Equipment sales are an important, though often overlooked, element in the success of your martial arts school, and there’s no better time to take advantage of this than during the Christmas and holiday season.

Your students, their friends, and families are ready to spend, and with the right strategy, you can ensure that they’re spending with you.

Planning for the Holiday Season

To make the most of the holiday season, you need to start planning now. The goal is to provide a wide variety of merchandise that appeals to your students and their families. Since your students are a relatively captive audience, and because many of the items you offer can’t be found elsewhere, you have a unique opportunity to meet their holiday shopping needs.

Step 1: Curate Your Product Line

Begin by deciding on all the items you will offer with your school’s name and logo. Branded merchandise is not only a way to increase sales but also a means to strengthen your school’s identity. Consider offering:

  • Apparel: Shirts, hats, coats, and uniforms
  • Accessories: Watches, mugs, pens, clocks, and backpacks
  • Training Gear: Safety equipment, hand targets, and stretching machines

Remember, items with your name and logo become specialty products, adding perceived value and exclusivity.

Step 2: Stock Strategically

Once you’ve decided on your product offerings, determine how much of each item to stock.

For larger items, you may want to keep only one sample or samples in various sizes, while smaller, impulse-buy items like mugs, water bottles, and pens should be stocked in greater quantities. These smaller items are perfect for upselling and filling out customers' shopping lists.

Additionally, consider offering a few exclusive items that are only available on your special shopping day. Surprise gifts and unannounced specials can also encourage additional purchases.

Step 3: Early Promotion is Key

Promotion should start as early as possible. Children begin planning their wish lists in September and October, so you need to start promoting your holiday merchandise by then. If you’re using catalogs, ensure they are distributed in early October. Your pro shop should be fully stocked by the beginning of October, with all samples ready for display.

Step 4: Create an Engaging Shopping Experience

Choose a date in November for your “Friends and Family Shopping Day,” ideally between November 13th and 22nd, before the holiday rush begins on Black Friday. Consider canceling classes on this day to emphasize the importance of the event.

Make the shopping day/night a special occasion by providing beverages and snacks, and ensure you have plenty of staff on hand to assist customers. A well-promoted event should draw a large crowd, so be prepared to manage a busy day.

Step 5: Don’t Forget Upgrades and Private Lessons

In addition to merchandise, this is an excellent time to offer special deals on program upgrades and private lessons. These can be valuable gifts for students and can further boost your holiday revenue.

Final Tips

  • Be creative with your displays, especially during this season. Consider setting up a special display in your front window to attract passersby.
  • Distribute “My Martial Arts Wish List” forms during October to help students communicate what they want for the holidays.
  • Make sure to follow up on all promotional efforts to ensure maximum participation and sales.

By planning strategically and promoting effectively, you can turn the holiday season into your biggest retail event of the year, driving significant profits for your school.