How to Sleigh Your Salon's Holiday Marketing

Social media is one of the most powerful marketing tools | photo by Milkos/iStock/Getty Images Plus

Marketing may be the last thing on your mind during the busy holiday season, but Colleen Lemos, senior public relations specialist at Millennium Systems International, says it's one of the easiest times for salon owners to boost sales. 

In her role at Millennium, Lemos curates most of the software company's content. As a result, she spends a majority of her time researching industry trends, case studies of successful marketing campaigns, marketing statistics, and customer sentiment to help deliver the best information to help salons grow. Needless to say, we were all ears when she told us she wanted to share her tips on how to increase revenue during the holiday season by using an effective marketing strategy. 

"Clients are already in the mood to spend during the holiday season, it’s just a matter of where," Lemos says. "With the right marketing strategy, and retention strategy to ensure clients are coming in during the holidays, salons can greatly boost retail, gift card and service sales for the end of the year and well into the New Year." But, what exactly goes into creating the right marketing strategy for your salon? Lemos says the most important thing to keep in mind when it comes to holiday marketing is to plan ahead. "55 percent of consumers will start researching and 33 percent of consumers will start purchasing holiday gifts before November," she says.

If you haven't gotten your ducks in a row just yet, don't fret. Social media, something that salon owners, stylists and educators use everyday, is one of the most powerful marketing tools at your disposal. "Social media is a huge source of inspiration for many holiday shoppers," Lemos says. "It's imperative to take advantage of that. In addition to posting your holiday promotions, you can post curated gift guides to help your clients find the perfect gift for a friend, co-worker, or loved one." You can also boost your social media presence through targeted marketing to ensure you're reaching the largest amount of people with your promotions. "Instagram and Facebook allow you to use targeted messaging to a reach a wide variety of demographics, interests, and lifestyles, so put aside some extra money for paid social ads during the holiday season." 

Though social media is impactful, Lemos strongly recommends investing in a slew of different channels for marketing. "Never underestimate the power of word-of-mouth marketing and signage in your salon," she says. "Half of holiday shoppers are influenced to purchase because of a limited-time offer. Sit down with your team to discuss your holiday promotions and figure out how you can cohesively work them into your dialogue throughout a clients' appointment." According to Lemos, studies show that consumers tend to go right when entering a store. For this reason, she suggests setting up a retail display to the right of your front entrance with limited-time holiday deals for stocking stuffers and gift baskets to entice clients to buy. Also keep in mind that each one of your clients has different needs and different priorities. "Consider crafting campaigns for a few different client consumers—mothers, fathers, grandparents, millennials, Gen Z, etc.—as well as gift guides for different spending levels," Lemos adds. Happy holidays and happy planning!