Holiday Expectations
In today’s rollercoaster economy, we’re all experiencing financial challenges—professionally and personally. However, I remember that post-9/11 holiday gift certificate sales increased, while the economy, especially retail, took a hit. Day spas created a safe, comforting escape from the changing world around us.
Today’s fluctuating economy challenges our financial security, whereas 9/11 threatened our homeland security. People now want to feel like someone cares about them and that they have control over their lives. Day spas are in business to make people feel good, and we’re needed more than ever in troubled times.
The good news is that clients are still coming in—maybe not as often, but they continue to book appointments. A day spa visit offers the guest a truly personal experience. We provide “it’s all about you” service, so it’s no surprise that we’re able to maintain a more stable business in troubled times. A client may compromise home care, but she’ll rarely sacrifice the level of service she’s accustomed to.
But what about gift certificate sales this holiday season? I predict people will purchase them later than past seasons at lower dollar increments, but a higher volume will be sold nonetheless. The beauty of a gift certificate is that it allows the recipient the luxury of how she’s going to use it even if it differs from the intention of the giver, which makes them the perfect gift.
Keep in mind, people will wait until the last minute for any changes (good or bad) in the economy to plan their holiday budget. They’ll also be likely to give more small or less-expensive gifts.
I’ll take these thoughts into consideration when planning my holiday gift certificate marketing strategies. Please let us know your ideas for having a successful holiday season. Feel free to email them to Rhonda J. Wilson, DAYSPA executive editor, at rwilson@creativeage.com.
Frank Shipman
Owner, TC Salon Spa
www.tcsalonspa.com
DAYSPA Advisory Board