With the holiday’s quickly approaching salon and spa owners will see an increase in gift card sales as they make for great gifts, but there are definitely somethings to remember before you start promoting your holiday program. Below is an article from industry expert and SALON TODAY magazines Editor-in-Chief, Stacey Soble. Check out her advice on gift card”do’s and don’ts’ ” and make the most out of this years gift card promotions.
by STACEY SOBLE:
As the air turns crisp and the retailers roll out the holiday lights, it’s time to ramp up your salon/spa gift card program. Consider these important DOs and DON’Ts:
DO make sure your card lives up to your salon brand. The card itself makes an impression and speaks to the quality of your business. An embossed printed gift card trumps a hand-written receipt, and a plastic trackable card trumps a printed certificate.
DON’T forget to be crystal clear about any rules. Clearly state any expiration dates or any restrictions on the card itself.
DO make it easy for your guests. If your salon is packed during the holiday season, set up a table separate from your check in/check out desk for gift card sales. Better yet, jump on the e-commerce bandwagon and sell your cards through your website.
DO remember the intent of the card is as a gift, and it needs to look the part. People want to unwrap their presents. Package the card and a copy of your salon menu in a gift box and tie with a satin ribbon. Take it a step further by designing a promotion that offers the gift card with a small gift, such as a product, flowers or box of chocolates.
DON’T forget about your client who is choosing to give your salon experience as a gift. Consider promotions that give the purchasers a smaller gift card, product or complimentary service when they purchase a certain monetary amount.
DO tie the gift card promotion to your holiday décor. One clever salon designed a gift card tree for the holidays. When a guest purchased a gift card worth $50 or more, they got to choose an envelope from the tree. Inside the envelopes were coupons for complimentary services or products.
DON’T forget that December is only one holiday season for the salon and spa. Valentine’s Day, Mother’s Day and Father’s Day are also big holidays.