Maximising the Christmas retail period

Do you want to know how to attract more clients to your salon this Christmas season? Salon business expert Liz McKeon shares her tips

The Christmas season is always an opportune time of the year to make some profit for your hair or beauty salon, or spa, and to increase retail sales. Selling gift vouchers or gift cards is a great way to keep clients coming back, and to stay busy after the holiday season. They can prompt multiple appointments, because the voucher has already been paid for. Ways to increase your Christmas voucher sales include:

■ Place gift vouchers around the salon. Use these items as part of the décor, so that clients are aware that gift vouchers are available. Change these items at least once per week to maximise exposure.

■ Send an email newsletter to your database highlighting the benefits of gift vouchers. Announcements about gift voucher availability can help to increase voucher sales and promote your brand. Make sure to time your email distribution appropriately. A 10-day lead time before the Christmas rush is a good starting point to help clients begin thinking about giving your vouchers as gifts.

■ Make sure your salon contains information about gift vouchers. Your website must be up to date by early December, and ready for Christmas shoppers. It needs to show how easy it is to purchase gift vouchers from you. Provide lots of information about gift voucher availability, highlighting the benefits of giving a gift voucher from your salon.

■ Offer free gift wrapping. Clients and shoppers appreciate this extra touch, and this step adds more perceived value to the purchase. Invest in some eyecatching envelopes, decorative ribbon or small gift boxes for your vouchers.

■ Include a coupon or offer with purchase. Give the giver a small gift such as a free product, a 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 instead of a competitor.

‘Selling gift vouchers or gift cards is a great way to keep clients coming back, and to stay busy after the holiday season’

Selling gift vouchers regularly helps to secure your business, and to maintain a healthy cash flow. With the right marketing strategy it can help to promote your brand too. Continue to focus on increasing voucher sales all year round.

Whether you are selling online, just in-salon, or both, concentrate your salon marketing and selling efforts on the first five days and the third week of the month. Most people get paid on the last day of the month, or on the 15th, and research has found that 64% of people spend the bulk of their discretionary income within the first five days after pay day. Send invoices separately from vouchers or packages. Some online customers will send your products or voucher directly to their recipients. Make sure you don’t mail any product brochures or invoices that list the prices.

Covid-ready Christmas

There’s no doubt that 2020 has been a year like no other. But, there are always opportunities in challenges, so make sure none of those opportunities slip through your fingers, and on to your competitors, during the run-up to Christmas. Success in business is all about momentum, and a successful Christmas will give your salon a competitive advantage going into 2021. Adapt your Christmas retail business to facilitate the change in consumer habits, mainly online shopping; just as your salon is their first option for services, make sure your business is also their first priority for your brands.

Hopefully, you have big ideas and plans for 2021. So give yourself the best start by doing everything possible to have a strong finish in December. The time is now to focus on action, limit distractions, avoid procrastination, and create that momentum.

Liz McKeon is an author, business coach and mentor, specialising in the hair, beauty and spa sector. Visit lizmckeon.com or call +353 86 386 1243.