Holiday Sales and Discounts: When (and How) to Offer Promotions as a Wedding Pro

The holidays are a magical time of year for wedding professionals. Couples often get engaged during this season, and many are looking ahead to their wedding plans, making it the perfect opportunity for you to attract new clients. Offering sales or discounts can be an effective way to boost bookings and revenue during the holiday season, but it’s important to know when and how to offer these promotions so they align with your brand and goals. In this blog post, we’ll guide you through the ins and outs of holiday sales and discounts and help you determine the best strategy for your business.

Timing Your Promotions: When Should You Offer Discounts?

Timing is everything when it comes to offering sales and promotions. For wedding pros, the holiday season provides unique opportunities, but knowing the best times to offer discounts can make all the difference.

Key Times to Offer Discounts:

• Post-Engagement Season (November-January):

  Newly engaged couples are looking for vendors to start their planning. Offering a special deal or discount around engagement season, or even for the new year, can attract couples who are just beginning their wedding journey.

• Black Friday and Cyber Monday (November):

  While these days are traditionally focused on retail sales, many wedding professionals are now embracing them as a time to offer limited-time promotions. Consider offering discounts on consultations, packages, or digital products like wedding guides.

• End of Year/Year-End Sales (December):

  The end of the year is a natural time for people to reflect, and it’s a perfect opportunity for you to offer last-minute discounts or package deals to couples who are making decisions before the year ends.

• Off-Season Sales (January-March):

  If your business experiences a slow season after the holidays, offering post-holiday promotions during these months can help you keep a steady flow of clients during your down time. This one isn’t as common and can be a great way to fill out that beginning of the year drop off.

Pro Tip: Consider aligning promotions with relevant holidays or wedding-related dates (such as Valentine’s Day in February), to capitalize on the engagement buzz.

How to Offer Discounts Without Undervaluing Your Services

While discounts are a great way to attract clients, you don’t want to compromise the value of your services. Offering promotions can work for you if done strategically, without devaluing your brand.

Here’s how you can offer promotions the right way:

• Discount on Services, Not the Entire Package:

  Instead of cutting the price of your entire service offering, consider giving discounts on specific add-ons or services, like a free consultation, extra hours, or a bonus feature. This allows you to give value without devaluing your main service.

• Set Clear Terms and Conditions:

  Make sure your promotions come with clear guidelines so that both you and your clients know the deal. Set expiration dates, minimum spend requirements, or restrictions on when the promotion can be redeemed to avoid confusion.

• Offer Limited-Time Promotions:

  Scarcity creates urgency. By offering a limited-time discount, whether it’s for a certain period or only for a limited number of clients, you can increase the sense of urgency and make clients more likely to book.

Pro Tip: Use language like "exclusive holiday offer" or "limited-time deal" to build excitement and make clients feel like they’re getting something special.

Incorporating Promotions Into Your Marketing Strategy

Promotions should be part of a larger marketing strategy. The best way to attract clients with your holiday sales is by integrating them seamlessly into your overall marketing plan.

Ways to Promote Your Holiday Discounts:

• Email Campaigns:

  Send out a holiday-themed email campaign to your existing client list, announcing special promotions. Segment your list to target couples who are either newly engaged or in the midst of wedding planning.

• Social Media Campaigns:

  Use your social media platforms to promote your discounts. Create eye-catching graphics or short video teasers to advertise the offer and drive traffic to your website.

• Partner with Local Vendors:

  Collaborate with other wedding vendors (florists, photographers, planners, etc.) to offer bundled promotions or cross-promote each other’s sales. This expands your reach and taps into new audiences.

• Website Pop-Ups and Banners:

  Feature your holiday promotion prominently on your website. Use a pop-up or banner on your homepage to grab attention and encourage visitors to take advantage of the offer.

Pro Tip: Create a dedicated landing page on your website for the promotion. This will give clients a clear path to learn about the offer and make a purchase or book an appointment.

Adding Value Without Discounting

If you’re hesitant to offer discounts or lower your prices, consider adding value instead. Now I know what I just said in the first two points were all about discounts - they are! And there’s a way to do it right. Value-added promotions can attract clients without affecting your pricing structure.

Ideas for Value-Added Promotions:

• Free Consultation or Strategy Session:

  Offer a complimentary consultation or a strategy session with every booking during the holidays. This adds value and gives you an opportunity to personally connect with potential clients.

• Bonus Services or Packages:

  Include bonus services, such as free upgrades to a more premium package, a free styled shoot, or add-on services that enhance your offerings. This can entice clients to book without lowering your prices.

• Gift Certificates or Vouchers:

  Provide gift certificates that can be used for future services or even for referrals. This not only adds value but also encourages repeat business and word-of-mouth marketing.

Why It Works: By adding value, you are still giving clients a great offer while maintaining the integrity of your pricing. Your clients feel like they’re getting an exclusive deal, and you’re not settling - but investing further into your client services.

Avoiding Over-Discounting: Know Your Limits

Now, of course, it’s easy to get carried away during the holiday season, but offering too many discounts can undermine the perceived value of your services. It's important to set clear boundaries on how much you're willing to discount.

Key Tips to Avoid Over-Discounting:

• Know Your Bottom Line:

  Always know the minimum price you can afford to sell your services for, without compromising the quality of your work or your business sustainability. Maybe you’re offering a reduction in scale, like 6 hours instead of 8 hours of coverage, and so the package is $XX.XX less.

• Limit the Number of Promotions:

  Don’t run multiple promotions at once. Keep things simple to avoid confusion, and don’t over-saturate your audience with too many discounts.

• Stick to Your Brand Values:

  Offering discounts should never make you feel like you're undervaluing your work. Keep your promotions aligned with your brand's high standards and reputation.

Pro Tip: Rather than focusing solely on price reductions, focus on what your service brings to clients’ weddings—personalized experiences, exceptional quality, and unmatched attention to detail.

Holiday sales and promotions can be an excellent way for wedding professionals to attract clients and boost business during a busy season. But timing, strategy, and value are key to ensuring that your promotions align with your brand and help you grow your business without compromising your worth. Whether you're offering discounts or adding value, be thoughtful and strategic in your approach so that your promotions work for you, not against you.

Need Help Setting Up Your Holiday Promotions?

At Sco-Ko Studio, we specialize in helping wedding professionals create effective marketing strategies and optimize their websites for maximum impact. Reach out today for a consultation and let’s make your holiday promotions a success!