The outlook is good for holiday spending. The National Retail Federation (NRF) latest consumer survey finds spending on the winter holidays is expected to reach a record $902 per person on average across gifts, food, decorations and other seasonal items. The amount is about $25 per person more than last year’s figure and $16 higher than the previous record set in 2019.[1]
With expectations for a robust holiday spending season, be sure your spa or massage practice has a place on client holiday shopping lists. Now is the time to start active marketing for this holiday season. Here are some holiday marketing ideas that can boost end-of-year sales and drive bookings into the New Year.
Plan a calendar of content: Holiday marketing strategies should incorporate content for the next two months for your social media channels and blogs that inspire clients and prospects to think about a special gift of a treatment at your spa or massage practice.
Include at least two to three posts on your channels per week, focusing on treatments to rejuvenate skin so clients look their best at holiday parties and massage to help relieve stress during this hectic time of year. Also showcase holiday retail gift items. Since a picture says a thousand words, use images as much as possible as well as video. As an example, you might want to create a short video of your holiday gift items.
Promote gift certificates: Gift certificates are truly the gift that keeps giving since they can introduce new clients to your spa or massage practice. Gift certificates make great last-minute gift items when clients are struggling to come up with a new way to say “thanks” or “I care” to family and friends or business associates.
Holiday marketing strategies should put special emphasis on gift certificates through email and text marketing. Create a special landing page on your website where customers can easily purchase gift certificates. Optimize the page for mobile devices to capture on-the-go shoppers. Set up displays within your spa or massage practice promoting your certificates. And make sure your front desk team mentions the offering when a client checks out.
Plan holiday specials: Offer a series of holiday-themed treatments and massage specials for Black Friday and other days leading up to the New Year. You might want to offer a discount off the price of two or more services that carry into the New Year. For example:
- Offer clients the opportunity to book two hour-long massage services and get the third at ½ off.
- Offer clients a percentage off the total price of two or more services purchased at once.
- Give clients a card that you punch or mark each time they book a treatment. When the card is full, the next treatment is free.
Focus heavily on retail: Retail could be a big part of your holiday revenue, so you’ll want to make sure your holiday selection is highly visible and merchandised in colorful displays with bold signage to gain the attention of clients. For starters have enough product inventories on hand. Make sure one of your team is always available to discuss retail product options and provide a demonstration on proper use. Also focus on add-on sales. For example, offer retail components of products used in treatments at a special price. Or pair retail products together.
Give clients a way to give back: Get involved with a local charity that is holding an event, such as a toy drive. Promote the event at your spa or massage practice and indicate a percentage of your sales are going to support the cause. Your clients will appreciate your generosity and welcome a chance to lend support.
Co-market with another business: Drive new clients through the door by partnering with another business – a fitness center or even a restaurant. Ask the other business to hand out your flier or specially designed postcard to their customers that offer your special holiday packages. In turn, promote your partner by offering some discount for their services or goods.
Help holiday shoppers relax. Among your holiday marketing strategies help clients take the edge off the holiday frenzy. Offer discounted neck or foot massages at a local shopping center on Black Friday just to get potential new clients in the door to try your services.
Create a party for top clients: After Thanksgiving when holiday shopping gets serious, host a special party at your spa or massage practice for your top clients. Provide guests with a small retail gift or a special discount for a future massage or skin treatment. Be sure to have your holiday gift items on display and consider offering a special discount for the day,
Send pre book reminders: As part of your holiday marketing strategies send out special email messages and leverage social media to remind clients and prospects to book their treatments, if they have not already. Extend hours to accommodate those who cannot take time from work to get in during the day.
Say thanks: Among holiday marketing tips, do not forget to say thanks. Develop and send a special email expressing thanks to customers for their business throughout the year. Be sure to include a discount on a service or retail offering for the first purchase in the New Year. As another way to say thanks, gift long-term clients with a small gift basket complete with candy and a small retail product offering. Include a discount certificate for future treatment.
Make the holiday season a win/win with holiday marketing strategies that boost your bottom line and clients’ buying power.
[1] “2024 Holiday Spending Expected to Reach New Record,” Press Release, NRF, October 22, 2024. https://nrf.com/media-center/press-releases/2024-holiday-spending-expected-reach-new-record