The seasonal SELL

Ho-ho-harness the power of retailing this festive season, with REBECCA HITCHON’S roundup of seasonal stock options & expert selling strategies

Why retail at Christmas?

“The top benefit of increasing retail sales over the Christmas trading period is extra revenue, without needing to carry out more services,” says Liz McKeon, salon business expert. “Your clients will be shopping for Christmas gifts, so they may as well purchase from you. Do the maths: how many many clients will you see during December? If every client purchased one gift from you, how much extra revenue could you make?”

Liz McKeon

“As well as driving significant revenue, promoting Christmas retail items keeps customers returning,” adds Nergish Wadia-Austin, business management expert & Scratch columnist. “Offering seasonal products can boost loyalty, as clients see you as a one-stop shop for services and retail. It can also aid brand visibility, as an eye-catching and exciting festive retail selection can attract new customers, particularly those looking for last-minute gifts.”

Nergish Wadia-Austin

Belinda Price

OPI ProSpa Nail & Cuticle Oil-To-Go £7.88 +VAT/RRP £13.60 uk.wella.professionalstore.com

ONGOING GAIN

“For three years, I have been gifting OPI ProSpa Nail & Cuticle Oil-To-Go to Nailspa clients with December appointments,” says Belinda Price, OPI UK&I education & capability manager & owner of Nailspa, Huddersfield, Scratch Stars Nail & Beauty Salon of the Year 2024. “I buy these in the Black Friday sale. The result? The salon’s annual cuticle oil sales are three times what they were, meaning festive retailing pays off year-round.”

TIMING TIP

“Start promoting Christmas retail items as early as possible, to capture early shoppers and avoid stock shortages in December,” advises Nergish Wadia-Austin. This also helps spread the cost of Christmas shopping for clients.

Dashing displays

“Injecting some Christmas cheer into your nail space, by getting creative with décor and retail displays, encourages clients to visit your business and spend more,” comments Avril Kealy, digital content strategist at Phorest Salon Software. “If your space is unique and full of Christmas spirit, you build an association in clients’ minds that your business is one to not be missed over the festive season. This then encourages them to visit you year after year.”

While it’s great to be creative when setting up a retail display, Liz McKeon recommends avoiding going overboard. “Less is more. Your display shouldn’t be cluttered,” she shares. “Cleanliness is also vital, so clean your shelving, dust your products and neatly display your stock, to make it easy for clients to browse and impulse buy.”

Avril Kealy

MOBILE TIP

“For mobile nail technicians, incorporating seasonal retail techniques can be challenging, but it is achievable. While these pros can’t showcase a retail display in the traditional sense, they can utilise a small, portable display, showing off key festive items,” reveals Nergish Wadia-Austin.

Next Wood Tree Cake Stand £26 inc VAT www.next.co.uk Are you seeking a creative way to showcase retail products? Make use of seasonal stands, containers and dishes.

South Carolina-based salon, The Nail Barre, set up a ‘Christmas tree extravaganza’ last year. Clients could choose from different baubles, each offering a festive treat, such as discounts on gift cards and retail purchases. The company created excitement by running the initiative for a limited time. Once baubles had been taken or asked to be put aside, they were not replaced. The idea would also be effective with a stocking, filled with retail offers or products.

Instagram.com/thenailbarrecolumbia

Sweet Squared brand ambassador, Lily Lou Moore, showcases retail products next to chic Christmas décor.

Hobbycraft Standing Wooden Trees from £3 inc VAT each www.hobbycraft.co.uk Bring some festive fun to your retail display and catch the eyes of clients with ornaments that can be reused.

Countdown to Christmas

Advent calendars create excitement in the lead up to Christmas Day – for both clients and techs. Alongside options to retail, there are many pro-friendly options that allow you to join the fun...

Grand Glitterbels Salon 2024 Advent Calendar £100 inc VAT www.glitterbels.com Whether you’re a Glitterbels pro or keen to try a variety of the brand’s products at a discount, 24 doors of goodies feature in this pretty pink offering. Every calendar is unique to the customer, and nail products and limited edition Glitterbels merchandise have been hand-picked by brand co-founder, Annabel Maginnis. The calendar design is inspired by Glitterbels HQ, and packed with £200 worth of products.

OPI x Wicked Mini Nail Lacquer 12-Day Advent Calendar £28.11 + VAT/RRP £51.90 uk.wella.professionalstore.com Bringing the vibrant magic of the Wicked film to pros and clients this holiday season, this collaborative calendar features the 12 fantastical Nail Lacquer shades from the OPI x Wicked colour collection. Find out more about the partnership on page 44.

Katie Barnes Tool Range & Education Advent Calendar £124.99 inc VAT www.katiebarnesacademy.com Unlock 25 days of products, offers and education to elevate your nail skills and ignite your passion. Included are 13 Katie Barnes products, 12 new, unlaunched masterclasses and goodies from friends of the brand (including 50% off a 12-month Scratch print subscription, costing you just £22.50!) Each calendar is worth over £760.70, and a number of golden tickets valued at over £2,600 have been randomly included. Will you get a lucky ticket?

Nimue Festive Advent Calendar £239.80 + VAT (four-calendar bundle)/ RRP £100 each www.sweetsquared.com Twelve days of skincare products await those who buy this calendar from Nimue. Included are a full-sized Soothing Repair Serum, Thermoflash Peel, Hyaluronic Oil and Hydro Lip Protection, among other products. This is an ideal gift for those seeking healthy, happy skin during the busy festive period.

SELLING SUGGESTION

“A fun way to promote your retail offerings is by running a ‘xx days of Christmas’ offer, where you put the spotlight on a different retail product each day in the run-up to Christmas,” details Avril Kealy. “Add value to products that are in the spotlight. For example, you could offer extra loyalty points, a complimentary service or gift voucher when the retail items are purchased.”

Stocking filler stars

Explore low-cost, high reward items for your retail area. Ideal for clients with low budgets, products can encourage quick, easy sales at the end of appointments.

The Manicure Company 180/240-grit Files (5pk) £6.78 inc VAT www.themanicurecompany.com An essential for all, these nail files boast a thick core to provide stability and are reusable after being sanitised.

NAF! PRO Fireside Nail & Cuticle Oil Pen £29 + VAT (5pk)/RRP £9 per pen www.nafstuff.com The NAF! PRO brand has embraced its heritage and taken inspiration from the Scottish Highlands for this cuticle oil, packaged in a pleasing tartan design. Described as ‘a love letter to cosy Scottish nights’, the product blends cracking wood, nutmeg, fir and smoky vanilla in a warm and comforting scent.

Artistic Colour Revolution in Soo Auto-Tuned £3.95 + VAT/RRP £9.95 www.sweetsquared.com Ideal for those who love to add a pop of colour and playful energy to their look, retail this rich, copper metallic shade from the Re-Play collection. With a name inspired by throwback tunes, the shade is the perfect complement to party outfits and will be enjoyed well into the new year.

Mavex Active Carbon Foot Cream £32 inc VAT www.mavex.uk Don’t forget about feet! Ideal for sportspeople, this cream purifies the skin without blocking natural foot perspiration. It also prevents the formation of unpleasant odours and promotes good foot hygiene.

Pure Nails Vitamin Power £5.44 + VAT each www.purenails.co.uk Designed to be used under nail polish to supply vitamins to the natural nail, Vitamin Power encourages healthy nail growth and is recommended to be used weekly.

PLACEMENT POINTER

“Display low-cost stocking filler items at your till, to encourage impulse buys as clients pay for their treatments,” suggests Nergish Wadia-Austin.

Light Elegance Q&Lu Bamboo Lotion £6.95 + VAT/RRP £16.95 www.lightelegance.co.uk This handbag-friendly lotion from Light Elegance’s Q&Lu Spa Essentials range moisturises hands, feet and the body with a relaxing blend of shea butter, grape seed oil, sunflower oil and bamboo extract. It has a unisex scent and non-greasy finish, and should be applied in circular motions.

Patterned Keysie (25pk) in Winter Mix from £37.50 inc VAT/RRP £3 per Keysie www.keysieco.com Remind clients that nails are jewels, not tools, with this handy nail-saving device in variety of festive finishes. The Keysie prevents nail damage when carrying out everyday tasks, such as opening keyrings and cans, lifting photo frame tabs and finding the end of tape when wrapping gifts. Each Keysie also features a coin to fit in supermarket trollies.

INK London Super Oil Cuticle Oil £12.50 + VAT www.inknails.com Containing a blend of 99% natural oils, including avocado, jojoba and bergamot oil, Super Oil nourishes skin with antioxidants and vitamins.

Peacci Vanilla ManiPedi Mask £12.50 + VAT/RRP £25 www.thegelbottle.com This mask from The GelBottle Inc’s sister brand, Peacci, can be used for quick conditioning by massaging a small amount into damp skin. For intensive rejuvenation, it can be left on for 15 to 20 minutes. The formula is designed to hydrate, protect, brighten and smooth the skin.

Mii Colour Confidence Nail Polish in Bloodline Cherry £6.75 + VAT/RRP £13.50 www.gerrardinternational.com This vibrant cherry red crème not only suits rich, seasonal styles, but offers timeless, versatile appeal. Colour Confidence is a fast-drying polish formula, with a high gloss finish and the inclusion of vitamins C and E to nourish, hydrate and protect against peeling of the natural nail.

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Famous Names Dadi’Scrub £7.45 + VAT www.sweetsquared.com The winter season can be tough on skin, and Dadi’Scrub from Famous Names offers an ideal way to give the gift of smoothness, glow and hydration. The soothing formula can be used to exfoliate hands, feet and the body. It contains finely-milled sugar, salt and pumice, and is scented with a blend of essential oils.

Gift sets to stun

Check out nail and beauty brands’ gift set offerings, which provide value through beautiful packaging and a combination of products.

Footlogix Scrub & Glow Kit £16.50 + VAT www.sweetsquared.com Winter skincare needs are sorted with this kit, featuring Footlogix’s Seaweed Scrub and purple Exfoliating Glove. Designed to refresh and invigorate tired legs and feet, the vegan scrub formula is enriched with essential oils and polished pumice to gently exfoliate skin.

OPI x Wicked Nail Lacquer Duo Pack £16.20 + VAT/RRP £29.90 uk.wella.professionalstore.com OPI is giving nail enthusiasts the chance to channel the Wicked movie’s main characters: Elphaba and Glinda, who are represented by green shade with gold pearlescence, Ozitively Elphaba, and hot pink shimmer, Glinda the Good!. Both are available in OPI’s Nail Lacquer formula, offering up to seven days’ wear.

BareLuxury by Morgan Taylor Complete Pedicure & Manicure Kit in Energy £3.95 + VAT/RRP £8 www.gelishmorgantaylor.co.uk Including a sachet of Purifying Soak, Detox Masque, Salt Scrub and Massage Butter, this four-step kit can be used to carry out two energy-boosting manicure/pedicure treatments. It offers a revitalising and holistic sensory experience to boost moods.

Mii Cosmetics Gloss + Glam Duo £9.75 + VAT/RRP £19.50 www.gerrardinternational.com Helping to match manis and make-up, this Mii set features Luscious Lip Sheen Lip Gloss in hot raspberry hue, Flair, and magenta pink crème Colour Confidence Nail Polish, Totally Off-Piste. The lip gloss is non-sticky and lightweight, and both products contain hydrating ingredients to promote skin and nail health.

NailKind Seasonal Nail Polish Bundle £POA + VAT/RRP £23.50 www.nailkind.com For those seeking festive nail polish shades to create a variety of party looks, this bundle from NailKind is sure to excite. It features a mix of bold and sparkling lacquer hues: glamorous Red Carpet, dark green Susan Rover and silver glitter, So Over The Top.

Personalised packages

Custom gift bundles may seem like a lot of effort to create, but they offer many benefits, as Nergish Wadia-Austin notes: “Custom sets allow you to cater to all budgets when offering retail items, as you can create bundles at multiple price points, such as between £5 and £15 for small items, and over £30 for premium sets. By focusing on beautiful packaging and gift wrapping, you can enhance the perceived value of the items. However, ensure a bundle’s combined value exceeds the sum of the individual items, so customers feel they are getting a good deal.”

Annie of Bellissima Beauty, Swindon, created this festive gift set for her clients, including a 100ml Eve Taylor Hand and Nail Rescue Cream, Famous Names Dadi’Oil cuticle oil and sparkly Magpie Beauty nail file.

Instagram.com/bellissimabeauty.me

Sweet Squared brand ambassador, Lily Lou Moore, added chocolate treats to Famous Names retail bundles, which she packaged in a reusable drawstring pouch with snowflake design.

Gift card guidance

Gift vouchers offer an easy way to boost income – and you don’t need to design and print physical copies, as many software companies offer digital gift cards. They encourage future appointments and the sharing of your business with non-clients, while helping existing clients to gift an experience that they know is enjoyable.

Kay Cooper

“The main benefit of a gift voucher is the guaranteed money you receive from selling it,” says Kay Cooper, Artistic Nail Design & Famous Names brand ambassador for Sweet Squared. “I always recommend gift vouchers to clients whose family members aren’t clients of mine, to encourage them to book an appointment with me.”

“Gift vouchers provide flexibility for both your client and the recipient, making them a popular choice for last-minute shoppers,” details Nergish Wadia-Austin. “They bring in revenue upfront, before services are even rendered. To promote gift vouchers, display them prominently in your workspace, as well as on your website, social media platforms and in email campaigns. You could include a bonus with their purchase, for example ‘buy a £50 voucher and get a £10 voucher free’.”

MOBILE TIP

“I advise that mobile pros limit their seasonal retailing to gift vouchers, as these are easy to carry to appointments,” says Liz McKeon.

Stoke-on-Trent-based tech, @lilyauroranails, shares the design of her business’ gift cards. On Instagram, she writes: “All gift cards come with an envelope and can be used on any service within a year of purchase.”

Instagram.com/lilyauroranails

GIFTS FOR NAIL TECHS

If you’re looking to treat yourself or a nail tech bestie this Christmas season, consider a handy planner for festive nail art designs, comfy (and snuggly) workwear and fun accessories for their desk or kit.

I Do Nails Drawstring Bag £2.50 + VAT www.nailorder.co.uk

Glitterbels Hooded Sweat With Back & Chest Print £44.99 inc VAT www.glitterbels.com

My Nail Designs Planner by Celina Rydén £50 + VAT www.homeofnailart.com

Santa’s Favourite Nailchemist Mug £8.99 + VAT www.nailchemy.co.uk

Sleighing the sell

So, you’ve purchased your Christmas retail products – now you just need to encourage clients to buy them. But how do you go about doing this? “First of all, ensure your knowledge of the products you are selling is extensive, so that you can passionately promote their benefits and answer client questions,” says Liz McKeon. “You could make your business stand out by setting up a wrapping station to gift wrap retail items, or host a Christmas shopping event, focused on selling retail items and gift vouchers.”

“Nail professionals should make personalised retail recommendations after services, to encourage the purchase of items,” adds Nergish Wadia-Austin. “This could involve suggesting that a client buys a nail polish matching the manicure/pedicure colour chosen in their service, or detailing how a homecare kit would prolong their treatment. You could also offer discounts on or include a small free item with purchases above a certain amount, for a limited time. Incentives can work well to motivate clients to book appointments in the quieter month of January, too. You could add a hand or foot massage to services booked in the month.” Read Nergish’s column on incentives on page 60.

Don’t forget about the power of digital marketing, notes Avril Kealy. “One of the quickest and easiest ways to showcase what your business is offering is via an SMS or email marketing campaign, creating a sense of urgency by advertising that stock is limited. Phorest’s software offers a range of pre-made Christmas marketing templates,” she explains. “Also use social media to share your festive offerings, while giving an insight into the personality of your brand. Again, include calls to action that encourage clients to buy products before they’re gone.”

MOBILE TIP

“Mobile nail technicians – to avoid carrying lots of retail items in your kit, use social media to advertise products and allow clients to pre-order items for pickup during appointments,” recommends Nergish Wadia-Austin.

Tiny Tips Studex Tiny Tips Earrings Retail Stand from £70 + VAT www.studexuk.com

SPARKLING RETAIL ADDITIONS

Do your clients love embellishing their ears with as much sparkle as their nails? If so, consider Studex’s retail selections of earrings, which make great stocking fillers and can be promoted via eye-catching retail stands. The Sensitive range boasts over 100 styles, from sparkling fireballs to shiny cubic zirconias, and all earrings are either 24ct gold plated or medical grade stainless steel. Depending on the space you have available, choose from a 48, 96 or 192-piece retail stand for this range. Tiny Tips is designed for younger customers and features over 30 styles, from daisies to sparkling cubic zirconias in 24ct gold plated and stainless steel. Retail stands are available in 18 and 72-piece sizes. For more information about the products and training in piercing services, contact studex@studexuk.co.uk.

Sensitive Range Studex Sensitive Earrings Retail Stand from £150 + VAT www.studexuk.com

Set the scene

Create an inviting wintry wonderland that gets clients in the spirit of Christmas and elevates their moods, with seasonal scents and decorations. Place diffusers in the waiting area or entrance to the nail space, choosing from scents such as gingerbread, pine, spices or cinnamon.

In addition to decorating the nail area with garlands and ornaments, add a festive twist by swapping your standard apron for a Christmas-themed one. Consider playing Christmassy music if that suits the vibe of your business, and whether you’re a salon-based or mobile pro, consider a fun themed flask to stay hydrated throughout the busy season.

Pre Lit Candy Bauble Garland £22 inc VAT www.matalan.co.uk

Next Tree Reed Diffuser in Festive Spice £20 inc VAT www.next.co.uk

TK Maxx Apron £9.99 inc VAT www.tkmaxx.com

Christmas Scarf Cup £4 inc VAT www.bmstores.co.uk