The holidays are just around the corner. Is your spa or salon ready to make the most of the season? Beauty industry expert Lisa Starr will share her tips on what to prep now for success this fall.

1. Holiday Prep for Salons & Spas

2. Meet Your Presenter
• 30+ Years Experience in Salon
& Spa Industry
• Community Ambassador,
Booker
• Senior Consultant,
Wynne Business
• Contributing Editor,
DaySpa Magazine
• International Educator
Lisa Starr
Blogger, Consultant

3. Today’s Agenda
Holiday
Prep
Growing Service
Revenue
Creating Retail
Volume
Gift Cards &
Certificates
Holiday Events
Marketing & Promotions

4. Preparing
for
the
Holidays

5. Q4 is typically busiest for foot traffic and gift-giving.
Winter holiday spending reached $604bn in 2013. (NRF)
75% of annual retail sales are
made in Q4. (National Retail
Federation)
Spas often create between
50-70% of their annual gift
card volume.
In 2013, 56% of surveyed
salons/spas saw service sales.
increases over the previous year.
(probeauty.org)
The Power of Q4

6. Performance
Benchmarking
What were your sales in Q4 2013?
– Services
– Retail
– Gift Cards
– Packages/Promotions
What will sales be this year without
any plan?
– Flat
– Increase/Decrease

7. Four Marketing
Focal Points
- Service Sales/Packages
- Retail Sales
- Gift Card Sales
- Combos

8. Determine Your
Goals
Decide what you want:
– New clients
– More frequent visits from"
existing clients
– Higher average tickets
– More dollars spent per visit
– Retail Revenue
– Higher average or more units
– Gift certificates & cards
– Higher average or more units

9. Grow
Your
Service
Revenue

10. Fine-Tune Your
Service Menu
- Identify and promote
services that are high profit
- Highlight services that are
unusual, specialized, and/or
under-utilized
- Ignore/trim low-profit,
poor sellers

11. Service Sale Focus
Focus on services to be booked
ahead of holiday
– Stress relief
– Time savers
– Party beauty
Seasonal flavors and scents
– Pumpkin, cranberry, ginger, "
apple cider, caramel, spices
– White chocolate, "
Pomegranate
– Bay leaves, holly, mistletoe

12. Think Seasonally
- Warming, cocooning
treatments
- Hydration for face and body
- Exfoliating and smoothing
- Pre-holiday “polish”
- Nails, hair, makeup

13. Presentation of
Service Options
- Printed menu inserts
- Gentlemen’s section
- Free-standing
holiday menu
- Downloadable PDF "
from website

14. Treatment Marketing!
Options!
Packages
– Journeys
– Experiences
– Rituals
Results-Oriented
– Stress-relieving
– Relaxation
Mix beauty & relaxation

15. Create
Retail
Volume

16. Winter Holidays are
Gift Oriented
Partner with existing
vendors on:
– Special packaging "
or promotions
– Sample sizes
– GWP & PWP
– Events
Themes may echo service
promotions

17. Ideal Product Mix
Provide a range of choices:
– Personal
– Teacher/Obligation/Pollyanna
– Fun, inspirational
– Consider your target market
– Mature female, active
male, Gen-X
Shop.org survey: On a scale
of 1-5, shoppers rated:
– Wide selection 4.2
– Unique options 3.7

18. Cover Your Gift Bases
Provide a range of prices:
– Quick ‘n affordable
– $20 and under
– Targeted by user
– Mature female
– Active male
– Retail Revenue
Range of items:
– Traditional beauty
– Gift, jewelry, travel, home

19. The “Gift” Component
• Gift Baskets
– Ready-made
– Custom
– Themed
– Include gift card
• Gift Wrapping
• Gift bags & cards

20. Gi>
Cards
&
Gi>
Cer@ficates

21. Gift Cards Keep On Giving
Spa gift card sales average is $125
US GC Sales topped $118
billion, up 8% from 2012 (CEB
TowerGroup)
More than 50% are redeemed"
in January
By 2015, gift cards will comprise
18% of holiday purchases (CEB
TowerGroup)

22. Gift Card Promotions
Holiday GWP or GOGO
– Reward the purchaser"
as well as recipient
– Gift Card
– Bottle of wine
– Box of chocolates
Raffles
– For every $100 spent, receive"
a raffle ticket

23. Gift Card
Presentation
- Cards vs. Certificates
- Always dollar value
- Envelope, bag, or box
- Insert in your menu

24. Gift Card Trends
- Digital delivery
- Facebook sales
- Customization

25. Growth of Digital
Delivery
InComm 2013 gift card statistics
(400,000 distribution points)
- 57% of consumers "
purchased a digital gift "
card in December
- 43% purchased physical
In the six days before Christmas:
- 20% purchased physical card
- 80% purchased digital card

26. Events

27. Events Can Spark
Spending
• Holiday “spaarty” – NOT
an appreciation event
– Nov 15 – Dec 1
• Men’s night
• Fashion show
- Showcase your talents
• Trunk show
- Vendor support

28. Community Giving
- Donate a portion of gift
card or service sales
- For every x$ spent, clients
can designate a charity

29. Marke@ng
&
Promo@ons

30. Marketing To Your
Client Database
- E-blast
- E-newsletter
- Internal signage
- Promo collateral given
at checkout
- Facebook/Twitter promos
- Events

31. Prospecting For
New Clients
- Advertising
• Radio
• Community papers
- Holiday fairs
- Mall kiosks
- Direct mail
- Magazine inserts
- Editorial coverage

32. Further questions or thoughts, contact us at"
/getbooker
THANK YOU!
insights@booker.com
@getbooker
@starrtalk