Festive Marketing Ideas for your Beauty Business
We’re almost at the end of November which can only mean one thing, Christmas is right around the corner. If you work in the beauty industry, your appointments diary is probably already bursting at the seams. With the help of our festive marketing ideas, turn those Christmas bookings into next year’s loyal customers.
Simply put, if you don’t set goals, you won’t move forward. Clear attainable goals provide a focus for your future and for the future of your business. Without goals, you’ll make no progress.
Setting goals for your marketing activities ensures that you know the resources that are involved, how much they will cost and how much time you’ll spend on marketing. With a clear end goal, you’ll be motivated to follow through with your plans and achieve what you set out to accomplish.
Goals for your festive marketing ideas could include:
- Increasing sales throughout December
- Retaining clients into the new year
- Increased spend throughout December
- Full diary for the start of the new year
- Increase brand awareness in the local area
Deck the Halls…
Decorating your shop ready for Christmas can have a big influence on customers spending habits. Don’t feel obliged to blend into the crowd and decorate your beauty salon with traditional red, green and gold trimmings. Your brand has a personality for the rest of the year, don’t hide it at Christmas.
Put your own stamp on your Christmas décor and be in keeping with the style of your salon. If customers enjoy the time that they spend at your business, they’ll return. Overcluttered festive displays that don’t reflect your brand will be off-putting.
Visual merchandising also has a huge impact on sales. Jyppe Alqui of visualisation specialists CreativityWindow.com states that “83% of human information is obtained from the sense of sight”. Our attention is captured by anything that is extreme, whether it be extreme beauty, unusualness or ugliness, it attracts us.
Striking, inventive and original visual merchandising displays within your store will entice clients to purchase add-on products. Take photographs of your displays to share on your digital platforms, especially if you know that you are offering products that none of your local competitor’s stock. This encourages customers to visit your salon to buy products, even if they are not booked in for a treatment.
Another festive marketing idea that you’ll need to concider is your Christmas playlist. Think about having a mix of music to suit the tastes of all of your customers, along with some traditional Christmas songs to keep the atmosphere fun and festive. Constant Christmas songs will annoy both your staff and your customers whilst a radio station or chart hits runs the risk of alienating some clients.
Your windows provide free marketing opportunities all year round, fully take advantage of this at Christmas. Eye-catching displays will make passers-by stop and potentially enter your salon. While window displays should be striking, avoid clutter and be sure to promote the key points:
- Products that would make the perfect gifts
- Special offers
- Christmas treatment packages
- Holiday opening times
Is your salon is located on a road that gets lots of footfall? Think about keeping your lights on for longer over the festive period. This ensures that your window displays are seen by as many people as possible. Even if you’ve gone home for the evening, passers-by that see something that they like can return the following day.
Promoting your opening times during the festive period is a must as they may differ to the rest of the year. Let customers know in advance the times that you are open until, any extra days and most importantly, when you’re closed. This avoids disappointment and any confusion. Promote your opening times in your windows, on doors and on external signage. Having leaflets inside your salon can also help.
If your business is located on a high street, find out whether there are any Christmas events that you can be a part of such as late night shopping or Christmas markets. Even if you don’t provide your services to customers during these events, selling add-on products and making yourself known within the community will raise your brand awareness.
Partnering with other local businesses is also an effective way to market your business externally. If you own a nail salon, work together with your local hairdressers to offer a package of treatments, and in turn, promote each other’s businesses.
Christmas is about giving so think about which products and services that you offer would make the perfect presents.
Create special treatment packages for customers to purchase as gifts for others or let them choose their own to create a tailor-made gift.
Treatment package ideas:
- Buy two treatments, get one free
- Pay for a manicure and get a free hand massage
- Free cut and blow dry with when you have your hair coloured
- Manicure, pedicure, hand and foot massage for £50
Design some ‘gift certificates’ and hand write the treatments that are available to the recipient, this adds a personal touch. As well as treatment packages, you can also sell gift cards for specific amounts, allowing the customer to spend their vouchers on any treatments and products in your store. Statistics show that “65% of gift card holders spend an extra 38% beyond the value of the card”, making them a valuable gifting element.
Point of sale displays of ‘stocking fillers’ and ‘gift ideas’ encourages impulse purchases whilst customers are paying for their own treatments. Photograph your product display and advertise your Christmas gifts on your website and social media pages. Offer a free gift-wrapping service to make gift buying easy and convenient for your customers. Keep this simple, offer just a couple of options and keep costs down but customers happy.
Gifting doesn’t just involve your customers buying presents for their loved ones, you can give back to your clients too. Thank loyal customers for their custom throughout the year and encourage them to return by offering discounts and sending out gift vouchers.
When customers come in for their Christmas treatments, offer them a discount if they book in again in January. Alternatively, thank regular clients with a £10 gift voucher to use on their new year visit. This ensures that your customers know that they are appreciated and keeps your salon busy during the post-Christmas slump.
If your business doesn’t already use social media to advertise, promote products, interact with customers and gain important feedback, then you need to start. You should be using social media channels all year round but if you don’t, Christmas could be a great time to launch them.
Create social media marketing campaigns using hashtags to encourage customers to get involved and post pictures of their experience with you online. Everyone that uploads a photograph could be entered into a competition to win a free treatment in the new year. This increases the likelihood of customer involvement and helps to fill your appointments book!
Social media is also a great tool for promoting your special offers, gift ideas and Christmas opening hours. Use social media icons on all of your marketing material to make sure that customers know where and how to connect with you. Once connected, your customers can share, like and comment on your posts, increasing awareness of your brand amongst their followers.
Encouraging your customers to leave reviews on your social media pages is an effective way of gaining feedback. In turn, this grows your positive reputation. Add a ‘call to action’ to your marketing material and on your social media pages to remind customers to leave reviews. You could offer customer sample products or another incentive as encouragement to do so.
Research carried out by Bright Local found that 72% of consumers trust local businesses more after reading positive reviews and a huge 88% of consumers trust online reviews just as much as personal recommendations. What better time to encourage your customers to leave you glowing reviews than when they’re full of Christmas cheer?
You shouldn’t ignore traditional methods of advertising when it comes to your festive marketing ideas. Leaflets, business cards and signage are just as important as social media campaigns and glitzy window displays. Change up your marketing material for Christmas, add festive touches but you stay true to your brand to avoid confusion.
Use internal signage to promote your Christmas opening hours, special offers and gift ideas. Position these around your salon to be seen by as many customers as possible. Leaflets and business cards can be given out to customers at the till with their receipt for them to read at home and potentially pass on to others. Giving your customers marketing material to take away with them keeps you their mind, even when they’re not in your salon.
It’s important to remember that not all festive marketing ideas will work for every business. Those that are mobile or work from their home can adapt these ideas to suit their needs. Christmas is the busiest period of the year for salons and individuals working in the beauty industry with clients wanting to look their best for Decembers festivities and so, preparation is key!
You don’t have to spend a lot to reap the rewards of making small, simple changes to your marketing for the Christmas period. By switching up your usual approach you’ll see a noticeable change in your sales, your customer base and your diary for the upcoming months!