In the weeks following the frenzy of the festive period, the Winter months of January and February can be particularly difficult for many salon businesses and hair and beauty freelancers.
Many clients may be cutting back on their spending after Christmas and may not have as much disposable income to spend on personal grooming. Pair this with the financial difficulties many businesses face during the cost-of-living crisis, and it is no wonder many salon professionals are concerned during the colder months.
Here at Salons Direct, we want to ensure that you feel prepared for business in the Winter months; therefore, we’ve rounded up 5 of our best tips to help support your salon during the Winter months.
1. Look at your energy consumption
With energy prices currently through the roof and, unfortunately, still rising, we recommend assessing your salon’s energy consumption to see where savings can be made.
Some quick wins can be made by swapping out all of your halogen bulbs for energy-saving LEDs, turning off all your plugs at the mains at the end of every day and turning down the heating by just 1 or 2 degrees. You’ll be surprised at how much of a difference these small changes can make in the long run.
Another recommendation is to look at the government’s Energy Bill Relief Scheme to see what extra support you may be entitled to. Stay savvy about what support is available, as it could be the deciding factor between staying open and being forced to close. If you’re looking for more guidance on reducing your energy bills, consider our comprehensive guide on saving energy and money in your salon or barbershop business.
2. Become a savvy shopper
When it comes to budgeting and scaling your spending accordingly, shopping with us at Salons Direct can save you time and money on all of your salon essentials.
Keep an eye on our fantastic offers section, where great savings can be made on your favourite brands and products across hair, beauty, nails and barbering. We also have our regularly updated clearance section to steal a deal and our multi-buys area, where you can buy in bulk to keep costs down.
3. Stay active on social media
Social media is a fantastic way to show off your work to attract new clients through your door. Here at Salons Direct, we’ve created many salon marketing guides about utilising social media to grow your client base and your salon brand.
One of our most recent guides is about using TikTok and Instagram Reels as part of your social media marketing strategy, which you may find useful, particularly if you’d like to get to grips with creating content for TikTok.
Our best social media advice is to remain consistent with your posting. You must ensure that you post regularly with high-quality imagery and videos. After all, these posts could be a potential client’s first impression of your business and the deciding factor between booking with you or a competitor.
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4. Increase your prices
Raising salon prices may feel uncomfortable and counterintuitive when trying to attract new clients while retaining existing ones. However, it is very important that you do; after all, your business is your livelihood.
As the cost of running your business increases, you’ll need to cover the rising bills, staff salaries, and rent costs. This aside, there are also many other reasons to raise your salon prices, such as your investment in new products and upskilling in new techniques.
If increasing your prices and establishing your profit margin is of particular interest to you, then you may find our guides on how to increase your salon profitability and how to increase your salon prices without losing clients helpful.
5. Focus on the right messaging
How you market yourself is very important. What kind of salon do you want to be seen as? Are you an alternative and edgy salon? Are you a fully vegan salon? Are you a high-end boutique salon? Are you a local salon servicing a small number of clients? However you view your business, ensure that your salon marketing tells the right story.
6. Offer Winter-Themed Promotions and Packages
Create special winter-themed promotions to attract clients who might need a little extra push to visit the salon. You could offer “Winter Glow” packages that bundle services like facials or hair conditioning at a slight discount.
Another idea is a loyalty reward program. This program encourages repeat bookings during the colder months by offering discounts, complimentary add-ons, or points towards future services. Small perks can make a big difference, especially during quieter months.
7. Encourage Rebookings Before Clients Leave
One of the easiest ways to ensure your salon stays busy is by encouraging clients to rebook before they leave. Suggest they secure their next appointment to keep their look fresh, particularly since schedules can fill up quickly as spring approaches. Consider offering a small incentive, like a slight discount on the next appointment or a complimentary mini-treatment, to sweeten the deal and help fill up your appointment book.
8. Upskill Your Team and Improve Service Offerings
The slower winter period can be a great time for you and your team to focus on professional development. Explore online courses or attend workshops to enhance skills or learn new techniques.
Investing in training now can keep your salon ahead of trends and allow you to offer new, in-demand services come spring. A well-trained team with fresh skills will impress existing clients and attract new ones, setting your salon up for a stronger, busier season ahead.
To Summarise…
This Winter put yourself in the shoes of a client. Take a walk around your salon premises inside and out. What message does your salon exterior give to clients? What is it like to step inside your salon? Does it feel inviting?
Next, evaluate your salon marketing efforts on social media. Is your content telling the right story about your salon business? Creating a cohesive message for your clients ensures you are open and within reach of the clients you want to attract.
The Winter months can feel particularly difficult, and the dark nights and cold, grey days make it worse.
We hope you’ve found this guide useful and have found some tips and tricks to try.
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