Use the Back to School Season to Boost Year-Round Sales
updated July 21, 2017
Summer may just have begun but it’s already time to plan out your Back to School promotions. This time of year is great for attracting new clients and turning them into loyal clients!
Back to School (or Back to College) is the second-highest spending period of the year, according to the National Retail Foundation. While it trails far behind Christmas, consumers spend approximately three and a half times more than for Mother’s Day and Valentine’s Day. While much of the spending is on school supplies, electronics and clothes, a large opportunity exists for salons and spas. In fact, nearly 80% of households planned to spend money on personal care during the Back to School season. The only category that more consumers planned to spend money on was school supplies.
With all this sales potential, how should your salon or spa get in on the Back to School action?
Strong End to the Summer
Summer isn’t over yet, so start booking everyone in for their last moment of freedom and relaxation. Whether it’s students, teachers, or parents, tell your existing and prospective clients that a visit to your business is the perfect way to enjoy the last days of summer!
Offering a deal is a great way to fill up the appointment schedule for many salons and spas. For example, August clients who pre-book their next appointment for sometime during the school year can get 20% off the future service. On the other hand, some businesses may focus on building brand awareness by showcasing their work and stressing the need to book as soon as possible before all appointment openings are taken. Regardless, it’s always a good idea to promote a referral program to have clients bring a friend with them.
Bold Start to the Year
For many people, the year revolves around school and really begins in September. With a chance to impress new classmates or to show off to friends, a new look is in order for the school year. Whether you run a hair and nail salon, tanning salon, day spa or another type of business, show how you can help them to feel great and look great on the first day of school. Post pictures of the latest hair trends or back-to-school-themed nail art on your social media pages or even on your exterior windows.
Stay Fresh All Year
The Back to School season is about more than the few weeks at the end of August and beginning of September. After all, a new year means a new routine! It is the start of many long-term client relationships and is a time to reinforce existing relationships and increase retention. During the consultation portion of an appointment, advise clients on their beauty regiments and help them to look great between appointments. Recommend retail products so they can achieve the perfect style at home, and plan out (pre-book) future appointments to maintain or transition their look. To keep clients engaged, consider running a Back to School contest. Prizes can range from a year-long membership to a free product or add-on service.
Looking to get the word out about your Back to School campaign? In addition to your social media networks and website, send personalized messages to clients via email or text message. It’s simple with Insight Software’s automated marketing tool!
Plan your 2018 marketing campaigns with this free calendar:
This post has recently been updated. It was originally published on July 12, 2016.