No kidding: Holiday Season is almost here!
I know it seems crazy to think about the holidays when we are just getting out of the summer months, but the best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan. This month, we are going to discuss ways to get your salon, staff and retail product shelves ready for holiday tanners.
Halloween, Thanksgiving and Christmas … Ohh, my! There is a big holiday at the end of each month for the rest of the year. In preparing for these events, I am going to give you examples of how to make these very successful selling times in your salon.
To increase in-store foot traffic, your holiday deals should be promoted both in-store and on your social media platforms.
Product Bundling
This is an awesome way to introduce your guests to add-on products. During the holiday months, most lotion manufacturers offer some kind of BOGO items or bag deals which incentivize tanners to buy lotion and aftercare products together. These are great items to bring into your salons for many reasons. First, you are teaching your tanners about the importance of using aftercare and facial tanning products, as well as periodically switching up their lotion type. Second, they also feel that they are getting a good deal. When products are bundled together at a discount, consumers are always more apt to purchase because they feel there is more value, which is why you see a rise in “kits” and “value packages” this time of year from most big-box beauty retailers.
Gift Bundling
Your salon guests are buying holiday gifts for their family and friends; this is inevitable. Why not capture some of that revenue? A lot of people start shopping early, which is why I suggest getting your bundle deals and holiday promotions out there on display sooner rather than later. Offer these bundled lotion packages with gift cards for a set price. This makes for an easy gift because the recipient gets something to open and you will get a new customer!
Don’t forget to reward your customers – offer a free session upgrade or $10 credit for each bundle package or gift card your current members purchase. What an easy way to generate sales: you reward them for shopping with you!
Stock & Displays
This is the biggest mistake I see in holiday preparation: not having enough products on hand. Pick the bundle kits you want to offer and order an appropriate amount. Making sure you don’t run out will ensure more sales. Also – if your customers don’t know what a great deal it is, then they won’t be as likely to purchase it. Create a reception counter display for the bag or box deal and frame a festive sign to place next to it explaining what comes in the kit and how much of a value it is. To increase in-store foot traffic, your holiday deals should also be promoted on your social media platforms.
Whatever special packages and holiday deals you decide to offer, make sure your staff is educated about the products and prepared to promote them, including the value of these deals. Happy Holiday Selling!
