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Cashing in This Holiday Season

Aaron Sonnenschein August 2012 issue of Skin Inc. magazine

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You’ve heard it over and over again: Black Friday is when merchants finally make money at the end of the year. The holiday season is when merchants earn 25–40% of their entire year’s sales. In 2010, holiday sales represented 19.4% of total retail industry sales. There is a lot riding on the last few weeks of the year in terms of sales. Are you ready? Have you thought about it? Will you offer the same promotions as in past years? Use the same decorations? Host the same events? Are you going to start thinking about the holidays around November 21 and begin to get ready right after Thanksgiving, just like you’ve been doing for the past 10 years?

If this describes your skin care facility’s holiday plan, and last year’s sales and profits were down, don’t expect anything different this year. The public spending dollars are fewer than in past years, and retail merchants know it. Think back to last year’s holiday season. Retail merchants were more competitive, creative and aggressive in getting their share of the sales pie. Major retailers used e-mail blasts constantly to pull consumers into their stores with amazing specials. So while many stores were getting the larger slice, many skin care facilities were doing the same old thing.

Stores last year started the season earlier, stayed open longer and offered better promotions. Did yours? It may be hard to believe that each year, many consumers start their holiday shopping before Halloween. Although little advertising is done during this time, stores will put merchandise on shelves because many people like shopping earlier to spread their spending out over a longer period of time ... and dollars spent elsewhere are not being spent at your spa.

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Client Holiday Wish List

Favorite skin care products:

Favorite body products:

Favorite shampoos and conditioners:

Favorite at-home equipment:

Favorite nail products:

Favorite accessories:

Your name

Significant other’s name and e-mail address (please print):

Other people who you would like to receive your wish list (don’t forget children, in-laws, friends, aunts, uncles and co-workers):

Name

E-mail address (please print)

Relationship

Example: Men Only E-mail Blast

Dear XX,

Shhh ... Mary Jane’s Skin Care knows what your partner wants for the holidays! She filled out her special wish list and gave it to us.

On Friday night, November 2, from 8–11 pm, we will have that wish list in our spa for you to view. This is a men’s only event.

Join us for beer, pizza, fun and fantastic bargains to start your holiday shopping season. To make it even easier for you, free gift wrapping will be offered that evening.

One last special that night only ... with every $100 gift certificate that you purchase, you will receive a deluxe sampling of product worth $50 free! And we will wrap that for you, too!

Please call 777-777-7777 to RSVP so we can plan food and staffing; the ribbon and wrapping paper are ready!

Mary Jane Spencer

Mary Jane’s Skin Care

4444 Our St.

City, State 00000

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