Holiday Phase 1 Toolkit: 09.26-10.31
An action plan to set your goals, engage your team, ignite your space, and connect with your community
Gift For a Beautiful Tomorrow
Use our Phase One Checklist to guide you through this toolkit. Our action items provide your business with easy steps that directly serve new consumer behaviors.
Follow our recommendations, and you’ll prepare your team for a profit-driving holiday unlike no other.
USE HOLIDAY TO GENERATE GROWTH AND PROSPERITY
YOU DECIDE HOW BIG IS BIG THIS HOLIDAY SEASON
CONSERVATIVE GROWTH = 10%
MODERATE GROWTH = 20%
AGGRESSIVE GROWTH = 25%
1. SET YOUR GOALS
HERE’S THE DEAL: Salon retail was up +6.5% in Q3FY22 vs. the same time last year. Additionally, salons remain the LEADING outlet for professional hair product sales over other beauty retailers. How are you going to capitalize on the market’s growth?
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
Set Your Holiday Gift Card Goal
Gift cards are the #1 most successful bonus offer during holiday according to Imaginal Marketing.
BEST PRACTICE: Gift Cards should always include a bounce back incentive to drive traffic in January and February. Leverage Botanical Bond Treatments to drive guests back in.
Replenish your inventory now
Shop NOW OPEN STOCK Holiday Before Supplies Run Out!
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.
it’s the most wonderful time of the year
start your holiday season right by hosting A kick off party For Your Team To Play And Build Bonds While Infusing Holiday Strategy And Education
Deck The Halls
• Make a fun Holiday playlist
• Set up festive lights
• Provide festive snacks and mocktails
• Set up self-care/wellness stations
Instagram Worthy
• Make the meeting sharable
• Set up an OOTD (Outfit of the Day) moment with holiday product
• Ask your team to identify their favorite gift set and make a post with it
• Give out a prize for the best Reel
Have A Cup Of Cheer
Blackberry Mocktail Mule
• 1 1/2 cup Ginger Kombucha
• 2 oz Lime juice
• 2 oz Blackberry jam
• Optional Garnish: Lime wedge, mint, blackberries, candied ginger
Kombucha Mocktail
• Add Sparkling water to any flavor kombucha and finish with a complimenting garnish
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:
Holiday Bingo
Engage your team in the holiday spirit with a classic game of bingo! Extra points for creating a contest or raffle for those bingo go-getters.
More Ideas
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
Provide lunch on Fridays from November to December when your team reaches their retail goals
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
Dear Santa Mad Libs
A card game to create instant rewards for your team and encourage sell-through of retail gift sets this holiday season.
What you’ll need for success:
● A printed deck of cards
● Sweet treats of some kind
● 10 Starbucks gift cards for $5 each
● Aveda Hand Relief to perform hand massages
● A copy of the Aveda Mission Statement
● Access to the salon’s Instagram account and holiday playlist
Holiday Deck
LAUNCH AND LEARN SERIES: HOLIDAY 2022
• Monday, October 10, 2022 4:00 PM - 5:00 PM (CST)
• Tuesday, October 11, 2022 11:30 AM -12:30 PM (CST)
• Wednesday, October 12, 2022 4:00 PM - 5:00 PM (CST)
• Thursday, October 13, 2022 09:00 AM - 10:00 AM (CST)
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
Think About Quantity
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.
Use Pricing Signs
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.
Make It Easy To Shop
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.
Once your Space is Ready
#ShowUsYourLaunch
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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
Corporate Gifting from your chair
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!
Corporate gifting in your community
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
shoppers not in salon
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?
Track your Progress
The best way to ensure a behavior is taking place is to track it. Download the form for tracking group gifting calls.
Conversation Starters
Phone call/consultation script (reaching out to VIP)
“Hi this is Sunny from Shearlock Combs . . . is Holly available?
Hi Holly,
I’m from Shearlock Combs Salon and we’re so excited about Aveda’s holiday. I’m reaching 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 during these challenging times, 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 Phillip Lim. 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?”
Phone call/consultation script (cold-calling any client/ guest in your database)
“Hi Holly,
Its Sunny from Shearlock Combs. 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 Phillip Lim, 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, limited edition accessories.
Please call me at XXX-XXX-XXXX to get your next service scheduled and explore your holiday shopping needs!”
Save the Date
Plan your Holiday Event Date Now and Be sure to Let your SDP Know
Choosing your event date
Planning your event around these dates can help drive momentum and sales.
