How to Prepare for Shopping’s “Busy Season”
As the holidays approach, so does the three-day Super Bowl of Shopping.
Black Friday (Nov. 29), Small Business Saturday (Nov. 30), and Cyber Monday (Dec. 2) are all circled on any good bargain-hunter’s calendar.
Enticing them can mean a chance to bolster your retail sales. AND, if you present the right deal, you can earn a customer who will return again and again.
So, let’s find out more about how we can use those shopping holidays to promote:
- Intro offers
- Memberships
AND - Gift card sales
First Up: Black Friday
Black Friday is the OG shopping holiday. You know the drill: people rushing through the doors of big box stores the day after Thanksgiving, before the first leftover turkey sandwich has even been eaten!
The fitness industry is blessed not to have to deal with that madness. But, you can take advantage of the increase in foot traffic to promote your gift card sales.
Black Friday 2019 falls in the gift card sales sweet spot, too. Fifteen percent of all gift card sales for MINDBODY customers take place during the last four weeks of the year, and Fridays account for 18% of all gift card sales.
Stocking gift cards is a great way to let your regulars share their love of your business with others.
Second Stop: Small Business Saturday
Ahhh, Small Business Saturday“Main Street’s answer to Wall Street. It’s a chance for you to reach customers who have a “shop local” ethos.
Think about showcasing a special intro offer on Small Business Saturday. If you’ve got a class-based business, consider offering 30 days of unlimited classes for $30.
What you lose in per-class revenue, you could make up by conditioning someone to be a regular attendee. As people fall in love with your studio, that relationship could lead to increased long-term revenue.
Another idea would be to host a Small Business Saturday open house, allowing shoppers to take a look around your studio and maybe participate in a free class or workshop—a real hands-on way to introduce yourself to a different part of your community.
The Grand Finale: Cyber Monday
The last holiday in the shopping trifecta is the biggest, with online shopping skyrocketing in the U.S.
Fitness businesses can earn revenue and returning customers on Cyber Monday with online-only deals.
Try offering a discounted December membership, a“Decembership! Gear it toward new members and get them hooked on whatever classes their busy holiday schedules will allow during the last month of the year.
Then, when resolution season rolls around, not only do those customers have a jumpstart on their fitness goals, but they’ll be prime candidates for full-priced memberships.
No matter what you do this holiday season, remember to have fun with it. Embracing the festivities with some holiday flair is a great way to appeal to your community. After all, ‘Tis the season!