[Updated] Christmas marketing strategy: 4 ways to get clients into your salon
With the festive period just around the corner, now is the perfect time to work on your beauty salon or spa’s Christmas marketing strategy. To get ahead and stand out from the competition, you need to create a marketing strategy that covers all bases – retail sales, client footfall and room occupancy.
Consumer habits have changed because of Covid-19, causing a huge increase in online shopping and a slight decrease in high street footfall. So, the key to doing well financially this Christmas is to adapt to this change – be more online-focused in terms of retail sales while also becoming your clients first option for services and gift inspiration.
If you can successfully increase your December retail sales, then you will not only boost your revenue and cement your client retention, but you’ll give your business a competitive edge and much-needed boost going into 2022. Here’s what you need to do.
Four ways to get clients visiting your salon or spa this Christmas:
1. When should I start my salon's Christmas marketing strategy?
“Concentrate your salon marketing and selling efforts on the first five days of the month, and then the third week of each month,” says beauty business coach Liz Mckeon.
“Most people get paid on the last day of the month, or on the 15th, and research has found that 64% spend the bulk of their discretionary income within the first five days after pay day.” Use this knowledge to your advantage.
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Clients can get prepped for party season with these festive gifts from Janssen Cosmetics.
The sets include Ampoule Advent Calendar, which has a nourishing skincare ampoule behind each door to ensure dazzlingly beautiful skin just in time for Christmas; Beautiful Transformation Beauty Sleep Mask, a rich cream mask that alleviates skin fatigue, moisturises and stimulates natural regeneration overnight; and Elegant Goodnight Beauty Box, which contains Goodnight Hand Mask, Goodnight Lip Mask and Beauty Sleep Mask.
Trade: £16.50 for Beauty Sleep Mask; £30 for the Advent Calendar; £27.50 for Goodnight Beauty Box
2. What kind of Christmas promotions should I do?
“In the past, the general rule of thumb in the run-up to Christmas has been to be discount-driven, with promotions like 30% off retail and treatments on certain days. However, we undervalue ourselves by doing this, discounting when it’s not needed,” explains Melissa Evans, national spa manager for Spa Experience by Better.
“At this time of year, people are looking for gifts and aren’t afraid to spend – remember that. When you’re creating promotions think about your objectives and what you’re trying to increase sales on.
“If you’re trying to push the benefits of regular spa treatments for mental and physical health, then don’t push your promotions as ‘an ideal present for mum’ but rather ‘give the gift of wellbeing’ or ‘give the gift of good skin’. This way, you can link the purchase with positive messaging when pushing out your services.”
3. How can I increase my online sales of gift vouchers this Christmas?
“Selling gift vouchers regularly helps to maintain a healthy cash flow in your business. They are also a great way to stay busy after the holiday season – prompting multiple appointments because the voucher has already been paid for,” explains Mckeon.
Place gift vouchers around the salon, using them as part of the festive décor so that clients are aware that gift vouchers are available. “Send an email to your database too, highlighting the benefits of these vouchers to help increase sales and keep your small business afloat,” says McKeon.
Make sure to send these emails to clients at the right time, too. “For example, a 10-day lead time before the Christmas rush is a good starting point to help clients begin thinking about giving vouchers as gifts,” explains McKeon, “and your website must be up to date by early December so it is ready for Christmas shoppers, showing how easy it is to purchase gifts from you.”
It’s also worth offering free gift wrapping for vouchers too. “Shoppers appreciate this extra touch and it adds more perceived value to the purchase. Invest in some eye-catching envelopes, decorative ribbon or small gift boxes for your vouchers,” adds McKeon.
You could also include a coupon or offer with purchase of a voucher, as McKeon explains. “Give the giver a small gift such as a free product, coupon for a future service they can use for themselves, or a salon voucher with a smaller amount already loaded onto it. Incentives to purchase a gift voucher can boost salon retail sales and encourage more clients to turn to you.”
4. Should I create a festive treatment menu?
This is the perfect time to promote your results-driven maintenance services like brows, lashes and nails in good-value combination packages, as Samantha Humberstone, owner of Lotions n Potions in Sheffield, explains.
“These are your bread-and-butter services and quick add-ons to other treatments with massive margin potential. For example, a lash lift or tint nicely pairs with a brow tidy and can easily increase revenue with a client who is already in the chair,” she says. This boosts your profits and maximises your time with the client.
Updating your menu online and in salon with catchy Christmas-related words such as glitter, sparkle, mistletoe and yuletide are also effective at focusing your clients’ attention and getting that sale – whether a voucher purchase or treatment booking, “while phrases such as ‘winter skin facial’ work well as reasons for why the client needs it,” adds Humberstone.
“I also promote my festive menu six-to-eight-weeks before Christmas for maximum exposure.”