Love it or loathe it, Black Friday is a cracking salon marketing tool.
But… only when used properly.
And that’s the trick.
Black Friday to boost a quiet month in salon
I’m certainly no fan of discounting as you know.
But if your appointment book is looking a tad bare, a spot of (careful) Black Friday marketing can bolster November revenue.
*Study: VoucherCodes.co.uk and the Centre for Retail Research
Your clients want to spend
Sure, there’s a lot of competition around Black Friday but there are also buckets of consumers keen to shop for hair and beauty bargains.
Black Friday 27th November 2020
It’s easy to be sniffy about this retail event which, having started in America, has crossed the pond and become a salon marketing fixture in recent years. But Britons spent an eye watering £5.8 billion between Black Friday and Cyber Monday 2016.
A 2018 survey by PWC revealed that just over 50% of consumers are interested in Black Friday, and either intend to buy or would consider doing so if the price is right.
This rises to a massive 70% of under 25 year olds and 65% of 25-34 year olds – a key target audience for many salons.
Only 1 in 10 shoppers deliberately plan to avoid Black Friday, and most of these are aged 50+.
Here are 6 ways your hair or beauty business can profitably take advantage of this retail phenomenon:
1. Shift old hair and beauty stock
We all have outdated stock, one off electricals and discontinued lines lurking in hidden corners of the salon.
Yes, we do. Go and have a look 🙂
It just clutters the place up, gathers dust and ties up your cash.
PWC’s survey reveals electricals are the most popular spend on Black Friday, with beauty and stocking fillers also featuring in consumers’ top 5 ‘most wanted’ list.
A sprint round yields a surprising haul. Now pile it high in a display basket for a Black Friday bargain promotion.
And don’t feel you need to keep to the Friday. Start the Monday before, stretch your sale over the weekend and shift that old stock.
#SalonMarketing Tip: Remember to price each item individually showing both the RRP and your discount. It’s the one day of the year that discounts are expected and work like a charm. People are sniffing around looking for bargains galore so give them something to spend their money on.
What’s more, think of all that lovely space you’ve freed up and the boost to your cash flow.
2. Black Friday hair and beauty gift card sale
Gifts for others make up a huge 63% of Black Friday purchases, while the emerging trend of self-gifting means Black Friday is also seen as an excuse to treat ourselves.
Top 10 UK Black Friday Purchases 2016
*Study: VoucherCodes.co.uk and the Centre for Retail Research
These two trends make it an ideal opportunity for selling hair and beauty gift cards. But there’s a knack to getting this right.
Here’s what you need to do:
For one day (Black Friday) only offer a deal on your salon or spa gift cards. I like:
- Buy a £40 gift card and we’ll make it up to £50
- Buy a £75 gift card and we’ll give you an extra £20 card for free
- Buy a £100 gift card and we’ll upgrade it to £125
The marketing trick?
These Black Friday gift cards can ONLY be used during the quieter months of January and February.
I like this salon social post from Gielly Green although I’d probably time limit it to just Black Friday as it adds a sense of urgency. You can always run another one day sale in early December or at a salon event if new year is looking dead.
Shout about your hair and beauty Black Friday deals
Of course, advertise this one-day Black Friday gift card sale well in advance on your social channels, in salon and on your website.
If your website has the function to offer gift card sales online then promote the link to this page hard.
3. Promote Black Friday on your salon social
Advertise your discounted stock and on your salon social media. Stress this bargain bonanza is time-limited to add a sense of urgency and FOMO.
Offer options for purchase methods if you can:
- Call and pay over the phone.
- Online purchase (if your website offers it).
- Pop into the salon.
I’d advertise on Facebook and Instagram as organic (unpaid) posts only reach about 5-10% of your Likes. Start a week in advance
When to advertise:
Research on Black Friday advertising reveals you get best results advertising any sale or discounts in advance, rather than on the day, when it comes to Facebook. In fact, the Sunday before the 27th is the optimum date according to this study.
4. Spoil your salon or spa clients on Black Friday
Black Friday doesn’t just have to be about discounts, deals and sales.
Why not treat loyal clients who are in your spa or salon on Black Friday to a surprise complimentary gift?
It’s a great way to say thank you and show they are loved and appreciated. Just don’t forget to draw their attention to your discount basket and low-cost goodies as they make their way to your door.
#SalonMarketing Tip: If giving a loyalty thank you always use added value treats (such as a free deep conditioning hair treatment or an upgrade to a luxury manicure) rather than a discount.
Why? Because a discount comes straight off your bottom line and cuts your profit.
5. Run a Black Friday salon contest
Another way to say thank you and simultaneously promote any Black Friday offers is to run a competition on your Facebook leading up to Black Friday, and over the weekend.
The prize is hair or beauty services to the value of £x which the winner must take in January/February when it’s likely you’ll be quiet.
Running a Black Friday contest gives you something to talk about on social, your e-mail newsletter and salon website during November so you squeeze the maximum from the event.
And it gives you some brilliant website and social content come January when the winner pops in for their hair or beauty treat. Remember to ask them for a testimonial and an online review, and snap some awesome before and after pics.
6. Last-minute offers for Black Friday
Only just remembered Black Friday?
Only a few days to go? Don’t despair. All is not lost.
Research shows it’s OK to promote on the day by e-mail or text. But if you can do a teaser campaign in the week leading up to Black Friday all the better.
Texts do cost you money so work out the costs carefully first. On the other hand, email marketing is an effective inexpensive way to reach the whole of your spa database to shout about your last minute hair and beauty bargains and treats.
Always check which Black Friday offers your clients loved best so next year you can make your marketing even more effective. For ideas on measuring your marketing activities and discovering what works for your business read this blog post.
And one last Black Friday salon marketing idea…
Steal a march on your local competition. Start your Black Friday offers on Thursday afternoon. Say 4:00pm.
It works a treat. Especially if your salon, spa or clinic is open late on Thursday evenings.