Out of lockdown and into Christmas
A new season?
Christmas isn’t far away, so this is the perfect time to get prepped. Read on for Charisse Kenion’s top tips for getting your business ready for re-opening during the festive season.
There has been a huge increase in consumer spending online since Covid-19 began, and this is sure to continue right up until Christmas. Whether you are able to open your doors again on December 2nd or not, it makes sense to get your online offerings sorted so that your customers can come direct to you for their hair and beauty must-haves. By increasing your December profits, you’ll be in a much healthier position for 2021. Don’t forget, an easy online offering could be the gift voucher! Not only is it money in the bank when someone buys one as a gift, but it’s a new potential client for you once salons are open again.
Niki Morgan Commercial Director UK and Ireland for ghd says: ‘Good hair days are special and salons are essential for creating them – so this is the time to harness the power of social media and make it your new salon window. Instagram and TikTok both play an important role in engaging with clients and present an opportunity to encourage them to support you, their trusted local salon for their Christmas retail needs.’
Bear in mind when most of your clients will be paid, and focus your marketing around those weeks. For instance, the first five days of the month is a good time to promote your services and retail offering, as research shows that 64% of people spend the bulk of their disposable income within the first five days of being paid. Also, make sure your website and social platforms are fully up to date and use your client database to send out a newsletter at least 7-10 days before you’re open for Christmas business. Timing is everything and you want to stay at the forefront of your clients’ minds.
Timing is also key when it comes to your team. Award-winning salon owner Anne Veck says: ‘Christmas is about ensuring no one takes holidays 1-24 December because the salon is fully booked! Consider opening extra hours - evenings, Sundays - to meet demand.’
After the year we’ve had, many of us are looking for gifts that are more about treating ourselves, relaxing, or having an experience that we wouldn’t usually have time for. This could actually mean that many of your clients are open to spending more, so don’t feel pressured to offer massively discounted gift ideas. Instead focus on the gift of giving something meaningful and speak from the heart when it comes to online and in-salon promo. If you’re a salon that’s re-opened, create retail areas that aren’t cramped and allow clients to move around freely, almost like little zones of retail therapy. This way clients can have a look before or after their appointment and keep their distance from other customers. And don’t forget to have those gift vouchers in plain sight!
Ahead of the Christmas rush is the perfect time to spice up your menu and try offering multi-tasking treatments. Add-ons like lashes, brows and nails are perfect for adding to a client’s cut and colour or blowdry booking, or even all together. So many of your clients will have sacrificed their usual maintenance due to Covid restrictions, so this is a great opportunity to turn it into more of a ritual than a routine – something they can look forward to. Make sure you’re all stocked up and ready to re-open and visit https://www.capitalhairandbeauty.co.uk/offers/beauty - we’ve got some amazing offers on between now and New Years Eve!
Set Targets and Stay Motivated
Your team are the heart and soul of your business, so make sure you pay them attention too. Think about what motivates your team; are they motivated by friendly competition, or do they prefer incentives and rewards? Also, take time to have fun; this has been a stressful time for everyone, and sometimes those stressors aren’t always shown. You might not be able to have the ‘usual’ Christmas party, but planning in some down time together helps you relate to one another more as a team. And as a team, you will always be better equipped to deal with whatever comes next.
For more tips and advice check out the rest of our blogs at https://www.capitalhairandbeauty.co.uk/inspiration - we’re here to help.