It’s gift certificate time; the holidays are less than 8 weeks away and everyone is looking for that perfect gift for friends, co-workers, and family. Your business should be paying special attention to them and providing your clients an easy, efficient way to give a gift.
Here are some statistics on gift certificates from GiftCards.com:
- Over $100 Billion is spent on gift cards annually
- 93% of U.S. consumers purchase or receive a gift card annually
- Consumers spend an average of $213 per year on gift cards
- 83% of corporations use gift & prepaid cards for employee incentives
- 90% of gift cards are used within the first 60 days
According to the National Retail Federation, for the eighth year in a row gift cards are the most requested gift item among those celebrating the holidays. According to the survey, 62% say they’d most like to receive a gift card.
There is no doubt that capturing holiday gift certificate sales is a must. Questions about how to sell more spa gift certificates are among the most common inquiries from our spa consulting clients. After all, increasing spa profits is the name of the game. Here are some ideas to put your spa business and gift cards as top of mind for your clients.
Create Custom Gift Certificate Packages:
Create 8-10 gift certificate packages from your menu as various price points. Yes, you can sell a monetary amount, but that is not very personal from the gift giver. Providing “select packages” to choose from, allows the giver to feel that they are giving something special and selected personally for the recipient.
Ideas to add to packages:
Gift the giver: For a set gift certificate amount, incentivize the purchaser with either a mini service, product or additional gift certificate at a discounted price. You could give a grouping of select products with gift certificates over $250 or a robe. For gift certificates over $100, they could receive a manicure or mini spa service in addition. Use gift certificates as a means to cross promote additional services in your spa.
Cross promote with another local business, such as jeweler, clothing store or florist.
Donate a percentage of your gift certificates to a local cause or national charity. Customers will feel good about giving and you will too.
Make it a Gift
When you sell a gift certificate, make it a gift. Fully dress your gift certificate in a beautiful bag with tissue, ribbon, menu, and any other necessary information. When a customer is spending money in your business, they want to feel that they are getting something special. Remember, the client experience starts with the first interaction that they have with your business. Nothing is more disappointing when you buy a gift certificate and it is handed to you in an envelope with the receipt. The message is ” you are not that important”. Your customer should be able to take your packaging and give it ‘as is’ for a lovely, visually appealing gift.
Promote Your Gift Certificates
Gift certificates should be easy to purchase. A suggestion is to have your “special packages” blown up to poster size and mounted and placed on an easle. You can use this poster at your spa reception for guests to see. Have smaller tent cards placed on manicure tables and pedicure stations, as well as all relaxation and retail areas in your spa. When checking clients out, desk staff should always ask if they would like to purchase a gift certificate.
Update your website with your holiday gift certificate promotions and specials. Be sure that you are promoting across your social media channels on regular intervals. Facebook 2-3 times a day and Twitter up to 10 times a day.
Offer gift certificates online for immediate download. Ask your web designer to add online gift certificate purchases to your site. Currently the average shopper will do 44% of their shopping on line. It is a great convenience for people purchasing gifts from out of state. Sites such as TheGiftCardCafe.com, PayPal, Gifttango and GoECart are easy ways to add gift certificates to your website.
Set up a Gift Certificate Station
Have a designated table for gift certificates starting right after Thanksgiving. Customers who are coming in for a gift certificate want to be in and out, not waiting in line at spa reception.
Train Your Staff
Train, train, train. We can not emphasize this enough. Your staff needs to uncover the desires of your customer and direct them to the right gift suggestion as well as really make them feel that they are buying an experience. Asking open, probing questions will expedite the sale. You do not want to sell only a monetary amount, you want to sell an experience. Hurried, disconnected staff is a turn off and your customer will go elsewhere.
- “I would like to buy a gift certificate please.”
- Certainly, did you have a price point in mind?
- “I would like to spend $100.”
- Excellent, we have some wonderful services and packages. May I ask who this gift is for?
- “Yes, my mother.”
- I would recommend the XYZ, it is our most customized facial. It includes massage of the shoulders neck and arms, along with a luxurious foot treatment. It is 75 minutes of pure pampering, using our line of XYZ products. Your mother will feel completely relaxed and rejuvenated with this luxury treatment. Included with this gift is a mini hand lotion that we will package together.
- “What if my mom changes her mind and wants something else?”
- We will honor the value of the gift certificate and help her select another service if she wants.
Create service cheat sheets, with the features/benefits of all packages and treatments. Make sure all staff have these and can appropriately sell your services.
Incentivize Your Desk Staff
Selling gift certificates is a great way for desk staff to make some additional bonus dollars. Set weekly gift certificate sales goals and bonus your front desk if they meet the goals over the holiday month. You can offer a percentage of sales, cash bonus or $100 gift certificates. The desk is a busy time a year and you want your team on task. Staff your desk accordingly, so there is enough staff to sell gift certificates and take care of spa guests.
Take a couple hours to prepare and get your spa ready for gift certificate season. Make sure you are well supplied with wrapping materials, gift certificates and decorations. Have a staff meeting this month to discuss your program and get your team excited about the holiday season.