Spread Some Cheer
Ways to make the 2021 holidays bright
by Lauren SnowTHROUGH THE COURSE OF THE PANDEMIC, we’ve seen a lot of customer behaviors change. For example, what once was a race to be the first in line at a department store at the stroke of midnight has now turned into a laid-back online shopping experience. Now customers can peruse websites in the comfort of their living room, simply clicking “add to cart” before checking out.
As a skin care business, you might be wondering how you can position and market yourself to make sure you get your piece of the holiday pie. Like the retail giants, we know consumers will spend money this year, so we want to do all we can to capitalize on the season of giving.
As we see consumers increasingly adopt ecommerce as their choice for convenience shopping, one thing hasn’t changed. Humans crave connection—a connection they cannot get through a website’s interface, despite the countless hours experts spend on curating a positive user experience. As estheticians, our goal should be a combination of ecommerce, in-person events, and customized marketing.
CONNECTION IS THE NEW CURRENCY
Research has shown that those who have warm relationships tend to be happier and live longer. In a pandemic where connection is stifled by smiles hidden under masks and safety warnings push isolation and physical distancing, humans have a dire need to connect. As skin care professionals, we know this to be true, as evidenced by a client’s mood before and after a spa treatment. We can see the stress melt from their furrowed brows and feel the tense energy leave their bodies with each
intentional stroke of effleurage. The esthetician’s advantage? We have a unique opportunity to connect with our clients through emotional and physical contact, which not all retailers can do.
We also have a primal desire to gather and celebrate. Since the beginning of time and across every culture, people have found reasons to celebrate. Pandemic or not, most people are looking forward to having a reason to celebrate something this holiday season.
With everyone’s desire to connect, gather, and celebrate in mind, it’s time to start thinking about strategies to capitalize on the holiday season ahead.
Identify Your Goals
Before jumping in headfirst, a smart business owner identifies their goals and puts together a budget. What do you want your focus to be? Whether it is gift cards, retail sales, package promotions, or something else, you want to be crystal clear on your goals.
Budgeting can help you stay organized and motivated. Consider how much money, time, and energy you can extend for your seasonal launch so you have realistic expectations.
Order Smart, Order Early
From short-staffed factories, shipping container and material shortages, and congested and shut down ports, you can expect delays in nearly everything you order from now until the new year. According to the Washington Post, “Analysts say they expect widespread shortages, less selection, and high prices for a number of holiday gifts.” With all retailers facing challenges ahead, you need to get your items ordered and in quantities that will sustain you to meet the seasonal demand.
It’s All About the Presentation
Retail experts agree that how you display products is equally important as what you display. Consider creating a themed area where all things holiday can be found, or group like items together (check out “Retail Revised” (ASCP Skin Deep, July/August 2021, page 62) for a dose of display inspiration.
Promote, then Promote Some More
Your clients won’t know what you’re offering if you don’t tell them about it! In addition, you’ll be competing for their dollars with many other businesses, so make sure to promote consistently and frequently. You’ll want to use a multichannel marketing approach, meaning you’ll need to capitalize on your ability to connect and engage in the ecommerce world.
Optimize Your Online
To direct online traffic to your website, you’ll want to optimize your web pages ahead of time for products and promotions that are more likely to be given as gifts. Seasonal gift sets, gift certificates, and packages are always a popular option for gift-giving.
And a little tip: If you already have seasonal pages from years past, don’t delete them and start over. Keep the same page and update the content for your new offers. Use a URL that can be reused over the years (like myspa.com/holiday) to help search engine optimization. Don’t forget to submit to the Google Search Console at least a month prior to any pages you create, so your offers will come up in searches.
HOMEOWNER BOOM
Chances are many of your clients have moved during the pandemic, as interest rates have been low and home buying has been off the charts. A boom in new homeowners will create first-time holiday hosting needs and a housewarming gift demand. Consider offering simple gifts like candles, robes, soft blankets, and other spa-friendly home goods and entertaining essentials in addition to your skin care offers.
GIFT CARDS GALORE
Selling gift cards is one of the best ways to generate income and improve cash flow for the slower months of the new year. They also help promote brand awareness, attract new customers, and consistently meet the needs of customer convenience, as they can be purchased and printed online 24-7. You’ll appeal to procrastinators and planners alike if you offer both in-store and online gift card purchasing.
Get ahead of the game and get organized, so you’re not scrambling at first sight of holiday deals from other businesses.
On Time, Every Time
With retailers like Amazon offering fast shipping, there’s never been a more critical time than the holiday season for your clients’ orders to arrive when they’re supposed to. Research shows delivery times and shipping rates are always extremely important factors in purchasing decisions—and clients want transparency in what they can expect.
Let your clients know the last day they can order to guarantee holiday delivery, and also be up front with your shipping policies. When possible, follow the industry standard to get orders out the same day or the next day. Plan ahead and purchase shipping labels, boxes, tape, and any other necessities so you can get orders shipped quickly.
Learn from History
Like last year, this holiday season is positioned to start earlier than the Black Friday kickoff of years past. Some of last year’s early push was to pivot from not being able to host large groups of people in the stores, but also for supply chain issues, shipping delays, and labor crunches— things we are set to endure again this year. This means you need to get ahead of the game and get organized, so you’re not scrambling at fi rst sight of holiday deals from other businesses.
’TIS THE SEASON
It wouldn’t be an article on strategies for the holiday season without mentioning parties and client appreciation events. While large gatherings still aren’t encouraged, you can still spread holiday cheer with a few adaptations.
Micro Events
One trend we’ve seen emerge through the pandemic is micro events. Instead of inviting 300 of your friends, invite 30 of your best friends. We’ve seen this trend in the wedding space become so exceedingly popular that even caterers and event planners have adapted by marketing
special packages for smaller events. You can use this to your advantage and work with a caterer to offer a special evening to put the celebration back into the holiday season in an intimate setting.
Invite your best clients to thank them for their loyalty and create an “insider” event so your top customers feel like VIPs. During this event, you can debut new products, showcase special services, and promote packages for the upcoming year. Your clients will love the inside knowledge and early access to your holiday offerings.
Virtual Events
Don’t forget clients who are uncomfortable in any size gathering. These clients still have money to spend for the holidays, so consider offering a virtual holiday party with the same or similar promotions for all your clients who attend.
You’ll want to clearly organize your event to keep your clients entertained and purchasing from you. A show-and-tell type format where you highlight a product or service and discuss the features and benefits works well. You could also do a tutorial showing clients how to create a holiday party makeup look—and retail the kit they need to achieve their holiday glam! Sometimes just hosting a skin care Q&A can be enough too.
MAKE IT A HAPPY HOLIDAY
No matter what you decide to do for your holiday marketing, remember to plan and stay organized. Your clients will appreciate your efforts and the opportunity to connect, gather, and celebrate—however that looks for you and your spa. So, throw on a Santa hat and spread some holiday cheer!