The economy is recovering, yes, but that doesn’t mean that folks are spending the way they used to; welcome to the “new” reality. Of course, every spa has those certain clients for whom price is no object, but for the most part, clients are making more careful choices. That’s not to say that gift-giving and self-indulgence aren’t going to happen, but your marketing needs to be more compelling than ever.
We’ll drill down into some of these concepts in more detail over the next few weeks, but here are some of the concepts that we think will be driving holiday business this year:
- Mobile, Mobile, Mobile– In every trend forecast for the 2013 holiday season, from Baynote to NRF, mobile appears at the top of every list as one of the biggest new revenue drivers. In fact, according to Baynote, one in three retailers predict mobile will drive more than 10 percent of total holiday revenue. Ensuring your spa is poised to take advantage of this revenue stream by reviewing how you utilize mobile at your spa. Do you take mobile payments? Is your website mobile optimized? Can clients buy gift certificates and book appointments through a mobile optimized site? Now’s the time to make sure you’re a mobile friendly spa.
- Value Emphasis– Consumers are still price conscious, but they also realize that the cheapest price isn’t always the best deal. If they’re considering gifting a spa visit, they’ll definitely want to send their loved ones to a spa that provides a great environment as well as top-quality treatments. Holiday promotions you put together should emphasize any amenities or extra indulgences that can be enjoyed at your spa; if available, comfortable locker rooms or changing areas, luxurious robes, a focus on client education, and more should be featured in your marketing.
- Eco-Friendly Offerings – The awareness of personal responsibility for not only our health, but also the environment continues to gain momentum. Be sure to have a small selection of treatments or products that are organic, sustainable, eco-friendly, made with recycled packaging or in some other way connected to this trend.
- Thanking Loyal Clients – Your regulars should be the recipients of your best holiday offers, particularly special deals tailored to your regular client’s purchase history. Create a few offers that are available only to them through e-blast or, at minimum, broadcast to fans on your Facebook page. Use this time to say thanks for their loyal business throughout the rest of the year.
- Doing Good – Today’s socially minded clients incorporate volunteer and charity work into their weekly routines, so consider this trend when planning any fall or holiday events. Parties with a purpose are very popular; donate a portion of proceeds to a specific charity, sponsor women from the military or half-way houses for spa services, or run a retail promotion where purchases earn tokens that can be dropped into a selection of donation buckets by the register in your spa. Make sure that the causes you choose to support are important to your target audience.
If you’re interested in more holiday tips and ideas, check out SpaBooker's webinar “Holiday Prep 101: Getting Your Business Ready for the Season of Giving” on Monday, September 30 at 2:00PM EST. Click here to sign up. We’ll also be sharing other holiday focused blog posts, so be sure to visit the blog over the next few weeks for more helpful holiday tips.
Lisa Starr has 30-years-plus experience in the spa & beauty industry, from technician to GM of a spa chain. Currently she is a writer and blogger for a wide array of global industry publications, leads highly rated spa management training courses, and consults to new and existing spa properties on operations, finances, marketing & HR issues.