The average holiday shopper will spend $700 to $800 on gifts this year and 85% will complete their holiday shopping before 1 December. Whether you’re a fan of Christmas or not, it pays to line up your holiday sales strategy early.
Here are our top five tips to capture holiday dollars
5. Put Scuba Gear on Their Wish List with an Equipment Specialist Course
Invite students to learn about the “care and feeding” of their equipment by attending an Equipment Specialist course. This is a non-diving specialty that can be offered rain or shine and counts toward Master Scuba Diver. During the class, offer save-a-dive kits and showcase your latest and greatest gear. Invite equipment reps to help with demos, and/or show How It’s Made equipment/tank manufacturing videos from PADI’s Encyclopedia DVD-ROM (part no 70833).
4. Think outside the box bun BCD
Help customers show their scuba diver pride by stocking ocean-themed items for home or office (ideas below). Travel accessories are another good impulse buy. My travel-sized luggage scale helps me avoid baggage fees and airport hassles. It comes with me on every drive trip and is one of the best gifts I’ve ever received (thanks, Mom)!
Scuba or sea life-themed apparel appeals to divers and non-divers alike. PADI Gear offers shorts, hats and bags in addition to t-shirts, jackets and hoodies.
#3 Take the guesswork out of it
Figuring out what gifts to buy is a big challenge for most shoppers. Even scarier? Wandering into a dive shop as a non-diver.
Give non-diving friends and family a starting place by creating packages or quick-reference lists. Here are some ideas:
- Gifts any diver would love (equipment care, save a dive kit)
- Dive traveler essentials package with defog, spring straps, etc.
- World’s Best Dive Buddy package with EFR and Rescue Diver
- Gifts under $20
- Gifts under $50
- Gifts under $100
#2 Get Digital
74% of shoppers will use the internet to research gift ideas. Put your products where the eyeballs are! Take a picture of your various packages and post one a day to your Facebook page. Include the images and ideas with your eNewsletter as well. This makes it easy for divers to share their gift preferences with friends and family.
Offer Electronic Gifts
Shoppers with a digital preference also planned to spend $440 more than shoppers who aren’t in the market for digital goods. As a PADI Member you can offer eLearning gift passes – read more about how to get started with eLearning gift passes.
#1 Give shoppers a reason to buy from you
- Offer a benefit to shoppers who come see you in person – like free gift wrap.
- Collect toys or canned food for a local charity and offer shoppers a $5 off coupon or other incentive.
- Invite divers to bring in used wetsuits and dive gear for donation* and receive $20 off a new item.
*Here are some organizations that utilize used wetsuits and gear
TV ads clamor for our attention, online ads stalk us around the internet, but you have a personal relationship with your customers. Don’t be shy about asking for their business.
- Remind people what you do to support the local community and eco-system.
- Invite them to contact you before purchasing a similar item online.
- Donate a portion of sales to Project AWARE, or a local charity of your choice.
Include a photo of you and your staff to further drive home the message. By spending money at their local dive shop, shoppers support not only their local community, but also the people that change lives.