How to manage stock this Christmas

When it comes to selecting your seasonal stock, preparation and a plan is key. “At this time of year, Christmas shopping is at the forefront of everyone’s minds,” explains Rachel Cock, Salon Services’ commercial director. “It’s the perfect time to push your retail offering as gifts for your customers to purchase.

“Boost revenue during November and December by stocking up on quality, eye-catching retail products and make sure they’re displayed on till points and counters to attract the attention of clients while they’re visiting for a treatment.”

Timing is key, so start stocking up now. “Budgets now mean that people tend to start planning Christmas in advance,” adds the INK London team. “As soon as you can, start the ideas of gift vouchers and Christmas gifts. Give your clients the idea before they need it rather than waiting until it’s a last minute purchase.”

Before forking out for stock, as yourself some questions. Do you believe in the brand and products you’re hoping to sell? Can you use the products to set your business apart in your local area or against your competitors? What fun, engaging social media content and campaigns can you create to market your choices?

If you truly believe in the product lines you’re planning to sell and are passionate about their benefits, sales techniques won’t be needed. “Stop worrying about hardcore selling and pushy sales techniques,” suggests Samantha Sweet of Sweet Squared. “You don’t need them. Explain to your customers why you love your products; they trust your judgement and they will love them too.”

Your recommendations are in-line with your treatments and aftercare. Yes, similar products may be available on the high street but importantly, your lines come with your professional recommendation, while being backed by your knowledge and tailored to your client.

Choosing your stock
When purchasing retail lines, learn from last year. What items sold well last Christmas? What did you have left over and what ended up in the January sale? Even if you haven’t retailed before, you know your clients best. Keep their preferences and buying habits at the forefront of any decision.

Outline your budget and stick to it. Remember, you can always re-order so try not to overstock. Take the time to talk to your supplier or its local representative. Scope out what is on offer this season and what retail package deals they may have on offer. It may sound simple, but check you’re retailing items at the suggested price to ensure the best profit margins.