SNAPSHOT SURVEY
BY JOSH CORMAN
RETAIL TRENDS
SEPTEMBER 2020 l l l KEY TAKEAWAY :
RETAIL SALES HAVE TAKEN ON ADDED IMPORTANCE during the coronavirus pandemic as spas have looked for ways to bring in additional revenue and diversify their offerings to guests . However , comparing retail trends at day spas to those at resort / hotel spas reveal a number of notable differences .
Overall , retail sales are down across the board ( 73 percent of all spas reported a drop in retail revenues ), though they still account for more than 10 percent of overall revenue at about half ( 52 %) of day spas . Only 38 percent of resort / hotel spas said retail sales contributed that much to their overall revenue , but a surprising 29 percent have seen an increase in retail sales compared to 2019 .
As an unprecedented holiday shopping season approaches , spas are also working to offer guests more convenient ways to shop their retail selections . Day spas seem to have an advantage in this area , with 73 percent allowing shoppers to place orders via the spa website ( compared to 22 percent of resort / hotel spas ) and 38 percent making products available for purchase via social media ( compared to 17 percent of resort / hotel spas ).
Skin Care
Hand Sanitizer
Alternative Holiday Shopping
73 %
22 %
Shop via the spa website
Popular Products
DAY SPA HOTEL / RESORT SPA
38 %
17 %
Shop via social media
Spa leaders have been keeping a close eye on which products have been most popular during the pandemic and worked to keep those in-demand products well stocked . Here is a sampling of the kinds of products that have been in high demand :
l |
“ All skin care is flying off the shelves faster than I can |
|
|
reorder . We carried CBD products prior to our shutdown , |
CBD |
l |
but they ’ ve really started moving since we reopened .”
“[ Guests ] are asking for massage oil for self-massage and
|
|
|
immunity . We are launching online hair and body care |
|
|
boxes because this is pandemic-proof and a needed |
Massage Oil |
Body Care |
l |
|
product with clean ingredients .” “ We have made our own hand sanitizer in different sizes |
Hair Care |
with our private label company . Ingredients are wonderful . Also , a portion is given to the team member on top of their |
58 PULSE ■ NOVEMBER / DECEMBER 2020