Summer can be a tough time to maintain consistent bookings, but it’s also a golden opportunity to strengthen client loyalty. When routines shift and appointments get skipped, salons that stay proactive with thoughtful touchpoints and creative rebooking strategies will win. If you want to keep salon clients coming back throughout the summer months, it’s time to focus on relationship-building moves that go beyond the basics.
So often we make clients book around our schedules – on the days that we’re in and when we don’t have other appointments on the books. For your regular clients, and especially those clients who regularly receive color, texture, and other big-ticket services, schedule around them instead.
Before summer comes, ask your clients to give you their vacation dates and bookend their appointments (meaning, one appointment a few days before, one appointment a few days afterward) around their vacation dates. They will love that you are helping to manage their schedule and keep salon clients coming back looking fresh, confident, and photo-ready.
Pro tip: Mention this pre-booking option in your email newsletter and at checkout. Clients are far more likely to rebook when they feel it’s personalized and convenient.
Get customers in the door during your slowest hours by creating special offers on Instagram and Facebook to make slow summertime hours more profitable. Whether it’s an early-morning “Sunrise Blowout,” a midweek pedicure pop-up, or a discounted after-hours style session, you can use creativity and convenience to keep salon clients coming back during off-peak times.
To drive urgency, create a limited number of discounted slots per week. For example, “5 Happy Hour Blowouts this Wednesday—first come, first served!”
Adding a new line of products to your salon retail could open up whole new lines of business for your salon. You could attract new target audiences, and you can also grow your average ticket if you add the right products and gift items to the home hair care and skin care products you already sell.
Summer retail ideas to consider:
– Designer sunglasses and wide-brimmed hats
– Lip care with SPF
– Sun care for color-treated hair
– After-sun skin recovery serums
– Beach-ready self-tanning mousse or sprays
By updating your retail area and merchandising it beautifully, you turn every visit into a mini shopping experience—which keeps the salon top of mind and clients returning to restock.
Convert a space in your salon to offer spa services for the summer months such as:
– Pedicures to show off beautiful bare toes
– Specialty nail art or seasonal decals
– Summer makeup station featuring travel-size palettes
– Hydration-focused hair or skin masks
You can also create “Summer Refresh Packages” that include multiple services bundled for convenience. These themed packages are perfect for gifting or self-care—and they give your regulars a new reason to visit more than once this season.
Clients who will be traveling to visit family and friends in far-off places want to look their very best – and so do clients who are staying home. Create special summer-themed offers to bring clients in for the perfect “sun-inspired” highlights with foils, skin exfoliation and soothing to brighten and even skin tone, or pedicures to undo the damage caused by going barefoot or wearing sandals.
Go further by offering package pricing on a series of treatments. A 3-pack of hydrating blowouts or resurfacing facials not only encourages return visits—it helps you keep salon clients coming back with predictable bookings and higher value.
Most salon owners say that “word of mouth” is the best kind of marketing, and that referrals from friends and family of current clients are their best source of new clients. Rev up your referral marketing engine by offering rewards to your clients.
Ideas to test this summer:
– Every referral = $10 off next service
– A drawing for a luxury prize like a flat iron or product basket
– A “bring a friend” event or styling party
– Loyalty punch cards for repeat visits and referrals
Don’t underestimate how one fun incentive can help you build loyalty and keep salon clients coming back with their inner circles.
Every touchpoint with your guest is a chance to make a memory. Add little surprises that make the client experience unforgettable:
– Chilled lemon-infused water on arrival
– A mini sunscreen or sample with purchase
– Seasonal scents or music for ambiance
– Personalized follow-up messages post-service
A great experience builds emotional connection—which leads to retention. And when you wow your clients, they’re more likely to come back, leave a review, and tell their friends.
In the end, the secret to success isn’t just getting them in the door—it’s making sure they return. Whether you’re using incentives, seasonal packages, or loyalty rewards, every interaction is a chance to deepen trust and delight your guests. With the right approach, you can keep salon clients coming back long after the summer fades.
Need help with seasonal strategy, content marketing, or social campaigns? BeautyMark can help you build a retention plan as polished as your brand.
NEED HELP?Why choose BeautyMark for your salon’s digital marketing? BeautyMark specializes in beauty business marketing. To learn more about BeautyMark Digital Marketing Services you can Schedule a Chat with Me here, make sure to follow our blog HERE for weekly tips on salon marketing tips.
