Nail salon gift card strategies that drive year-round sales

Most nail salons have seen the same cycle year after year. Gift cards fly off the shelves in December because they're the perfect last-minute stocking stuffer and end-of-year treat. Then, January hits, and just like that, the rush is over.

But lately, something’s changed. Guests are buying gift cards all throughout the year. A birthday present in April. A small thank-you for a teacher in June. A surprise back-to-school self-care treat for a busy parent in September.

More and more, gift cards aren’t tied to a calendar, and that's showing up in the numbers. In 2024, salons saw a 93% year-over-year increase in gift card sales, showing just how valuable this offering can be when it’s part of your year-round marketing and sales strategy.

But best of all, each gift card has a built-in ripple effect. It brings two people in through your salon doors:

1. The person who buys it

2. The person who receives it

Maybe the buyer is already a loyal guest — someone who loves their gel mani and wants to share the experience. Or perhaps they’ve never stepped foot in your salon, but know someone who would love it. Either way, that one transaction lets your business engage with two people who now have a reason to come back. That’s the start of a relationship you can build upon.

All that to say, that the nail salons enjoying real results aren’t waiting for December to push their gift cards. Instead, they’re capitalizing on this revenue stream all year long.

Here’s how to do the same.

Don’t get us wrong, a $50 gift card is nice (we certainly wouldn't turn one down!). It’s quick to buy and always appreciated. But when it stands alone, it’s also easy to overlook.

In contrast, when you bundle that same card into a curated experience, you create something more memorable. Suddenly, you’re not just offering a dollar amount, you’re gifting a “Summer Glow” mani/pedi with a deluxe scrub and massage. Or a “Reset & Refresh” self-care package that pairs a gel manicure with a take-home cuticle oil.

When a gift card is part of a curated experience, it feels more personal and thoughtful. That makes it more valuable in the eyes of the guest. There’s data to support this, too. Recent Zenoti data shows that packages increase revenue per customer by 30% over 12 months, which presents a pretty strong case for turning gift cards into preset bundles.

Framing gift cards this way gives you more control over the guest experience and more opportunity to showcase what makes your salon stand out. You can:

• Introduce signature upgrades like gel polish or paraffin treatments that elevate your service.

• Create an easy path to retail by recommending hand creams or nail-strengthening treatments tied to the package.

• Encourage guests to book sooner by making the offer feel timely.

• Guide new clients toward higher-value services they may not have picked on their own, helping them discover something they’ll come back for.

Running seasonal and occasion-based campaigns throughout the year helps keep gift cards visible and relevant for your guests. 

Of course, holidays like Mother’s Day, Christmas and Valentine’s Day will always be high performers. But they’re just the beginning. Guests are also picking up gift cards for smaller, more personal moments, like thanking a favorite teacher or celebrating a friend’s promotion. 

The wedding season brings even more opportunity. Gift cards become a thoughtful way to pamper brides before the big day and thank bridesmaids. 

Then there are the spontaneous purchases. The “just because” gifts after a stressful week, or the last-minute pick-me-up. These transactions add up over time. 

Corporate gifting is growing, too, with companies looking for more unique ways to reward teams or thank loyal clients. 

All of these occasions are easier to tap into when you give guests a reason to buy in the moment. A limited-time offer like “Buy a $100 gift card, get $20 for yourself” can be just the incentive someone needs to click “buy” instead of putting it off. Then, you can keep the momentum going by mapping out your campaigns ahead of time, using emails, counter displays and social posts to advertise your gift cards throughout the year. 

Here's a scenario you might be familiar with. You've had a busy week, and you have a birthday you still need to buy for. You were hoping to go into town after work, but time has gotten away from you. So, you turn to the instant access of a digital gift card for your nail salon. 

Salon owners can capitalize on this by offering e-cards via their website. All the gift-giver has to do is click “Send a Gift,” and minutes later, a beautifully branded digital gift card is on its way. That’s the kind of ease today’s guests expect, and why more salons are seeing success with them. 

Interestingly, in 2024, digital gift cards made up 24% of all salon gift card revenue, up from just 20% the year before. That steady climb reflects how guests prefer to shop (typically on their phones and without friction). 

But the salons seeing results aren’t just offering digital gift cards; they’re making sure guests know that they're available. Website banners, booking page prompts, email campaigns and short-form videos on Instagram and Facebook all help keep gift cards top of mind.  

In the salon itself, QR codes at checkout or reception make it easy for guests to buy on impulse. But digital reminders matter too. Automated texts and emails can prompt guests to act on upcoming birthdays and seasonal holidays when life gets busy and shopping falls off the radar. 

The bottom line? When the buying experience is smooth (whether that's online or in person), gift cards stop being a seasonal spike and start becoming a steady part of your revenue mix. 

If you're wondering how to promote nail salon gift cards without making it feel like a sales pitch, start with your team. A well-timed mention at checkout or a friendly nudge during an appointment can go a long way. 

Let's take an example you've probably seen happen in your own nail salon. A guest mentions that their best friend has a special birthday coming up or that they still need to find a gift for Galentine's Day. These everyday chats are the perfect time to mention gift cards. 

Your team doesn’t need to do much. They just need the confidence to mention your gift cards when the right moment presents itself.  

Giving them a few simple phrases they can call upon can help. Something like, “We’ve got gift cards if you need a quick gift,” or “A gel mani always makes a great present,” keeps it light and genuine. 

You can also build momentum during bigger campaigns by offering staff incentives or running friendly competitions tied to gift card promotions. It adds energy and keeps gift cards front and center for both your team and your guests. 

Around 24% of gift cards are redeemed by people who have never visited your salon before, making gift cards a powerful way to bring in new guests. That first visit creates an opportunity to turn a one-time gift into a long-term relationship, which is why it makes sense to treat each gift card sale as a starting point, not a finish line. 

Smart follow-up makes all the difference. Let’s say a guest redeems their gift card for a pedicure, and then a few days later, they get an automated follow-up text: “Enjoying your pedi? Book your next one and get 10% off.” This message is simple and timely, and it makes them feel invited back (without your team lifting a finger). 

With the right tools, you can also suggest small add-ons when someone goes to use their gift card. Let's say they’re booking online for a manicure. The system could automatically offer a gel finish for a few dollars more. Simple prompts like this fit naturally into the booking process and often encourage guests to treat themselves to a little something extra.  

Then, once a guest has visited, automation can help you keep the conversation going. Add them to your marketing list (with consent), send seasonal offers and build familiarity. That one-time gift now has the potential to become the start of something longer-term. 

It's also worth mentioning that as more guests redeem gift cards, you’ll start to see patterns. Which bundles lead to rebookings? Which upgrades are most popular? Tracking this data over time helps you focus your efforts where they count. 

The data is clear. Gift cards have become a steady, year-round source of revenue for nail salons that are planning ahead, building thoughtful packages and using digital tools to promote their gift cards, no matter the season. 

If you want to sell gift cards for your beauty business consistently, software like Zenoti can help. You can build curated packages, set up timely offers and follow up with guests automatically, without adding extra work for your team. It all happens in one place, so gift cards stay visible and tied into your wider growth strategy all year long. See how Zenoti can support your gift card plans today.