How will christmas retailing look different this year?

It’s safe to say that like the rest of 2020, this Christmas will be different to any other we’ve had before. With the uncertainty around lockdowns, trepidation amid the COVID-19 pandemic and job insecurity we know that this festive season will look different to seasons past and this will no doubt have impact on your Christmas retailing offering. If you haven’t already, it’s definitely time to start thinking about how you can work through the festive season to retail this gifting season. With COVID-19 hitting the beauty industry hard retailing is one way to boost business over what is normally the busiest time for salons. Below, Brian MacMillan from F&M Hairdressing talks through how his salon is approaching retailing this festive season.

The New Christmas Retailing Journey

With salons across the UK gearing up to the busiest time of year, the impact on sales is ever more apparent, with many businesses having to scale back their retail areas due to distancing measures being put in place. https://www.instagram.com/p/CHLWduwhHCF/ Within our salon, F&M Hairdressing in Barrhead, this is something we encountered as soon as we reopened. We are fortunate to have a very spacious salon which allows us to maximise the social distancing areas, however we did have to scale back our retail area within the salon. Our retail area within the salon has always been hugely popular with our clients, many of whom visit regularly and purchase products for themselves as well as gifts for friends and family.

Showing off the goods at Christmas

With the realisation of these restrictions being in place over a normally busy period, we had to be creative. We had to find a way of showcasing what was on offer to our clients, without being ‘in their faces’ and overpowering. It was at this point that we embraced our new salon journey, one-way route, and created a retail route to coincide with this. Throughout the new client journey in the salon we set up simple, small displays from all our suppliers and showcased what is on offer this year.

Upselling is key for success

Clients have already expressed their delighted at this as they are spaced out throughout the salon and they aren’t overloaded with choice at the same time. The stylists communicate to the clients, as they always do, throughout their appointments and discuss the Christmas gift options we have available whilst showing them the actual product on their salon journey. This is a key part of the process, as we always say, communication is key. https://www.instagram.com/p/CGDiXSYB8U-/ For us it has actually increased sales as many of our clients have opted to purchase a retail set throughout their appointment and salon journey and when at the desk purchase one of our normal products. It’s been a huge positive impact for us sales wise. We’ve already seen a sales increase on retail sets and it has been the right decision for us.

Top tips for upselling to your clients when they return to salon.

1. You don’t have to be bold to sell – be simple yet effective. 2. Stock products at different price points – ensure you cater to a low, medium and high budget. 3. Be true to your brand, don’t stock something your clients wouldn’t expect. 4. Communicate – via conversations, social media and your local business connections. Remember communication is key. 5. The hard sell isn’t always the best sell. For more information on hairdressing and COVID-19, click here