You may be thinking pumpkin, but it’s time to start thinking about mistletoe. The holidays, and holiday spa menus, are upon us, the busiest time of the year. Having a strategy in place is the best way to maximize sales and potential growth of your business beyond December. If you haven’t made a plan to update your holiday menu and gift options, it’s not too late. Here, I will give an overview of the best holiday promotion and menu updates and ways to promote them to help you have the best, most profitable season.
Stock Up on Gift Items
Now is the time to order and plan your holiday gift presentations. In addition to gift cards, luxury gift sets and affordable stocking stuffers, a great gift idea are skin care starter collections specific to skin concerns to help your whoever is on your list get on the right program for the New Year.
Skin care programs are not just for aging skin. These are a great gift option for every demographic and budget. In fact, 63 percent of millennial consumers in the United States took their skin care routine seriously, and 57% of Generation Z .
To help your clients give the gift of great wellness and skin care habits this holiday, display holiday gift sets prominently in your spa or salons reception and retail areas. Designate a special area or table and decorate in a holiday theme, piling the fun, festive boxes high so they are grab and go. Think outside of the box, and create displays in other areas of your business, such as treatment rooms and makeup and hair stations if you provide these services.
Update Your Menu
Be sure to create a holiday menu with express treatments and masks that clients can enjoy without a big time commitment. All skin types can benefit from hydrating and restoring Seaweed facials with massage, while seasonal dryness can be addressed with a more intensive facial treatment for dry, environmentally compromised skin. For a dramatic transformation, provide mild peels combined with massage that create amazing results without the downtime, and upgrade your rejuvenating facials with high tech devices that take the results to the next level. The focus is back on body with holiday dresses, so provide full body treatments that help to slim and firm the appearance of the skin fast.
Promote
Create a promotional program that you fully publicize on your website on across all your social media platforms. Drive clients into the spa or salon by creating mini-events where clients can have express treatments, cocktails and shop for themselves and gifts. When promoting to existing and new clients, remember that service begins before a client ever opens the door to your spa or salon when you reach out to them in the virtual space. These can actually become a way to demonstrate your service excellence even before the client comes in. Make sure your messaging conveys your dedication to providing the highest level of attention to detail, fulfilling the needs of the clients at this busy time of year, and helps get them in the mood for the holidays.
Don’t think that this is only through emails and Instagram. Generated texts or SMS are becoming more acceptable and even expected by a younger clientele. Studies show that SMS are opened 98% vs. 22% for emails, with a 45% vs. 6% response rate and with a 90 second vs. 90 minute response time. Furthermore, 77% of consumers are willing to get SMS through their phones, 49% want to be informed via this method about sales and promotions and 54% want to receive reminders, such as upcoming appointments or items left in their shopping carts—and automated reminders reduce no shows by 48.
Helping Clients Give to Themselves
Holiday events should also be a way to help clients indulge and better themselves, not just provide shopping for others. Always include skin analysis stations so that customers can find the right starter collection for their own skin concerns as well to drive your growth into the New Year. You can also integrate kit recommendation into your skin care collection and product recommendations as part of your overall treatment protocols. Always initiate a service with a skin analysis and consultation, asking the client their skin care concerns. Perform the proper treatment that addresses these concerns, and then always end the treatment with a consultation and recommendation of products the clients can use at home to maintain their skin in between appointments.
Monitor results
One benefits of implementing web and social media is that they provide immediate daily metrics for monitoring results. First, track costs, then compare the expense with the return on your investment (ROI). It is imperative to retain the details of each client’s transactions, such as what services and products they purchase regularly, their feedback and interaction on social media, as well as the impact your marketing campaign has had on their buying habits. It will help you to modify and update future programs.
For detailed information of seasonal events and promotions, as well as step-by-step advice for creating business growth now and through-out the year, see my book, Success At Your Fingertips: How to Succeed in the Skin Care Business. For a full day seminar on empowering methods to create success and a winning marketing strategy to grow your business, you are invited to attend our Day of Empowerment, an educational, inspirational and celebratory event at the beautiful EnVue Hotel overlooking the Manhattan skyline on December 4, 2022 in Weehawken, NJ. Hope to see you there, and here’s to a happy, profitable holiday season and New Year!
