Mother's Day on the Horizon

Lisa Starr
Spa and Salon Mother's Day Marketing Tips

The first days of spring have just passed, but it’s already time to put the marketing gears in motion for the next big retail holiday on the spa calendar. Are you ready to maximize sales for Mother’s Day?

For many spas in the Northeast, the bad weather for the last few months has dampened sales and client traffic. The good news is that the next big cash injection is only a month away.  Mother’s Day is typically the second biggest gift card sales event of the year for spas, following only the winter holidays. Last year, the National Retail Federation estimated that the average spend per mom was $168, with total spending of 20.7bn. Although, that wasn’t all from spas, but we certainly get our share. With a little planning your spa can really make the most of Mother’s Day.

The most intense sales period is within the two weeks prior to Mother’s Day, which this year is Sunday May 11. Gift cards are by far the most high-demand item. Now that gift cards are sold for dollar amounts, rather than hand-written gift certificate for a service, processing and selling the infamous gift card is much easier. To complete the buying experience, make sure you have different packaging options available for your cards, perhaps choices that may build on the theme of spring.  Include your full service menu or an abbreviated version with a selection of services to give them ideas on your spa’s offerings. You could also create a special Mother’s Day landing page within your website. Of course, even though we know the day is coming, many people still put off their purchase until the last minute, making the Gift Certificate Templates in the Marketing/Resources section of Booker really useful; make sure you have enabled yours for sales both in the spa and online.

Another way to enhance the buying experience and boost your sales is to display gift offerings in your retail area. Bath and body products as well as candles and bath robes all send the “relax” message to mom, and fit well into the theme of your spa. Be sure to have these items readily available, along with gift wrapping supplies. You may even consider pre-wrapping some baskets that include a $50 or $100 gift card inside.

Remember that many men, and even some females, who come in to purchase gift cards are not regulars of your spa. While it’s easy to say that the gift cards come in dollar amounts, most people find it very helpful to have an idea of what your services cost before they make that choice. If you have a large service menu, it can be helpful to display a smaller version of your menu at the front desk that has a selection of Mother’s Day-oriented services. This can simplify the purchaser’s ability to make a decision.  
Next Wednesday, we’ll be offering a free webinar on Mother’s Day preparations, with these and many more ideas to help you boost your sales results.  Join us at 2pm Wednesday, April 9 and be prepared to make this Mother’s Day a great one!



About the Author

Lisa Starr

Lisa Starr brings over 30 years of industry-specific experience as a consultant, educator and writer to Booker through GOtalk. Lisa also works for Wynne Business, a leading spa consulting and education company. Among other things, Lisa’s expertise lies in business operations and finances, sales and marketing, inventory management, human resource development, and business process improvement. She is a well-known speaker within the trade show circuit and is a frequent contributor to industry

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