It’s about that time of year when we begin to see snowflakes hanging in the stores and red and green displays beckoning shoppers to talk about the holiday season. Timely marketing of the holiday always stirs a little talk around the gym, the office and yes in the salon. “I can’t believe they have Christmas trees up already!” The ability to get people talking early is a good marketing strategy that puts people in the buying spirit! AND YES IT WORKS!!! They are talking, aren’t they? Imagine there were no displays until December 1st… Yikes! Everyone would be hustling around for 3 weeks feeling pressured, as if they didn’t have enough time. Time gets away from us so easily and before we know it another year has passed. Having timely gift card promotions can ultimately help the gift buyer plan and feel less stressed, even if they think it’s too early.
So what does your gift card plan look like for this year? Do you have one in place? November 1st is here and believe it or not it is 8 weeks before Christmas. For the working family that is 8 weekends available to shop. During these 8 weeks every regular guest will be visiting your salon at least 1 time. You have 1 opportunity to make that gift card sale happen. Statistics show that two-thirds of American consumers have purchased at least 1 gift card. The average gift card user ends up spending an extra 20% beyond the value of their gift card. Gift cards have been the number 1 requested item on wish lists since 2007.
What type of gift card sales work best? If you want to create a significant meaning with your gift card sales, you need to create an experience rather than just a dollar amount. Avoid the typical, $20, $50, $100 gift card deals. Put together packages that your guests can buy that focus on what they are receiving rather than the cost of the card. It is a warm and fuzzy time of year, when people cozy up by the fire, hot chocolate sipping, sledding, giggling and full of love. What can you draw from the season to create a package individual to your salon/spa? Tell a story like ‘The Night Before Christmas’ in your salon/spa or ‘The Nutcracker’ or my favorite from Cleveland ‘A Christmas Story’… bring in a leg lamp and display with your gift card descriptions. Be creative. Add a little love, a little romance, and of course a little fun. Think about your presentation… Packaging that gift card as a present in a pretty box with a ribbon, or attached to an ornament can be festive. Have your team get involved with brain storming ideas. We all have those crafty people around us that love to put their talents to use. Make it fun! Remember you are selling an experience not a card value.
Work as a team throughout the entire salon/spa! Have your service providers well versed in your offerings and script a description that has feeling behind it. Take it back to your story telling. Have your team in on the sales and offer incentives for them. Draw up a Christmas tree scoreboard… give each of the team members ornaments to hang on the tree for each card package they sell. Make each person a different color ornament and watch your tree glow! At the end of the promotion have presents under the tree and play Chinese gift exchange with items donated by your manufactures, distributors, local businesses. Whoever has the highest number on the tree gets to choose last and therefore steal any of the claimed presents that were opened.
Giving, it is what we do best, it what makes our hearts sing and our souls shine like stars. Truly my favorite time of year and giving warms my soul. Best wishes for a festive, fun, and profitable season.
I heard him exclaim as he drove out of sight… Merry Christmas to all to and to all a good night.
PS. Make sure to check out this great gift card infographic for more interesting stats.
Peace and Love Starshine!
Studio Wish Salon