’Tis the season. The season right before the holiday season—the time for readying your salon for the most successful holiday season possible. Stressed about your impending preparations? Don’t worry. We’re laying out a game plan—month by month—of holiday salon tips, so you can get the ball rolling now and sail smoothly through the season.
- Get into the Holiday (Retail) Spirit:
Think about what campaigns you want to run through the holidays—especially for Black Friday. According to the National Retail Federation, 50% of shoppers’ holiday purchases were influenced by a limited-time offer. Consider what makes sense for your salon and clientele. Whether you offer a discount on Take HomeSM purchases made with a service, offer a bundle of free samples with purchase, etc., be sure to plan out an exclusive Black Friday and/or Small Business Saturday promotion and advertise it well in advance.
- Plan Your Gift Offerings:
Did you know that, according to the National Retail Federation, 55% of consumers start researching holiday gifts before November? Start taking note of your inventory and begin prepping for the holiday shopping season. Analyze last year’s data to help you forecast sales and project stock needs. Start introducing or teasing your holiday Take Home offerings to guests. Whether your holiday sets are already in-stock or still to come, plant the seed in guests’ minds that hair care sets make great holiday gifts for their mom, dad, sister, girlfriend, best friend…etc.
- Push for Future Bookings:“Should we schedule your next appointment?” To combat the typical January service slump, schedule clients in advance. From October through December, make an effort to get your clients’ next appointments on the books. Start rebooking your guests for the holiday months beginning in September to ensure that you are booked and maximizing your time during this peak season.
- Think in (Hair) Color:
Where are the opportunities for increasing hair color services during the holiday season? Guests are more willing to try new things with color—offering you a great way to upgrade your average ticket. Another way to maximize your revenue per guest per visit, is to simply raise your prices. Guests will never dispute a price increase—within reason—during the holidays. They will happily pay the increase and won’t think twice about it as they continue coming the rest of the calendar year.
- Embrace the Halloween Spirit:
Don’t sleep on the Halloween festivities. Consider adding Halloween decorations to your salon during the month for a little added fun and advertising your styling services for guests looking to go the extra mile with their Halloween costumes.
- Have Your Holiday Plan Set:
Early into November you should have your holiday campaign plan(s) set in stone. This includes taking care of your holiday product inventory, and planning for Black Friday, Cyber Monday, Small Business Saturday and/or any general holiday season campaigns and offers that make sense for your salon.
- Schedule Well in Advance:
Try to lock in your staff’s holiday vacation schedule as early as possible. The earlier you do it, the more time you’ll have to work out a schedule that is: 1. As accommodating as possible; 2. Gets everyone close to as many hours as they want; 3. And makes sure you’re fully staffed during a very busy salon season.
- Ready, Set, Advertise:
Whatever campaigns you choose to run, make sure they are adequately advertised. This includes in-salon signage, community advertisements, promotion on social media and email notifications to clients. Consider what makes sense for your campaign and your salon.
- Take a Look at Your Take Home Gifts:
Be mindful as you merchandise your Take Home offerings, creating a display that catches guests’ eye, both, as they enter the salon and before they leave. Also, make an effort to call attention to your offerings, whether it be at the Wash House, in the chair or at the reception desk. Once your merchandise has hit the shelf, identify slow moving inventory and consider creating a bundle. Tip: According to the NRF, 66% of consumers look for gifts that are $50 or less.
- Don’t Forget Veteran’s Day:
Recognize your local veterans on November 11, whether it’s with a free service for their service or a discount. This will offer a great opportunity for building a new client base and strengthening your relationship with existing clientele.
Turn your salon into an on-brand winter wonderland for a heightened client experience.
- Make Sure Your Promotions are Visible:
Revisit your promotional materials in-salon and externally and see if you could serve to ramp up your promotional efforts.
- Don’t Dissuade Last-Minute Shoppers:
Did you know that, according to Google, December 21 and 23 are the two biggest shopping days behind Black Friday? Keep your promotional efforts going strong until the month is done.
- Prep Your Post-Holiday Campaign:
Slow season no more. Have a game plan in place for a New Year’s promotion that’ll help increase traffic. A ‘New Year, New Year Hair Color’ promotion? A client referral discount? Consider what makes sense for your salon, then make sure to spread the word.
- Remember Your Team. Do Something for Them:
Another year in the books. Recognize the people who help make your salon what it is. Whether you choose to buy gifts, organize an event or take everyone out for a celebratory meal or evening, be sure to do something for your team to celebrate the season and commemorate the end of the year.
- And, a couple of tips to keep the holiday momentum going into the new year:
1. During the holiday season, rebook every guest for the amount of weeks they need to maintain their color. 90% of the time they will keep their appointment.
2. Continue your holiday price increase through the new year.
Don’t forget to treat yourself. Gift yourself or your salon and spend your points on new gifts just added to The Mall.