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The 2020 Small Business Saturday Marketing Checklist

small business saturday

After a year like 2020, it feels like small businesses deserve a full week dedicated to their support and success. Nevertheless, Small Business Saturday poses an important opportunity for spas to promote their shops, boost sales and raise awareness for their current offerings and availability. As the pandemic progresses, many consumers recognize the importance of supporting their local businesses and want to help – so it’s important that spas communicate how customers can best engage with them. Owners don’t want to miss out on a sale or goodwill due to lack of visibility.

With November 28 only a couple weeks away, follow our simple checklist to make this Small Business Saturday pandemic friendly.

Offer Special Services

Many small businesses are still recovering from the first wave of pandemic-related shutdowns, so offering discounts may not be the best move for business. Instead, spas should skip the discounts, maximize all the revenue they can and offer special services instead. For instance, for customers who are reluctant to shop in person, you can offer curbside pickup or at-home delivery. Create specific offerings around these services, such as a bundle of spa products that can be packaged neatly along with promotional materials. Providing creative and convenient services to celebrate the holiday is a great way to show customers you want their business.

Stock Up On Gift Cards

During the first wave of pandemic-related shutdowns, many consumers purchased gift cards to show support for their favorite local businesses, even when they couldn’t shop there in-person. Knowing a second wave may be on its way, customers may do the same this Small Business Saturday. Give shoppers the option to purchase a customized gift card with your store’s logo to raise brand awareness and build in repeat business.

gift card

Highlight Memberships

While big discounts may not be the go-to marketing strategy this year, spas may want to offer small discounts for customers that sign up for membership services. For instance, if customers keep their card on file or sign up for unlimited facials over five months, there should be a small financial incentive – and you benefit by knowing you’ll have recurring business.

Create And Update Your Online Presence

Knowing that consumers may be less comfortable with in-person shopping experiences this year, spas should make sure that A) they have a website, B) their website is up to date with all their current offerings, products and store hours, and C) that customers can book out appointments in advance. Websites should also look polished and professional – to reflect the business accurately – and include Small Business Saturday marketing materials.

Online Booking

Prepare Your Space

If your business will be open for in-person shopping on Small Business Saturday, make sure you are prepared for an increase in foot traffic. Consider marking six-foot increments on the floor so customers know how to socially distance in line. Increase store hours and have extra employees come in to help count customers, take temperatures and hand out masks as needed. Most important, if you have outdoor space – whether it’s a patio or a converted parking lot – maximize its layout and availability. To accommodate longer lines or wait times, rent some space heaters, tables and chairs.

Partner With Other Local Businesses

Small Business Saturday should bring the community together, so see if there is a way to partner with complementary stores, restaurants or charities to cross-promote your businesses. For instance, if your customers need to stay outside in accordance to social distancing guidelines, see if you can partner with a nearby coffee shop or brewery so they can enjoy a beverage while they wait.

Send Out Email Blasts

Even if your spas isn’t in the position to offer special discounts or to host more foot traffic, you should take advantage of Small Business Saturday buzz. Take the opportunity to remind customers and prospects that your business is indeed open, what your hours are, and how you are following state-issued guidelines to ensure safety at your spas. If your business is doing something special for Small Business Saturday, email is an inexpensive way to spread awareness and market your promotions ahead of the day. Keep the email short, sweet and festive with a clear subject line (e.g., “A Special Offer for You this Small Business Saturday”).

Step Up Your Social Media Game

Start promoting your Small Business Saturday activity on social media today so your followers know where to go – online or in person – on November 28. Leverage hashtags related to the holiday to raise visibility and consider starting a social media competition. And don’t forget to showcase your social media handles on any business cards, promotional materials and on your website!

Small Business Saturday may look a bit different this year, but spas should still take advantage of the opportunity to market their services, increase visibility and ideally boost sales when they need it most.

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Customer Spotlight: Allure Skin and Laser

Allure Skin and Laser

As part of our commitment to supporting and educating entrepreneurs, we’re spotlighting Orchid customers impacted by the pandemic to learn more about how they’ve adapted their operations to overcome resulting business challenges. The passion and innovation of these customers have never been more pronounced than in their responses to the difficulties posed by the coronavirus outbreak, and we hope their stories serve as a guide for those navigating similarly difficult situations.


We recently spoke with Ann Ossanna, owner of Allure Skin and Laser in Queen Creek, AZ, to learn more about her experience running a medical spa during a pandemic, including how she’s using software to mitigate business disruption.

Q: To start, we’d love to learn a little more about your business.

A: We opened in 2008 as a medical practice and quickly expanded into an aesthetics one. What sets us apart from other spas is that we have an onsite, board-certified doctor available to answer staff and patient questions.


We specialize in anything skin related: injectables, Botox, Juvéderm, laser photo facials and hair removal, various chemical peels, antiaging rejuvenation and micro needling—we like to offer the newest technologies that are available. We also sell medical-grade skincare, including our own private label.

Q: How long have you been using Orchid? What’s been your experience with it?

A: We’ve been using Orchid since the beginning, when it was still on discs! Before that, we were using an EMR system, then paper charts. Now we’re using the online version of Orchid. We use the software for scheduling, check-in and checkout processes and to send text and email reminders.


We love having the Orchid app because it allows us to keep track of what’s going on at the spa even when we’re out of office. We can easily check inventory and schedules in real time. Especially during the pandemic, the app was helpful because it gave us remote access to the inventory so that we could pull together product for clients, and it allowed us to conduct virtual consultations.

Allure Skincare

Q: How has the pandemic impacted the way your med spa operates?

A: We were closed for service for about six weeks at the start, which was understandable because I didn’t think we were an essential business. Fortunately, we were able to keep our staff on payroll throughout the closure. During that time, we were offering curbside pickup for products.


We’re reopened now, limiting the number of patients in the space and staggering appointments. We try to keep the waiting room empty and get clients right into their treatment rooms. We’ve also decluttered the waiting area by eliminating items people could touch. Everyone wears masks at the spa, and we’re immediately disinfecting everything that people touch, like phones and pens.


As a medical spa, we’ve been thoroughly disinfecting for the past ten years. For example, if we do a laser treatment, we wipe down every surface—the cords, the touch screens, the chairs. We’ve always been careful about maintaining the highest standard of cleanliness because we recognize that people are choosing to come in, so we want to put safety first and offer them a high quality of service.

Q: Are there any changes you’ve made to how you run your business that you intend to uphold once business returns to normal?

A: We’re not charging late fees if patients aren’t feeling well. If that’s the case, we’re happy to reschedule—we’ll continue doing that.

Q: Are you preparing for a potential coronavirus resurgence?

A: The idea of a resurgence is always present. Even before we officially shut down the first time, we had been thinking about how we could wind business down, as it didn’t feel right to stay open during that time. If we have to close again, we will do whatever is required because the ultimate goal is safety for everyone, including my staff and their families. We need to keep looking at the long term, and if there’s something we can do in the short term to help that, then we’re going to do it.


To learn more about how Orchid Software can help with your business’ reopening—as well as other key tips for business owners during this time—visit our blog.

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Cryotherapy Facials For Your Spa: What You Need to Know

cryotherapy facial

Who doesn’t want flawless, gorgeous skin? When people look at others, the first thing they notice is the face. So, if someone has acne, large pores, wrinkles, or dark circles, it’s hard to miss.

While it’s normal to experience skin issues, they don’t have to be tolerated. There are many treatments available to help with problematic skin, but one takes precedent over the others.

A cryotherapy facial is unlike any other skincare procedure out there. If you’ve been searching for a new treatment for your clients, this could be the answer.

Take a look at the information below to learn more!

What Is a Cryotherapy Facial?

A cryotherapy facial consists of using liquid nitrogen(dry ice) on the face to give the skin a glowy, youthful appearance. It tightens pores, reduces fine lines, and clears age spots.

Cryotherapy treatment can also help to manage other skin conditions. The cold temperatures reduce sebum, which then clears acne.

cryotherapy facial

Cryotherapy Facial Benefits

There’s a good reason why people are agreeing to put ice cold nitrogen on their faces. The cryotherapy facial results that come from it are phenomenal. Often referred to as “frotox”, this chilling mask works wonders. Here are some of its benefits:

1. Increases Collagen Production

Collagen is vital for keeping skin looking youthful. It’s a protein that helps to connect the ligaments to bones, strengthen blood vessels, and make the skin firm.

As people age, their body stops producing as much collagen, which leads to wrinkles. Not to mention, the pollution and toxins in the air further damage the skin.

All of these factors create bags under the eyes, deepens wrinkles, and enhances the signs of aging.

cryotherapy facial

2. Enhances Blood Circulation

During a cryotherapy facial, the liquid nitrogen vapors are distributed over the face, neck, and scalp. The freezing cold temperatures make the blood vessels contract and dilate, which increases blood flow.

Through this process, toxins are flushed away while nutrients and enzymes are brought to the skin.

3. Minimizes Dark Circles and Inflammation

A cryotherapy facial treatment helps to give the skin around the eyes an extra boost of nutrients. When the liquid nitrogen is applied to the face, the skin instantly becomes tighter and blood flows quicker.

Improved blood circulation helps to even the skin tone and reduces puffiness around the eyes. 

4. Reduces Pore Size

Large pores are magnets for oil, dirt, and other toxins. If the skin has blackheads, it’s likely due to pores. Unfortunately, blackheads are hard to get rid of. One of the benefits of a cryotherapy facial is that the cold nitrogen helps to shrink and tighten the pores.

Therefore, it’s more difficult for the skin to get polluted by toxins. Furthermore, using a cryotherapy facial machine exfoliates the skin and stimulates new skin cells.

What to Ask Clients to Do Before a Cryotherapy Facial

There isn’t too much that a client needs to do before treatment. However, your spa should suggest a few things prior to coming in.

One of the biggest things they should do is drink lots of water. Doing so helps to keep the skin hydrated, providing better results. Also, if they get Botox, it’s best that they wait at least two weeks after injections before getting a cryotherapy facial.

cryotherapy interview

Clients shouldn’t overly exfoliate the skin before treatment either. Otherwise the facial could agitate their face.

Lastly, don’t wear makeup. There’s no harm in it, but it just helps the appointment go smoother and reduces an extra step for the spa technician.

What Clients Can Expect During a Cryotherapy Facial Treatment

If cryotherapy facials are new to your spa, then you might not know what steps to take. Every spa chooses to operate differently, but here are the basics of what to anticipate:

  • The procedure starts by thoroughly cleaning and drying the face. Sometimes the spa technician can steam the face or massage it before turning on the nitrogen.
  • If the person has on accessories, ask them to remove it and provide them with goggles.
    Next, use a hose to disburse the liquid nitrogen all over the face. Advise them that it’s extremely cold, similar to running ice over the skin. However, the process won’t be unbearable.
  • The procedure must last for about three minutes, and it should end with the spa technician applying a moisturizer or serum to the skin.

Risks and Possible Side Effects

It’s perfectly normal to worry about whether cryotherapy facial treatments are safe for your clients, and usually, they are. There aren’t many side effects, but below a few guidelines your spa should follow and some warnings to give clients:

  • Perform the procedures in a well-ventilated room because nitrogen can reduce oxygen.
  • Let clients know that because of the temperature, ice burn or frostbite could occur. However, it’s a very rare side effect.
  • The process can cause temporary numbness or tingling.
  • Temporary or permanent discoloration could occur.

Give Your Clients the Skin They Deserve

As you can see from the information above cryotherapy facial procedures have a lot of benefits. Not only is it a new kind of treatment, but it’s effective.

It also helps that using liquid nitrogen for facials is considered “cool” and people like trying things are different and cutting-edge. Offering cryotherapy facial treatments will surely bring in new clientele.

If your spa business needs additional services, we’re here to for you. Our software can help you manage everything from appointment booking to payroll.

If you’re interested, you can start a free trial or request more info. We look forward to connecting with you soon!

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The Esthetician Tools That Earn Their Keep

esthetician tools

Did you know there are approximately 183,000 licensed estheticians in the United States? That’s a lot of competition!

If you want to make sure your business stands out and continues to thrive, even in a COVID-19 world, it’s more important than ever to have the right esthetician tools on hand. But which things are most important to have in your esthetician tool kit?

We’re here to let you know! Take a look at some of the best marketing tools for a new esthetician and some other things you’ll want to purchase for your medical spa.

Esthetician Tools

UV Sterilization System

No one knows what the future will bring, but one thing that it for sure is that keeping things clean and sterile will continue to be critical. You’ll want to make sure you’re doing everything you can to keep your spa safe, making a UV sterilization system one of the most important spa tools. 

Ultraviolet (UV) light is well-known for its germ (and virus) fighting powers. Make sure you get a top-notch system that will allow you to reuse your stainless steel tools without risk of infection.


Esthetician Tools

Magnification Lamp

A magnification lamp (or “mag lamp”) is another critical esthetician tool. This is what allows you to see things on the skin that aren’t visible to the naked eye. A good mag lamp will magnify the skin both vertically and horizontally and will also provide the exact right amount of light.

The lamp also acts as a shield, which protects you from coming into contact with any fluids or cellular debris that might come from the client while you’re working on them. This is another feature that’s more important now than ever.


Facial Steamer

A great facial steamer can create many benefits for an esthetician that will allow you to create superior results for your clients. Make sure you look for one that allows you to control the direction, intensity, and type of steam that is emitted.

A great facial steamer will help stimulate blood flow, moisturize the skin’s surface, and help the client relax by stimulating muscles and nerve endings. It will also soften the skin’s follicles, which makes it easier for you to remove debris from the client’s pores.


Microdermabrasion Machine

Microdermabrasion is another extremely popular treatment, so if you can afford one of these machines, it’s a great investment. There are two primary types of microdermabrasion machines, one that uses ultra-fine crystal particles and another that uses a diamond tip.

By removing the top layer of skin cells from a client’s face, you can help improve the appearance of wrinkles, age spots, sun damage, acne scarring, and more. These machines help improve the skin so quickly that you’re clients are sure to be incredibly pleased with the results.

Esthetician Tools

Ultrasonic Skin Scrubber

This tool is sometimes also called an ultrasonic spatula. It uses ultrasonic soundwaves to gently remove dead skin, blackheads, and more from the skin’s surface.

Since patients who have had a facelift or who are suffering from rosacea don’t respond well to traditional microdermabrasion treatment, this is often the optimal treatment. Having this scrubber on hand will make you more flexible so that you can provide treatment to a wider variety of clients.


Exfoliating Brush

Sometimes, patients won’t want or need something as intense as a microdermabrasion treatment or dermaplaning. In this case, a handheld exfoliating brush is an excellent tool to have on hand.

This allows you to gently exfoliate the skin while you’re cleansing, which will improve the patient’s results while also making you more efficient. Look for a brush head that is gentle and is made of materials that won’t harbor or spread bacteria.

Esthetician Tools

Woods Lamp

A woods lamp, or “skin scanner,” is a portable device that projects UV light onto the skin. Choose a lamp that gives you multiple color options, as some can help you spot things like dehydration, clogged pores, and fungi.

Using a Woods Lamp can also help you find issues like hyperpigmentation, infections, and pre-cancerous symptoms. The light coming from this lamp can damage your clients’ eyes, so make sure you also have UV-protective eyewear or eye pads that they can use while undergoing the treatment.

Membership Billing

Software Systems

Running a successful spa business is about more than just being great at your craft. There’s a lot that has to happen on the back side.

While physical tools and supplies for estheticians are important, having the right software in place is also critical! You’ll want to find a system that allows you to handle employee scheduling, manage your appointments, communicate with clients, track your supplies, handle your marketing, and more. 

It’s even better if you can find a single system that will take care of everything you need or a couple of different systems that communicate with each other. Do your research before you make a commitment so you can ensure that you make a good decision. Otherwise, you could end up regretting your choice, finding that it’s more difficult than it should be to handle these aspects of your business.



Stock Up on the Best Esthetician Tools Today

Now that you know about the most important esthetician tools, you’re poised to make your spa more efficient and more popular than ever before.

Our software packages will help you keep your business well ahead of the competition! Take a look at our package options and sign up for your 14-day free trial today!

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Staying Informed with COVID-19: Resources for Small Businesses

Orchid Covid-19

The COVID-19 pandemic is causing anxiety for small business owners across the country. The business landscape is rapidly changing, and we are all trying our best to protect our employees, support our customers, and address the financial stress. There is a lot of online information and resources aimed at assisting businesses with best practices. We have compiled a list of resources that we feel you as small business owners can use to stay informed.

Keep Planning as Things Evolve

The Centers for Disease Control and Prevention has published an article with helpful links to provide businesses and employers interim guidance on how to best operate during this outbreak of the coronavirus disease. Having an Infectious Disease Outbreak Response Plan should be top of mind, the CDC suggests.

Important Considerations for Creating an Infectious Disease Outbreak Response Plan

All employers should be ready to implement strategies to protect their workforce from COVID-19 while ensuring continuity of operations. During a COVID-19 outbreak, all sick employees should stay home and away from the workplace, respiratory etiquette and hand hygiene should be encouraged, and routine cleaning of commonly touched surfaces should be performed regularly.

Know your Obligations as an Employer 

The U.S Department of Labor’s Wage and Hour Division has a Q+A available on Public health emergencies and the fair labor standards aimed at giving context for employers and employees during the COVID-19 emergency. Knowing how to best protect yourself as a business owner, and as an employee, can help mitigate the widespread uncertainty.

What are an employer’s obligations to an employee who is under government-imposed quarantine? WHD encourages employers to be accommodating and flexible with workers impacted by government-imposed quarantines. Employers may offer alternative work arrangements, such as teleworking, and additional paid time off to such employees.

How many hours per day or per week can an employee work? The FLSA does not limit the number of hours per day or per week that employees aged 16 years and older can be required to work.

Can an employee be required to perform work outside of the employee’s job description? Yes. The FLSA does not limit the types of work employees age 18 and older may be required to perform. However, there are restrictions on what work employees under the age of 18 can do. This is true whether or not the work is listed in that employee’s job description.

Small Business Owners Need To Communicate With Customers

The U.S Chamber of Commerce has made available a Response Toolkit to provide message examples to directly address anxious clients. Tailoring these communications to best fit your customer relationships is an opportunity to emphasize your commitment to the health and safety of your employees, and convey your need for the support of your clients as well.

Check out the suggested social media posts to share accurate information.  Use the official hashtags: #COVID_19, #COVID19

small business owners

We all have a part to play in preventing the spread of COVID-19. Make sure you are regularly practicing these healthy habits. If you think you are getting sick with COVID-19, follow this step-by-step guide to prevent spreading the virus to others. All employers should be prepared to address the impacts of the coronavirus, including planning for unexpected closures in your area and exploring telework options.

Small Business Owners Should Prepare For An Economic Impact 

With economic uncertainty looming as people remain in their homes and reduce their spending, the U.S Small Business Administration has provided a list of disaster loan programs and resources for businesses whose profits are severely impacted, as well as common issues small businesses may encounter.

  • Capital Access – Incidents can strain a small business’s financial capacity to make payroll, maintain inventory and respond to market fluctuations (both sudden drops and surges in demand). Businesses should prepare by exploring and testing their capital access options so they have what they need when they need it.  See SBA’s capital access resources.
  • Workforce Capacity – Incidents have just as much impact on your workers as they do your clientele. It’s critical to ensure they have the ability to fulfill their duties while protected.
  • Inventory and Supply Chain Shortfalls – While the possibility could be remote, it is a prudent preparedness measure to ensure you have either adequate supplies of inventory for a sustained period and/or diversify your distributor sources in the event one supplier cannot meet an order request.
  • Facility Remediation/Clean-up Costs – Depending on the incident, there may be a need to enhance the protection of customers and staff by increasing the frequency and intensity by which your business conducts cleaning of surfaces frequently touched by occupants and visitors. Check your maintenance contracts and supplies of cleaning materials to ensure they can meet increases in demand.
  • Insurance Coverage Issues – Many businesses have business interruption insurance; Now is the time to contact your insurance agent to review your policy to understand precisely what you are and are not covered for in the event of an extended incident.
  • Changing Market Demand – Depending on the incident, there may be access controls or movement restrictions established which can impede your customers from reaching your business. Additionally, there may be public concerns about public exposure to an incident and they may decide not to go to your business out of concern of exposing themselves to greater risk. SBA’s Resources Partners and District Offices have trained experts who can help you craft a plan specific to your situation to help navigate any rapid changes in demand.
  • Marketing – It’s critical to communicate openly with your customers about the status of your operations, what protective measures you’ve implemented, and how they (as customers) will be protected when they visit your business. Promotions may also help incentivize customers who may be reluctant to patronize your business.
  • Plan – As a business, bring your staff together and prepare a plan for what you will do if the incident worsens or improves. It’s also helpful to conduct a tabletop exercise to simulate potential scenarios and how your business management and staff might respond to the hypothetical scenario in the exercise. For examples of tabletop exercises, visit FEMA’s website at:

Small Business Owners – Know Your Points of Contact

Lastly, keep involved with your local Chamber of Commerce and know your points of contact. The Small Business Association Administrator has issued a statement and provided additional information for potential financial aid. Keep in mind as this virus advances, the information will be quickly changing, as will the advice. Staying informed is a vital part of maintaining normalcy and providing confidence to your employees and clients amidst times of uncertainty.

small business owners

“Small businesses are vital economic engines in every community and state, and they have helped make our economy the strongest in the world. Our Agency will work directly with state Governors to provide targeted, low-interest disaster recovery loans to small businesses that have been severely impacted by the situation. Additionally, the SBA continues to assist small businesses with counseling and navigating their own preparedness plans through our network of 68 District Offices and numerous Resource Partners located around the country. The SBA will continue to provide every small business with the most effective and customer-focused response possible during these times of uncertainty.”

SBA’s Economic Injury Disaster Loans offer up to $2 million in assistance for a small business. These loans can provide vital economic support to small businesses to help overcome the temporary loss of revenue they are experiencing.

For additional information, please contact the SBA disaster assistance customer service center. Call 1-800-659-2955 (TTY: 1-800-877-8339) or e-mail [email protected].

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Your Spa Business New Year’s Resolutions for 2020

day spa

The New Year presents every business with the opportunity to set new goals and kickstart fresh initiatives. The key to realizing these aspirations—and truly adding value to your business—is making sure they are both mission-critical and attainable. Enhancements that would be “nice to have” won’t sustain your motivation all year round. As you determine your Day Spa New Year’s resolutions for 2020, make sure these four items make the list.

  1. Commit to eco-friendliness. Going green is easier than ever, and what was once an eco-differentiator for your shop is now becoming an expectation from consumers. Eco-friendly products are increasingly available, affordable and as effective as traditional brands. Not only will your business help the environment, but a commitment to doing so will impress your customers. In Nielson’s 2015 Global Corporate Sustainability Report, 66 percent of consumers said they are willing to spend more on a product if it comes from a sustainable brand. Additionally, 81 percent of millennials expect their favorite brands to make public commitments to corporate responsibility. While this may seem like a big ask for a small business, showing an investment in community and citizenship will go a long way with customer loyalty.

day spa

    2. Track social media success. Starting to share campaigns on social media is important, but do you understand how those campaigns directly or indirectly impact your day spa? Right now, you may be pushing out social media content with little insight into what types of posts are working or why. In 2020, you should analyze your social campaign effectiveness with these focuses:

  • Record your digital footprint—use a spreadsheet to keep track of 1) post engagement to see the success of the social campaign and 2) followers and likes to see how campaigns affect your overall social presence
  • Analyze web traffic—understand how your campaigns lead to web visitors by tracking 1) total traffic, 2) traffic by channel and 3) visitor location (where are your visitors coming from?)
  • Establish campaign objectives—are your efforts focused on finding new prospects? Promoting a new offering? Creating brand awareness?

day spa

  1. Step up customer satisfaction. Focusing on customer service seems like a no-brainer, but 2020 is the year to start going beyond just asking, “are you happy with today’s service?” Take the time to learn what you can do to make customer service your business’s differentiator. Consider adding services your customers want, and make sure the services you already deliver are catered to the people paying for them. Whether it’s soliciting customer suggestions, making the online booking experience more convenient or simplifying checkout, there is always more you can do to enhance customer retention.

    4. Boost productivity—for a better work/life balance. With your busy schedule, work/life balance can seem like a luxury not afforded to a day spa owner. Yet by enhancing productivity, you can make it possible for you and your employees. Set expectations with your staff from the onset, delegate where possible and, most importantly, use technology to lighten your load. There are so many mundane, daily tasks that day spa software can streamline or absorb (think: scheduling, sending appointment confirmations, tracking inventory). 2020 could look a lot different if you start the year by implementing the right technology.

New Year’s resolutions should not be limited to buying a gym membership or traveling more. Your day spa will benefit from you mapping out your annual objectives now. Learn how Orchid Spa Software can help put these plans into action.