While everyone else is ordering pumpkin spice lattes, salon pros should be brewing up their holiday strategy. “The number one reason why salons have lackluster holiday sales is due to the failure of creating a strategic plan well ahead of the first sale,” says Kristi Valenzuela, Director of Product Development at Summit Salon Business Center (SSBC). “Preparation sets the stage for success, turning potential into achievement.” Here are her top tips to help you map out a holiday game plan that drives retail revenue, boosts team energy, and delights guests.
Look Back to Move Forward
Before diving into your holiday retail plan, pull last year’s numbers. “Review your November and December retail sales,” Valenzuela says. “What moved? What didn’t? Did you have strong signage, team engagement, and consistent social media posts?”
This analysis isn’t just about the numbers—it’s about building smarter systems. “You’ll uncover where things fell short and can create strategies and scripts to close those gaps this time around,” she adds. Don’t forget to review how holiday gift cards or specialty services performed, too.
Forecast, Don’t Guess
Set a goal and make it ambitious. “Take last year’s holiday sales and multiply that number by at least 20%. That’s your new goal,” Valenzuela advises.
To order smart, Kristi uses this tried-and-true formula: Monthly guest count × 9% = holiday items per month.
“If you see 1,000 guests a month, you need 90 holiday retail items in November and 90 more in December,” she explains. “[Be sure to] get your team involved in selecting what you order. The more invested they are, the more excited they’ll be to sell.”
And don’t wait—connect with your SalonCentric Salon Business Partner ASAP to get first dibs on limited-edition holiday items. “They’ve helped countless salons crush their goals,” Valenzuela notes. “Tap into that expertise!”
Put It All Out There
Valenzuela’s retail mantra? “Stack them high, watch them buy.” She explains, “Don’t keep your holiday inventory hidden in the back. Display it throughout the salon in fun, creative ways, but make sure clients can easily grab items without disturbing your setup.”
And signage matters. “Walk through your favorite stores at the mall and take note of the fonts, colors, and layout of their signage. Then try to replicate that energy in your salon,” she says.
Pro Tip: Include testers of seasonal scented items, like gingerbread lotion, to encourage interaction.
Script It and Spark the Hype
Once your inventory is in, it’s go time for prep work. “Give your team pre-written scripts for the phone, check-in, and checkout. Consistency is key,” Valenzuela says. She also suggests creating a four-part bi-weekly contest series to keep the energy up throughout the holiday season, and using social media to hype promotions and drive FOMO.
She even recommends tapping AI: “Ask ChatGPT to help brainstorm holiday post ideas or build out a simple calendar to keep your marketing on track.”
Seize the Winter Blowout Sale
Even if you miss the early wave, all is not lost. SalonCentric’s Winter Blowout Sale is your second chance to stock up—and grab extras for January. “Some of the deals are so good,” says Valenzuela, “it’s smart to buy ahead for the new year!”
“Holiday success doesn’t happen by accident—it happens because you planned it. And when your plan is solid, the entire season becomes more profitable, more fun, and way less stressful.” Start planning now, and your end-of-year bank account will thank you.
Quick Holiday Prep Checklist
Use this list to keep your seasonal strategy on point:
- Review last year’s retail and service data
- Set a retail goal (Last year’s sales × 20%)
- Use the formula: Monthly guests × 9% = # of holiday retail items to order
- Involve your team in product selection
- Meet with your SalonCentric SBP and order early
- Create eye-catching displays and signage
- Write sales scripts for check-in, service, and checkout
- Pre-plan 4 team/guest contests to keep energy high
- Schedule promotions and social media themes
- Use testers for touch, feel, and smell engagement
- Restock during the SalonCentric Winter Blowout Sale
- Stay excited—and switch up offers every 2 weeks