Episode 428: Holiday Sales Strategy: Turning November & December Into Your Best Months Podcast Description November and December can be your most profitable months of the year—if you plan ahead and execute the right strategies. In this timely episode, Duane and Allie break down exactly how to maximize holiday revenue in your martial arts school. From retail bundles and program upgrades to paid-in-full incentives and holiday events, they share actionable strategies you can implement right now to boost your bottom line before the year ends. Whether you're uncomfortable with the idea of "selling" during the holidays or you've been doing holiday promotions for years, this episode will give you fresh ideas and a complete playbook to make November and December your best months ever. Duane and Allie cover: Why parents are already in spending mode (and how to make it easy for them to spend with you) The psychology behind holiday gift-giving and year-end purchases How to create irresistible retail bundles and gear packages Strategies for upgrading students to premium programs Structuring paid-in-full offers that convert Planning profitable holiday events Marketing your offers across multiple channels Common mistakes to avoid (and how to fix them) If you've never done holiday sales before, start with just one idea from this episode. If you're a veteran, you'll walk away with at least a few new strategies to add to your arsenal. The holidays are a gift to your business—don't let the opportunity pass you by. Key Takeaways 1. Parents Are Already Spending Money—Make It Easy for Them to Spend With You During the holiday season, parents are actively looking for meaningful gifts for their children. They're already in "spending mode," so your job isn't to convince them to spend money—it's to give them valuable options that align with what they already want. Allie's story: A mom once told him, "My kid is going to ask me to buy that Hulk figure somewhere. You're saving me the time of driving to Toys R Us. I'm happy you have it here." The lesson: Parents appreciate the convenience and value of purchasing from you. You're not being pushy—you're solving a problem and offering something that benefits their child's development. 2. Shift Your Mindset: Scarcity vs. Abundance Many school owners feel uncomfortable "selling" during the holidays, but this mindset leaves money on the table. Instead of thinking, "I don't want to bother my families," think, "How can I serve my families by offering them valuable options?" Key insight: Parents want to invest in their kids. They want discipline, confidence, focus, and character development. Martial arts training is one of the most meaningful gifts they can give. Action step: Set a revenue goal for November and December. Get your mind into an abundance mindset and commit to serving your families well during this season. 3. Retail & Apparel: Create Gift-Ready Displays and Bundles Retail sales can be a significant revenue stream during the holidays if you plan ahead and make it easy for parents to purchase. Holiday gift packages: Gear bundles (sparring gear, weapons, training equipment) Branded apparel (hoodies, t-shirts, hats) Uniforms (offer a second uniform at a discount) "Stocking stuffers" under $20 (belt keychains, books, patches, small training tools) Premium gift packages ($100-$300+) Gift-ready displays: Set up a Christmas tree in your lobby Wrap uniforms or gear packages in gift boxes with bows Label each box with size or item number Create a sign: "Give the Gift of Martial Arts This Holiday Season" Allie's tiered pricing strategy: Don't just sell one sparring gear package—offer four tiers (basic $99, standard $149, premium $199, elite $299). Surprisingly, 80% of parents will choose the higher-end option when you explain the benefits. 4. Blow Out Dead Inventory—Turn It Into Cash If you have old apparel or gear sitting in boxes, now is the time to blow it out. Even if you sell it at a loss, it's better to turn it into cash than to let it sit and collect dust. Allie's mentor (JD Sarantakos): "Think of inventory as $50 bills sitting on a coat hanger. If it doesn't sell, you can't touch that $50 bill. Blow it out, even if you lose money, and reinvest that cash into new products." Action step: Schedule a one-week blowout sale for dead inventory. Promote it heavily. Make it clear this is a limited-time opportunity. 5. Pre-Sell Retail Instead of Buying Inventory Upfront Gone are the days of buying thousands of dollars in inventory and hoping it sells. With modern print-on-demand companies, you can pre-sell items and only order what you need. Allie's strategy: He offers holiday hoodies in multiple colors. Parents choose the item and color, pay upfront, and the order goes into his inbox. Once the cutoff date (December 1st) passes, he places the order with his supplier. The shirts arrive by December 10th, and he didn't have to lay out a single dollar upfront. Benefits: No risk of unsold inventory, you collect payment before ordering, you only buy what you need, and parents get exactly what they want. 6. Program Upgrades: Move Students to Premium Programs The holidays are the perfect time to upgrade students from basic programs to Black Belt Club, Leadership Team, Masters Club, or specialty programs. Why it works: Parents are reflecting on their child's progress over the past year They're thinking about setting their child up for success in the new year They're already in spending mode Tax benefits for business owners and self-employed parents (year-end deductions) How to position the upgrade: "Give your child the gift of leadership this year." "Look how far they've come—imagine where they could be by next December." Sweetening the deal: Offer a discount on the upgrade (10-20% off) and include bonus items (free uniform, gear package, private lessons). 7. Paid-In-Full Tuition: The Ultimate Year-End Revenue Booster November and December are THE best months to push annual memberships. Parents are thinking about year-end spending, tax deductions, and setting their child up for success in the new year. Structuring your paid-in-full offer: Discount: 10-20% off (e.g., pay for 10 months, get 2 free) Bonus months: Pay for 12 months, get 1-2 months free Added value: Free uniform upgrade, gear package, private lessons, VIP perks Urgency: Limited-time offer (ends December 31st) Three-tier example: 1-year: 10% off + 1 private lesson + free uniform 2-year: 15% off + 2 private lessons + free uniform + gear package 3-year: 20% off + 3 private lessons + full uniform + gear package + VIP perks 8. The 5:1 Ratio Rule for Paid-In-Full Offers Allie's golden rule: For every five new members you enroll, you can cash out one person with a paid-in-full offer without affecting your monthly billing. Why this matters: If you do too many paid-in-fulls without enrolling new students, your monthly tuition revenue will drop, and you'll struggle to cover operating expenses. Action step: Track your paid-in-full sales and new enrollments. Maintain a healthy ratio to protect your monthly cash flow. 9. Target Existing Paid-In-Full Families First Before you promote your paid-in-full offers to everyone, start with families who have already paid in full in the past. These are your most likely buyers. Duane's strategy: Make a list of all families who have paid in full before Schedule one-on-one meetings with them Present the new offer in person: "Mrs. Jones, I know you paid Johnny's tuition in full six months ago. Now there's an opportunity to save even more with a two-year or three-year membership. Is that something you'd consider?" Why this works: These families already understand the value of paying in full. They're more likely to do it again, especially if you sweeten the deal. 10. Holiday Events: Create Memorable Experiences Holiday events serve multiple purposes: they build community, create memorable experiences, and generate revenue. Event ideas: Board Breaking Event: Duane does this every year on the last day before closing for the holidays Photos with Santa: Bring in Santa for photos (charge a small fee or offer free for members) Parents' Night Out: Offer childcare during peak shopping times Holiday Party/Potluck: Annual dinner with raffles, Santa, and family bonding Toy Drives & Food Drives: Partner with local charities Holiday Tournaments: Charge entry fees or offer free participation as a member perk Revenue opportunities: Charge for special events, partner with local businesses for sponsorships, sell tickets to family-friendly events, offer VIP experiences. 11. Partner with Local 501(c)(3) Organizations Duane's strategy: Contact 3-5 local 501(c)(3) charities and offer them a partnership. Anyone who makes a donation to their charity (any amount) from November 1st to December 31st receives a 4-week free pass and a free uniform from your school. Why this works: Charities are actively fundraising at year-end You're helping them raise money You're generating new leads for your school You're building goodwill in the community Allie's tip: On your website, create a "Your Fundraiser" tab (not "Donations" or "Fundraisers"—make it clear it's for THEIR fundraiser). 12. Marketing Your Holiday Offers: Multi-Channel Approach You can have the best offers in the world, but if no one knows about them, they won't sell. You need a multi-channel marketing strategy. Channels to use: Email: Send at least 3-5 emails in November and December App notifications: Push notifications to remind families of deadlines Social media: Post regularly on Facebook, Instagram, and other platforms