The period leading up to February 14 presents a clear commercial opportunity for nail technicians, according to industry experts. Sara Pinto, Andreia Professional nail product director, highlights that this time allows salons to increase bookings and retail sales by promoting pampering experiences. She suggests themed nail designs can also showcase technician skills and build client rapport.
To capitalise, salons can combine in-salon and online efforts. This includes offering bundled services, such as manicure and pedicure packages, and creating a festive atmosphere with decorations and music. Promoting special offers and Valentine's-themed designs across social media and email campaigns can build anticipation, while giveaways might attract new customers.
Beyond traditional romantic themes, the focus on self-care resonates strongly. Salons can cater to those celebrating solo by offering designs that promote self-love and empowerment. This inclusive approach broadens appeal beyond couples.
Gift cards are also identified as a key revenue stream, easily sold online and promoting self-care gifts. Avril Kealy from Phorest Salon Software suggests a promotion where purchasing a gift card during Valentine's week earns a free treatment. This incentivises both gift purchases and future visits.
Events can cater to different client groups. Offering couple-focused treatments or hosting singles' nights with self-love packages, food, and music can attract diverse clientele. Partnerships with local businesses, like florists, can extend reach. Offering a voucher for one business with purchases over a certain amount at the other provides added value and introduces customers to new services.
Encouraging user-generated content through a dedicated hashtag, like #SalonLoveStory, can foster engagement. Offering a small incentive for participation, such as a discount or service add-on, leverages existing clients and social networks to generate buzz and potentially attract new bookings.
