Black Friday 2025 strategies for beauty salons: tips to engage clients

Sam Kendall, CEO at salon software company, SalonIQ, shares how beauty businesses can reap rewards this Black Friday…

Black Friday has become a fixture in the calendars of shoppers across the globe, and it’s not just big business for retailers – the hair and beauty world is getting involved too.

According to market intelligence specialist, Mintel, around £13.3 billion was spent in the UK on Black Friday in 2023, up 7.3% year-on-year. As we head towards this year’s event, research from YouGov reveals that 52% of Gen Z Britons plan to spend, as well as 48% of millennials and 34% of Gen X.

It’s undeniable that Black Friday is a huge event, but for some consumers, fatigue is beginning to set in. YouGov found that 35% of Brits are less interested in mega sales events than they were two to three years ago. Bombarding clients with endless deals may seem like an obvious strategy, but this approach is beginning to wear thin.

To stand out and build lasting loyalty, salons need to do more than simply discount – they need to create real value and memorable experiences.

By focusing on exclusivity, appreciation and personal touches, successful salons are using Black Friday as an opportunity to strengthen relationships with clients, not just fill appointment books. Here’s what they’re doing differently.

The gift of giving

Black Friday falls just four weeks before Christmas, and 39% of consumers see it as the perfect opportunity to shop for festive gifts. Salons can tap into this mindset by maximising their gift voucher offerings.

A gift voucher is not only a thoughtful present and easy win for existing clients, but a powerful way to attract new ones and grow your client base.

Special Black Friday incentives can help drive voucher sales – for example, topping up every gift voucher purchase by 10% so £100 becomes £110, or offering exclusive VIP vouchers to loyal clients. Making use of your booking data here is key. It can help identify your most engaged clients, so you can target offers effectively.  

Encouraging gift voucher purchases, rather than blanket discounts on treatments, helps clients feel like they’re getting something extra. And if that gift voucher finds its way to a friend or family member, that’s a potential new client.

Rewarding loyalty

Black Friday is the perfect time to show your appreciation for clients who return time and time again. While expanding your client base is important, avoid focusing your offers solely on new clients. This risks alienating the loyal ones who’ve helped build your business.

Instead, reward loyalty with early access to discounts or exclusive offers. This ‘VIP treatment’ goes beyond the standard flat-rate reductions seen everywhere.

Your salon booking system can make it easy to contact loyal clients ahead of time to help build excitement before the event. You could even surprise them with a complimentary upgrade or free gift if they visit on Black Friday.

Bundling up

The most successful salons use Black Friday to try something new. Not only does this help clients discover new favourites, but it encourages repeat visits. Bundling popular services or products at a special price is a great way to achieve this, while boosting retail sales and clearing excess stock.

For clients, competing Black Friday deals can feel overwhelming. Bundles make decision-making easier, helping them see exactly what’s included and why it’s worth the spend. Salons can get creative with themed bundles – for instance, relaxation, party prep or Black Friday exclusive packages.

Salons that prepare early and offer thoughtful, well-curated packages and gifts will stand out and see rewards.

Final thoughts

Black Friday is a busy time and it’s easy to get caught up in the race for the biggest discounts. But the most successful salons take a different approach – one that focuses on rewarding loyalty, encouraging gifting and inspiring clients to try something new. Salons that think beyond price and prioritise experience will come out on top.  

Building strong client relationships is about more than cost – it’s about creating a sense of connection, care and value. The salons that keep this at the heart of their Black Friday strategies are the ones set for lasting success.

www.saloniq.com