Yes, the holidays are upon us! 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.
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Christmas, New Year’s Eve, then Valentine’s Day … ohh, my! There are many special occasions coming up, which means big sales opportunities. In preparing for these events, I am going to give examples of how to turn them into very successful selling times in your salon.
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Bundling – This is an awesome way to introduce your guests to add-on products. Most lotion manufacturers offer some kind of box set or bag deal during the holiday months that incentivize your tanners to buy lotion and aftercare products together. These are great to bring into your salons for many reasons. First, you are training guests on the importance of using aftercare, “legs” lotions, facial products, etc. and they feel like they are getting a good deal when products are bundled together at a special price. Consumers are always more apt to purchase a package deal because they perceive it as a better value. There is a reason that every perfume, makeup and hair care manufacturer offers holiday bundles – because they sell! Even if you don’t like the pre-made ones your distributor offers, you can always make your own!
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Bundle for gifts! Your salon guests are buying holiday gifts for family and friends, this is inevitable. The average American spends $600 on Christmas shopping, alone. Why not bring some of that revenue into your salon? Many people start shopping early, which is why I suggest getting your bundle deals and holiday promotions out there sooner rather than later. Offer lotion bundles that come with a free gift card for a set gift card purchase amount. This makes for an easy gift, because there is something for the recipient to open and you will gain a new tanner! Or, your current tanner may buy the lotion package for themselves and then they get a free gift card to give to a friend or family member.
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Remember: “Success is where preparation and opportunity meet.”
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Don’t forget to reward your customers! Offer current tanners a free upgrade or $10 credit for each bundle package or gift card 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 are increasing your cash flow in some of the slower months.
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Stock & Displays – This is the biggest mistake I see salons make in holiday preparation: not having enough products on hand. Pick your bundle kits and order an appropriate quantity. Making sure you don’t run out will ensure more sales. Also, if your guest doesn’t know what a great deal it is, they won’t be as likely to purchase it. Make a display on your counter with the bag or box deal and print a little sign to put in a picture frame explaining what comes in the kit and what the value is. Impulse buying is real – especially around the holidays! So, make these bag deals, gift card promotions and any other holiday specials you run visible to your customers. Placing them within easy reach goes a long way in generating sales.
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Whatever promotions, specials and holiday deals you decide to run in your salon, make sure your staff is educated and prepared to explain, sell and ring them up. You can create all the promotions in the world, but if your staff doesn’t see the incentive, it won’t work. Make these promotions exciting and something your team wants to sell and talk about! Remember: “Success is where preparation and opportunity meet.”
