3 Barbershop Marketing Tips for Father's Day
By Denise Prichard
Any client can tell you—their father has always been their biggest fan. He’s always there when something breaks, tool in hand. He’s their rock, their hero—he's their dad. Since the beginning, our fathers have always been there for us. Father’s Day is that special day we get to give back—and trust me, as consumers, we really show dad the love.
This year, the National Retail Federation estimates Father’s Day spending to hit $15.3 billion in the United States, with about 17.7% of those profits landing in the small business sector. So, what does all of this mean for you? Well, if you're a business owner for a male-centric business such as a barbershop (wink, wink)—Father’s Day represents an opportunity for your shop to make a serious summer surplus.
In order to make this Father’s Day a monetary success at your barbershop it’s all going to come down to your marketing efforts. You’ve got to showcase to fathers and all their gift searching loved ones that your barbershop is the perfect gift for dear-old-dad. So, let’s get to it—here are three Father’s Day ideas for local barbershops to turn their shop into the Father’s Day destination.
1. Push Father’s Day Gift Cards
Gift card spending is expected to rake in $2.1 billion this Father's Day, making them one of the most popular items purchased to show dad some love. They’re a great option for all those procrastinating last-minute shoppers out there. They’re equally attractive for gift-givers who may not know exactly what to get, but know where the person they’re buying for likes.
With that being said, push gift certificates at your barbershop during the days leading up to Father’s Day—they’ll be a big seller. Last year, the National Retail Federation reported $1.8 billion was spent on Father’s Day. With that much potential profit out there for gift certificate sales, it’s imperative you promote gift certificates at your shop.
Create some special ones specifically for Father’s Day. Make it clear that these aren’t generic, but instead, Father’s Day specific. Make sure these certificates are highly visible. Consider promoting them in your shop window. Additionally, make sure they are easily accessible at your checkout.
2. Create Father’s Day Gift Bundles
As opposed to just marketing your services, holidays like Father’s Day present local barber shops with the perfect opportunity to market any stocked products they may sell. Maybe you sell shampoo or gel, or razors - whatever items you keep stocked, the days leading up to Father’s Day are the perfect time to push them. Besides simply selling them individually, group some products together. Make a gift bundle.
Gift bundles give your customers the opportunity to bottle up your services and bring them home. Fair pricing and logical grouping are always important when it comes to creating a valuable package; however, presentation is hugely important for a gift-giving occasion such as Father’s Day.
Put the time into thoughtfully decorating your gift bundle! Gift buyers have a long list of things to do in preparation for Father’s Day. Eliminate the trouble of wrapping and your bundle becomes that much more invaluable.
3. Spread the Word About Father's Day Specials
Now that you’ve created some neat gift certificates and some awesome looking gift bundles in preparation for Father’s Day -- half the battle is done. You’ve got one more thing left to do. It’s time to get the word out there! Some great tools for you to use are--
A.) Email Marketing: Get that one-on-one conversation going with your customers. Send your customer base an email letting them know that gift certificates and gift bundles are available. Customers themselves might find the information useful, and if they’re delivered to dad directly, he can forward your email to all his gift-givers as a hint.
B.) Social Media: Popular social media sites such as Facebook, Twitter, and Instagram give your barbershop the ability to engage with a large audience of potential new clients. Though slightly less personal than email, social media can help barbershops cast an even wider net for driving more business. In fact, 78% of small businesses report generating at least a quarter of their new customers via social media.