Plugging Into The Holidays:

Plugging Into The Holidays:

'Tis The Season For Promotions

by Nancy A. Foster

Is it just me or does it seem like only yesterday that we finally put away last year's holiday ornaments? Or could it be that Dad was right after all--time goes by more quickly with each passing year.

If the truth be told, it does seem like last year's holidays were only two weeks ago and, well, Dad was right too--time does fly as we age. However, in case you haven't noticed, the holidays are once again upon us.

That means it is time to start plugging into the holidays and ringing up those last-minute sales with some great promotions.

The 12 Weeks Before The Holidays

The majority of retailers have been planning their holiday promotions for months. In fact, many retailers and manufacturers are busy planning Christmas 1998 promotions right now.

Many retailers began putting their holiday ornaments and goods out on display in September and October, which made many shoppers feel as if they already were behind on their holiday shopping.

Hopefully, you've been as busy planning, purchasing and displaying your holiday wares. If so, your cash registers already are ringing with the sounds of a prosperous New Year. If not, please take note of some of our tips for ringing in the profits during the upcoming Holiday season.

Lights, Tinsel, Action

A journey of 12 weeks begins with one step ... or one stepladder. If you have not already done so, it's time to head up into the attic or storeroom and retrieve the twinkling lights, shimmering tinsel and glistening ornaments.

Shake out the tree. Let your salon say to regulars and passersby alike, "Come in. This store has the perfect holiday gifts for you."

Deck the halls. Deck the walls. Mostly, have a ball. Let your customers know that jolly old St. Nick lives here and you only sell "Santa-Approved" gift items.

How do you express your holiday enthusiasm? Depending on your budget (and, you should have a holiday budget), you can go all out or be elegantly simple with your decor this holiday season.

Under the category of going all out--try a freshly painted holiday window motif, a walking billboard Santa (for salons in the warmer climates, put Santa in festive holiday swim trunks) and decorate trees in every tanning room, and be sure to place some homemade holiday cookies and hot cocoa in the waiting room.

If you want to go way out, invite your regulars to an after-hours or during-hours holiday party to thank them for their patronage and share some non-alcoholic holiday cheer. Offer your loyal customers plenty of food, beverages and door prizes. Mostly, though, offer them gratitude and the goodwill of the season.

Under the category of elegantly simple--strategically place eye-catching decorations in the waiting room. For example, a basket of pine cones topped with a festive ribbon could do the trick. Have your employees get into the holiday spirit by making snowflakes, threading popcorn and making cheery holiday signs for each tanning room.

If you can't afford a big holiday party, place a basket of candy canes on your counter. This is a simple and inexpensive, way to reward your customers with a treat.

Of course, have all of your seasonal gift packages on clean, bright, eye-catching holiday displays. And, be sure to put signage up indicating free gift wrapping with the purchase of two or more items.

It's Better to Give Than to Receive

Major retailers can attest to this theory. The holiday season, especially when the economy is stable and unemployment low, is when people say "it" with a lot of gifts.

"For many salons, the holidays and the period immediately following them can be a 'mini' busy season before the main busy season," says Kristen Berona, marketing manager for California Tan. "We think this is true for several reasons. First, people have more formal events to attend around the holidays; and second, the 'cruise season,' which is the busiest in January and February, represents not only a cosmetic reason to tan, but also the extra burn protection winter vacationers are seeking."

According to John Alexander, vice president of sales and marketing for Supre, when it comes to the holiday season, tanning salons should be no different from other retail stores.

"It's a proven fact that creativity is one of the keys to successful merchandising," he says. "Why do you think major department stores and small retailers take the time and effort to festively decorate for the holidays? Because it attracts business and puts people in the mood to purchase products. If tanning salons would make the extra effort to be creative and construct holiday displays and 'gift giving' ideas, their retail business should increase."

Susan Hubbard, marketing director for Backscratchers Salon Systems, Inc., urges salon owners to think of the holidays as an investment in their retail business.

"Increase your year-round retail revenue by giving your clients a sample of an item like Nail Radiance Cuticle Treatment, a three-way buffer, or an emergency sticker," she suggests. "Once they have tried the products, they'll be buying them throughout the year."

Sleigh Bells (and Cash Registers) Ring

From the inexpensive to the grand, people will spend their hard-earned money on gifts during the holidays. So, offer your clients gifts in a variety of price ranges, and don't forget to offer plenty of stocking stuffers. Fashionable nail polishes, emory boards or faux designer fragrances are the perfect size and the perfect price.

O.P.I.'s Holiday Promotions 1997 consists of eight seasonal displays brimming with good cheer and gift ideas. The displays include the RapiDry(r) Top Coat Mini-Display, Avoplex(r) Nail & Cuticle Oil Mini-Display, Nail Envy™ Mini-Display, Holiday Triple-Pack, Seasonal Giftables, Avoplex(r) Hand Care Lotion, Swiss Blue™ Liquid Hand Soap and Polish Remover.

"It's very important and a great booster for salons to do holiday promotions, not only by decorating but by having the appropriate products available," says Suzi Weiss-Fischmann, executive vice president of marketing and artistic director for O.P.I. "A big hit for the past year has been the miniature versions of products that customers use all year long. These miniatures are great for traveling or placing in an office drawer for touch ups during the day."

This year, several leading manufacturers of indoor tanning lotions are offering plenty of gift packages. For example, Australian Gold(r) is offering three professional tanning and skincare gift sets--the Forever Tan Collection, the SKINsational Kit and the Complete Tan Collection.

According to the company, each gift set contains tanning skincare products formulated with pure botanical extracts and moisturizing essentials and utilizes the latest in liposome technology and antioxidant vitamin therapy for beautiful, healthy-looking, golden skin.

At Body Drench, holiday promotions are abundant. The company's "Gift With Purchase" includes a free Drench It Shoulder Sling Bag when one 4-ounce Liquid Velvet, one 4-ounce Ultra Hydrating Facial Moisturizer and one 4-ounce Pure Cleansing Make-up Remover is purchased. In addition, salon owners can buy 36 Body Drench Moisturizing Lotions in 2-ounce sizes and receive 36 holiday gift boxes. Also, when salon owners purchase 11 19-ounce Body Drench Moisturizing Lotions, they will get one free and 12 holiday gifts boxes.

Swedish Beauty is offering two gift boxes, as well as three individual gift favors to retail or give to your favorite clients. They include the Solarium Holiday Tingle Pack and the SB Holiday Spa Trio. In addition, the SB Holiday Trio items are available individually for holiday retail or to give as special holiday favors to family, friends or special customers.

Supre is saying "Happy Holidays" to salon owners with two promotions that offer moisturization at special holiday prices. Now, salon owners can buy one case (48 units) of 2-ounce Skin System Moisturizing Lotion at a special holiday price and they will receive 48 free gift boxes. In addition, if a salon owner purchases 11 16-ounce Skin System Lotions, they will receive one free plus 12 free gift boxes.

Tropical Seas also has created a variety of gift sets, all at value prices, based on the recommendations of salon owners best-selling products. The company's gift sets include the Summer Survival Kit, the Peppermint Foot Care Set and the Nautical Set.

And, don't forget to stock up on sunless tanners and sunscreens.

"Sunless tanners, sunscreens and indoor tanning lotions will sell well during the holidays," notes California Tan's Berona. "In addition, they sell well to those taking winter vacations and cruises to tropical climates or for those who want instant color for holiday parties."

In fact, you can create some unique gift baskets of your own with your salon's best-selling lotions.

"The overall holiday success stories come from the salons that create their own, small gift baskets or buy gift boxed products," Supre's Alexander says. "All it takes to create your own gift basket is taking two or three items and placing them in a basket or decorative box. Afterward, wrap it up in some colorful, clear wrap and top it with a bow."

Distributors also are offering a wide variety of stocking stuffers including eyewear, aromatherapy, stickers and T-shirts--perfect choices for the tanners or non-tanners on every person's shopping list.

However, it's the salon owner who can make holiday gift shoppers "the offer they can't refuse" by putting together unique holiday tanning gift packages. For example, for the person who has never tanned indoors offer a "buy two sessions, get one session free" package. For the tanning enthusiast, offer a package of 10 sessions, plus a bottle of free tanning lotion. Let your imagination soar and listen to your cash register ring.

And, remember, everyone loves to receive holiday gift certificates. Be sure to put your artistic talents to work and create an eye-catching countertop display to promote them. It also is a good idea to offer an assortment of gift certificates. For example, a session in your new superbed or monetary certificates to be used as the receiver chooses. The possibilities are endless.

O.P.I. is offering its Seasonal Lacquer Giftables collection this holiday season.The Complete Tan Collection from Australian Gold contains Velocity(r) intensifier, Gelee professional formula, Power Gel™ accelerator and EZ Eyes(r).Body Drench is offering several promotions to salon owners this holiday season.Swedish Beauty's Holiday Spa Trio is a perfect way to say thank you to your favorite clients.Supre's Skin System Moisturizing Body Lotion says happy holidays to one and all.Tropical Seas is offering a variety of holiday gift sets.

Holiday Facts & Figures

The following data is from a survey conducted last year by Deloitte & Touche LLP in conjunction with the National Retail Federation (NRF). Although the survey was concluded to project the 1996 holiday season, the information it contains is relevant and pertinent to our discussion of holiday promotions 1997, given today's healthy economy.

• Consumers expect to spend 12 percent more this year ($764 vs. $685) on their holiday gifts, the highest increase over the last four years.
• 83 percent of retailers are expecting sales to increase or remain the same this holiday season. On average, retailers are projecting somewhat more cautiously than consumers, with an expected sales increase of 5 percent over last year. In addition, given the strong optimism from consumers and healthier economic fundamentals than were in place last year, sales are expected to increase approximately 6 percent.

"The holiday mood is positive," says Irwin Cohen, co-chairman of the TRADE Retail & Consumer Products Group of Deloitte & Touche LLP. "Consumers are more confident in their jobs and baby boomers are spending strongly."

• Two-thirds, 66 percent, of retailers (vs. 62 percent in 1995) are projecting an increase in profits this holiday due to increased sales, better management and cost controls. Overall, 30 percent of retailers, compared with only 22 percent last year, will be tightening inventories. The dose of caution reflects last season's disappointing results and retailers' concerted efforts to manage inventories more effectively. According to retailers, the sharpest reduction in inventory is in apparel.

"With the 6-percent increase, holiday sales should approach $466 billion this holiday season from $440 billion in 1995," says Tracy Mullin, president of the NRF. "Retailers expect the sales to increase to contribute to solid profit margins."

• Women are most optimistic this season and will be spending 20 percent more than what they estimated last year.
• Men also have positive shopping intentions and are planning a 4-percent increase in spending over last year.
• Baby boomers feel the most secure and are planning to spend the greatest amount of any group, $914.
• The average spending intention for all consumers is expected to be up at $764 vs. $685 last year.
• Consumers rated quality merchandise, larger selection and everyday low prices as the factors which most impact their decision to shop at particular stores. These factors drive consumer cross shopping from department stores to discounters/mass merchandisers, regardless of income levels. Retailers believe, according to the survey, customer service, quality and sales help knowledge are the top attributes which drive consumers to select their store.

Editor's note: Because the economy continues to be strong and unemployment is low, it's probably safe to predict that this year's projections for holiday consumer spending will increase. So, plug in now and get your piece of the holiday retailing/promotional pie.

LOOKING FIT also thanks the National Retail Federation for permission in using the excerpts from the survey, as well as the graph shown in the article.

U.S. Regional Retail Sales Estimates for June 1997, in millions of dollars.Sources: National Retail Federation; U.S. Department of Commerce (for National Data); Bank of Tokyo-Mitsubishi, Ltd. (for Regional Estimates).Holiday Sales from 1985-1995.Source: National Retail Federation.