How to Retail in Your Salon Over Christmas

Ruth Atkins, Salon System Educator shares with PBL Magazine her tips on retailing and marketing over the festive period.

What should be considered before investing in retail lines? 

Consider your market and your budget before investing in Christmas retail lines.  Set yourself a budget and stick to it as its very tempting when lured by clever marketing strategies.  Also keep in mind your retailing space as you don’t want it to look over cluttered but purchase early with the option of buying twice if needed.  Buy packs which could be broken down and sold separately or used in treatments so you aren’t left with dead stock or buy items that could be brought out again come Valentines, Easter, Eid, Mother’s Day, Father’s Day etc.

What retail products suit different client types? (e.g. older clients, younger clients, male clients, nail clients, lash clients, brow clients, etc)

When considering client type gifts, you might need to think about age, gender, budgets etc.  Older type clients skins need will differ from younger/teenagers skin for example, male clients will me more interested in facial hair products and manicures, nail clients love nail colour, nail oils, hand creams and gifts bundles of this type, lash clients always love lash serums, mascaras, eye masks and brow clients love brow pigments, brow gels and brow pencils and if all else fails, a gift voucher is always a winner and something that they might not choose for themselves but would appreciate all the same.

How do you estimate the right amount of product to invest in so you’re not left with too little/much?

Invest early enough so you have enough time to buy twice and always buy items that you can split to sell separately or use in salon during treatments, so you’re not left with excess.

Why is retailing so important for nail & beauty businesses? What can retailing add to your business? 

Retailing is essential for a nail and beauty business, as not only does it bring in significant extra revenue, but it gives personalised expert recommendations, which results in client retention. A therapist/nail tech who knows their brand will talk enthusiastically about it and know which product line will suit each client. It’s the ultimate in personal shopping that will continue to prolong the client’s salon results and is sometimes crucial in a treatments aftercare.

As therapists and nail techs only have one pair of hands and there are only so many hours in the day to see so many clients, the rest of your business has to be made up by selling retail products.  As a professional therapist who has trained in your particular field - you are the best person to recommend these items.  If your client doesn’t buy from you - they will buy from the high street and possibly undo all the good work you’ve done during their treatment.  After spending time and money in you and your salon they will want to extend the results of that treatment and by you not recommending your retail lines - you are actually doing them a dis-service. Retailing is part of the continuation of the treatments you offer to gain the best results, it’s also an essential way of increasing your revenue. You will have in depth knowledge of the products that you sell, and it is your duty to pass that knowledge on and sell to your clients.

How can you market seasonal retail items to clients?

Market your seasonal retail items visually and verbally, subtly, or ostentatiously depending on your character.  One salon I knew was famous for their Christmas display more than their treatments and it was a big celebration every year when the tree was put up.  People would come from miles around.  Offer items of every budget from little stocking fillers to main gifts and big special treats for it is this time once a year when we like to spoil ourselves or our loved ones and the salon has so many self-care products and treatments to choose from that you shouldn’t really need to shop anywhere else. 

Do you offer any extra services during the Christmas period?

Christmas is a great time to go that little bit further when it comes to customer service. Offering little extras like complimentary gift wrapping with certain purchases is a nice touch and gives you the edge over your competitors. Buying gifts in the salon should be a treat, so invest in quality wrapping, gift bags and ribbon, so the client enjoys the whole buying experience. Gift vouchers, too, should be readily available and printed elaborately for Christmas, and make sure these come inclusive of envelopes along with the salon menu/pricelist. Many salons might offer traditional treats like mini mince pies and prosecco at this time of year, but make sure beforehand that you’re not breaking any licensing laws.

How do you market yourself/your salon before Christmas? And what marketing techniques are most beneficial across the festive season?

The first thing to look at coming up to Christmas will be the salon décor and window display. Salons and retail shops seem to start putting up the Christmas tree every year, but make sure you buy your Christmas retail items early and get them on display – chances are they will sell, and you will have time to re-stock. A product that doesn’t sell can always be split and sold in a January sale or sold in Feb for Valentine. Choose items for a variety of budgets and offer bespoke beauty hampers following complimentary pre-Christmas consultations. This could be in hair, skin, nails or make-up.  Create readymade gift boxes like a ‘going out ‘staying in’ ‘lashes and brows’ hands and feet’ hampers.

Post regularly on social media platforms highlighting your work and offer advice during this busy time. Make sure you respond to all comments positively and engage with your followers as often as possible. Run competitions, exclusive online discounts or free add on services and encourage your clients to post their Christmas selfies.

Post a retail product or treatment every day on the ‘12 days of Christmas’ theme. This is a great way to tell your followers about the fabulous items or services you have on offer and available to purchase.

Local Christmas fayres are also a great way to market your business and promote your product lines in the local community. Decide whom you want to target demographically and look out for dates and costs. Prep school Christmas luncheons, Christmas craft fayres or charity events are a great way to move stock and promote your business. 

When/how can techs encourage clients to buy their Xmas gifts from them?

Techs need to remember that the retail opportunity starts even before the client steps foot through the door – so make sure the window dressing is festive, fun, and full of ideas which will also encourage passing trade. The counter area needs to mirror this without clutter – giving paying clients time to muse over offers at the till. While your client has a treatment, this is a golden opportunity to discuss the products used and explain what is so good about them and the results they’ve witnessed. Make sure to use the products yourselves, and you’ll be able to give genuine feedback – clients can always tell if someone is not being truthful or just being ‘sold’ to, and no one likes that, and you won’t get many sales. Even though the tech will know the products inside out, they must sell the benefits and not the ingredients as most clients won’t care about the inky list. Be consistent too with each client – assume everyone wants the opportunity to buy from you, so ask and don’t be afraid if they say no—no need to be pushy or sales – just enthusiastic, confident, a matter of fact and positive.