How to Beat the January Doldrums and Keep Your Salon Busy During the Slow Times

Leveraging unique promotions and reaching out to the community can help keep your business packed, even during the slowest time of the year.

The transition between the holiday rush and the January doldrums is like stepping hard on the brakes. Business slows way down, and it’s like being in a ghost town until Valentine’s Day.

That doesn’t mean you can’t still drum up business. You just need to be proactive and creative to lure your customers back and keep your salon busy during the slow times. With the right approach, the beginning of the year can be a time of growth and rejuvenation rather than stagnation. 

How to keep your salon busy during the slow times

The post-holiday slump doesn’t have to spell doom for your business. While January may traditionally be a slower time of year, it’s also a golden opportunity to strategize, innovate, and connect with your audience in meaningful ways. By focusing on creative marketing efforts and refining your internal processes, you can tap into new opportunities and ensure your business stays ahead of the curve. Here’s how to get started.

Take inspiration from other important days and dates

While Valentine’s Day is the next major holiday after New Year’s Day, those aren’t the only excuses for celebration. No, there are dozens of holidays from around the world, obscure celebrations, and unofficial commemorations that can give any beauty business a reason to let their hair down and have a little fun while drawing in new clients with unique promotions.

Here are a few ways to draw inspiration from the calendar:

• Look for obscure holidays. The calendar is chock full of random holidays like National Spouses Day on January 26. It’s an excellent opportunity to get couples in the door with package deals on mani/pedis and other services before the Valentine’s Day rush.

• Invent your own day of celebration. Base it on local trends or events. If your local sports team clinches a spot in the finals, offer 10% off acrylics in team colors.

• Use savvy marketing and killer promotions. Turn the days between federal holidays into opportunities that drive new and repeat business.

For more celebratory suggestions (including holidays from around the world), check out Holidays Calendar or Days of the Year. 

What’s going on in your community? 

Speaking of celebrations, January 19 marks "Get to Know Your Customers Day," a perfect opportunity to connect with your clients and community. While you don’t necessarily need to make a promotional holiday out of it, use the spirit behind it to keep in contact with your most dedicated clients as well as members of your community. 

Here are some ideas to celebrate and engage:

• Gather Feedback: Use evaluation forms to encourage clients to share their thoughts and improve your services.

• Show Appreciation: Make your dedicated clients feel special with personalized messages or gestures.

• Offer Incentives: Reward customers who sign up for email notifications with exclusive perks or discounts.

• Launch a Social Media Campaign:

  • Share photos of clients' recent hairstyles, nails, or treatments.

  • Create a catchy hashtag and encourage engagement.

  • Highlight their stories on your social media channels to build a sense of community.

Your most dedicated customers are the people who help sustain your business during the slowest periods of the year, and it’s time to roll out the red carpet for them.

How do you reach clients who avoided the holiday?

Whether your clients tried to book an appointment and weren’t able to get one in time or were simply avoiding the holiday rush altogether, there’s a good chance they’re ready to drop in to look their best for the new year. All you need to do is give them a little reminder.

• Identify clients: Use your management system to find clients who are due for an appointment or tried to book during the November/December rush.

• Reach out: Send them a targeted email to remind them to book.

• Launch a campaign: Complement your emails with a broader marketing campaign focused on New Year's resolutions or Valentine's Day.

By leaning into your management system and targeting a specific subset of your client base, you can increase the impact of your marketing efforts, giving you the best shot at boosting your revenue to keep your salon busy during the slow times — just in time for spring fever to kick in again.

FAQ

• Why is January a slow period for beauty businesses?
  The post-holiday season often brings a lull in client activity, creating a quieter period until Valentine's Day.

• How can I attract clients during the January slowdown?
  Be proactive with creative marketing and promotions inspired by obscure holidays, custom celebrations, and community engagement.

• What are some examples of unique holiday promotions?

  • Celebrate random holidays like National Spouses Day (January 26) with themed deals.

  • Invent your own local celebrations, such as discounts tied to sports team victories.

  • Use promotional strategies to fill the gaps between major holidays.

• How can I engage my community and loyal clients?

  • Celebrate "Get to Know Your Customers Day" (January 19) by gathering feedback, showing appreciation, and offering exclusive incentives.

  • Highlight clients on social media with hashtags and posts to build community connections.

• What should I do for customers who avoided the holiday rush?

  • Identify clients who missed booking over the holidays or are due for an appointment.

  • Send targeted email reminders and launch campaigns tied to New Year’s resolutions or Valentine's Day.

• How can I maximize revenue during slow months?

  • Use management tools to target specific client groups and create strategic marketing campaigns that drive both new and repeat business.