Maximise your salon's bookings this Christmas season

Christmas is just around the corner, and for salon owners, this season presents a golden opportunity to maximise bookings and increase sales.

In this article, we offer a comprehensive strategy specifically tailored for professional salon owners, aiming to ensure your appointment books are filled well in advance, guaranteeing a prosperous festive season.

Reaching out to VIP clients

Recognition plays a crucial role in fostering strong client relationships. Begin by identifying your VIP clients and making them feel special. A personalised invitation to book their holiday appointments ahead of the rush not only acknowledges their valued patronage but also kick-starts your booking process.

Balancing high demand and quiet times

The festive season typically sees a surge in rebookings, particularly during peak times such as the weekends leading up to Christmas. While it’s crucial to accommodate clients’ preferences, strategising to fill your quieter days earlier in the month can significantly optimise your bookings. Encourage clients to consider these alternative slots, ensuring a steady flow of business throughout the season.

Benefits of early bookings

Securing appointments early in the season offers numerous advantages. As the holidays approach, the demand for salon services inevitably rises, meaning those last-minute slots are likely to fill up regardless. By encouraging early bookings, you’re not only smoothing out your schedule but also laying a solid foundation for increased sales, reducing pressure on your team, and ensuring a more manageable workload.

Marketing strategies for the holiday rush

Now, let’s delve into how you can effectively market to your clients to maximise bookings during the holiday rush:

Personalisation

Stand out in your clients’ inboxes by personalising your communication. Address them by their name and make them feel valued, creating a connection that generic marketing messages lack.

The hook

Clearly communicate the benefits of booking early. What’s in it for your clients? Emphasise the exclusivity and advantages of being a VIP client, and ensure they understand why they are receiving this special invitation.

Clear call to action

Don’t leave anything to chance. Provide clear instructions on the steps your clients need to take next to secure their appointment.

Scarcity and exclusivity

Create a sense of urgency by highlighting the limited availability of preferred slots. Utilise scarcity and exclusivity to your advantage, prompting clients to act swiftly to secure their appointments.

Example template

Dear [Client’s Name],

As one of our esteemed VIP clients, we are thrilled to extend an exclusive invitation for you to book your Christmas salon appointment before we open our schedule to the general clientele. This is our way of saying thank you and ensuring you get the preferred time slots that suit you best.

To take advantage of this priority booking, please call us at [Contact Number] within the next seven days. Don’t miss out on securing your spot for a fabulous holiday look!

Best, [Your Salon’s Name]

Booking framework

Our Christmas booking framework is strategically phased. Start by sending priority invitations to your VIP clients, followed by invitations to your regular clientele, and finally, reach out to less frequent visitors if slots are still available. Aim to guide clients towards the quieter booking times while keeping peak slots open as long as possible. While this may seem counterintuitive, rest assured, the high-demand times are more likely to be booked last minute, ensuring a full and profitable schedule.

Summary

Implementing these strategies will not only fill up your Christmas diary but also enhance your client relationships, ultimately contributing to the sustained success of your salon. Start early, communicate personally, and watch your festive season flourish with bookings!