Salon holiday marketing success will hinge on your ability to effectively reach and persuade people to spend some of their shopping budget with you.
4 retail holiday trends that could influence salon holiday marketing success:
COVID-19 has not stopped impacting business in 2020. Retailers are scrambling to reboot retail holiday marketing and promotions both in response to the pandemic and one another. At the same time, consumers are planning to spend less this year and plan to spend more money with brands demonstrating a commitment to health, safety and hygiene.
Four retail holiday trends emerging due to competitor behavior and consumer sentiment
1. Starting earlier
“Walmart, Target and other major brands were spurred to push up their holiday timetables by Amazon’s decision to move Prime Day, which is usually in July, to October.” Whether intentionally or unwittingly, Amazon’s rescheduling of their “Prime Day” shopping specials from July to October effectively kicked off the 2020 holiday season. Many retailers are already in full holiday mode – and will be throughout the rest of 2020.
2. Making it safer
“Most large retailers are going dark on Thanksgiving Day, reversing a years-long tradition of kicking off the holiday shopping season with a rush of ‘doorbuster’ deals.” This will enable retailers to better accommodate social distancing, adhere to new safety protocols, and minimize long lines and crowded stores.
3. Displaying it online
Many retailers have implemented new virtual ‘try on’ apps and online tools since the pandemic hit. Shoppers can stay safe at home while still getting a sense of how an item would fit into their world.
4. Making it more meaningful
Consumers are planning to spend $100 less this year on holiday purchases than last year (CNBC.com). “This holiday season, shoppers aren’t planning on glitzy and gift-oriented celebrations. Instead, many are preparing for smaller gatherings, reining in spending and directing more of their dollars toward retailers that share similar values during the coronavirus pandemic, according to a new survey by Accenture.”
- 61% – plan to minimize in-store shopping
- 61% – more likely to make purchases at companies showing commitment to health and safety
- 40% – will not shop with brands that laid off workers or reduced benefits
- 75% – want stores closed on Thanksgiving Day
4 Salon Holiday Marketing Takeaways from 2020 Retail Trends
1. START NOW!
Reinvent your salon holiday marketing schedule. Like it or not, you are competing with off and online retailers – both big and small – for your clients’ holiday shopping budget. It is not too soon for you to be using social media, email marketing, and signage in your salon to promote holiday products and gift-able items.
2. MAKE IT SAFER
Your clients may now be averse to using communal “try me” products in the salon, even if you have strict cleaning protocols.
Reinvent the way that you help clients experience products in the salon by bringing “try me” products to the client, handling products with gloves on to dispense it personally and safely. This gives you an additional advantage in being able to tell the client what the product does, what problems it solves and why it is such a must-have.
You can also reinvent the way you help clients sample the products you want them to love by giving away single-use manufacturer samples and travel sized products.
3. TAKE IT ONLINE
Your clients are doing more and more AND MORE shopping from home! Use digital technology to reinvent how your salon showcases holiday promotions and special offers.
Add a dedicated promotions page to your website where clients can return during the holidays (and throughout the year) to see special offers and seasonal promotions.
Use social media to feature holiday promotions and drive traffic back to your website where they can either shop online or contact you to purchase. The most common reasons people will follow a brand on social media are:
- 57% – to learn about new products and services
- 47% – stay up to date on company news
- 40% – to learn about promotions or discounts
- 40% – to be educated
- 32% – to be inspired
Did you know? Consumers who purchase products through email spend 138% more than those who do not receive email offers. Use email marketing to “push” information about salon holiday marketing offers to your clients on a regular basis:
- 56% of brands using emojis in their email lines have a higher open rate
- adding the word “New” to your subject line can increase open rates by 23%
- 28% of consumers would like to receive promotional emails more than once per week
4. MAKE IT MEANINGFUL!
Don’t assume that clients know the precautions you are taking and the new protocols you have in place to make the salon safer and cleaner. Tell them!
- List salon cleaning and safety-related protocols and rules on the home page or contact page of your website
- Periodically post about the way you are making your salon cleaner and safer on social media
- Include cleaning and safety information in the footer area of your emails
- Post signage at the entry of your salon and at the guest check out area (or at stylist stations) to let them know what you are doing because you care about their health and safety, and the health and safety of the salon’s employees
Additionally, recognizing that some of your clients may be experiencing reduced income or financial insecurity because of the pandemic, make sure that you convey the value of holiday promotions, such as percentage saved, or greater longevity of a product compared to others, etc.
Clients may be even more willing to purchase salon products and gift cards for themselves and others this year because they are looking for practical, meaningful gifts.
- Promote sales of gift cards right alongside products and giftsets.
- Remind people to tell their significant others that a ______________ (your salon name) gift card would be an ideal stocking stuffer!
- Add value with a “free gift with purchase” in the form of a retail, travel-sized or manufacturer’s sample product
- Include a holiday greeting card or holiday-themed envelope or box with purchase of gift card to make it gift-ready – make sure it “looks” like a true gift!
And don’t forget there are a lot of self-gifting holiday shoppers out there! Last year, more than half (53.2 percent) of shoppers planned to buy gifts for themselves and nearly three quarters of consumers with a budget of more than $500 expected to buy gifts for themselves. Salon holiday marketing can also be tailored with “indulge yourself!” style messages.