The busiest season for salons and spas typically consist of the weeks leading up to Christmas. The appointment calendar is fully booked, with more clients hoping for time slots to free up. With all this demand, there doesn’t seem to be any reason to offer clients a deal.
However, promotions around the winter holidays can play an important role. Many salons and spas see a decline in business in January and February as consumers are trying to pay off their holiday debts and cut back on spending. By structuring and promoting salon specials in November and December, you can boost your sales in the New Year.
The holiday season isn’t all about buying gifts for others. In fact, 58% of consumers plan to spend money on themselves during this time of year, according to the National Retail Federation (NRF).
We're not suggesting discounting your services in December. Instead, offer clients who come in before Christmas a 20% discount on a January appointment if they prebook. This method prevents you from losing any revenue during the busy season while helping to fill your schedule in the quieter months.
One primary benefit of a membership program for your business is the steady revenue it brings in. When clients purchase a salon membership, they will be paying regardless of whether they claim the benefits or not. For them to get the most out of the program, they will be inclined to book their regular appointment in January and February. Depending on the setup of your membership program, this will encourage greater and more consistent spending.
As a Christmas special, you can offer back a portion of their December service as a gift card. You can give back a fixed amount (say $5 back for every $50 they spend) or you can offer it as a random prize. Think about a scratch-and-win contest where everyone gets a minimum of a $5 gift card, with a few $50 or $100 gift cards available, and a grand prize of a $200 gift card.
Almost 20% of people with gift cards wish to use them as soon as possible, the NRF reports. And since they won’t need to pay for an entire service out of their pocket, clients who are trying to save some money won’t need to feel guilty about returning to your salon in the near future.
Send an e-card to your clients wishing them a Merry Christmas and a Happy New Year. To encourage them to return in the near future, include a limited-time offer as a Christmas "gift" or a Boxing Day deal. If you have some holiday inventory remaining or just want to clear out some of your regular merchandise, bundling or discounting products will help bring people back into the salon.