Consider these Valentine’s Day statistics:
Average annual Valentine’s Day spending: $13,290,000,000
Number of Valentine’s Day cards exchanged annually: 180 Million
Average number of roses produced for Valentine’s Day: 198,000,000
Percent of Valentine’s Day cards bought by women: 85 %
Percent of all flowers purchased by men: 73 %
Percent of women who send themselves flowers on Valentine’s Day: 14 %
Amount the average consumer spends on Valentine’s Day: $116.21
Percent of consumers who celebrate Valentine’s Day: 61.8 %
And here is the big one. Percent of women who would end their relationship if they didn’t get a Valentine’s day gift: 53 %
Whether you have a significant other or not, Valentines is big business. So, what does it have to do with the eye care industry? Simply, Valentine’s Day is a huge opportunity for the eye care industry. It is an opportunity for increased revenue and an opportunity to offer a sense of fun in your office. Here are a couple of ways in which to take advantage of the holiday:
First, look at that stat about the number of women who give themselves a gift: 14%. Treating yourself is a perfectly acceptable thing do for Valentines. Advertising campaigns that promote getting yourself something are big deals. Decorate your office with thoughts like, “Don’t wait for someone to buy you sunglasses. Treat yourself”. No matter how you word it, promote the idea of people buying themselves things for Valentines. Some might just take you up on the offer.
Second, sunglasses make great gifts. Leading up to Valentine’s Day, have your staff ask each patient, “Have you done your Valentines shopping yet?” If the answer is no, then recommend your sale on sunglasses. If the answer is that they don’t have anyone to buy glasses for, then encourage them to treat themselves.
Third, decorate your office. Honestly, if you decorate, you will sell more. One article said this: The studies have shown that stores and businesses decorated for the holiday create a positive feeling in customers. They feel more at home. They are happier and more likely to buy gifts for those they are shopping for and for themselves. Quite simply, if you decorate your office, you’ll sell more.
No matter what you do for Valentine’s Day, just don’t do nothing. The opportunities for increased sales and customer service are too great. You might just fall in love with your practice all over again.
Gordon Duncan/ProSight Success
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Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.