Issue link: https://www.ascpskindeepdigital.com/i/1012025
80 september/october 2018 What will your pitch be to make those cards move, move, move? What are the rules for redeeming them—only during a certain time period, only on services, one card per visit? These are things you don't want to think about after the holiday season purchasing peak has begun. ANSWER ALL THE QUESTIONS Are you going to run any service specials or packages? Do you have enough supplies tucked away for the added demand? What's your game plan for first-time clients? How are you going to bring them back and make them regulars? Are you going to give each of your loyal clients a gift? Will they all receive the same thing? Overwhelmed yet? Prepare the gifts and execution plan before clients are pounding down your door, your kids need cookies for 30 classmates, and holiday parties must be attended. While you're planning, don't forget to think about if and when you might decorate your spa. Will you allow each esthetician to decorate their own treatment room/space to their taste? Setting a policy before it's an issue is the best practice. These are things that you won't want to think about in the thick of the holidays when you'll want to be doing things with your loved ones, preparing gifts for family, and decorating your own home with holiday cheer. Do not completely overbook yourself and bend over backward to accommodate everyone else at your expense. Consider this your wake-up call. Don't let 2018 be another "coulda, woulda, shoulda" holiday season for your business. I like Halloween as much as the next gal, but I've learned to suck it up and just wear my Halloween costume (I start dressing up around October 1st—don't judge) while planning for the holidays. My point: start planning now! START PLANNING Purchase or preorder your holiday retail specials before the products you really want are on back order or won't arrive in adequate time for the season. It happens faster than you think. If you're planning to create any bundles or use special holiday names, slogans, or themes to help promote retail sales, get creative with that now while your brain is clear and there's time to collect the décor necessary to bring that story to life. While you're at it, make sure you have more than enough gift cards in stock and ready to roll for all the holidays through the end of the year.