7 Mother's Day marketing ideas for salons and spas
Mother’s Day is around the corner, and with shoppers spending over £1bn each year on Mother's Day gifts and experiences in the UK alone, the date is a key marketing opportunity that salons and spas can't afford to miss. With consumers increasingly preferring wellness experiences over physical gifts, more people will be looking to the beauty and wellness industry for a Mother's Day gift. To make the most out of what this date has to offer, getting your marketing campaigns right is key.
The Mother's Day marketing ideas you need to know about
Whether you're rewarding loyal clients with a promotion or attracting new bookers with a social media campaign, we unpack seven key marketing campaign ideas for salons and spas.
1. Offer salon and spa gift cards
Mother's Day is a great opportunity to sell gift cards. They are the perfect gift for mothers who are hard to shop for because they “already have everything”, or for last-minute shoppers looking to gift a special experience to their mothers.
Make sure to offer a whole range of gift cards at different price points, so your clients can buy them no matter their budget. You'll also maximise sales opportunities by offering gift cards both in store and online, and promoting them on social media. Don't forget to include products in your gift card range — beauty products make great Mother's Day gifts.
Gift cards are a great salon and spa marketing tool that demands minimal effort on your end. If your salon has a gift card system in place, you can easily transform them into Mother's Day themed ones. If you don't yet offer gift cards, this is a great opportunity to get started, as they're a great way to boost your salon's cash flow, as you get the revenue from gift card sales straight away.
2. Create Mother’s Day packages and bundles
Offer packages and bundles that allow clients to gift their mothers a special experience. You can combine your best-selling services, or promote your newest offering by packaging them up with your most popular treatments. Offer 'mother and daughter' packages combining treatments like a manicure and blow dry, or allow them to book simultaneously so both can get pampered together.
With a growing number of clients looking to personalise their salon experience, make sure to offer customisable packages, giving them a choice of treatments and products they can include in their bundle. They'll love the idea of gifting a bespoke bundle. Then, when clients are at the salon, offer upgrades that compliment their treatments, like deep conditioning or aromatherapy.
3. Throw in plenty of in-store perks
To make their Mother’s Day experience extra special, you can offer free perks and special treats on the day. Greet clients at the door with complimentary Mother’s Day chocolates, bring them a glass of champagne mid-treatment, or give them a small bouquet of flowers as they leave. It’s a great way to encourage clients to book again, and leave a positive review. If there are local businesses that provide these treats, partner up with them to get your Mother’s Day offers in front of a whole new audience.
4. Promote your offers with email marketing
Email marketing is a key tool for promoting your Mother’s Day offers, gift cards, and packages. Send emails to announce your offers weeks ahead of time for early Mother’s Day planners, and follow up with email reminders closer to the date for last-minute shoppers.
You’ve got creative freedom with emails, so use images and designs that reflect both your brand and Mother’s Day. If you’ve got an online booking platform that offers blast marketing email campaigns, use their templates as a starting point so you can create and send emails in minutes.
5. Reach clients instantly with text messages
Send your clients text messages so they get your Mother’s Day offers instantly, no matter where they are. Text messages are perfect for grabbing attention and promoting last-minute offers. Keep your texts short and punchy: make it clear that you’re offering plenty of Mother’s Day packages, and include that the offers are limited-time if you want to get clients to act fast.
Some clients prefer to be reached through emails, whereas others are more likely to respond to text messages. Use your online booking platform to reach clients through both channels and maximise the chance that your message will be seen.
Here are a handful of text message ideas to get you started, whether you’re running a salon or spa:
Mothers Day text message ideas for salons:
- “Mother’s Day salon packages now available, starting at £30. Send her to us, we’ll treat her like a queen. Book now while slots last.”
- “Struggling for Mother’s Day gift ideas? 20% off all treatment gift cards this week. Buy one online and send it to mum instantly.”
- “Calling all mums: free champagne and chocolates with all treatments this Mother’s Day. Book now!”
Mothers Day text message ideas for spas:
- “Mother + daughter spa day packages now available. Give the gift of quality time this Mother’s Day. Limited spots available, book fast!”
- “Treat mum to a full day of pampering at the spa for just £50. Offer available until 26th March, book now.”
- “Happy Mother’s Day to all the brilliant mothers out there! Book a pedicure now and we’ll throw in a foot massage for free. You deserve it.”
6. Create and share Mother’s Day posts on your social media
Use Mother’s Day social media campaigns to give your followers gift ideas, while also potentially growing your audience and boosting engagement on your platforms. It’s a great opportunity to grow your business through social media.
Here are three Mother’s Day post ideas you can use:
- Run a competition on Facebook where your followers reply to your post with a photo of them and their mother, plus the reason why they think their mother is the best. Reward whoever makes the best comment with a free gift card, or a mother-daughter treatment.
- Remind mothers and mothers-to-be to keep up their self-care and make time to get themselves pampered. You can also encourage followers to tag their children and leave comments hinting at what gifts they’d love to receive for Mother’s Day.
- Round up your top inspirational Mother’s Day quotes to get your followers celebrating their mothers (and grandmothers, mothers-in-law, and mothers-to-be) and brainstorming how to make the day special.
7. Sell product gift bundles
You’ll sell more of your product inventory if you group products up into Mother’s Day gift bundles. Make the bundles even more appealing with an optional gift wrapping service, so clients can buy a Mother’s Day gift that’s ready to be given right away.
If you’re using a booking platform like Fresha, you can set up an online store so your clients can buy your products from anywhere. You’ll boost your product sales, and get automatic sales reports to help you easily manage your inventory through busy periods.
When should you start promoting?
The best time to start promoting your Mother’s Day offers is three to four weeks ahead of the date. But if you tend to get booked up months in advance, you should start promoting even earlier. Either way, plan out your Mother’s Day promotions ahead of time so you won’t have to worry about your marketing when you’re busy with bookings and sales.
Fresha is packed with features that will make your Mother’s Day marketing as easy and effective as possible. Create and customise service packages your clients will love, send marketing emails and text messages in minutes, and have sales reports automatically sent to you daily or weekly. Get started for free today.
