only does it allow the recipient to select their own packages or products (the beauty of the gift card!), but it gives your salon the potential to gain new tanners. My suggestion for encouraging your current members to purchase these is to “sweeten the deal”. A great promotion is for every $50 gift card they purchase, they receive a $10 gift card to use themselves. Your clients will be more apt to purchase for a friend or relative knowing they’re getting credit at an establishment where they already spend money – your salon.
By creating a holiday buying atmosphere, you allow your guests to buy great gifts at a place they already love & frequent – your salon.
Product Deals: Many manufacturers offer box sets or bag deals of their most popular products year-round. Many of these gift boxes and bags contain tanning lotion, moisturizers and facial or leg products. The holiday season is a perfect time to bring these items into your salon and create “the ultimate gift”. My suggestion is to offer these sets with a free month of base-level tanning. This creates the total package! The recipient has everything they need to enjoy the perfect tanning experience, and by providing them with base level tanning, you’re able to up-sell and upgrade them when they come in for a session.
To make your holiday gift packages successful, make sure they are marketed well. Attractive and festive signs on your reception counter and in the tanning rooms let your clients know of all of your wonderful offerings. Some great ad slogans for holiday shopping signs are, “Give the gift of sun this Christmas” or “The gift that keeps on giving … Buy a gift card as a gift and get one for yourself FREE!”
We all know the holiday season can be very hectic with lots of events, shopping and family time. By creating a holiday buying atmosphere, you allow your guests to buy great gifts at a place they already love and frequent – your salon.
From everyone in the Devoted Creations Family, we wish you a happy, safe and successful holiday 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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