Promotion Ideas For Hair Salons on Father’s Day 2023

The idea that hair & beauty salons are a male dominated space is now extremely antiquated as more and more male-identified people are becoming conscious of their looks. Statistics show that the market for male grooming is booming and expected to grow to $110 Billion globally by 2030! If you ignore this demographic you are leaving a huge slice of potential revenue on the proverbial table.

June 18th 2023 is Father’s Day in both the UK and the US and this is a great day to expand your clientele and get some men in your chairs.

Ladies First

It’s day celebrating men, but are men likely to come into your salon for a trim to spruce themselves up for the day? No! It’s the women in their lives that are likely to want to treat dad with a gift of some sort and this is where you can target your marketing.

Chances are that the majority of your existing clients (unless you run a barbershop) are women and these are the people who will be buying a gift for their husbands, boyfriends and dads this Father’s day. So what you need to do here is carefully craft your marketing messages to initially appeal to the women who will be buying the gift, but also to the men who will be receiving it.

When you are using email marketing to promote your Father’s Day offers, check if you have the ability to segment your email list by gender or gender identity and change your marketing message accordingly. Whilst men also have Fathers of course, it is the vast majority of women who buy gifts and you’ll want to reflect that into your message. 

Gift Cards

Gift cards provide a kind of bonus when it comes to salon marketing because not only are you getting the face value of the gift card itself, but if that card ends up in the hands of somebody who has not been to your salon before, you now have the opportunity to turn that person into a regular client.

Now when thinking about the recipient of the gift card, this is now where you want to focus on the guys. Create a range of cards that feature mens hair styles and watch your choice of colours and fonts. That bright pink card with flowery writing might not appeal to all men. 

However, to counter the above point, don’t forget that male identified people are now a very diverse bunch. Be aware also that June is Pride month so ensure that whilst you are focusing on dads, don’t assume they are all straight and typically masculine presenting. Hence, create a range of gift cards to appeal to a diverse audience.

E-cards for the last minute buyers

Whilst a physical card is always a nice gift as it can be wrapped up and given in person, don’t forget about those people who always leave everything to the last minute and suddenly realise that they need a father’s day gift right now! 

Make sure you have a system in place to allow gift cards to be sent and redeemed electronically for those that don’t have time to physically come into your salon.

Product Bundles & Hampers

There are still a demographic of men out there (perhaps older generations) who are perhaps a little bit shy at the idea of walking into a typical hair salon, which in their own mind they may think of as a women’s space. However, even these guys may well appreciate some hair treatment products. 

Think beard care, treatments for thinning hair, colouring products and so on. The man might not want to come into the salon but the woman in his life might still want him to pay a bit more attention to his hair and a selection of mens hair products might just be the perfect gift. 

You could take this idea a step further by creating a range of different bundles around specific themes and give them each creative names. With each of these take plenty of photos that you can splash across your social media.

Use your retail space

In the days and weeks leading up to Father’s day make sure that you are promoting your offers in the salon itself. Remember that it is mostly the women who are our target audience and any that come in for a treatment of their own are a potential customer for a present for their dads, husbands and so on.

Your salon itself has so much space that you can use for marketing and it is sometimes neglected. You pay a premium for your space so make sure you use it to full advantage.

Similarly for hair products that you sell, you might want to re-arrange your shelves to put more emphasis on the men’s grooming products and make them more prominent. Even if somebody doesn’t want to buy a gift card or full hamper of gifts, they may well purchase one or two items. 

Host a special mens evening

Whilst in general we want to be focusing on diversity and inclusivity, it’s a fact that there will always be some men that prefer to frequent a male-oriented space and would choose a barbershop over a typical salon. What you might want to do here is have a special event where for one evening (or a whole day!) you only invite in the men. Use your male stylists, and perhaps have special discounts just for this day. 

The idea here is to try and get these kinds of men into your salon and start to feel a little more comfortable in the surroundings. Make them feel welcome, listen to their needs carefully and you might just land yourself a new regular.