Why think about gift certificates now
In December many people look for a present that will actually get used: a massage, a spa programme, a manicure or a haircut with a favourite master. A gift certificate is exactly that kind of present, and for a salon it's a quiet way to bring in new clients, because many of the people who receive one are coming to you for the first time.
But certificates only work well when the terms are thought through in advance. If everything is decided at the last minute, January brings unclear certificates, disputes and an overloaded schedule. It's best to prepare in November and start selling in early December. For the wider holiday plan, see how to prepare for the New Year rush.
Decide what the certificate is for
There are two main options, and many salons offer both:
- An amount. The recipient picks the service. Useful when the giver doesn't know what the recipient likes.
- A specific service or programme. For example “90-minute massage” or “manicure and pedicure”. It feels more like a gift, and the recipient knows exactly what they're coming for.
Start with a few simple choices. Two or three services and two or three amounts are enough. A long list only makes choosing harder, for the buyer and for the front desk.
Write the terms on the certificate
Most disputes happen because the terms aren't written down anywhere. Decide in advance and print them briefly on the certificate:
- How long it's valid. Many salons choose a few months, so certificates don't pile up for years.
- What it covers. Whether a service certificate can be swapped for another service.
- One visit or several. Whether the remaining balance of an amount certificate can be used next time.
- What happens if the price changes. A service certificate usually stays valid with no top-up, whatever the price later. Just decide it before you sell.
- How to book. One sentence on where and how to make the appointment.
Give each certificate a number and keep a simple log: number, type, date sold, expiry date and date used. That way anyone at the front desk can check a certificate in seconds. Ask your accountant how certificates paid in advance should be recorded.
Make it feel like a gift
People are buying not just a service but the moment of handing it over. A few small details make a big difference:
- A printed card on good paper and an envelope that can go under the tree.
- A digital version for people shopping on December 30 who can't get to the salon in time.
- A few ready envelopes on display at the front desk, so regulars notice them on their own.
- A ready answer to “which one should I choose?” for buyers who don't know the recipient's preferences.
Tell people at the right time
The person buying a certificate is often already your client, looking for a present for a mother, a friend or a partner. So the best place to start is your own client base:
- In early December, send clients a short message and post about the certificates on Instagram with a photo.
- Throughout the month, masters can mention the certificates in one sentence at the end of a visit, without pushing.
- A week before the holidays, send a short reminder for those who still haven't found a present.
The same approach works for later holidays too, such as February 14 and March 8.
Plan for when recipients come in
Certificates sell in December but are mostly used in January and February, and again just before they expire. A few things help you get ready for that wave:
- Track how many certificates you've sold and for which services, so you know which masters' schedules will fill up.
- Keep some free time for long services such as massage and spa programmes. More on that in how to schedule long treatments.
- A month before a certificate expires, send the recipient a friendly reminder if you have their contact.
Most important of all, treat the recipient as a new client, not as a “free” visit. A warm welcome and an offer to book the next visit before they leave is what turns them into a regular. For how to do that, see booking the next visit at checkout.