Thought Process
According to the National Retail Federation, more than half of Americans will celebrate, and U.S. consumers are expected to spend more than $18 billion on Valentine’s Day in 2018, more than $135 per person. This holiday is tailor-made for Salon Suite services, retail products and gift card sales.
Action Steps
Drive appointment bookings and increase retail sales by catering to Valentine’s Day shoppers with promotions your clients will “love!”
10 Ways to Get Clients to Fall in Love with Your Salon Suite Before Valentine’s Day
1 – Capitalize on Client Love
Ask clients and social followers to fill in the blank: “The one thing I love most about being a (your Salon Suite name) client is _______________________________________.” Use the responses as mini-testimonials on your website, social networks and email marketing.
2 – Remake Your Retail Promotions
Align your inventory with consumer’s most-purchased Valentine’s Day items, which included:
1 – Capitalize on Client Love
Ask clients and social followers to fill in the blank: “The one thing I love most about being a (your Salon Suite name) client is _______________________________________.” Use the responses as mini-testimonials on your website, social networks and email marketing.
2 – Remake Your Retail Promotions
Align your inventory with consumer’s most-purchased Valentine’s Day items, which included:
- 50% – Candy
- 47% – Greeting cards
- 37% – Evening out
- 35% – Flowers
- 19% – Jewelry
- 19% – Apparel
- 16% – Gift card / gift certificate
You could increase seasonal retail sales with point of sale displays for many of these items. In addition, remember that gift card sales are a tremendous client acquisition tool. Consider sponsoring a Facebook ad touting your Salon Suite’s gift cards as a perfect Valentine’s Day gift, targeted to people who live right in your city.
3 – Evening Out Preparation
Obviously there’s no “evening out” retail product or point-of-sale display. However, when you consider that 15% of Americans just made a New Year Resolution to find love, a Valentine’s Day party or date-night style and blow out could be a popular service.
4 – Celebration of Love Week
February 11-17th is Celebration of Love Week. This is a great time for you to leave a series of “love notes” to your clients on social media, talking about what you love most about being a beauty professional.
5 – Love by the Numbers
A BrightLocal study discovered that 94% of consumers will do business with brands that have 4 and 5 star ratings and half – 49% – need at least a 4-star rating before they choose to use a business. The same study found that 68% of consumers left a review for a local business when they were asked to do so. Invite clients to show their love for your Salon Suite by leaving a review on Facebook, Yelp or another review site for a chance to win a Salon Suite gift card or gift basket drawing, including all clients who participate.
6 – Focus on Couples
Valentine’s Day is all about couples! Create promotions for perfect pairings:
- Service and retail product pairings
- His/her shampoo and conditioner pairings
- Cleansing and styling product pairings
- Buy one-get one promotions
- Add-on services
7 – Think Long-Term Love
February is Weddings Month – because those people planning spring, summer and fall weddings are in full on planning mode this month. This is why you’ll often find bridal shows at convention centers in February and March. If you’re interested in offering bridal, mother of the bride, groom / groomsmen or other wedding party services, now is the time to put your pricing and packages together and get the word out. In addition to promoting your services, you may also be able to increase bridal and wedding-related service bookings by:
- Reaching out to local wedding planners, florists, bakeries, caterers and similar businesses for potential marketing partnerships
- Advertising your services through local wedding chapels and reception halls
- Asking clients (and rewarding them) for bridal and wedding-related referrals
- Sponsoring Facebook ads targeted locally to people interested in weddings, brides, wedding gowns, etc.
8 – Using Lovable Hashtags
Using hashtags the right way can extend your Salon Suite’s reach and influence on social networks. When you post about your Valentine’s Day promotions, include popular hashtags such as:
- #ValentinesDay
- #ValentinesDay2018
- #ValentinesDayIdeas
- #ValentinesDayGifts
- #SinglesDay
- #BeMine
If you’ve expanded your retail with items consumers are likely to gift on Valentine’s Day, you can also include those as hashtags: #ValentinesDayFlowers, #ValentinesDayJewelry, #ValentinesDayTShirts, and so on.
9 – Branch Out
Yes, many people purchase Valentine’s Day gifts for their spouse or significant other, but there are other people on the gift list. Your promotions can reflect the fact that your retail or gift cards also make great Valentine’s Day gifts for some of the other people gifts are purchased for:
- 90% – Spouse or significant other
- 54% – Parents, children and other family members
- 20% – Friends
- 18% – Teachers, classmates
- 20% – Pets
- 10% – Co-workers
- 6% – Other
10 – Couple’s Affair to Remember
Hold a Valentine’s Day themed event as a client appreciation happy hour or product/service demo. Serve love-themed drinks and appetizers. Invite a local relationship expert to give tips for finding and nurturing loving relationships. Incentivize attendance with a give-away or prize drawing for everyone that attends and/or brings a friend.
