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 salon boost
I must confess I’m no fan of discounting.
But a spot of savvy Black Friday marketing can spice up November’s numbers.
UK spend in 2021 over the Black Friday weekend
Your salon clients are looking for bargains
Sure, there’s a lot of competition around Black Friday but there are also tons of consumers keen to shop for hair and beauty bargains.
Black Friday 24th November 2023
It’s easy to be sniffy about this retail event which has crossed the pond and become a salon marketing fixture in recent years. But spending is huge and continues to increase.
With inflation and interest rates rising more people than ever will be hunting for killer deals around the 24th.
A recent 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 hair and beauty salons.
Only 1 in 10 shoppers deliberately plan to avoid Black Friday, and most of these are aged 50+.
Six ways to cash in on the Black Friday frenzy:
#1. A Black Friday salon sale
Declutter and cash in.
Take a look around your salon. See that last season’s stock, one-off electricals and discontinued lines taking up precious space and tying up valuable cash flow?
Well it’s time to turn them into hard cash.
Pile it high in a display basket for a Black Friday bargain salon promotion.
A recent survey revealed electricals are the most popular spend on Black Friday, with beauty and stocking fillers also featuring in consumers’ top 5 ‘most wanted’ list.
And don’t feel you need to keep to the Friday. Start the Monday before, stretch your sale over the weekend into Cyber Monday and shift that old stock.
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.
#2. Promote Black Friday on your salon social
Let your social audience in on the action. Stress this bargain bonanza is time-limited to add a sense of urgency and FOMO. I like Stories to promote flash-sales.
Make it clear how people can buy in every post:
- Call and pay over the phone.
- Online purchase (if your salon website offers it).
- Pop into the salon.
If you’re going big on your deals and offers then I’d advertise on social.
When to market your salon offers and deals:
Start teasing at least a week in advance. Marketing research on Black Friday advertising confirms you get best results advertising any sale or discounts in advance, rather than on the day. In fact, the Sunday before the 24th is the best date according to this study.
#3. Black Friday hair and beauty gift card sale
Gifts for others make up a huge 63% of Black Friday purchases, while the trend of self-gifting means Black Friday is also seen as an excuse to treat ourselves.
Top 10 UK Black Friday Purchases
*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 gift cards. I like:
- Buy a £40 gift card and we’ll bump 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.
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 you offer gift card sales online then promote the link to this webpage hard. How about an Instagram Story with a link sticker to your web sales page?
#4. Spoil your salon clients this Black Friday
Black Friday doesn’t just have to be about discounts, deals and sales.
Show your loyal beauty or hair clients some love and surprise them with a complimentary gift when they visit your salon on Black Friday.
It’s a thoughtful 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.
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 reduces your salon profit.
#5. Black Friday salon giveaway on social media
Run a giveaway on your salon social leading up to Black Friday, and over the weekend into Cyber Monday.
A gift card for hair or beauty services to the value of £xx which the winner must take in January/February (when it’s likely you’ll be quiet 😉).
It creates a marketing buzz on your salon social, your e-mail newsletter and salon website during November so you squeeze the max from the event.
And it gives you some brilliant website and social content come January when the winner visits 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 Black Friday salon offers
Only just remembered Black Friday?
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 marketing campaign in the week leading up to Black Friday… all the better.
Email marketing is an effective affordable way to reach the whole of your salon database to shout about your last minute salon bargains and treats. And of course, promote on your salon social channels.
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 4pm.
It works a treat. Especially if your salon or clinic is open late on Thursday evenings.