In this episode, Susan explores the vital role of gift vouchers in salon businesses, especially during the holiday season. She shares six effective strategies to maximize gift voucher sales, emphasising the importance of year-round promotion and eye-catching displays. Susan highlights the growing gift voucher market, worth £9 billion in the UK, and discusses how salons can attract clients by creating attractive gift packages, offering gift wrapping, and implementing wish lists. KEY TAKEAWAYS Gift vouchers should be part of the conversation with clients throughout the year, not just during the holiday season. This consistent engagement can help increase sales. Create attractive displays for gift vouchers in the salon to ensure they are visible and appealing to clients. This can significantly boost interest and sales. Enhance the appeal of gift vouchers by including goodie bags with samples or small products. This adds value and makes the gift more special. Implement a wish list system for regular clients, allowing them to express their preferences. This can help gift-givers choose the right voucher or product, increasing the likelihood of sales. When clients redeem gift vouchers, they often spend more than the voucher amount. Use this opportunity to upsell additional products or services, maximizing revenue. BEST MOMENTS "The gift voucher market in the UK has doubled in the last decade and it's now worth £9 billion. That is absolutely huge." "50 to 60% of all gift voucher sales are made in that final push towards Christmas. So it's crucial that you have your gift vouchers displayed." "Statistically, men normally spend around about 12% more per gift card as well. So guys are a great one because they don't relish normally like shopping." "If you can make it into something where it's just a nice little gift package, that just makes that gift that little bit more special." "57% of gift voucher recipients spend over and above the voucher amount. So, obviously, when someone's got a gift voucher, that is the ideal time to upsell." USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ SPONSOR https://www.phorest.com/ HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Bea And the Best" 1 and 2. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

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