In our previous articles, we shared easy-to-implement Black Friday marketing ideas and walked you through how to prepare for the Christmas rush. 

But the thing is, while these seasons bring a rush of new customers, repeat business, and increased revenue to salons and spas, things ultimately slow down. 

So, how do you keep the beauty customers you acquired during the December rush coming back after the holiday ends? 

In this guide, we’ll walk you through 10 practical tips to help you retain customers and keep your salon or spa buzzing long after the holidays.

10 tips to keep customers coming back after the Christmas holidays

Here’s how to retain clients after the holiday season ends: 

Tip 1. Offer exceptional service

Quality service is the cornerstone of customer retention in the beauty industry. 

During our survey, we asked beauty customers in Nigeria which aspect of salon and spa services contributes most to their satisfaction. A staggering 72.1% chose the quality of service over other factors like professionalism, timeliness, cleanliness, and staff friendliness. (Read the full report here.)

Delivering top-notch service consistently ensures that your clients leave happy and keep coming back, even after the holiday rush. 

Here’s how to maintain excellent customer service: 

• Invest in quality products and tools. It makes it easier for stylists and aestheticians to provide exceptional service. 
• Empower your team. Conduct regular training programs to equip your staff with the latest trends, techniques, and customer service practices. If your employees know better, they’ll do better.
• Ask for customer feedback. Collect feedback from clients frequently to identify areas of your business that need improvements. 

Tip 2. Collect their contact information

Play the long game and collect details, especially if they are first-time customers. The holiday rush or Black Friday discounts may have drawn them in now, but their contact information is how you get them to keep coming back. 

The software will help you collect their details automatically if you offer online appointment booking using Splice. 

Once Splice collects the details, it safely stores them so you can effectively manage their information, preferences, and appointment history.

For walk-ins, you can offer sign-up sheets and encourage them to register. In turn, you enter it into your customer management system. 

Personalise the customer experience

Once you have this data, use it to drive personalised experiences that improve customer retention. Customers crave experiences tailored to their needs, from personalised service to tailored recommendations. When you make your clients feel special, they tend to stay loyal to your brand.

Consider these strategies:

• Use past purchase history to make recommendations.
• Offer customised packages based on customer preferences.

The Reporting feature in Splice can give you insights into your customers’ behaviours and preferences. 

Tip 3. Send personalised thank-you notes

Now that you have their contact details, you can do a lot of cool things with it that will endear them to your salon or spa and have them coming back. Don’t worry about doing anything too grand; the smallest gestures make the biggest impact.

Send personalised thank-you notes (via email, SMS, or even handwritten cards) to your holiday customers to show them you value their business. Consider giving them a small discount to sweeten the deal. 

Here’s a draft example: 

“Hi, Theresa*, 

Thank you for choosing Zizi Li Hair Salon this Christmas season. 

We loved having you and can’t wait to see you again soon. 

Here’s 10% off your next visit — just our way of saying thank you.

See you soon.”

Tip 4. Follow up with a New Year offer

January can get quiet for many beauty businesses. But that doesn’t have to be you. You can carry the momentum from the festive season into January with strategic promotions.

Offer discounts on popular services or free add-ons for repeat customers who book within the first few months of the year. 

For example:

• 20% off facials in January.
• Free nail art for all manicure and pedicure appointments before January 20, 2025. 
• Spend ₦50,000 and above, get 5% cashback. 
• Complimentary hair treatment for repeat visits.

Splice can help you manage your discounts and promotions.

This not only shows appreciation for their business but also gives them a reason to come back.

Tip 5. Stay top of mind with reminders

Some customers will return without reminders, but most of them will need a little nudge to take action. Send reminders, follow-ups, and offers via email or SMS.

“Here are two examples of reminders you can send:

Example 1: Hi Tina, it’s been four weeks since your last hair appointment. We’ve missed you. Click here to book today and enjoy 10% off.

Example 2: Keep your skin glowing this New Year with our January facial specials. Click here to check them out. 

You can use Splice to send these reminders and follow-ups. 

Additionally, our software automates appointment reminders, helping to reduce no-shows and last-minute cancellations. 88.2% of Nigerian beauty customers said appointment reminders would improve their experience with beauty businesses, according to a 2024 Beyond Beauty report published by Splice. 

Tip 6. Clear out old inventory

The start of the year is the perfect time to reassess your inventory. Inevitably, some products will be left over after the holiday rush. Instead of letting the low-demand products gather dust, turn them into cash through clearance sales or special promotions.

Here are a few ideas to offload old stock:

• Idea 1: New Year clearance sales. Sell out your holiday inventory by labelling the sales as clearance. Customers love a bargain.
• Idea 2: Freebies. Pair underperforming items with fast-moving ones as freebies. Who doesn’t love free things? 
• Idea 3: Bulk discounts. Offer discounts on bulk purchases or incentives like free shipping with a minimum spend.

Selling leftover stock not only clears space but also brings customers back for great deals. 

Tip 7. Introduce new products or services

Very few things get beauty customers excited like the promise of something new. Adding fresh product lines or services can spark interest and give customers a reason to return. 

January is also a great time to release your own branded products if that’s a possibility. Take advantage of the “new year, new me” trend, and position new offerings as part of the fresh start your customers are embracing. 

Tip 8. Launch a loyalty program

Loyalty programs are a no-brainer when it comes to customer retention. They give your clients a tangible incentive to keep coming back. 67.4% of Nigerian beauty customers will choose salons or spas with a loyalty program over the ones that don’t. 

You can offer customers discounts, cashback, or freebies, based on the number of visits in a set period, a certain minimum amount spent, or how many people they referred to your business. Splice lets you automate your loyalty programs seamlessly.

Here’s everything you need to know about customer loyalty programs. 

Encourage referrals 

Word-of-mouth marketing works wonders, especially in the beauty industry. 7 out of 10 Nigerian customers rely on recommendations from friends and family to try out beauty and wellness businesses. Encourage your holiday customers to refer loved ones by offering referral rewards.

 Here are some ideas:

• Give both the referrer and the new customer a discount on their next service.
• Offer a free service (e.g., eyebrow shaping or a 15-minute massage) after three referrals.

Tip 9. Stay visible with marketing

When sales slow down, resist the temptation to cut back on marketing. The first quarter is often the time you need advertising the most. Instead of cutting your marketing budget, consider stretching it those first three months. 

Staying visible during slower sales periods ensures your brand stays fresh in customers’ minds.

Stay active on social media

Don’t let your social media activity drop after the holidays. Post consistently to remind customers about your salon.

Some ideas include:

• Sharing before-and-after photos of your work.
• Posting customer testimonials.
• Highlighting January promotions or loyalty programs.
• Sharing beauty tips or tutorials to establish yourself as an expert.
• Collaborating with Bloggers or Influencers to boost visibility.
• Engaging with followers by responding to comments and messages.
• Launching social media ad campaigns that keep your brand top of mind.

10. Invest in your staff

Your team is the backbone of your business, and their happiness directly impacts customer satisfaction. Prioritise them, especially during slower months like January. 

• Foster a positive work environment through recognition and incentives.
• Give them emergency time off and scheduled leaves to prevent burnout. 
• Realign your team with your brand’s vision and goals.
• Provide advanced training, including encouraging them to upsell and cross-sell clients. 
• Use Splice to manage their schedules to ensure balance.

Happy employees deliver better service, and better service leads to loyal customers.

Conclusion

The post-holiday slump doesn’t have to spell doom for your business. Implement these strategies — provide exceptional service, collect contact details, offer loyalty programs, and promote your salon or spa — to keep your customers coming back after the holiday ends.

Remember, your goal isn’t just to survive until the next holiday season; it’s to thrive year-round. So, which of these tips will you be implementing in your salon or spa after the holiday?