Monday, September 9, 2024

Bath & Body Works | My Thoughts On The Semi Annual Sales

My Thoughts on the Semi-Annual Sales

The Semi-Annual Sales (SAS) — both summer and post-holiday — begin with what’s available all year long, marking them as a mix of offerings from both regular stock and clearance items. Here are a few thoughts on how I think they could improve the experience for core shoppers:

Pricing:

While inflation affects us all, I think Bath & Body Works is reaching a tipping point with its prices. The regular prices continue to rise, and while we get occasional body care sales, SAS really depends on those “percentage off” deals to make it feel like a good value. That said, the price hikes are starting to feel excessive, especially when it comes to packaging.

Packaging and Pricing:

Let’s talk about the faceted body care bottles and crystal-cut caps. At first, these felt like a luxury touch, but now they’ve become overused, especially when the price tags reflect this new design on products that don’t need it. Forever Red in that packaging was great for a holiday launch, but does Warm Vanilla Sugar need it too? I’m worried we’ll soon see it on every fragrance, and it’ll lose that special feel. Keep it for limited-edition releases like Holiday Signature Collections or special occasions like Mother’s Day.

Also, the price bouncing is frustrating. One day the price is this, then the next, it’s higher, and later, lower again. Just pick a price, stick with it, and let things sell down in an orderly manner.

Availability:

The store stock situation is another issue. Smaller Bath & Body Works locations (especially those with vintage red awnings and checkerboard wallpaper) often seem to have limited merchandise. I miss seeing those big stacks of products, especially the glycerin chunk soaps. The nostalgia is real.

And speaking of stores, not all stores get the same products. The smaller ones often miss out on the exclusive item's other stores feature, and it’s disappointing for those who don’t have access to the larger, better-stocked locations.

I also miss the Home Décor collection — not just overpriced vases with fake flower stems, but the fun, quirky items like ceramic candle holders and figural. Bring those back! And please don’t make us wait months between collaborations. How about a Halloween collab in late August? I even have fragrance names ready to go. 😉

Take a page from Goose Creek, who collaborates with all sorts of brands — from Pop-Tarts to Disney. Imagine a Grinch, Elf, or Frosty collaboration for the holidays — it would be a hit.

Marketing:

Let’s be real about marketing placement. I’ve long believed the Bridgerton collection missed the mark because it wasn’t displayed in prime areas of the store. If they had placed it by the front entrance with prominent signage, it could have sold out faster. Speaking of signage — SAS should be everywhere! Red and yellow SALE signs should cover the store, and why not add yellow rubber duckies to the mix for fun? Duckie candles, holders, and even a duckie tote bag could be a cute collaboration idea.

Also, can we talk about bags? My store ran out of paper bags during the last sale, and they often lack themed paper bags. I love getting those special holiday-themed bags at checkout — they make the experience feel more festive and thoughtful.

How about introducing more canvas bags like the ones from the Fresh Picked era? I still use mine, and they’re perfect for everyday use.

Listening to Shoppers:

It’s clear that Bath & Body Works doesn’t always listen to their core shoppers. We’ve been asking for certain scents and collections to return for years, but the responses we get are often vague: “We’ll pass it along to the team.” Where is this team, exactly? Why are we seeing products pop up in secondary markets instead of on the shelves at B&BW? Let’s bring back those Fall Traditions and Destinations fragrances and stop the cycle of rebranding the same scents under different names.

SAS Floor Sets:

To make SAS a true event, make sure the store is always stocked — not just for a week but consistently throughout the sale. On day one, the best fragrances sell out quickly, and then the shelves look bare for the rest of the sale. If you want to make this a win, set fragrance mists aside in advance — they always go fast. And when bringing back old favorites, throw in a few surprises. A little nostalgia goes a long way!

The Purchase with Purchase Sales:

Instead of just promoting new release fragrances in those bundles (which not everyone likes or can wear), try offering tote bags with a variety of choices. How about a “fill a tote” sale where customers can pick items like body lotion, body wash, or fragrance mist? This would appeal to more shoppers and reduce the “exchange procession” that happens after Black Friday sales.

Also, if we can’t have a “Your Choice” option for the sale, I’m hoping to see the Perfect in Pink Signature Body Care and Home Fragrance Collection launch in a cute pink tote for Black Friday!

Final Thoughts:

There’s so much more that could be done to make the Semi-Annual Sale a true event. Listening to core shoppers, bringing back classic scents, and filling the store all year round with exciting new products are all essential to creating the kind of experience that will keep us coming back. And don’t forget to surprise us with some nostalgic items we’ve been missing.

Let’s make these sales something to truly look forward to — every time.

Bring Back These Classic Fragrances — And Surprise Us!

When it’s time to bring back some of the old favorites, why not spice things up with a few unexpected gems? Here’s my wish list for Bath & Body Works to consider for their next collection, with some beloved scents and a few surprises to keep things exciting:

  • True Blue Everything

  • Aroma Everything

  • Leaves

  • Autumn

  • Orchard Leaves & Blue Sky

  • Among the Clouds

  • Velvet Sugar

  • Freesia

  • Hibiscus Paradise

  • Wild Honeysuckle

  • Black Amethyst

  • Saltwater Breeze

  • Sunset Glow

  • Forever Sunshine

  • Golden Sunflower

  • Dark Kiss

  • Endless Weekend

  • Sunshine Mimosa

  • Summer Melody

  • Sensual Amber

  • White Tea & Ginger

  • Midsummer Dream

  • Cucumber Melon

  • Pink Chiffon

  • Paris Amour

  • Honey Wildflower

  • Beautiful Day

  • Poppy

  • Lovely Dreamer

  • Amber & Argan

  • One In A Million

  • Plumeria

  • Pearberry

  • Country Chic

  • French Lavender & Honey

  • Sunripened Raspberry

  • Brown Sugar & Fig

  • Mango Mandarin

  • Juniper Breeze

And if you want to make these returns even more special, surprise us with limited-edition packaging, new variations, or even fun collaborations that mix nostalgia with fresh ideas. Imagine a special Velvet Sugar tote or a Sunset Glow candle in a new scent twist!

What do you think? Would this line-up bring back some great memories and excitement for the next launch?




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