How Salons and Spas Can Participate in Black Friday, SMB Saturday, and Cyber Monday
By Denise Prichard
Even though 2020 has presented salons and spas with a multitude of challenges, the holiday season is still something we can all look forward to. While you may have faced the ramifications of going through multiple openings and closings due to the COVID-19 pandemic, Black Friday, Small Business Saturday, and Cyber Monday, the shopping weekend to end all shopping weekends, all spell opportunity and revenue for your salon or spa. Since these milestone retail days occur November 27, November 28, and November 30 (respectively) this year, now is the time to plan.
We all know that these shopping days can literally make your year as a salon or spa owner. In fact, that’s how it all started. Black Friday began in the 1960s as a day when retailers traditionally went “into the black” for the year. Small Business Saturday is in its tenth year, encouraging people to shop at establishments like yours. And the National Retail Federation (NRF) coined the term Cyber Monday in 2005 to describe a sharp rise in eCommerce sales on the first Monday after Thanksgiving.
So, how can spas and salons claim their share of the retail cornucopia?
First, tell your customers you are participating in these lucrative holidays. With Marketing Suite, you can easily send out email campaigns and use two-way text messages to promote your holiday offerings.
Download our marketing budget and plan template to make holiday planning a breeze.
Here are some other things you might try:
Black Friday may look a little different this year since social distancing and safety guidelines require you to limit the number of clients you can service on this festive day. However, with a little creativity and planning, you, too, can take advantage of the most profitable shopping day of the year:
Offer a blowout series, where the discount increases over three visits—for instance, 20% off the first appointment, 30% off the second, and 30% plus a free retail product on the third visit. For example, here’s where a BFF promotion could also come into play, allowing you to provide a more generous discount in return for booking two services.
Promote spa offers that are only available during certain times each day. For instance, all day on Black Friday you could offer a month-long membership that includes massage or facial, 20% off additional treatments and featured products, and 20% off add-ons and upgrades. Between 9 a.m. and 12 p.m., clients who buy gift cards could receive a free treatment or upgrade. And between 12 p.m. and 3 p.m., customers who purchase two or more products or gift items from your business can receive 20% off. You’ve got your customers’ attention for the full day!
Create gift card purchase incentives. For example, with gift card purchases of $100 or more, give the purchaser 20% off a service of a product of their choice. This way, buyers can treat themselves or add a bonus gift for the recipient. Download our guide to become a champ at selling gift cards.
Barbershops can “shave” $10 or 25% off all services provided that day.
Reduce the price of accessories and products. Try a buy one, get one at 50% promotion.
Small Business Saturday and Cyber Monday
Small Business Saturday is getting a bit of a facelift this year since social distancing guidelines prevent the number of people you can have in your business at any given time. However, you can still cultivate community among your current clients and prospects by taking Small Business Saturday online just like you have with Cyber Monday in the past. To take the guesswork out of providing a seamless ecommerce experience, we’ve partnered with Pandaflow just in time for the holidays to make it easy for your customers to safely purchase products from your business by allowing you to put your retail offerings online or integrate your current existing Shopify account with Booker.
You should also:
Create a holiday email campaign that includes a total of five email messages (about once a week). Use your customer email lists to support this. If five emails sound like too many for your clientele, send an announcement that you’ll be participating, a reminder and a thank you message to those customers who have made a purchase from your business on Small Business Saturday or Cyber Monday. Need help creating an email marketing campaign? Download The Complete Guide to Email Marketing for best practices.
Give out as many free mini-sized products or samples as you can with full-sized product purchases. People love freebies!
Give customers who spend $30 or more, 10% off their next purchase or service at your salon or spa.
Never underestimate the power of a gift card. Make them available for sale on your website and Facebook Page, and make them easy to print out or email.
Offer free shipping for online purchases. It’s easy to mail retail products and gift cards (shipping retail’s big in the new normal).
Now’s the time to line up your holiday sales weekend activities and specials. There’s plenty of opportunity waiting for your spa or salon. And with a little imagination and effort, you can get your slice of the holiday revenue pie.