The countdown is on. The busiest season of the year for salons and spas is just around the corner. And what a difference a year makes! Many regions are now going into the holidays without the same stress of last year’s lockdowns and restrictions. The atmosphere is noticeably more enthusiastic. People will be looking forward to making up for lost time, reconnecting with loved ones and for festive traditions to resume. This means, that for many people, there will be more celebrations to attend, more reasons to get glammed up and more gift-exchanging occasions to account for.
Now is the time, before the rush fully descends on your salon, to set yourself up to maximise these opportunities.
This year, gift cards are your salon’s secret weapon.
As your clients start making their Christmas shopping lists, a gift card to your salon ticks a lot of desirable boxes, in line with the latest trends.
5 reasons your gift cards are an ideal gift this year:
1. They are a sustainable choice:
As people are becoming more conscious of the environmental impact of their shopping choices in general, many want to make considerate gift choices for their friends and family. Looking to cut back on mindlessly buying ‘stuff’ that may collect dust on their loved one’s shelf, a gift card is a thoughtful, practical alternative.
2. They offer an experience:
Research shows that younger generations prefer to spend their money on experiences rather than material possessions, generating what marketers have dubbed the ‘experience economy.’ The pandemic has only added to this. If we think back over the last two years, the things we have missed the most are experiences. This was a major reason for the massive demand for appointments when the lockdowns began to ease. Clients desperately missed the experience of being in a salon.
3. They promote self-care:
It’s no surprise that the last few years have been stressful for everyone. During the pandemic over 40% of US adults have reported increased levels of anxiety. Researchers are seeing similar results worldwide. Many people will be looking to pamper the people in their lives with gifts that allow them to relax and recharge. This trend is already out in full force, as wellness gift guides are cropping up online.
4. They support local:
The pandemic ignited a movement to ‘shop small’ and support local businesses. In fact, when Phorest first launched Online Gift Cards in April 2020, 100,000 were sold in the first three weeks. This energy hasn’t disappeared. Many people know their spending means more to businesses in their local community than it does to the retail giants. There is still a huge opportunity for salons to capitalise on this ‘feel-good’ factor.
5. They are stress-free for gifters:
Not everyone will be itching to dive headfirst into the chaos of malls and shopping centres as the December crowds gather. Experts are predicting that this will be the year of ‘hybrid’ retail, as many stores promote ‘curbside pick-up’ or ‘buy online pick up in-store.’ The pandemic has primed more people for the convenience of online shopping, however supply-chain issues and seasonal demand are likely to impact the reliability of shipping times. Whether your clients are buying from you online, or picking one up at their next visit to the salon, a gift card is a dependable, stress-free choice.
Here’s a new strategy for promoting gift cards
Phorest can help you give clients one more reason to buy your salon’s gift cards. You can now offer them at a discount. Let us explain.
According to Phorest data, based on thousands of salons worldwide, over a third of gift cards (35%) are never redeemed. This means that you can discount your gift cards up to 35% with no risk of making a loss. Of course, there is no obligation to choose the full 35% discount, but this still gives you plenty of range to work with. You can entice clients with a lower price, while still coming out ahead financially.
‘Tis the season of sales. Black Friday (26th November), Cyber Monday (29th November) and even Small Business Saturday (27th November) are becoming global events. And if you are still wondering what promotion your salon should run with, here is the sign you have been looking for. Opt for discounted gift cards, which offer a more reliable return-on-investment than discounting retail products or services.
Selling more gift cards will benefit your salon in 3 key ways:
1. Gift cards introduce new clients to the salon:
Without the additional cost and effort of acquiring them.
2. Gift cards boost cash flow:
Get funds into the salon even before the service is completed.
3. Gift cards give giftees permission to spend more on top of their ‘free money’:
Because they have been gifted a significant portion of the cost of their service, clients feel more open to add-ons.
Here’s how to work your gift card promotion to your advantage:
The Right Time:
Time your promotion for when your clients are most likely to buy. Our suggestion? There are at least two crucial opportunities to promote your discounted gift cards: Black Friday ‘Week’ and the week before Christmas. According to Phorest data, 41% of gift cards sold in the month of December are sold the week before Christmas. A significant 9% are sold on Christmas eve alone, as people reach for last-minute gifts.
You can also use your discounted gift cards to incentivise people to book into the salon during off-peak times. On your salon’s website, consider setting terms & conditions so that gift cards purchased during the months of November and December, for example, cannot be redeemed until January.
The Right Place:
You need to get the word out about your discounted cards, but where? Encourage staff to mention them during appointments, advertise at the reception desk and throughout the salon. You can even take this to the next level by bundling them with retail products. This will help those clients who may still appreciate the physicality of gift-giving achieve the effect they are looking for.
Of course, be sure to promote your online gift cards on social media where your clients will already likely be keeping a lookout for gift ideas over the next couple of months.
We make it easy. You can sell gift cards through Phorest using a direct web link, your Online Booking widget or your Salon Branded App. Head over to the Phorest Marketing Suite where there are already email and SMS templates to help you launch your festive campaign as soon as you are ready.
Plus, here are a few more Phorest features to assist you during the Christams rush:
Custom Online Deposits: No-shows hurt more during this extra busy time of year when appointments are like gold dust. Set custom deposit rates for high-risk clients and appointment types to protect your income.
Cardless Checkout: The seamless conclusion to any salon appointment. Your clients avoid the queue to pay and you get precious time back.
Phorest Salon Software has your back this November, December and onwards. Phorest clients can contact their dedicated business advisor for any of the strategic support they may need. Still looking for your software partner? Book a free demo with our friendly team to learn more about what Phorest can do for you.