Lean into FOMO to give clients one-of-a-kind experiences they can’t get anytime else

Running a successful massage studio requires reaching out to new and returning clients all year ‘round, and sometimes you need a little help keeping your marketing fresh. In addition to staying on top of the latest trends, you also need to keep your menu offerings relevant as your clients’ needs and moods fluctuate throughout the year. Luckily, your calendar offers a wealth of inspiration. Whether it’s spring, summer, fall, or winter, there are a ton of seasonal massage menu ideas you can use to spice up your business, right at your fingertips.

Key takeaways

• Lean into the season by tying the sights, smells, and feelings each one evokes directly into your menu. 

• Look beyond traditional holidays within each season, like wedding season or graduations, to find additional opportunities to expand your menu.

• Create seasonal "instant de-stress packages” that clients can point at and get instant satisfaction with zero effort.

• Think outside the box with your add-ons, like creating gift baskets or offering hot beverages with boutique services.

Lean into the season

From the fresh smell of rain in spring to the crunch of dried leaves in fall, each season brings unique sights, smells, and sounds people look forward to every year. You can draw on those sensations and evoke them in your massage menu offerings.

Here are a few seasonal massage menu ideas you can use as a springboard for your own studio:

Spring

• Massages: The transition to warmer weather can leave skin feeling dried out, so add some exfoliating microgreens or rejuvenating apricot oil to your massages. 

• Aromatherapy: Sprinkle in some floral scents like lavender and citrus flavors like lemon to leave clients feeling fresh and energized.

• Retail: Spring Cleaning sales can help you clear out old inventory so you can stock up on the latest products.

Summer

• Massages: Offer ways to cool off with lotions and coconut oils that soothe the skin during the hot summer months. Swedish massages are also an essential summer massage, as they offer a gentler, more relaxing experience than typical deep tissue massage styles.

• Aromatherapy: Scents like Ylang Ylang and Eucalyptus evoke feelings of a tropical paradise and can give your clients the staycation they never realized they needed.

• Retail: Promote your lotions and other soothing products to help clients keep their skin and muscles feeling great as they hit the beach or lounge by the pool.

Fall

• Massages: Fall is a time for harvest, along with chilly weather, so use apple cider or pumpkin seed lotions and oils to offer a massage that feels as good as pulling on your favorite sweater. 

• Aromatherapy: It’s PSL season, too, so use cloves, cinnamon, ginger, and nutmeg to really bring that morning coffee cozy comfort to your services. 

• Retail: As the temperature cools off, the holiday season starts to heat up, so consider offering gift baskets clients can use to treat their loved ones (or themselves).

Winter

• Massages: Hot stone massages are a perfect offering for clients looking to heat up after battling with the frosty weather.

• Aromatherapy: Think peppermint, vanilla, or pine to help you infuse the holiday season in every massage session.

• Retail: In addition to gift baskets, “one for you, one for me” deals on gift cards can help you drive client acquisition while giving current clients a deal on their holiday shopping.

When you create your seasonal menu, consider pricing and marketing these specials with FOMO in mind. Like the seasons themselves, these offers will only be available for a limited time, and studies show that people are more likely to buy something when they think it’s going to run out. Use phrases like “act now” or “limited time offer” in your email marketing messages to urge clients to book their appointment before their chance at a one-of-a-kind massage experience runs out.

Look beyond the traditional holidays for massage menu ideas

Each season has its share of major holidays, and chances are you already have the big ones like Thanksgiving, Christmas, and July 4th covered. 

Of course, there are a ton of other seasonal opportunities throughout the calendar year for more specialized menu offerings. For example, nearly half of all weddings take place between September and November. You could create a number of seasonal menu items to take advantage of this, like bride and groom package deals or bachelorette bundles. Also, consider looking at university schedules and finding opportunities there: Spring break, graduation, back-to-school, and even exam weeks can be used to encourage clients to stop in for a break from their hectic schedules or celebrate their wins.

Take a look at your seasonal schedule and look for any potential gaps; you may find that there’s an important event or yearly milestone you can leverage to update your menu with a customized offer or bundle.

Make seasonal “instant de-stress” packages

Even as seasons change, one thing is constant: Everyone is stressed out and desperately needs a break. 59% of clients report that mental health is a major reason for booking a massage appointment, making this an evergreen opportunity to gain clients and grow revenue.

That’s not to say you can’t create customized seasonal packages around this, though. A quarterly “instant de-stress” package that combines different types of massages and services focused on relaxation and other add-ons can give clients an opportunity to get the most out of their visit with minimal effort. For example, a “summer staycation” package could include a relaxing Swedish massage, an aloe vera lotion rub, and a Mai Tai mocktail treat — complete with one of those tiny little umbrellas — all designed to give clients a one-stop escape from the heat. Once fall rolls around, you can swap that out for a PSL package: pumpkin spice oils, cinnamon candles, and a tall, hot coffee to match.

Don’t bog these options down with a bunch of tiers or add-on options; your clients already have a ton on their plate to think about. The goal is to create a bundle that they can point at on the menu, say, “That one,” and walk away feeling refreshed and satisfied. 

Think outside the box with add-ons

While traditional add-ons like scalp massages and facials are always going to be winners, try to lean into the season’s festivities and look for ways to give clients a little bit extra with their add-on purchases. For example, a holiday add-on package could include a ginger and cinnamon foot soak with a side of hot chocolate to help them warm up and relax before their massage. Even gift baskets with seasonal products and treats can help sweeten the deal, giving clients something to remember well after their visit.

Each season has something special to offer; all you need to do is tap into it and find the marketing angles that harness what makes them unique. Then, lean on your beauty business management suite to give you reminders for upcoming events and help you keep clients up to date on your latest offers. You’ll be a seasonal pro in no time.