‘Tis the Season for Holiday Marketing!

Written by Amanda Strunk Miller Associate Publisher

Wait, it’s already the end of the year? I always look forward to the colder weather and the holiday season, but it continually seems to sneak up on me. Every year, it’s almost like Christmastime appears out of nowhere – especially now with two little boys of my own.

Nevertheless, it’s here! Now is the perfect time to be creatively promoting skin care. Months before the first Christmas song played on the radio, businesses started preparing for the holiday season. For spas, this involves increasing inventory, hiring additional help, marketing spa specials, and even spicing up the menu with seasonal treatments.

If there isn’t a plan in place for seasonal promotion, there is still time to implement several simple tactics that can generate profit. Manageable campaigns involve e-mail marketing, selling gift cards, pushing retail sales, and incorporating menu add-ons.

This season, in addition to Valentine’s and Mother’s Day, are peak times to promote gift card and certificate sales. These are passive ways to produce extra revenue. Put them on the counters, post about it on social media, and mention them during conversation when checking out clients. Gift cards and certificates make great add-ons and ensure that either this client (or someone close to this client) will be returning, providing another opportunity to encourage brand loyalty.

Another way to get clients into the shopping mood is to make the spa’s menu reflect the season. With holiday movies playing on the television and songs on the radio, clients should already be in the spirit. Take this time as an opportunity to show them new treatments and products in the spa. Have “holiday specials” on treatments that are aptly-themed, like peppermint scrubs or pumpkin body wraps. Invent new treatments based on the weather, such as a facial for dry skin or treatment for chapped lips.

Lastly, don’t forget about the importance of e-mail marketing. A laidback approach should be avoided, especially when consumer spending is at an all-time high. Keep clients in the loop about seasonal changes in the spa and invite them to try out a new treatment. Focus on intriguing subject lines and compelling call-to-action statements.

The holiday season can sometimes be stressful, but with preparation and staff members working together, it can be a successful and profitable time for the spa.

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