TRIM THE TREE
Holiday 2024 Phase 0: August 8 - September 30
set your goals, engage your team: Preview, Plan, Prep
make a List, and Check it Twice.
A successful holiday season takes planning and preparation long before guests arrive at your location. Use the following holiday prep tips to help you ensure your salon is ready for the season.
GENERATE GROWTH & PROSPERITY
YOU DECIDE HOW BIG IS BIG THIS HOLIDAY SEASON
CONSERVATIVE GROWTH = 10% / MODERATE GROWTH = 20% / AGGRESSIVE GROWTH = 25%
1. SET YOUR GOALS
The 13th Month: The intentional act of goaling retail sales during the holiday season to generate a 13th month of retail revenue for your business.
Set your Goals for Retail Sales, Gift Set Purchases, Services & Gift Cards
Salon ABC
Jan-Sept Retail Sales Total $90,000
Average Month $90,000/9 = $10,000
Goal $10,000/3 = $3,333
Oct - Dec Goal = $13,333
13th Month +10K
Stock Up for Stockings
BEST PRACTICES:
• Gift cards are one of the most successful bonus offer during holiday. Always include a bounce back incentive to drive traffic in January and February.
Pro Tip: Leverage Pro Treatments to drive guests back in.
• Replenish your inventory, now. With consumers beginning their holiday shopping earlier than ever, be prepared to meet the demand ahead of time.
2. ENGAGE YOUR TEAM
Plan your holiday kick off party with your team
One of the most important aspects of holiday prep is launching it to your team. Because the holiday season is the biggest shopping time of the year, the holiday team meeting should be a special occasion.
We’ve made it easy for you! We recorded our Virtual Holiday Happy Hour to kick off the Season:
Oh what fun
Your team is more motivated when they are included in the ideation and creation of incentives. Take time to get team feedback during your meeting on what motivates them. Here are some of our favorite engaging holiday reindeer games:
Provide lunch on Fridays from November to December when your team reaches their retail goals
Run several contests throughout the season like Spin to Win, pick-a-prize-ornament-from-the-tree, or the tried and true holiday Candyland game
Invite your team to create holiday video reels, posts, or stories sharing their favorite Aveda holiday gift set
Dress Up & Dazzle Days — pull out the ugly sweaters and fabulous holiday garb
The ultimate classic, Secret Santa
Elf on the Shelf — a little naughty never hurt nobody
Set up self-care/wellness stations in the breakroom
3. Ignite your space
37% of guests in the US plan to start buying gifts earlier than usual this year. Get your salon ready to meet your guests when they’re ready to shop.
There Is An Art To Merchandising Retail So That It Looks Inviting
Keep The Following Points In Mind When Merchandising Your Retail Area
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Guests should be able to pick up an item without fear of knocking over gift sets or holiday displays. Merchandise low to high and front to back. A pyramid formation is appealing and allows the gift sets to be shopped from all sides of a table. Place smaller gift sets in front and on the sides of tables, and place larger sets in the center and rear.
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You want to have enough inventory so shelves won’t be empty every hour, but not so much that gift sets look mass-produced. Place 3–5 gift sets on a small table or shelf and 5–9 on a larger table or shelf. Candles and small impulse items are an exception; more inventory can be displayed at one time.
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Each gift set SKU needs a pricing sign. If the price isn’t displayed, guests are more likely to put the gift set back instead of asking how much it costs.
Holiday On Display
Complete the luxurious shopping and service experience with the stunning gift packaging by Aveda X Altuzarra that perfectly complements the high performance products.
Once your space is ready… Tag us so we can reshare! #ShowUsYourLaunch #TeamNeill
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Paris parker salon
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Jón Alan Salon
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Brieshi Salon
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Benton house designs
4. cONNECT WITH YOUR COMMUNITY
Help surrounding businesses in your community give a luxurious gift with a greater intention by gifting Aveda holiday to their team members this holiday season
Group Gifting Best Practices
Identify Corporate partners in your community and reach out
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At morning huddle, the team circles everyone on their tracker who manages a team or runs a business. With intention, they ask the guests that day, “What are you doing for your team for this year? Did you know we have gifts of wellness right here! We can help customize any price point.”
If your guest owns a business, ask them if they plan to purchase holiday gifts for their team. Inform them that you offer holiday gifts starting at $10!
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Start early! Reach out to prospects early to ensure you have time to receive, package, and deliver corporate gifts on-time.
Send a personalized letter and gift set brochure to each of your prospects
Include a salon bounce back with every gift—it’s an added value for the receiver and a way for you to meet new guests
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Reaching out to people that are buying gifts in bulk – such as employees or customers (a group of 5 or 500)
We need to let people know they can do this from our salon
I know that you manage a group of people – would you like to buy them Aveda gift sets?
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The best way to ensure a behavior is taking place is to track it. Download the form for tracking group gifting calls.
Conversation Starters
VIP Script
“Hi this is [My Name] from [My Salon] . . . is [Holly] available?
Hi [Holly,]
I’m from [My Salon] and we’re so excited about Aveda’s holiday. I’m reaching out to see if you want to get ahead of holiday and help take care of your gift giving this year.
As one of our loyal guests, I wanted to give you the opportunity to gift with Aveda this year, not only to support us as a local business, but also because gifting your colleagues, guests, friends and loved ones with Aveda hair & body care isn’t just kind to the earth, it’s giving experiences that delight the senses.
We have pre-wrapped gift sets, customizable gift sets and limited-edition Aveda Aveda’s featuring Aveda’s collaboration with designer Altuzarra. Plus, can save up to 25% (vs. purchasing the products individually).
Will your holiday shopping be primarily for colleagues and guests or friends and loves ones?”
Cold-calling Any Guest
“Hi [Holly,]
It’s [My Name] from [My Salon]. Let’s get your next cut/color on the books as space is limited and we are filling up quickly as the holidays approach. I would also love to help you with any holiday gifting needs this year.
Giving Aveda hair & body care this holiday season featuring designer beautiful packaging by designer Altuzarra, not only can save you up to 25% (vs. purchasing the products individually), but gives your colleagues, guests, friends and loved one's experiences that delight the senses, are kind to the earth, feature pre-wrapped and customizable gift sets.
Please call me at XXX-XXX-XXXX to get your next service scheduled and explore your holiday shopping needs!”