Our survey uncovers customer patterns in spa gifting across the U.S. We think the data will help spas shape their offerings and gift certificate marketing campaigns accordingly.
Albuquerque, NM (PRWEB) October 16, 2008
SpaBoom, the leading instant online gift certificate and emarketing company for the spa industry, today announced the results of a survey conducted among hundreds of spa owners, revealing important trends in spa gifting. The findings also have implications for spa owners who want to expand a valuable revenue stream for their business.
"Men and women are increasingly giving spa experiences to each other," said Stephany Toman, director of marketing. "Our survey uncovers customer patterns in spa gifting across the U.S. We think the data will help spas shape their offerings and gift certificate marketing campaigns accordingly."
Who's Giving the Gift of Spa, to Whom?
Spas report that women spa gift-givers are now most likely to buy spa gift cards/certificates for a man, specifically, their husband or significant other, trumping friends (#2), their mother (#3), or another relative #4.
For men, above all, spa means a romantic gift -- purchased for their wife or significant other -- and no other category of recipient even comes close. (Spas also report that at least 10 percent of all spa gifts given by men include a message with an "I'm sorry" theme.)
Who's Buying What?
Despite the explosion of offerings on a typical spa menu, the age-old gift of massage ranks tops for both male and female spa gift-givers (the gift of massage overwhelmingly ranks as the #1 gift given by men.) This is followed for both by facials (#2) and multi-treatment packages (#3), while the most affordable gift (the manicure/pedicure) ranks last for both men and women.
Spas also report that the fastest-growing massage treatment is traditional Swedish/deep tissue, followed by hot stone (#2), couples massage (#3) and new ethnic treatments like Thai massage (#4).
On the cosmetic treatment gift-menu, facials take the top spot, but surprisingly medical spa treatments like peels and Botox edged out manicure/pedicures.
Spa Gift Programs Help The Bottom Line In A Tough Economy:
A significant majority (68%) of spas report that gift certificate redeemers at their spa are consistently spending more than the face amount of their original certificate.
Christmas/Hannukah Are The Top Gifting Season
Spas report that Christmas/Hannukah ranks #1 for spa-gifting--but there are strong showings for Mother's Day (#2), Valentine's Day (#3), birthdays, and bridal-related (#4).
Implications for The Spa Industry:
- With spa gift redeemers spending significantly more than the original amount of card, an aggressive, high-volume gift program can mean incremental revenue for spas.
- As men are now the top recipients for the female spa gift-giver, spas need to insure they offer visible, truly man-friendly spa offerings and packages.
- For men, the gift of spa is perceived as a gift of love and romance, so spas should tailor communications to attract male shoppers.
- Spas should strike a balance between offering spa gift consumers what they want (according to the survey, massages and facials) but also opening up minds and wallets to new treatment possibilities.
- Spas need to have a strong online marketing program in place across a spectrum of holidays, setting up scheduled marketing initiatives and email marketing campaigns to support this business.
SpaBoom helps spas take full advantage of online marketing opportunities by providing Instant Online Gift Certificates, Email Marketing and Dynamic Websites. SpaBoom's offerings combine highly effective technology with elegant design to increase online visibility and generate revenue.
To learn more about SpaBoom's "Spa Gifting Trend Survey," contact:
RBI - Betsy Isroelit (213) 300-0108, betsy @ rbicom.com