Summer is over, the kids are back to school, and the leaves are beginning to change. As fall kicks into gear, you’ve probably already noticed your customers sipping pumpkin spice lattes and talking about their Halloween parties and plans.
As a salon or spa owner, it’s tempting to think you’ve got your fall promotions strategy down pat. After all, every year brings the same fall love affair with pumpkin everything. But each new season also brings new trends, new techniques and, most importantly, new opportunities to boost revenue in your salon or spa.
Here are our top fall promotions for your salon or spa.
1. Move over, pumpkin spice
Pumpkin spice isn’t going anywhere, but this year it has some competition among influencers: cold brew coffee. Up your salon social media game by posting “cold brew coffee” inspired looks ranging from warm brunette highlights to coffee-colored nails.
Spas can get in on the java-themed action too. Consider adding a cold brew coffee facial or other treatment to your service menu so guests can enjoy a seasonal experience.
Make sure to complement your services by offering coffee-inspired retail products, such as masks, scrubs, candles, nail polish and makeup colors.
2. Get creepy
Did you know that American consumers spend as much as $9 billion on Halloween each year? And it’s not just for kids. Seventy-two percent of people say they plan to celebrate Halloween: 49 percent plan to decorate, 48 percent plan to wear a costume and 34 percent plan to attend a party.
So how can your salon or spa take part in the fun? Create Halloween-themed services and packages, such as “mummy” body wraps or seaweed facials for spas, and salon hair and makeup packages for Halloween party-goers. Nail salons can take full advantage of the holiday to offer seasonal nail art and glow-in-the-dark polishes.
Spread the word about your fall promotions with marketing campaigns offering discounts on popular products and services, renamed for the season (think plenty of “spooky” and “creepy”). Then, bring the campaign to life in-store with Halloween-themed selfie stations complete with props that encourage your guests to post their scary good looks to social media.
Carry the festivities over to your own social media accounts by posting Halloween-themed looks to inspire your clients. Encourage your staff to get in on the fun by taking pictures of their own ghoulish looks that you can share too.
Don’t forget Fido! Host a photo contest for the best pet costume on social media, and offer fall-themed services and products as prizes.
3. Be moody
You probably already post regularly to your salon or spa’s social media accounts, but don’t be basic (see what I did there?). Create a fall mood board on Pinterest, and post before-and-after pictures on Instagram and Facebook featuring seasonal styles and makeovers.
Fall 2018 style trends aren’t as predictable as you might expect: think hot pink and 80s plaids. Some old favorites made an appearance on the runway this year, like messy buns and tousled waves in shades of chestnut brown and red, but neon bobs, center parts (with bangs!), and elaborate braids, chignons and even rockabilly poufs will be big this season too.
These styles are a stylist’s dream since they require real expertise to cut and style. Show your clients you’re on trend by posting plenty of updated looks to social media.
Don't forget to pair retail products with your fall looks, offering discounts on products like fall color nail polish and makeup that can entice customers to visit an extra time in October.
4. Embrace the cozy
It’s sweater weather, and your customers are ready to say goodbye to summer florals in favor of cozy scents like pumpkin, coffee, chocolate, vanilla, cinnamon, apples, mulled wines and more.
Stock your shelves with products that feature these seasonal scents and colors, and create fall promotions that pair seasonal products with popular services and treatments.
Carry the fall theme through every aspect of the in-store experience, making sure your salon or spa is decorated for the season and smells like fall, and add a few Halloween songs to your in-store playlist too.