It’s the most wonderful—and profitable—time of the year. Whether you’re a stylist, suite renter, or salon owner, the holiday season is full of opportunities to finish the year on a high note. Just ask SalonCentric #ItTakesAPro Team Artist and L'Oreal Professionnel Artist Daniel Mason-Jones (@danielmasonjones)—he’s spent years educating beauty pros on what to do (and what to avoid) when it comes to making the most of this busy season.
Ahead, we sat down with Daniel to get his top tips on how to stand out from the competition, maximize holiday retail potential, and keep business running smoothly. Read on to discover his expert advice for beauty pros and uncover some of his favorite sale-boosting retail habits that can help you “sleigh” the holiday season with ease.
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7 Holiday Retail Tips With Daniel Mason-Jones
1. Stay on top of pre-appointment confirmations
First things first, Mason-Jones recommends tightening up your scheduling process. You’re going to be busy during the peak holiday months and staying on top of pre-appointment confirmations can help optimize your time and reduce stressful situations caused by no-shows and last-minute cancellations. “When confirming the appointment, remind your client to check if they are running low on products,” he says. “Also, suggest that they come with hair questions, so you can help improve their daily styling.”
2. Spread the holiday cheer
According to Mason-Jones, creating the right environment is key, especially around the holidays. He says that you want to welcome each and every client with a warm smile and a positive attitude. The goal is to make every client feel special and comfortable when they enter your space. Once they’ve settled in, he recommends inviting them to shop around as you take your time to help point out special holiday promotions.
3. Prioritize personalized consultations
Consultations are another excellent opportunity to promote your holiday retail products. Mason-Jones’ winning formula is to begin by discussing your client’s dream hair and sharing style recommendations. Then, create a personalized plan with them, specifically calling out the products you’ll be using and why you selected them. This approach to consultations is a win-win for both you and your client—they get valuable one-on-one time with you while you get the chance to share some of your favorite products and holiday sets with them.
4. Create a relaxing environment
While shampooing your client’s hair, try to focus on making them feel pampered. Many people feel stressed over the holidays and creating a relaxing environment can make them want to return for additional holiday add-on services. You can offer scalp massages, scalp facials, and deep conditioning treatments using heavenly-smelling L'Oréal Professionnel products like the Serie Expert Curl Expression Intensive Moisturizer Rich Mask or the Serie Expert Absolut Repair Molecular Mask. “Again, share what you are using, why you selected them, and any special techniques,” says Mason-Jones.
5. Incorporate education when styling
“Ask your client how they typically wear their hair and offer personalized styling tips and must-have L'Oréal Professionnel products.” You can recommend the Serie Expert Metal Detox Holiday Kit for clients with dry, brittle hair caused by hard water damage, for example. Other great options include the Serie Expert Vitamino Color Holiday Kit for clients with color-treated hair and the Serie Expert Absolut Repair Molecular Holiday Kit for hair in need of repair. “Encourage clients to use their phone to record you styling their hair, so they can recreate the look on their own,” says Mason-Jones.
6. Don’t forget about the checkout experience
The journey to holiday retail success doesn’t end when your clients’ hairstyle is complete. You want to create an experience for your clients that leaves them feeling sincerely appreciated up until the moment they walk out the door. The checkout process is a great opportunity to leave a lasting impression while also sealing the deal on any retail purchases. “Recap the products you selected specifically for them and how to use them,” explains Mason-Jones. “Make clients feel confident in their purchase by offering follow-up support as needed. Remind them that they ‘wear’ their hair every day, so it's worth it!”
7. Show off your best work
The right marketing strategy can translate to big retail sales over the holidays. Take some time to refresh your social media strategy, try out new retail promotions and incentives, and self-promote using all the tools at your disposal. “Show your talent to your social community by posting the new looks and styles you create,” says Mason-Jones. Putting yourself and your work out there can help attract the right types of clients who will be excited to pick up some styling products and holiday gift sets on their way out.
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Holiday Retail Habits That Can Help Boost Sales
- Plan Ahead: Review your client's previous purchases and take some time to create personalized recommendations for them before they arrive. A little organization goes a long way!
- Have a Holiday Retail Team Huddle: Keep everyone in the loop during the busy holiday season. Get the team together before opening to share your favorite products and promotion priorities or incentives for the day.
- Create Some Holiday Magic: The right ambience can go a long way when it comes to holiday retail sales. Channel your inner elf and set up some festive holiday decor and eye-catching merchandising displays that your clients won’t be able to resist.
- Offer Savings and Festive Promotions: Everyone loves a good deal over the holidays. Give your in-salon promotions a boost by snagging budget-friendly deals from SalonCentric and passing the savings along to your clients.
- Set Holiday Retail Goals: It’s important to set yourself up for success with specific holiday goals and targets. Remember to check your numbers each day and aim for an overall ratio of approximately 20% retail sales to salon services.
- Share, Show, and Repeat: At every step of the client journey, explain what products you are using, why you picked them, and how the products will benefit their haircare routine.
- Reward Your Loyal Clients: Building a loyalty program is a great way to show your clients that you appreciate them, especially over the holidays. Try offering rewards, special offers, and discounts on select holiday retail items.
And be sure to check out this marketing tips and assets-packed toolkit to power up your holiday retail and promotions strategy to make it your most successful holiday season yet.
Header image credit (left to right): Instagram/@lorealpro & @danielmasonjones
