Innovative Seasonal Promotions For Every Season

“For Every Season There’s a Time”

Now is the time for creating innovative seasonal promotions. Now is the time for salons and spas to reach out and attract new business.

When creating seasonal marketing campaigns, it is important to consider your location. For example, the changing of the leaves in New England brings an influx of tourists and potential clients to resorts and Bed and Breakfasts. Ski Season is just around the corner for many mountain resorts. Northerners and America’s retired flock to Florida to hibernate during cold weather. Network with hotel owners and concierges to receive referrals. Think about what is going on in your town this season and tailor promotional events to them. Even the smallest towns in America host festivals, tournaments, conventions, and the like.

Incorporating geographic specific flavor in your business makes your salon inviting and original. In the South, why not serve iced tea and mint juleps? Let Southern Hospitality infuse the environment. If you live near Indian Reservations, incorporate the magical lore of Native Americans. Create events and services that play up your town’s history and culture: Carolina Cooling Sea Breeze Facial, Boston Tea Facial, Hollywood Star Treatment, New York Minute Manicures. Be creative!
Creating promotional events that tie in with holidays can be very lucrative this time of year. Have an American Beauty Election Day with lots of red rose petals and specials for clients who show their Voter Registration Card. Upcoming holidays such as Thanksgiving and Christmas are prime for fun and quirky promotional events that attract clients and boost morale, which is always attractive. Festivity makes people feel good and connected to others, which is how we want our clients to feel when they are in our salon.

The multitude of gift giving holidays creates a huge opportunity for selling gift certificates. Market your self to business owners, husbands, sons, and fathers. One salon owner in New York ran a brief radio ad during the Howard Stern Show and sold so many gift certificates he had to hire several more employees just to answer the phones and install a second phone line. Advertise where the boys are; the Sports page, the Golf Course Club House, and Men Only organizations contain many clueless gents looking for a simple gift that will delight the women in their lives and earn them beau coup brownie points.

The holiday season is also the time for major retailing. Not only are your clients wanting to look good for a myriad of parties and get togethers, they are on the prowl for creative gift ideas for friends, family, and coworkers. Don’t only recommend their at-home regime; suggest a gift certificate for a deep pore cleansing treatment for their teenage goddaughter or a massage for their racquetball partner.
The end of the year is also a popular time for highlights, makeovers and slimming body treatments. Create promotions that include these services.
Spotlight treatments and services that are popular in the winter because they are self heating or use thermal mittens, or blankets. Offer hot cider, cocoa, gourmet coffees, and eggnog that create a cozy ambiance and leave your clients feeling warm and fuzzy.

Also, think of how the changing weather affects the skin differently. Your inventory should contain more intensive moisturizers and gentle cleansers. Stock popular seasonal products such as lip balm and hand cream. And don’t forget Sunscreen at ski resorts!



Creating exciting and original promotions is not enough for a successful season if no one knows about them. Use direct mail to notify VIP clients of upcoming promotions via a holiday card. Advertise with local media, cross promote with area businesses, send e-mail announcements and update your website.

As a business owner, it is important to plan out and prepare for seasonal promotions ahead of time. Your inventory should be stocked, your staff trained, decorations bought, and marketing tools printed. Professionally and personally, this is a stressful and busy time of year. So just like Santa, make your list and check it twice. You won’t want to be left out in the cold this lucrative holiday season.
If you have any questions or suggestions regarding seasonal marketing or any other topic of concern, please e-mail me at lydia@repechage.com. I wish you much health and joy this upcoming holiday season. ‘Tis the season to ring in the holidays!