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Meaningful merchandise
Ordinarily , the holidays are a time when family and friends come together to reflect and find joy at the end of the year , but the pandemic has cast doubt on how those usual traditions will be observed this year . That includes the holiday shopping season , which begins in earnest in late November .
However , as Suzy Bordeaux-Johlfs , the spa director at Silverado Resort & Spa in Napa Valley , California , notes , just because this holiday season will be different than any we ’ ve experienced , some things never change .
“ Gift giving is not going to go away ,” she says .“ People are inspired to give , but what are they going to give ? Everyone has their basic needs covered , so if you want to drive traffic , you have to do more engaging things to make it fun . What can they buy from you that they can ’ t get from somewhere else that makes them feel good ?”
That need to differentiate is why Bordeaux-Johlfs is prioritizing “ meaningful merchandise .” If guests are buying from a vendor who cares about the environment or is giving back , they can make a purchase with the mindset that they are helping to make the world a better place . In a time when consumers likely won ’ t have as much disposable income , that could make all the difference in spending decisions . Bordeaux-Johlfs has found that highlighting vendors in this way or joining in on the cause with your own donation is effective in incentivizing certain purchases for consumers .
“ We have so many vendors in our industry that have meaningful merchandise ,” Bordeaux-Johlfs says .“ Find them and showcase the good they do for the planet or to help fund an important cause . People are craving good news , [ so ] make the good news .”
Get creative beyond festive options
Save Me From is a haircare line that donates part of their profits to suicide prevention after the founder lost her sister to suicide .
The spa directors that spoke with Pulse were adamant that it ’ s important not to go overboard on holiday-themed offerings . Of course , spas may want to be festive and make that time of year feel special , but when no one is certain what consumer spending will look like , they risk being left with holiday-themed products that will be outdated before the new year . As Traboulay says , she won ’ t be heavily marketing “ mistletoe mud baths .”
Instead , Traboulay is looking to pivot to immune-boosting products and services , which are rising in popularity during the pandemic . She suggests treatments with natural products that increase immunity and give off that warm , cozy feeling many customers crave during the winter , like ginger turmeric shots or a tea collection . Most
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“ Gift giving is not going to go away . People are inspired to give , but what are they going to give ? Everyone has their basic needs covered , so if you want to drive traffic , you have to do more engaging things to make it fun . What can they buy from you that they can ’ t get from somewhere else that makes them feel good ?”
— SUZY BORDEAUX-JOHLFS , SPA DIRECTOR , SILVERADO RESORT & SPA
18 PULSE ■ OCTOBER 2020