Wouldn’t you like your share of a £5.4 billion gift voucher market?
That’s what’s at stake in the UK gift voucher industry every single year. And with 50% to 60% of all gift voucher sales made in the final push towards Christmas, perfecting these crucial last few weeks can guarantee a five-star finish to your festive period.
Incredibly, according to the UK Gift Card & Voucher Association, growth in gift voucher sales has doubled over the past decade, with Health & Beauty again one of the top performing sectors last year.
So how can you make sure you get your slice of the (mince) pie? Here are my six top tips for maximising your gift voucher sale this Christmas:
1. Dazzle with eye-catching displays
You know how great vouchers are for your business, your clients know how great your service is, so why are you hiding those amazing little cards under the reception desk?! Get them out, dust them off and put them front and centre. Produce an attractive display that’s impossible to miss – if clients are asking whether you sell vouchers then you haven’t made it obvious enough! Don’t forget, voucher buyers may well be introducing new, long-term clients to your salon.
2. Shout about your vouchers!
Year-after-year, vouchers are the most requested Christmas present. They’re also extremely personal and versatile. Your salon is a great option for seasonal voucher giving because, let’s face it, who doesn’t want to treat a loved one to a luxurious pampering that makes them feel special? So drop the subject in to conversation. You might just make that little lightbulb go off for someone.
Don’t restrict your efforts to only attracting women, either. While they may be slightly more likely to buy vouchers, this is offset by the increased amount men spend – 12% more per gift card, in fact.
Most guys don’t relish the thought of Christmas shopping so making the process as easy as possible will go a long way to make your business the first stop on their shopping list.
3. Goody bags are good for business
If you can pack an added bonus with your vouchers then you’re creating something even more special to tuck under the Christmas tree. Get in touch with your suppliers, see what samples they can send you and pack them up nicely to accompany every voucher sale. Both the gift giver and the recipient are sure to appreciate the extra touch of festive cheer, boosting your reputation even further.
4. Get wrapping
Another way you can make a lovely, personal gift look and feel truly exclusive is to provide a free wrapping service. For the price of a length of ribbon and a roll or two of good quality wrapping paper you can enhance the whole experience from point of purchase onwards. It only takes a moment longer and you might even be able to prep some of it ahead of time.
5. Wish lists for the win
This is a great idea, especially for your regular clients. Not everyone gets exactly what they’d hoped for at Christmas, do they? I’m sure we’ve all been there! So why not encourage clients to create their dream wish list of favourite products and services from your salon? They can share their list with whoever they want and you can keep a copy at the front desk, ready to tick items off as friends and relatives call up or pop in to buy tailored vouchers for luxurious things their loved ones adore.
An easy way to a happy Christmas!
6. Love your loyalty card holders
Do you run a loyalty card scheme? Consider promoting a limited-time offer of double loyalty card points with every gift voucher purchase. Maybe you could provide an even greater benefit if they use the points during the quieter first month of the year? That way, your voucher buyers feel like they’re getting a nice treat for themselves too.
If you’re wondering why you’d bother putting additional effort and expense into giving your gift voucher customers so much added sparkle then consider these final facts: 83% of gift card buyers expect to buy more than one card. And 57% of gift voucher recipients spend over and above the voucher amount, on average shelling out a whopping 42% more!
Convinced yet? You should be. So get out there and make the most of your gift voucher sales before Christmas passes you by!
Here’s to your great business!