DEBATE

Is discounting ever acceptable in a premium salon?

Three salon owners discuss whether promotions help or harm a luxury brand

MICHAEL SMITH, TRISTAN EVES

1 “For me, discounting and premium positioning don’t sit comfortably together. It may not be the popular opinion, but I’ve never believed reducing your prices is a good long-term business strategy.

At Tristan Eves, we’ve never discounted. Not when we opened, not during quieter periods and not to attract new clients. If you truly believe in the value of what you offer, you should charge accordingly and stand by it. The moment you start negotiating against yourself, you’re sending mixed messages about what your service is really worth.

People often assume discounting brings in more clients, but I’m not convinced it attracts the right ones. Someone who books because you’re 20% cheaper this month may leave as soon as another salon offers the same deal. We’d much rather build long-term relationships with clients who value the experience, expertise and consistency we provide.

Our business has grown entirely through word of mouth. We’ve never advertised, run promotions or relied on gimmicks. Instead, we’ve focused on delivering exceptional service that clients want to recommend. Luxury isn’t about being exclusive; it’s about having confidence in your value.

The only exception I’d make isn’t discounting at all – it’s looking after people. Years ago, one of Tristan’s clients was struggling financially, so we continued looking after him. Today, he flies in from around the world to see Tristan and happily pays full price. That’s genuine loyalty no discount can buy.”

ALFIE PFEFFER, ALFIE & CO

2 “My view on discounting is quite balanced because I’ve seen both sides. Before opening my own salon, I worked for a large high street salon group where promotions were a key part of the business. They helped drive bookings, build awareness and attract new clients.

Now I’m a salon owner, I see it differently. I don’t believe in constant or heavy discounting in a premium salon because your pricing should reflect your experience, demand and the value of your service. If you’re always offering money off, it can begin to undermine that value and make it harder for clients to understand what your services are really worth.

That said, I don’t think it’s always a bad idea. If a stylist is new to the salon floor and building their column, an introductory rate can help them gain confidence and attract those first clients. A carefully planned seasonal campaign can also support wider business goals when it’s part of a strategy rather than a reaction to quieter periods.

The important thing is that it feels intentional rather than expected. If clients delay booking because they’re waiting for the next promotion, you’ve created the wrong behaviour. I’d rather attract people who value the quality of the experience and trust our team than those simply looking for the cheapest option. Discounting can have its place, but it should never define a premium salon.”

NATASHA GROSSMAN, HOB SALONS

3 “Our ‘I Love Mondays’ promotion has been part of HOB Salons for many years. We introduced it to encourage more clients to visit on what was traditionally our quietest trading day. Rather than accepting Mondays would always be slower, we wanted to create a reason for clients to book.

The offer gives both new and existing clients 20% off a full-price colour service when it’s booked alongside a full-price cut and blow-dry. Rather than discounting a standalone service, we’re encouraging clients to experience multiple services and leave the salon with the best possible result.

The promotion has successfully increased Monday bookings, improved productivity and made better use of our team’s time. Although clients receive 20% off the colour service, our average bill has increased because they’re booking two services instead of one. That benefits both the client and the business.

For us, it’s a much more sustainable approach than blanket discounting. Clients receive genuine value while the salon increases revenue without simply cutting prices across the board. If discounts become your main message, clients may begin to question the value of your services or wait for the next offer before booking.

The key is making sure every promotion has a clear business objective rather than simply offering money off. Every promotion should solve a problem, and ours continues to increase Monday turnover while supporting long-term profitability.”