Spa Wise: Curb Buyer’s Remorse

Almost every retail buyer has purchased too many holiday retail units while under the spell of an overzealous shopping spree. Come January, the spa is left with scores of gift baskets, candles or other festively packaged products that won’t sell. But there is a way to learn from your mistakes, and lessen the blow on your P&L statement. Linda Mahramnia, a retail manager at Spa Gregorie’s in Newport Beach, CA, strategically monitors the spa’s holiday inventory to gauge when and how to sell it most effectively. DAYSPA asked Mahramnia for a few tips on how to turn excess inventory into increased profits, and to get clients excited about spending in January.

• Sell a new you. People who feel remorseful about holiday binges are eager to get back to a regular routine. Mahramnia says to stock products that promote good skincare health. Promote skin brighteners, cellulite treatments and detoxifying products.

 

• Sell—and store—your losses. “There’s a saying in retail that a puppy always turns into a dog,” Mahramnia jokes. If holiday retail items aren’t moving by the week before Christmas, it’s time to put them on sale. Mahramnia also packs a small box to hold for the following year. She then places the units on sale during the following October, well ahead of the holiday rush, so people feel like they’re getting a great deal.

• Check a list twice. During the holidays, keep a detailed record of what’s selling and when. That way, you can take an honest assessment of what to stock for the following year. Also, consider new avenues for retail. For example, this year, Spa Gregorie's is launching a Christmas Boutique on its website.

 

• Spring ahead. For retail purposes, spring starts in February. Even if it’s snowing or raining outside, your spa’s retail area should be abloom with fresh products and spring décor. Mahramnia says it’s fine to stock winter items until the end of January. “I like to have transitional goods in and out,” she says. “I keep them lean and mean so I don’t get stuck with anything.”