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Kick Your Holiday Retail Into High Gear

by NAILS Staff | October 15, 2018
ISTOCK.COM/CATLANE

ISTOCK.COM/CATLANE

“The most important products you can promote this holiday season are your gift cards,” says Trish Pariseau, owner of The Local Bombshell (www.thelocalbombshell.com) in Janesville, Iowa. Adding a bonus onto a gift card purchase will amp up enthusiasm. “Getting a free amount added onto a gift card has been a big driver in my salon,” she says. “For example: Get $20 added to your card when you purchase $100. The purchaser also has the option to keep the bonus for herself. Some customers even buy gift cards for themselves to take advantage of the deal!”

Box sets and duos are also popular this time of year. “But you have to talk about them,” she says. “You can’t let them sit on your shelf and expect them to sell themselves.”

If you don’t have box sets from a manufacturer, Pariseau suggests creating your own: “Pair a popular product and a not-so-popular product together for a discount in order to move some of the less popular products. People want to feel like they’re getting a deal — that’s why this works so well.”

She also holds a 12 Days of Christmas promotion to drive engagement on social media and boost retail sales. “On the days leading up to Christmas, we offer a new deal each day — for example, 20% off all tools — plus we do a fun giveaway. All clients have to do to enter is answer a simple question about Christmas, then we draw the winner the next day when we announce day-two’s deal and question.”

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