38 October 2017
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beautystorebusiness.com
kirin_photo
With the holidays right around the corner, it's
time to fi ll your store with gift sets and stocking
stuffers that'll fl y off shelves.
or a profitable holiday season, there are a few key
factors that Mavala USA's managing partner Billy Vito
Lavenia has learned over the years. First and foremost,
brands and beauty stores can never be too prepared—so
start your purchasing as early as possible. When it comes
to knowing what merchandise to stock, it's all about bundles
and inexpensive stocking-stuffer impulse buys.
"Our best-selling items are typically bundled items,"
Lavenia says. For example, during the holiday season Mavala
USA pairs its Double-Lash treatment with a mascara that
contains the same nutrients and proteins. "We do the same
for pro nail care by pairing supporting products with the
leader of the category."
While buying gifts for others, consumers are on the
lookout for a great deal—not just in price but perceived
value. Lavenia suggests offering additional discounts and
supplying customers with limited-edition holiday packaging
to give customers even more of an incentive to buy. "What
we find most important is the bundled discount that draws
the consumer to the best deal," he says.
Take a look at these seasonal offerings that will add holiday
cheer to your store.
—Karen Wilhelmsen