You probably know someone who is already counting down the days to Christmas. We have to admit that we already have the Christmas season on our minds, too! After all, the festive season is one of the busiest and most lucrative times of the year for salons, aesthetic clinics, and spas. But the magic of this season doesn’t happen overnight.
Even though it may feel strange to think about Christmas when the sun is shining, by planning well in advance, you can ensure that your salon is optimally prepared for the festive peak season and make your salon’s Christmas miracles come true.
What does your Salon Christmas Miracle look like?
1. Define and set goals for your salon and your team
Knowing what you want, such as increasing sales or strengthening customer loyalty, is a good start when considering what you want to achieve this Christmas.
You can use the SMART method to set goals that are easy to understand and implement:
- Specific– Formulate the goal with as much concrete detail as possible.
- Measurable– Can the goal be measured quantitatively?
- Attractive– Is the goal meaningful & motivating?
- Realistic– Is the goal achievable under the given conditions within the specified time?
- Time-bound– Set a time frame in which the goal is to be achieved.
SMART Goal Example:
We will run our Christmas campaign from December 1st to December 24th to increase the number of online bookings by 20% compared to the previous year. We will achieve this through targeted social media advertising for existing customers and new customers, who will receive an exclusive new customer discount. We will evaluate the results by December 31.
The more specific your goals are, the easier it is to take action and measure your success. At the same time, be open and flexible. As you progress, new opportunities, challenges, and insights may shift your path. You can always refine your original goals as you go.
Data-Driven Goal Setting
As a starting point for your goals, look at your achievements from previous years and your current business performance. To truly understand this, back up your experience with numbers. For example, use Phorest’s Reporting and Health Check Dashboard as an easy-to-read snapshot of your most important figures. Identify your strengths and weaknesses to craft your vision for Christmas.
Stuck for ideas on what kind of goals to set for your business this Christmas? Here are some of our favourites:
Classic
Increase Sales: e.g. in product sales, online vouchers or services. This is particularly suitable at Christmas time, as people are in the spirit to give–to their loved ones and to themselves.
Long-Term
Customer Loyalty: Do your customers book regularly? Do they recommend you to others, and are they punctual with their appointments? In this context, you can set targets for follow-up bookings, five-star ratings, referrals, and no-show rates.
Essential
Employee Performance: What does your team think about targets? Give your team the tools to help them work towards company goals and their personal ones. Make it personal! Do they want to prioritise a particular service, get more reviews, or get repeat bookings from their clientele? Have the conversation to make sure the goals you set resonate with them.
2. Put Your Business in an Optimal Starting Position
Have you set goals for yourself and your team? Excellent! You’re now ready for Christmas, right? Not exactly! Now is the best time to take a moment to think about what’s needed to help you achieve the SMART goals you’ve set.
Optimise Your Appointment Scheduling
During the peak season, efficient scheduling is crucial. Your customers are busy and distracted with holiday plans and to-do lists, and your team is working at full speed. Use an online booking system to avoid overbooking, make the booking process as easy as possible for customers, and to take the pressure off your team at reception.
Implement your online booking across multiple channels, such as your website, social media, and Google business page. The ideal booking system helps you maximise every column in your schedule so customers have access to appointments even in the busy season. You, in turn, are well-organised and run things smoothly in the salon.
Expand Your Customer Communication
How do you stay in constant contact with your customers? Automated messages can help you with this. Once set up, you don’t have to worry about staying on top of it, but your customers will appreciate the excellent service. For example, if your goal this Christmas season is to avoid no-shows, appointment confirmations and reminders are particularly suitable. If your goal is to increase your ratings on Google, be sure you automatically ask your customers for their opinion after each appointment. If your focus is on increasing sales, do you have a way to reach your customers through marketing to inform them about your great offers?
Define Your Services
What do you want to offer your customers? When considering this, think about what your team enjoys and what could contribute to your sales targets.
For example, could you expand your service offering to include:
- Premium services that are perfect for your customers to indulge in at Christmas or gift to others.
- Personalised product recommendations that delight your clients
- Packages and retail bundles with a festive theme
- Hassle-free shopping from your integrated online store
- Online vouchers for a stress-free gift idea (perfect for the last-minute gifting crowd)
- A loyalty program that incentivises Christmas-time spending with a treat in the New Year
“We focus on the Christmas business, Mother’s Day and Valentine’s Day. During this time, we sometimes sell vouchers worth 4,000 – 5,000 euros a day. I would say that 20-25% of our vouchers are not redeemed.”
Christina Haneberg from MamaSpa
Boost Team Motivation
Your team is an essential part of your business. If they feel looked after and listened to, they will pass this on to customers and provide excellent customer service. Involve them in setting goals and defining individual targets. With a tool such as Phorest’s Staff Goals, you track progress together and keep them engaged along the way. After all, a motivated team is essential during the whirlwind of Christmas.
3. Develop an Effective Marketing Strategy
The foundation of any successful Christmas campaign is a well-thought-out marketing strategy. This strategy should be informed by a clear understanding of your services and how you communicate with your customers, as discussed in the previous sections. By aligning your marketing approach with these elements, you can create a targeted plan that resonates with your audience and supports your unique goals for the holiday season.
What Channels Can You Use to Spread Your Marketing Messages?
Create engaging content that highlights your festive offers and services, and use social media, email, and SMS marketing to get the word out. For example, try a social media story or short video showing how easy it is for your customers to get the perfect gift from your salon. The festive season is full of occasions where clients like to look their best. Highlight the services that will make them shine bright at those special events while reminding them that appointment slots are booking up fast (the truth!). Phorest has a wide range of marketing SMS and email templates to help you create and send your campaign in no time at all.
Read more: The Ultimate Bundle Full Of Christmas Salon Marketing Ideas
A Little Extra Appreciation Goes Along Way for Retention and Loyalty at Christmas
Christmas is an excellent opportunity to strengthen customer loyalty. Award more loyalty points for certain services or product purchases, which regular customers can redeem for exclusive gifts or additional services. A personal thank you note, a little gift, or a special treat can also go a long way. As the end of the year approaches, many people, whether they realize it or not, are taking stock of the businesses they support. The sentimental Christmas period is the perfect time to remind clients how much you appreciate them. They will remember how you made them feel the next time they are booking.
Ready to Make Your Own Christmas Miracle?
As a salon owner, Christmas magic isn’t exactly magic. It comes from thoughtful preparation and strategy. Start now, and you can head into the busiest time of the year with confidence and a plan. By setting clear goals, optimising your operations, and fostering strong communication with both your clients and your team, you can create an experience that not only meets your business objectives but also delights your clients. A well-executed strategy will ensure that your salon is not just surviving the holiday rush but thriving, leaving a lasting impression that carries through to the new year.
Looking for a growth partner for Christmas? Now is also the best time to switch software.
Book your personalised demo with Phorest to chat through your goals and how Phorest can help you tackle them.
