THE MOST WONDERFUL TIME OF THE YEAR

Get ready to deck the halls with this guide to selling at Christmas

As the festive season approaches, now is the perfect time to prepare bespoke Christmas packages and offerings - and to enhance your client’s experience. Over 60% of our Instagram followers said that they are already preparing to upgrade their salon, so we asked some expert salon owners for practical tips and creative ideas to ensure you’re ready for the most wonderful time of the year.

It’s All In The Planning

Christmas in July anyone? Katie Allan for L’Oréal Professionnel is thinking ahead just as the summer hits, “This gives me time to find inspiration and shop around to find what we want with the best price. I sit down with my reception manager and brainstorm marketing and competition ideas for the season.” Jordanna Cobella, owner of Cobella Salon is also using Christmas as a time for a big shop. “It’s my excuse to bulk buy hair accessories to sell at our front of house desk. You’ll be surprised how many impulse buys this results in,” she reveals, adding that their retail display normally has a Christmas gift two-forone. “This encourages a higher sale and makes the client commit to using all three products in tandem, which means they benefit from the results.”

Getting your team involved is a great way to bring everyone on board with your marketing plans.“Our team are great at recommending homecare to our guests, but as with anything they always do better with something to focus on. We have incentives in place and this year we’ll be doing a prize giveaway for our team,” shares Corey Taylor of NOCO Hair, Bristol. Corey is also keen to get the team involved with their ideas for window displays and ways to make things festive: “At the beginning of November we’ll have a team meeting. It’s lovely to see everyone come together and they love to see their ideas being implemented.” Meanwhile, Melenie Tudor at En Route dedicates a training session every October to retail: “We share the Christmas products and gifts that are available and run a refresher on all products and retail methods to give stylists a boost.” Tim Scott-Wright, The Hair Surgery, is focused on the new year ahead too: “We have an eye on January. We put up a large, decorated tree where we hang gifts and vouchers for clients as a thank you for their support and loyalty. Many of these gifts offer discounts on products to use around the Christmas period and in the New Year, helping us keep a steady flow of income in the quieter weeks after Christmas."

If thinking about Christmas just as the sun is starting to come out isn’t your style, then you’re not alone. “We always intend to be prepared and to have things planned in advance, but Christmas is one of those things that just seems to creep up on us every year!” admits Corey. “We will start thinking about Christmas in October so that we can put things in place from early to mid-November. The Christmas rush seems to be getting earlier and earlier each year, so I think if you wait until 1 December, that’s when you’re missing out.”

THE FINISHING TOUCHES

IT’S NEVER TOO LATE FOR SOME CHRISTMAS INSPIRATION, HERE’S WHAT OUR EXPERTS HAVE GOT PLANNED THIS YEAR:

“We are going disco chic this year! The plans are already under way, we recently had a salon renovation so I’m excited to dress the new space. We also make sure the shelves are fully stocked. This gives clients the reassurance that products are there to be sold. We’ll be grouping products together with recommended products for the Party Goer, the Zen Hun, the Workaholic, the Full-Time Mum.”

“As well as bespoke product packages, we combine retail with in-salon services such as a product, treatment, and blow-dry pamper package. With our gift vouchers, we incentivise purchases by offering the client a complimentary treatment in the New Year when they buy one. We always dress the window with a sustainability theme to fit our salon ethos and values, and design product booklets with all our Christmas retail. We place these on every section so clients can look through them when they are having their hair done. Our Christmas Fayre is a highlight of our calendar, where we promote local businesses, offer ‘for one night only’ retail deals, and create a fun and festive atmosphere in the salon, getting everyone in the spirit for Christmas.”

“We always like to do a big display. In the past we’ve hand painted Christmas scenes and this year I’m thinking of a white Winter Wonderland. We’re in the process of getting an alcohol license where we’ll be able to offer a blow dry with bubbles to get people in the spirit. We’ll also be stocking Kerastase gift sets where our guests will receive a free shampoo when they purchase a conditioner and styling product. This is really great value for money and a chance for clients to treat themselves. We’ll also have stocking filler items displayed at our reception area with things like Tangle Teezers, combs and minis which will also help to boost sales,”

IT PAYS TO DISPLAY

Add these Christmas gift sets to your Christmas list

1 CURL QUEENS
Bouclème Starter Kit is a routine that is perfect for those new to Bouclème or anyone looking for a full regimen, to hydrate, define and style curls.
RRP £35

2 FOR THIRSTY HAIR
Bumble and bumble’s Hydrating Heroes is a hair-quenching trio featuring a full-size version of stylist’s favourite the Hairdresser’s Invisible Oil Heat / UV Protective Primer.
RRP £45

3 BRUSH UP
A gorgeous gift set in a beautiful, embroidered pouch, Denman Signature Styling Set includes four essential tools.
RRP £50.00

4 ROUTINE GOALS
 The O&M Maintain Trios formulated with Shea Butter for hydration and the O&M Signature Oil Blend of Organic Coconut Oil and Macadamia Oil to smooth and soften the hair texture. Includes a limited edition Aloe and Apple Hair & Body Scented Mist.
RRP £48

5 ARTISAN SETS
For its Holiday 2024 Collection, Oribe is proud to partner with Kenyan fine art photographer Thandiwe Muriu to create the packaging of six limitededition gift sets.

6 SHINE ON
Perfect for anyone looking to add brilliance to their haircare routine, the OSMO Blinding Shine Gift Pack transforms dull, lifeless hair into luminous, silky strands.
RRP £23.50

7 BIG HAIR ENERGY
R+Co I WANT BIG PARTY HAIR CRACKER delivers larger-than-life hair in an instant. Use Death Valley Dry Shampoo and Balloon Dry Volume Spray to create masses of volume with a little hold.
RRP £9.90