N O V E M B E R 2 0 1 4 N A I L P R O . C O M 185

BUY NOWDON’T WAIT UNTIL THE LAST MINUTE TO DO YOUR SALON’S SEASONAL SHOPPING. Holiday gift sets and specialty colors are usually produced in limited quantities, so order fall/holiday products as soon as possible, depending on individual distributors and their shipping policies. “The colors that tend to be most popular during the holiday season are usually special editions that sell out quickly,” says Patricia Sullivan, nail department head at Salon Blue and Spa 190 in Mineola, New York. “Plus, clients are seeing new products and colors advertised in magazines and will be asking for them.” Need ideas? See “Must-Have Holiday Picks,” beginning on page 186.

184 N A I L P R O N O V E M B E R 2 0 1 4

HOLI DAY How-To

Congratulations!

You made it through

pedicure season.

But before you kick

up your own two feet,

prep your business for

the hustle and bustle of

the holidays.

Read on for real-life

tips for marketing

seasonal services,

as well as our favorite

festive products, to

keep your clients merry

and bright.

21

PLAN AHEADWHILE THE HOLIDAY CRAZINESS WON’T TRULY HIT YOUR SALON UNTIL DECEMBER, THE SWEET SPOT FOR PLANNING PROMOS AND MARKETING EFFORTS IS TWO MONTHS PRIOR. A willing (and able) staff should be able to conceptualize and execute an event or special given a few solid months, says Allison Tray, owner of Tres Belle Spa in Brooklyn, New York. “This can be a really fun process and a morale builder among your team,” she adds.

OFFER SEASONAL SERVICESBRING THE SEASON INTO THE SALON. For November, put a pumpkin spice manicure/pedicure on the menu. In December, switch it up with something sweet. “We offered a warm candy cane spa mani/pedi topped off with a candy cane design on fingers and toes,” says Sullivan, who adds that mint-scented scrubs and lotions can help get guests in the holiday spirit. 3

GET THE WORD OUTMAKE IT ONTO YOUR CLIENT’S HOLIDAY WISH LIST BY PROMOTING SERVICES VIA EMAIL AND SOCIAL MEDIA. “We also make sure the front desk knows about holiday promotions early on so that they can offer the information to clients when booking,” says Sullivan. Gift certificates are also a great way to drum up more clients, including men. “Create a special gift package for your female clients. For example, buy two manicures and get one free men’s manicure,” suggests New York-based celebrity nail technician Erica Marton.

’tis the Season For Giving4

“Top-spending guests receive a larger gift as a way of thanking them for their loyalty, usually a beat-the-winter-blues-themed mani or pedi service. We also give out a $5 gift card toward any new service after the holiday season, redeemable January 1 - March 31.” —Lisa Abbey, Salon Blue and Spa 190, Mineola, NY

Show your clients just how much you appreciate their business with these

tried and true gift ideas from the pros.

“Treat loyal customers to a little cocktail party on a  Thursday after work.” —Allison Tray, Tres Belle Spa, Brooklyn, NY

“Send handwritten holiday cards to clients. Plus, I add an extra 5- to 10-minute hand or foot massage to their service.” —Erica Marton, celebrity nail technician, New York, NY

“Bake a batch of homemade goodies, such as chocolate-covered pretzels or fudge, to give to your clients with a thank you note.” —Shannon Diaz, UpSpa Daisy, Metairie, LA

B y A y r e n J a c k s o n - C a n n a d y