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Salons & the Super Bowl: Building Your Brand

January 30, 2017

We recently mentioned that Valentine’s Day was the 4th highest spending event of the year. Just two spots behind, squeezing in between Easter and Father’s Day, is the Super Bowl.

Sure, much of the spending may be on travel to the championship game, food for game day parties, and NFL merchandise.

However, there certainly are opportunities for barber shops, salons, and spas to also capitalize on Super Bowl LI, being played this Sunday, February 5th. Beyond increasing sales, this is also a great time to build your brand, especially for businesses looking to grow their male clientele.

Gear Up

Help football fans get into the Super Bowl spirit by coloring their hair to match their favorite team or by offering nail art featuring the Atlanta Falcons’ or New England Patriots’ logos. Get inspired with these nail ideas from last year’s game.

Viewing Parties

Why not host your own Super Bowl party or find a nearby event and ask if there are any sponsorship opportunities? Whether it’s donating a couple prizes, placing a banner in the venue, or handing out business cards (tip: include a special offer for first-time clients), you can meet some potential clients and build awareness of your salon!

Spa Packages

While it may seem that everyone is excited for the game, more than 50 million American adults don’t watch it. This may be a chance for anyone who isn’t watching the game, to escape to the salon or spa for some rest and relaxation. Consider bundling a free add-on service to each appointment or reward clients with bonus loyalty points.


Maybe your business is closed on Sunday, so the Super Bowl seems irrelevant. However, you can still capture your clients’ attention before the final playoff game through your Facebook, Twitter, or Instagram channels. By boosting your post or getting clients to share it with friends, you can gain new followers.

Run a contest which gets clients engaged. Ask your audience to submit photos of themselves watching the game. You can then select the biggest superfan wearing a jersey, wig, and/or face paint to win a salon or spa service of their choice. Alternatively, get your followers to predict the final score of the Super Bowl, with the winner being whoever correctly predicts it or is the closest to it.


Whether you are a sports fanatic or not, there are countless ways to gain momentum for your business with all the hype surrounding the Super Bowl. Beyond increasing revenue immediately, you can increase referrals, attract new followers, and ultimately build brand awareness.

Plan your 2018 marketing campaigns with this free calendar:

Download the 2018 Salon & Spa Marketing Calendar


Sources: National Retail Federation

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