Success in the salon business depends on finding the opportunity and capitalizing on it. Luckily for salon owners, the holiday season (from mid-November until the end of December) presents a number of opportunities.
This is the period when clients will make salon appointments — even if they’re inconsistent with their bookings throughout the rest of the year — and when they’re more willing to say yes to bigger-ticket services like color, retexturizing, or extensions. After all, those holiday parties and photos are coming up!
They’re also more willing to buy products for themselves for home care, and they have gift budgets to spend on retail or gift cards.
Your responses to the below questions will reveal whether your salon is prepared to capitalize on the opportunities the holidays present. (Look at last year’s numbers and your goals for your holiday season to help you answer them.)
10 Questions to Determine Holiday Readiness
- What is the peak number of clients/ appointments your salon business can handle every day during the holiday season?
- Do you have adequate (fully trained) staff in place to handle those numbers?
- How much retail and backbar will you need?
- Do you have a holiday plan for events and promotions?
- Do you have a holiday plan to maximize each client ticket?
- Do you have a marketing plan for the holiday season?
- Have you ordered gift cards, gift wrap, decorations, and other holiday items?
- Do you need to update your online store with fresh content, product selection, and language for returns and refunds?
- Does your online store have a safe, efficient checkout and delivery/ fulfilment process?
- Have you met with your team to discuss the upcoming holiday season and to give them individual goals?
It takes a lot of planning to get the best revenue results during this prime services and retail period. The dates for Christmas and New Year’s Eve do not change, and they always come up faster than you’d think.
If some of your answers to the above questions need your attention, now is the time to figure it out!
Liz McKeon, a salon business coach and founder of The International Salon Business School, is currently conducting her best-selling Salon Business Owners Retreat for 2024.
Liz is the author of 30 Days to Beauty Business Success. She can be booked for customized, in-salon coaching visits for one, two, or three days by emailing [email protected].