ist magazine October 2022

Notes from the Road

Holiday Season: Prepare Now, Profit Later

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By Lisa Saavedra

Y es, I said it: Holiday Season. 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 dis cuss 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. 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 cus tomers to buy lotion and aftercare products together. These are great sets to bring into your salons for many reasons. First, you are teaching your tanning customers about the importance of using aftercare and facial tanning lotions, as well as periodically switching up their tanning lotion. 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. I know it seems crazy to think about the holidays when we are just getting

The best way to ensure your holiday season is a profitable one is to prepare in advance and execute your plan.

Bundling for Gifts – Your salon guests are buying holiday gifts for their family and friends; this is inevitable. The average American spends $1,000+ on Christmas shopping alone. Why not bring some of that revenue into your salon? A lot of people start shopping early, which is why I suggest getting your bundle deals and holi day promotions out there on display sooner rather than later. Offer these buddled lotion packages with gift cards for a set amount. 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 or der 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 promotions and holiday deals you decide to offer in your salon, make sure your staff is educated and prepared to promote and explain the products and the value of these deals. Happy Holiday Selling!

About the Author: As Director Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and of

enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience.

Lisa has been chosen the IST Magazine “Person of the Year” five times.

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October 2022 istmagazine.com