5 Holiday Shopping Facts That Will Change Your Life
If you’re a spa or salon owner, the following stats from Colleen Lemos will undoubtedly be news you can use. Check this out:
1. Cyber Week will be the biggest shopping week of the season, with 40% of all holiday shopping expected to happen — growing 21% from 2017.
What this means for your business: You can never be too prepared for the holiday rush. Determine your Black Friday-Cyber Monday promotions now and make sure your team is in the know so they can start incorporating your deals into dialogue throughout the client journey.
I say, don’t take it for granted that they can present your products well. Have them select a favorite, and then recite their presentation to you. Provide feedback and practice to ensure perfection.
2. 60% of consumers would like to receive gift cards.
What this means for your business: Stock up on gift cards now to help you cultivate new and/or loyal clients. Gift cards can serve a wide variety of personas from significant others, to co-workers, to grandparents, etc. Determine how you can focus on the needs and wants of each demographic to help boost sales and motivate clients to buy through the emotion of giving the perfect gift to whoever the recipient may be.
I say, ensure that your therapists have the language to recommend gift cards. Demonstrate how they can initiate conversation and open the dialogue to make recommendations.
3. Social traffic to retail sales will increase by 17% from 2017.
What this means for your business: Market, market, market your holiday promotions on social media and don’t be afraid to add extra spend to your social advertising. Just when you think you’ve over marketed something is probably when a client is seeing it for the first time.
I say, marketing is a skill set and our social media digital marketing guru has exactly what you need to generate a great short term campaign to boost sales from now until mid-January. You do know consumers continue to buy after the holidays, right?
4. 65% of consumers plan to browse online and then go into a store to buy.
What this means for your business: Make sure your clients have access to your holiday promotions online beyond your social media accounts. Share them on the front page of your website, via email blasts, with local newspapers, community websites, on your business app, etc.
I say, you’ll need to guarantee that your front desk staff is up to speed on discussing promotions and products when customers call for more info or come into the spa to purchase.
5. This year’s consumers rank discounts, quality, and selection as the top three factors in deciding where to shop this year.
What this means for your business: Beyond ensuring your holiday promotions are placed in front of your customers across multiple channels, don’t forget about your inventory. Take the time to get your stock levels in order before the holiday rush. Ensure your top-sellers are well-stocked and brainstorm ways you can enhance the client buying experience (i.e. free gift wrapping, etc.) to give clients that extra incentive to stop in and buy.
I say, remember – consumers would still rather purchase their beauty and wellness products from a brick and mortar facility than online. They want engagement and interaction. The right service will ensure that they’ll come back to you even after this holiday season is over.
Linda Harding-Bond
