1. N O V E M B E R 2 0 1 4 N A I L P R O . C O M 185
BUY NOW
DON’T WAIT UNTIL THE LAST MINUTE TO DO YOUR SALON’S
SEASONAL SHOPPING. Holiday gift sets and specialty colors are usually
produced in limited quantities, so order fall/holiday products as soon as possible,
depending on individual distributors and their shipping policies. “The colors that
tend to be most popular during the holiday season are usually special editions
that sell out quickly,” says Patricia Sullivan, nail department head at Salon Blue
and Spa 190 in Mineola, New York. “Plus, clients are seeing new products and
colors advertised in magazines and will be asking for them.” Need ideas? See
“Must-Have Holiday Picks,” beginning on page 186.
184 N A I L P R O N O V E M B E R 2 0 1 4
HOLI DAY
How-ToCongratulations!
You made it through
pedicure season.
But before you kick
up your own two feet,
prep your business for
the hustle and bustle of
the holidays.
Read on for real-life
tips for marketing
seasonal services,
as well as our favorite
festive products, to
keep your clients merry
and bright.
2
1
PLAN AHEAD
WHILE THE HOLIDAY CRAZINESS WON’T TRULY
HIT YOUR SALON UNTIL DECEMBER,
THE SWEET SPOT FOR PLANNING
PROMOS AND MARKETING
EFFORTS IS TWO
MONTHS PRIOR. A willing
(and able) staff should be
able to conceptualize and
execute an event or special
given a few solid months, says
Allison Tray, owner of Tres Belle
Spa in Brooklyn, New York. “This
can be a really fun process and a
morale builder among your team,”
she adds.
OFFER SEASONAL SERVICES
BRING THE SEASON INTO THE SALON. For November, put a pumpkin
spice manicure/pedicure on the menu. In December, switch it up with something sweet.
“We offered a warm candy cane spa mani/pedi topped off with a candy cane design on
fingers and toes,” says Sullivan, who adds that mint-scented scrubs and lotions can help
get guests in the holiday spirit.
3GETTHEWORD OUT
MAKE IT ONTO YOUR CLIENT’S HOLIDAY WISH LIST BY PROMOTING
SERVICES VIA EMAIL AND SOCIAL MEDIA. “We also make sure the front
desk knows about holiday promotions early on so that they can offer the information
to clients when booking,” says Sullivan. Gift certificates are also a great way to drum
up more clients, including men. “Create a special gift package for your female clients. For example,
buy two manicures and get one free men’s manicure,” suggests New York-based celebrity nail
technician Erica Marton.
’tis the Season For Giving
4“Top-spending guests receive a larger gift as a way of thanking
them for their loyalty, usually a beat-the-winter-blues-themed mani
or pedi service. We also give out a $5 gift card toward any new
service after the holiday season, redeemable January 1 - March 31.”
—Lisa Abbey, Salon Blue and Spa 190, Mineola, NY
Show your clients just
how much you appreciate
their business with these
tried and true gift ideas
from the pros.
“Treat loyal customers to
a little cocktail party on a
Thursday after work.”
—Allison Tray, Tres Belle Spa,
Brooklyn, NY
“Send handwritten holiday cards
to clients. Plus, I add an extra 5-
to 10-minute hand or foot massage
to their service.” —Erica Marton,
celebrity nail technician, New York, NY
“Bake a batch of homemade
goodies, such as chocolate-covered
pretzels or fudge, to give to your
clients with a thank you note.”
—Shannon Diaz, UpSpa Daisy, Metairie, LA
B y A y r e n J a c k s o n - C a n n a d y