Keep clients glowing through the colder months with winter spray tan marketing that focuses on confidence, self-care, and expert seasonal skincare tips
The winter months are traditionally the quietest season for tanning services because as temperatures drop and layers increase, many clients feel less urgency to maintain a bronzed glow.
There are fewer social events and holidays, and less skin on show, so bookings naturally dip between January and March.
But while demand changes, it doesn’t disappear and salons that understand winter client behaviour can position themselves for strong, steady revenue all year round.
Why winter is still an important season for spray tanning
Even in the colder months, many clients still seek tanning for several key reasons: to feel confident, to boost their mood, and to maintain a healthy-looking complexion when they’re typically feeling a little feeling washed out.
Many clients who choose winter spray tans are motivated less by looking ‘holiday-ready’ and more by wanting to look well-rested, healthy and have a beautiful natural glow for everyday life.
Benefits of winter spray tans
Professional spray tans can instantly counteract dull, tired winter skin, help even out redness, and give a wellness vibe.
Clients will always say how a tan boosts their mood – this is something especially valuable during darker months and something that marketing needs to play in to. Positioning tanning as a form of seasonal self-care can help reframe it as essential rather than optional.
Shift your marketing tone: from holiday glow to wellbeing glow
Salons can tap into this by shifting messaging to a wellbeing focus. Think about confidence, glow, healthy fresh skin – a good spray tan can be a huge confidence boost!
So, the marketing tone and language should shift in winter. While summer marketing is often about the bronzed glow and pre-holiday vibes, winter marketing resonates best when it feels uplifting – emphasising self-care and confidence will connect more naturally with clients during this season.
Practical winter marketing tactics for salons
Between January and March, salons can maintain visibility and attract bookings by using practical marketing tactics such as:
- Winter Glow campaigns with limited-time offers
- Intro bundles for new clients
- Mini-educational content like prep tips or colour guides
Showcase expertise and build client trust
Spray tan artists' expertise becomes even more powerful in winter marketing. Demonstrating knowledge in prep, colour matching for paler skin tones, and tailored aftercare helps build trust.
You can use the time to share educational content, such as videos showing your colour range or posts explaining how you avoid orange tones on fair skin.
This will all position you as a professional who understands seasonal skin changes and wants to provide the best natural glow for clients.
Winter weddings: a seasonal opportunity
There are many more winter weddings now so any images you can share of a beautiful, soft bridal glow would be perfect. People want to see proof that flawless bronzed skin looks natural even in colder months.
Convert occasional clients into year-round regulars
To convert occasional tanners into consistent year-round clients, encourage routine with loyalty perks or glow-maintenance packages. Monthly memberships with small added benefits, like a complimentary prep product, are especially effective. Add-on services such as exfoliation mitts, hydration sprays, or skin prep kits also boost revenue while enhancing results.
Stay visible, helpful, and consistent
Ultimately, the best strategy for maintaining momentum in winter is to stay visible with your spray tanning marketing – stay helpful, and stay consistent.
Keep educating, keep showing results, and keep reminding clients how good a winter glow feels.
When you position tanning as a confidence-boosting ritual rather than a seasonal luxury, your clients will keep coming back no matter the weather – and you’ll have prepared yourself for a very busy spring along the way too!
FAQs: winter spray tans
Do clients still get spray tans in winter?
Yes. Many clients book spray tans in winter to boost confidence, improve dull or tired skin, even out redness, and maintain a natural-looking glow. While demand dips after Christmas, it doesn’t disappear, especially when salons position tanning as a wellbeing and self-care treatment.
How can salons increase winter spray tan bookings?
Salons can boost bookings by running Winter Glow campaigns, offering intro bundles, sharing educational content, and posting before-and-after images. Consistent marketing and a confidence-focused message are key during the colder months.
What should salons focus on when marketing winter spray tans?
Shift the focus from “holiday bronze” to themes like healthy skin, mood boosting, confidence, and self-care. Clients resonate more with natural, fresh, everyday radiance during winter.
Are spray tans suitable for pale winter skin tones?
Absolutely. Professional artists can customise shades to flatter paler skin, avoid orange tones, and create soft, natural results. Sharing your colour-matching expertise builds trust and attracts hesitant clients.
How can salons keep spray tan clients coming back year-round?
Introduce glow-maintenance memberships, loyalty perks, and add-on retail such as exfoliation mitts, prep kits, or hydrating sprays. Encouraging routine helps convert occasional tanners into consistent clients.
Why are winter weddings a good marketing opportunity?
Winter weddings are increasing, and brides still want a natural, flawless glow. Sharing real bridal tan photos and testimonials helps attract this seasonal audience and boosts off-peak bookings.
What type of content should salons post in winter?
Share prep tips, colour guides, videos showing subtle winter shades, aftercare guidance, and real client results. Short, educational content performs best and positions you as an expert.
How can spray tans help clients during the darker months?
Spray tans instantly brighten dull complexions, add warmth to winter skin, and give clients a mood and confidence boost, making them a popular self-care treatment between January and March.
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About the expert
Laura John-Baptiste is the founder of Get Beautiful, a thriving home-based beauty salon in Shepperton, Surrey, and the owner of Get Bronzed, a specialist spray tanning company.
With more than eight years of hands-on experience as a beauty professional, John-Baptiste has built a trusted reputation for creating a welcoming, professional environment where clients feel relaxed and cared for.
