With life beginning to get back to normal – albeit a somewhat new normal – analysts are forecasting that holiday retail should see a sharp jump over last year at a seven percent increase.[1] Consumers are eager to celebrate the holidays the way they have before COVID-19. Start planning now to increase holiday bookings and retail sales to meet consumers’ desire to spend more.
Here are ways to boost holiday sales:
Review your website: Make sure your site includes all holiday treatment and retail sales specials. Review the copy to make sure that it’s optimized for search and also engages visitors with content that draws them in. Update graphics and images to give some of the pages a holiday feel.
Blog about the holidays: If you don’t already include a blog in your site, now is the time to think about one. (If you don’t have time to develop posts, consider seeking outside writing help.) Focus on different treatments for clients to look their best over the holidays, write about the value of massage for relaxing during what is generally considered a stressful time of year, and feature special retail at home offerings to continue the benefits of services in between visits.
Plan a social media calendar: Plan a series of special holiday themed posts for your social channels throughout November and December. In addition to linking to blog posts, feature posts with tips for feeling and looking good, add holiday recipes, suggest gift items and promote gift cards. Plan for least two posts per week focused on the holidays.
Promote gift cards and certificates: Create an email marketing piece – with a captivating headline - promoting gift cards and certificates with a link to a landing page on your website to make the purchase.
Hold a VIP shopping day: Hold a special shopping day or evening for special customers. Serve refreshments and let your customers spend time perusing your retail items, getting information on new spa and massage treatments and book treatments into the New Year. Of course, continue to adhere to all necessary local requirements for social distancing and masks.
Send pre book reminders: Everyone will want to look and feel their best for the holidays. Send out special email reminders and leverage social media to encourage customers and prospects to book their treatments now if they haven’t already. Extend hours to accommodate those who can’t take time from work to get in during the day. If you don’t already have an online booking capability, look into adding one to your site. It makes booking easier and eliminates the need for staff to handle calls.
Give back: Partner with a local charity and donate services or a portion of your proceeds. In return, ask the local charity to promote the relationship through its marketing communications and social media channels.
Get ahead of the holidays now to reap the benefits of increased sales into the New Year.
[1] Repko, Melissa and Thomas, Lauren, “Fewer deals and shipping delays: Here are some early predictions for the holiday season,” CNBC, September 14, 2021.