There is always a special at Betty's Bath highlighting a unique service or a special package for the current occasion. And it works — looking at Betty's gift certificate sales in the two weeks leading up to Valentine's Day, we can learn some interesting things:

• 65% of Betty's retail sales and 75% of on-line sales were for a service.
• For those service gift certificates, Valentine's Day specials made up 30% of retail sales and 54% of on-line sales.

Thoughts:

• Your website is a great way to highlight services that you really want to promote — people actually buy them.
• Clients like the option of buying a gift certificate for a service. It's a great way to have the ease of a gift certificate while making it a personal gift.
• Clients purchasing on-line are particularly interested in convenience. Featuring a service that's perfect for the occasion makes their life even easier.
• A special doesn't necessarily mean a discount. Creating a unique service or package for the occasion is a great service for your clients and effective marketing.
• Consider including a product in your specials so the spa experience can continue at home (while also increasing your margins).

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