Capitalising on annual events is vital more than ever to ensure your salon or barbershop thrives and grows in these uncertain times. One of those days is Valentine's Day which is an excellent opportunity for salons and barbershops to increase footfall, attract new clients, and increase profit. The best thing you can do is provide the best Valentine's Day promotions that your customers will "love"!
Below we have set out some ideas to help you prepare for Valentine's Day.
This Blog covers:
- Target audience
- Free advertising opportunity
- Gifting an experience
- Adding value
- Create a client database
- Galentine's Day
Target audience
Businesses may think that women are the target market for Valentine’s Day purchases, but in fact, it should be men at the heart of your Valentine's Day promotion. Why?
Data from 2020 indicates that an average Briton spends almost £40 on Valentine's Day, which means Britain will collectively spend over £1.45 billion in and around 14th February. The biggest spenders during Valentine's Day are men. Analysis shows 68% of men are expected to spend money on gifts for their loved ones compared to 59% of women. Men are, almost without any exception, "last-minute" shoppers when it comes to gifts. Having a simple window display on your shop front advertising a special promotion for Valentine's Day would get you the many last-minute shoppers.
Make sure your salon or barbershop receptionist keeps a basket of irresistible impulse buys topped up at reception. These can be smaller items such as travel products or handbag essentials. Make sure they're labelled as 'Valentine's Day gifts and are priced clearly so clients can buy with confidence. You can also gift wrap a few to provide easy last-minute present ideas for busy clients and last minute shoppers. NHBF Members can download our guide on how to deliver an outstanding client experience.
Free advertising opportunity
Are you making the most of social media to help your business make a splash during annual events?
There are plenty of free or low-cost opportunities in today's online world to publicise your salon or barbershop, raise your profile, and keep in two-way contact with your clients. So don't ignore your social media accounts – update them a few days ahead of Valentine's Day with special promotions and gift ideas. Not only will this be seen by your regular followers' but word of mouth is still a powerful tool and will help bring in new clients. And don't forget to spread some love on the day by thanking loyal salon clients on the 14th. It doesn't cost anything. Lastly, ensure that your social media channels are updated and relevant as part of your regular marketing activities. NHBF Members can download our workable marketing plan to ensure your salon or barbershop thrives and grows.
Note, the algorithms on Instagram do not recognise the hashtag #valentinesday.
Gifting an experience
As we have seen in recent trends, people now purchase experiences for gifts such as a day out racing sports cars or taking a hot air balloon ride rather than buying material products from the shelf. Salons and barbershops could tap into this trend by offering customers vouchers and other gift ideas to buy for their loved ones. This is where your salon/ spa can come to Save the Day! Think Spa days, makeovers, massages, hair treatments, etc. Have you thought about partnering with local businesses and offering gift vouchers from their shops or perhaps brownies from the local bakery? When think about a gift experience, think outside of the box.
Adding value
Heart to heart - there's nothing better than some serious retail therapy and a glass of bubbly to lift the Valentine spirits of clients who have a booking. If you give ‘free’ alcohol to your clients, you must still comply with the relevant laws. This is because if you serve alcohol as part of a paid-for service it can be considered as part of the sale and so not really free. Read our blog for full details on what licenses you will need.
We all love a good bargain. Why not, for this Valentine's Day, add value on top of your existing treatment, such as a hot cloth treatment after a shave? While they are in the chair, try to upsell, ask them if they want work done on their eyebrows or beard if they have one.
Once you have customers coming in for their treatment with a gift voucher they got for their Valentine's Day, encourage your hair or beauty team to do a consultation with their clients. As well as making them feel valued and more likely to try different services such as colour, they may also be far more likely to buy retail products. Don't forget to display your Gift Cards prominently too. Read our blog on the importance of consultation.
Create a client database
St Valentine's Day will come and go. To make the most of Cupid, stay connected with your hair and beauty clients across all marketing channels throughout February. Building your email database is one of the most valuable salon marketing activities you can do. Whenever possible, always collect email addresses, so you gain a bank of potential clients to market and attract into your salon. But don't forget GDPR. It's important to make sure your employees understand the importance of complying with GDPR and their responsibilities. NHBF Members can download a free guide that provides information and practical steps on ensuring your business complies with the General Data Protection Regulations, which came into force on 25 May 2018.
Galentine's Day
The Valentine's Day period is not only for couples anymore. Singles and friends are now using the event to create experiences and celebrate their friendship and relationships. Galentine's Day originated from the US sitcom Parks and Recreation in 2010 and soon spread over to the UK. It's on the 13th – the day before Valentine's – and is a celebration of adulthood, your BFF and independent people whether they're single or not. Make sure your special promotions include packages for groups of friends, such as a pampering session.
Love what you do
With your Valentine's Day marketing ideas in place, you'll help people look good and feel good for their partners (and themselves). As we have seen in the last couple of years, our industry is vital for people's mental health and well-being. The goal of your Valentine's Day marketing should be to introduce new clients to your business and make a profit and make people feel and look good along the way. So stay positive and keep loving what you are doing.