It’s a common question I see floated around; something to the effect of “A client…
We’ve only got about 2 ½ month until Christmas! I know you might think it’s early, but in this industry, the earlier you prep for the holiday season, the better off you’ll be. So, let’s look at some ways you can make this holiday season a major success for your massage practice.
If you haven’t started prepping for the upcoming holiday season yet, you need to start NOW! For most businesses, November and December are peak for sales, and it’s not the time to just haphazardly throw together some specials or post a few times about gift cards, and hope for the best. That’s not going to get you much of anything. Instead, let’s be strategic this year so you can increase your revenue, boost your clientele, and make those most out of this time of year.
#1 Christmas is not the only holiday
I mean, I love Christmas. It’s one of my favorite holidays, but it ain’t the only one you need to think about. I know when we talk holidays in this industry, it’s often centered around Christmas, and while yeah, that’s obviously the most prevalent in most areas, don’t forget Halloween, Thanksgiving, Hanukkah, Kwanzaa, Yule, Diwali, Las Posadas, Winter Solstice, Three Kings Day, and New Year’s Day. You probably have people in your area celebrating all of these, so why not work with that? You don’t have to celebrate it yourself in order to extend some good cheer. Think of the variety of cultures in your area and how you can draw on each one of those this holiday season.
#2 Before you do anything, look at the data
Don’t just jump into planning or putting things together; jot down a few random ideas you have, sure, but before you do anything else, you need to review your data. What I mean by this, is to look back at your previous marketing, specifically for the holidays. What worked and what didn’t? What resonated most with people? What seemed to succeed for your competition or for businesses outside the industry with a similar clientele?
#3 Develop a strategy
Don’t just do a bunch of random stuff and hope for the best. Now’s the time to really sit down and figure out who you’re going to target and exactly how you’re going to do that. What platforms you need to do what on, what your budget is, non-digital sort of ways to reach out, specials to run, products you’ll need, things like that. And this brings me to…
#4 Don’t discount
If you’ve kept up with my content, you probably know I usually take a pretty balanced approach to discounting – there’s a time and place where it’s appropriate and others where it’s not. Well the holidays are a time when it is NOT. Yes, many people are looking for some deals, but for the most part, people are also spending a lot through this time of year and there is absolutely no reason to discount right now. If you want to do something special, consider adding value instead of discounting; for example, offer 3 or 4 upgrades they can choose from that come complimentary on every gift card purchase – or the person buying the gift card gets a free upgrade on their next massage. Or go all out on special amenities during this time of year; hot apple cider and ginger cookies, gifts for your most loyal clients, gift baskets, and generally helping them look like a gift-giving rock star. Stuff like that feels a whole lot more special and makes far more of an impact than just saving a little money.
#5 Offer holiday appointments
In my family, it’s rare that we have Thanksgiving dinner on Thanksgiving day. Juggling work and travel for everyone in the family, we usually end up celebrating the Friday or Saturday after. Because of this, I can work on Thanksgiving, no problem – something pretty much no one in my area does. If you can do the same for Thanksgiving, Christmas, Hanukkah, or any other holiday, this is a fantastic opportunity to offer something unique, surprising, and let’s face it, there are plenty of people who want to get away from their family for an hour. You can always take a different day off to celebrate or just because. One of our Jewish members said, since she doesn’t celebrate Christmas, she takes clients that day; and several of her clients have been very grateful for that.
#6 Upsell! Upsell! Upsell!
Because of this wonderful time when everyone gets a little more lax with their wallet, this is the perfect time to upsell. People are wanting to surprise and go above and beyond for their loved ones and are probably a little extra stressed themselves. So offer additions on everything. Getting a gift card? Add a sample box of essential oils! Buying a gift basket? Why not book a massage for yourself while you’re here? Always think about how you can increase each person’s spend.
We have about 10 weeks until Christmas.
If you have 10 sales (clients or gift purchases) each week for the next 10 weeks and you’re able to increase their average spend each visit by just $5…
that’s an extra $500 in revenue this holiday season!
Seriously…who wouldn’t want that?
Could you increase by $10 each visit for an extra $1,000?
Increase their spend by $15 each visit for an extra $1,500?
Even small upsells add up quickly!