January is often a tough month for many businesses, and hair salons and independent stylists are no exception. After the splurging of the Christmas period, many people tighten their belts in January. In fact, 7.4 million Brits struggled to pay bills in January 2024, which means that salon chairs can often remain vacant during the start of the year.
However, with the right strategies, salons can navigate the January slump and even thrive despite the financial squeeze. Here are some expert tips from Nicole Petty, Hair Expert at Milk & Blush.
Leverage New Year’s Resolutions
The start of a new year is synonymous with self-improvement and setting goals, and salons can position themselves as an essential part of clients’ self-care journeys. Petty suggests promoting treatments and services that help clients feel refreshed and confident as they start their year. “For example, you could offer ‘New Year, New Look’ packages that feature popular services like haircuts, colouring, styling, and deep conditioning,” she says.
Salons can also tap into the general January wellness trend by offering ‘healthy hair resolutions’ that target hair conditioning and damage repair. According to Petty, conditioning and damage-recovery services can be financially accessible and framed as an affordable luxury during a month when clients typically want to spend less.
Offer Limited-Time Promotions
Petty notes that clients are mindful of their spending in January, so offering promotions can encourage bookings and keep salons busy. “Limited-time discounts and service packages can be great value for money, and this can be reinforced with loyalty rewards schemes that incentivise repeat visits,” she explains. Rewards could include a free blow-dry or a discounted visit after a set number of appointments. Referral programs can also reward clients who bring in new customers, offering discounts or small gifts like salon-quality products.
Promotions should be time-sensitive to encourage early bookings and should be promoted via social media, in-salon displays, and newsletters.
Make Services More Unique
Standing out against competitors can be challenging, especially in January. Highlighting unique service lines can help set your salon apart and attract new clients. Petty suggests offering express services like fringe trims, blowouts, and conditioning treatments for those looking for affordable options.
Hosting workshops and classes can also engage clients and teach them simple hairstyling and care techniques, providing opportunities to promote products and services. Additionally, offering more exclusive services with in-depth consultations and goody bags can enhance the overall salon experience and make clients feel valued.
Plan for the Year Ahead
January is the perfect time to step back and plan for a successful year. Petty advises reviewing performance metrics from previous years to identify key areas for growth and improvement. Understanding which services are most popular, the busiest days and times, and areas needing improvement can help salons refine their offerings and set realistic goals.
Investing in employees by organising extra staff training and workshops to master new techniques and improve customer service is also essential. Petty highlights 2025’s salon trend predictions, including nanoplastia treatments, personalised scalp care services, customisable hair extension installations, and glass hair. Upskilling teams to prepare for these requests can give salons an edge over competitors.
Finally, January is an ideal time to refresh salon décor, reorganise stations, and replace tired equipment to create an impressive space for clients to return to.
With these strategies, salons can turn January from a challenging month into an opportunity for growth and success.
