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Ready to ‘sleigh’ your salon sales this festive season?

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December is THE month for cross-selling and upselling in your salon says marketing expert Alice Kirby, founder of Lockhart Meyer Salon Marketing. Focus on these in the weeks leading up to Christmas and it could be a game-changer for boosting your profits.
Cross-selling or upselling. What’s the difference?

UPSELLING is persuading your clients to buy a higher priced item - that premium shampoo instead of the basic one they picked out. It's an upgrade for them and better business for you.

CROSS-SELLING is encouraging clients to buy additional complementary or related products to increase their spend. For example, adding a conditioner or mask to their shampoo purchase. More value for them, more sales for you.

The key to higher festive salon profits

So why is December such a brilliant opportunity for cross-selling and upselling?

#1. Increased footfall

December brings higher footfall in-salon. With clients on the hunt for the perfect gift or personal treats, this is the prime time to introduce them to a little something extra.

#2. Impulse buys

Thanks to the Christmas spirit clients are more likely to be tempted by that impulse buy – whether as a gift or for a self-care indulgent treat.

#3. Seasonal promotions

Seasonal promotions, such as Christmas gift pack collections and beauty advent calendars, can act as an incentive, making clients more open to adding a little extra to their purchase.

Preparation pays

#1. Remind your salon team

Now is the time to educate your team on how to upsell and cross-sell without being too pushy.

Practice makes perfect and role-plays can help all the team feel more confident and comfortable in pitching to clients.

#2. Offer complimentary samples

Product samples or mini demonstrations can help tempt clients into purchasing the full-sized product so get in touch now with your suppliers for some freebies.

#3. Merchandising tips to increase impulse buys

  • Place relevant products near your till to catch clients’ eyes.
  • Keep impulse buys at eye level so they are easily seen.
  • Remember impulse buys tend to be affordably priced items.
  • FOMO is a big factor in impulse buys. Add a sign such as ‘our bestseller’ or use celebrity endorsements if available.

So, you’ve done your prep – now decide what are you going to sell. Let’s start with some retail ideas:

Cross-sell and upsell your salon retail

#1. Create festive salon bundles

Package related products together. For example, offer a high-end heated tool with a styling product and brush as a ‘gift set’. Why not add a complimentary styling lesson voucher on getting the best from the products? This styling lesson is to be taken in January when you’re quiet.

Alice’s marketing tip:

This gift bundle may well be given to someone who isn’t currently a client of yours.  Wow them at their styling lesson and you may well convert them into a new client.

#2. Offer gift wrapping

For a small fee, or preferably as a complimentary service, offer to gift-wrap purchases. This adds instant value, saves your client time and hassle, and coaxes them to spend more with you.

#3. Upsell salon gift vouchers 

Try running a gift card flash sale. For one day only, offer an upgrade discount on gift card purchases over £xx. For example, ‘Buy a £100 gift card and we’ll upgrade it to £120.’

But (and this is crucial):

Make it clear that these particular gift cards can only be redeemed for appointments in January and February, so you help fill your quieter months at the beginning of the new year.

Cross-sell and upsell your salon services

#1. Create packages

Combine popular treatments like a lash lift, tint and eyebrow shape at a special price:

  • Doing all three treatments at one appointment is much quicker and more efficient for you than two separate appointments.
  • It also tempts clients to book three treatments instead of two – cross-selling made easy!

If you’re using this marketing idea, then make sure you limit the offer to the weeks immediately before the festive rush – say late November – to fill any white space.

#2. Upgrade opportunities

Remind your team about upgrade opportunities. Add a deep-repair treatment to a colour or upgrade from a standard pedicure to your luxury one. Again, as with retail products you can create ‘bundles’ to market in-salon, on your salon social and in your e-newsletter.

#3. Gift card upsell

If you offer two or three options for a service, offer a complimentary (low value is fine) gift card if the client opts for the most expensive option.

For example, if you have 30 min, 45 min and 60 min options on massages and facials, then offer a free gift card with the 60 min treatment. This tempts clients to spoil themselves and spend more.

Alice’s marketing tip:

Make sure these gift cards can only be redeemed for services, not retail. You haven’t the profit margin on retail to give it away PLUS this way clients are tempted to book another treatment that perhaps they may not have booked without the incentive.

What worked best?

Once the December rush is over run through your stats and see what worked best.

Also look at your team’s individual retail sales to see who used cross-selling and upselling effectively to boost their Christmas sales (and your profit).

Hair & beauty marketing specialist Alice Kirby can be found at Lockhart Meyer Salon Marketing and the Salon Social Club.