6 WAYS TO BOOST your Christmas retail

The lead up to Christmas is always a busy time for beauty businesses. With this being a prime time to push retail sales in the salon, we asked the experts for their tips on how you can adapt your marketing

1 Plan ahead

“Planning your emails, social media content, events and how you want your business to look and feel over the festive period now will give you the breathing space to make sure this Christmas is your best yet,” says Sherrie Emery, founder of Glow Bright Marketing.

“When planning your orders, remember the 80/20 rule – 80% of sales are likely to be coming from 20% of products, so resist the temptation to over-order stock which you might have to discount in the new year.”

Ruth Atkins, lash and brow expert and Salon System educator, says the first thing to look at coming up to Christmas should be the décor and window display. “Salons and retail shops seem to start putting up the Christmas tree every year, but make sure you buy your Christmas retail items early and get them on display – chances are they will sell, and you will have time to restock.”

2 Diversify your gifts

“Make sure you have a good range of price points for presents, especially the lower budget end where clients may be buying for colleagues for Secret Santa, or token gestures for teachers and neighbours. I have had clients needing Secret Santa gifts ranging from only £1 to £5 - but selling little and often can make an impact in retail sales,” says Suzanne Clayton, brand development manager at Louella Belle.

Meanwhile, Atkins suggests, “Offer bespoke beauty hampers following complimentary pre-Christmas consultations. This could be in skin, nails or make-up. Create readymade gift boxes like ‘going out’, ‘staying in’, ‘lashes and brows’ or ‘hands and feet’ hampers.”

Sharon Baker, owner of Belle Femme Nails and Beauty in Northampton, says she finds that putting together little pamper kits sell really well – for example, a hand kit with cuticle oils, hand exfoliators and hand cream.

“I tend to use products in the gift sets that we use in the salon. That way, we can carry on using anything we don’t sell. For other items that don’t have a shelf life, I either put away for the following year, run a January offer or run little competitions throughout the year,” she adds

3 Use social media

“Social media great is a great platform to show off salon displays – use Instagram stories to let clients know what is on offer, and include details about prices, contents of gift sets and the benefits of products,” says Lamb.

Atkins advises posting regularly to highlight your work and offer advice during this busy time, too. “Run competitions, exclusive online discounts or free add-on services and encourage your clients to post their Christmas selfies. Post a retail product or treatment every day, along the ‘12 days of Christmas’ theme. This is a great way to tell your followers about the fabulous items or services that you have on offer and available to purchase,” she adds.

4 Spruce up your displays

“Display Christmas gift sets and products in an eye-catching area where they can’t be missed, such as the reception or waiting area, so that clients can see and enquire about them,” says Natalia Lamb, marketing executive at French Beauty Expert, which distributes brands including Matis and Phyt’s.

Baker says she often puts a little Christmas tree in the salon with the gift sets on or around it. “It looks lovely and is in view for all clients to see. Having clear prices on view helps too because not everyone feels comfortable asking without feeling that they then need to purchase,” she adds.

And don’t forget the gift cards. “This is the time to showcase your gift cards and your most giftable products. Securing high gift card sales during this period will ensure your business is off to a flying start in the new year,” says Emery.

5 Don’t forget the power of the internet

“Online shopping is not going anywhere so having a website is key,” says Emery. “Giving customers multiple opportunities to buy will enhance your Christmas sales, whether that be linking from your social media and emails, Google advertising or events. Adding in free delivery over a certain spend can also make your business more competitive.”

6 Go the extra mile

Added extras can be a great way to secure purchases. “Whether it’s a complimentary gift-wrapping service, or a free travel size with every purchase, make sure it’s clear to anyone landing on your website or walking into your business,” advises Emery.

Atkins adds, “Buying gifts in the salon should be a treat, so invest in quality wrapping, gift bags and ribbon, so the client enjoys the whole buying experience. “Gift vouchers, too, should be printed elaborately for Christmas, and make sure these come inclusive of envelopes along with the salon menu/pricelist.”