Is December busy in your hair or beauty business?
Yep. I know. It’s not busy. It’s manic. And I’m guessing you’re going to be too frantic to find much time for salon marketing.
Yet Christmas is a spectacular social media marketing opportunity for salons, with everyone hunting for gift ideas, party-style inspiration and last-minute appointments. Business opportunities your salon, spa or clinic can’t afford to ignore.
Social use skyrockets around Christmas as people share the fun with family and friends. It’s the perfect time to raise your brand profile, shift retail and get seen by a new local audience on salon social.
But you don’t have to miss out – no matter how busy you are.
In this blog I look at how to:
- Set your Christmas social media goals
- Create a festive social marketing plan
- Schedule social posts weeks ahead
- Find sparkling holiday post ideas
- See what works best for your community
- Make your salon social seasonal
- Delegate social tasks successfully in December
- Increase January 2022 bookings
- Develop salon social #hashtags
- Know when to be on social
- Deal with comments (and complaints)
- Measure your salon social success
Don’t miss out on profitable business:
Preparation: the key to social media success at Christmas
I can’t say this often or loudly enough:
Get your marketing prep work done early before the December rush starts otherwise it’s unlikely to happen.
80% or more of your Christmas social media marketing can be created and scheduled weeks ahead.
#1. Set your salon social media business goals
It’s too easy to waste hours (and hours) on social and not make any significant difference to your hair or beauty business.
So decide your social media marketing goals for December now. And don’t forget to make them specific and measurable (S.M.A.R.T goals).
Here are a few of the ones I use with our agency clients:
- Increase social engagement (by how much?)
- Boost hair & beauty retail sales (by how many £s?)
- Sell more salon Gift Cards (set a monetary target)
- Get more bookings for January (what number are you aiming for?)
- Boost your Business Page Likes (from X to Y)
- Build your database this December (increase to xx by 31 December)
#2. Write your holiday social marketing plan
Now plan your social posts to reflect these goals, and decide what social advertising you need to invest in to achieve them.
Don’t be put off by the word ‘plan’. Keep it simple; just use the ideas in this blog to sketch out December’s social posts.
It’s not the plan that’s important, it’s the planning.
– Dr. Graeme Edwards
#3. Understand what your salon social audience love
Don’t rely on luck or guess work. Look back at your Facebook, Instagram and Pinterest to see what social content worked best for your hair or beauty business in the past.
And especially last Christmas.
#4. Step into Christmas with your Cover Photo
You dress your salon or spa for Christmas. So don’t forget to dress your Facebook too.
Charlotte Tilbury pushes gift ideas with this easy to copy Facebook cover photo.
For a quick inexpensive option, snap an evocative photo of your salon, clinic or spa decked out in its seasonal finery.
Looking for more ideas on getting the most out of your salon premises at Christmas? Try this blog.
#5. Agree who is monitoring December social
It’s going to be full-on this December so decide now who in your salon is responsible for monitoring social media and, crucially, responding.
Bit obvious I hear you say. Maybe. But agreeing this now greatly reduces the chances of a major customer service blunder over this hectic period.
An online social whinge can soon escalate into public unpleasantness if left to fester. And that’s the very last thing you need.
Get ahead of the game…
#6. Schedule salon social posts weeks ahead
Aim to create and schedule at least 80% of your December salon social in October and November.
Take advantage of Facebook’s central forward schedule function for both Facebook and Instagram, and your posts will go live whilst you’re busy running your hair or beauty business.
#7. Capture the magic of Christmas in salon
Planning and scheduling your social media is critical to success, but do leave space to capture the spontaneity and fun of the holiday season.
Plan a 10 minute slot each day (or every other day) to take advantage of those last-minute social media marketing opportunities that crop up in salon. This way you won’t miss out on showcasing that gorgeous Yuletide bride, stunning hair colour or a merry set of festive nails on Instagram.
Sparkling ideas for salon social posts
Keep your social interesting and your audience more engaged by mixing your posts. Add some pop, fizz and sparkle with these Christmas post ideas…
#8. Advent calendar posts
Imagery increases engagement and count downs are always fun.
Combine the two with your own salon social media advent calendar. The ’12 Days of Christmas’ lend themselves beautifully to hair and beauty tips and tricks.
#9. Promote your Christmas opening hours
Don’t forget to schedule social posts in promoting your longer December opening hours.
Start these Christmas opening posts in October, and use FOMO (fear of missing out) to encourage followers to book early as we did for our client Sara Shoemark founder of the three multi award winning GLOW beauty salons.
View this post on Instagram
And here’s a step-by-step on how to update your Google My Business salon holiday opening hours so all salon marketing bases are covered.
#10. Shift last-minute or cancelled hair & beauty appointments
Get those irritating late cancellations rebooked in minutes. It’s just a case of remembering to post them on your social platforms when you’re dashing around.
Put a salon system in place to catch them so you don’t miss out on any seasonal profit. You can’t beat systems for making your business run smoothly. And profitably.
A salon system isn’t just for Christmas… find more ideas on setting up procedures, processes and systems that work.
#11. ‘Tis the season of goodwill
Share local charity news and help spread the word in your community – it’s the season of goodwill after all.
#12. Get snapping
Put time aside now to take photos and forward schedule for busy December days when you won’t have time.
- Before and after client photos: why not create some end of year ‘collections’ rather than just one-offs?
- Behind the scenes Reels, Stories and videos of the team decorating your salon, clinic or spa for Christmas.
- Clients enjoying festive cocktails, cakes and chocolates whilst being pampered.
- The team in their Christmastide jumpers for TikTok or an Insta Reel.
- Capture festive holiday events in salon.
There are more in section 14 below 👇🏽 too.
Don’t forget to always get clients’ permission, and tell them you’d like to use it on your salon social.
I love this photo from Rockcliffe Hall Spa of Santa scheduled for Christmas Eve. It’s fun, promotes the brand and importantly could easily be staged weeks in advance.
#13. Showcase beauty and hair festive gift ideas on salon social
Promote your hair and beauty gift packs, Christmas candles and other seasonal goodies with photos taken in salon for that personal touch.
- an image
- product size
Act fast or miss out:
A Facebook poll revealed 48% of women and 33% of men start their Christmas shopping in November. And many of them are turning to Facebook to discuss gift ideas with friends and family.
And don’t forget to promote your Gift Cards on your social media. A link post to your website gift voucher page ticks all the salon social media marketing boxes.
I run through my top promotional ideas for selling Gift Cards in this blog post.
#14. Step-by-step Christmas hair and beauty guides
These go down a treat. Red carpet party glamour is always a winner with hair and makeup trends and tips.
If you haven’t time to produce your own then many of the hair and beauty product manufacturers have ‘How to’ videos at this time of year which you can link to direct from social.
Better still, create a website page with the video on it, do a link post on Facebook, Instagram and and drive traffic to your website.
This brilliant video from Blue Tit salons isn’t for Christmas but I love its simplicity and it’s so easy for clients to watch and learn the technique. Again, it lends itself to being done well ahead of December – just add a glitzy festive backdrop.
#15. Season’s Greetings on salon social
Build your brand profile and make friends in your community by using seasonal news snippets from local businesses across all your social platforms.
Hopefully, they’ll return the compliment and talk about your hair and beauty business on their social media too.
#16. Create a salon social buzz this Christmas
A seasonal contest or giveaway is a nice touch and a great way to build brand awareness locally. Again, the photos can all be taken and the posts written while the autumn leaves are still falling.
PRO TIP: Use your business gift cards as the prize and make it clear in the giveaway terms and conditions that the prize gift card can only be redeemed against salon services. Not retail. This way, only locals are likely to enter which is what you want. As only locals are likely to convert into paying clients.
If you’re running a Christmas event in salon then make a big splash with plenty of regular organic (unpaid) posts supported by paid Facebook and Instagram advertising. Videos (especially Reels on Instagram at the moment) get some of the best engagement on social and stand out in followers’ feeds. This one we created for GLOW Beauty salons is simple yet festive and eye-catching.
View this post on Instagram
#17. Salon selfie Christmas
Our obsession with the salon selfie continues, so harness it and host Christmas themed selfies on a sofa near you.
Or pop an empty picture frame on your wall, decorate with a festive twist and let clients snap the perfect Christmas selfie to post on their social platforms – it’s a marketing wrap. Remember to ask them to tag your business on their post.
#18. Hat tip to your team
They are going to be working their socks off in December so why not prepare and schedule some posts showcasing their work, thanking them and help fill their columns come January? It’s the least they deserve.
#19. Increase January salon bookings using salon social media
Post, and advertise, your new year hair and beauty offers throughout November and December on your salon social to pep up a patchy January or February. It’s too late to wait start advertising them in January.
These posts are ideal for forward scheduling and will ping out whilst you are busy with Christmas clients.
Want to give January a kick-start? Here are my top actionable ideas for promoting your salon, clinic or spa for New Year.
New Year, new opportunities for beauty and aesthetic businesses:
#20. Merry Christmas Everybody
Show you care by scheduling a greeting for Christmas morning to all your fans, and again for 1st January.
This post from Rockcliffe Hall Spa works well with its warm friendly feel of teddy snuggling amongst the Christmas decorations sporting his festive jumper. The best thing for me is that the photo is easily staged and taken weeks before the 25th ensuring you’re ahead of the marketing game.
All I want for Christmas is you… to engage on Facebook
#21. Don’t ignore your followers
December may be manic, but replying to social media comments promptly is a marketing-must. Decide who is monitoring social, when and how often.
Ideally reply to every post comment. But if you’re struggling for time at least ‘like’ comments to show them you’ve read them and appreciate them.
#22. Salon social #hashtags
Boost engagement by using consistent #hashtags throughout your December social media campaigns. Using ultra-popular hashtags, such as #Christmas #Christmasshopping, isn’t the best strategy for getting more engagement on your posts and stories, as they’re less likely to be seen.
In September 2021 Instagram posted a new recommendation to only use between 3-5 hashtags per post even though it allows up to 30 hashtags per post. I’d opt for local hashtags wherever possible as this is most likely to get your posts found by a local audience. And as I said earlier, local people are the ones you want to get in front of and convert into paying clients.
#23. Baby it’s cold outside… (so let’s go on social)
People will be spending more time at home over the holiday itself so you could post more frequently and at different times.
#24. WOW salon customer service
A manic December isn’t a reason to let customer care slip online.
Ensure someone is responsible for checking social alerts throughout the day. If a client is asking, via social, to change an appointment it’s too late dealing with it the next day. Set a salon system to look out for eleventh hour appointment queries and stick to it.
Deal with any complaints via social media immediately too. You’ll find some practical tips on this here.
What worked for your salon social this Christmas?
#25. Measure your results
Before shutting the salon door for the holidays, pop a note on your calendar for January to check and measure what worked for your biz on social.
Then rinse and repeat next year…
FREE Christmas Salon Marketing Guide
Want to make it a bumper Christmas this year?
Get our FREE 41 page Christmas Marketing Guide for salons, clinics and spas…
- Create a brilliant festive marketing plan
- Get people click-click-clicking on your salon social
- Proven shortcuts to increase holiday retail sales
- Fill new year appointments with promotions that work
- Skyrocket your gift card sales pre-Christmas
- BONUS: FREE ready-to-use Christmas Marketing Planner with each guide