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I recently had the pleasure of sitting down with Karla, the lead educator for Nano 360, to talk all things Black Friday. Our conversation focused on how estheticians can craft enticing offers that not only attract clients but also keep them coming back long after the holidays. Karla’s insights were spot on, and she shared some actionable steps that can help estheticians make the most of Black Friday this year. Below are the key takeaways from our chat, along with a content calendar to help you plan your promotions.
Q&A with Karla: Building the Perfect Black Friday Offer
Q: What’s the biggest mistake estheticians make when planning Black Friday offers?Karla: “The biggest mistake is trying to do too much. You don’t have to offer 10 different deals. Instead, focus on creating 1-3 compelling offers that really speak to your clients’ needs. Simplicity is key. Make sure your offers are easy to understand and provide real value.”
Q: How can estheticians maximize retail sales during Black Friday?Karla: “Bundling services with retail products is an amazing way to boost sales. For instance, pair a popular facial treatment with a best-selling serum. Clients love the idea of getting a full-service experience and trying out professional products at a discounted rate. This helps introduce them to retail products, which leads to future sales.”
Q: What’s one creative way to keep clients coming back after Black Friday?Karla: “I love the idea of offering treatment series discounts, like a ‘Buy 3, Get 1 Free’ package. This locks in future visits, and you can promote it as a way for clients to take care of themselves post-holiday. People want consistency in their skincare, and this encourages them to return for more treatments.”
Q: How can estheticians use gift cards to grow their client base?Karla: “Gift cards are huge, especially around Black Friday. You can encourage sales by offering a bonus, like ‘Buy $100, Get $20 Free,’ or a fun twist like ‘Buy $100, Get $20 to Gift a Friend.’ This brings new clients through your door while rewarding your existing clients. It’s a win-win.”
Actionable Steps to Create Your Black Friday Offer
Based on Karla’s advice, here are three simple steps to create a killer Black Friday offer:
Keep It Simple: Focus on 1-3 offers that are easy to understand and provide significant value. Consider bundling services with retail products or offering treatment series discounts.
Bundle with Retail: Increase retail sales by pairing treatments with your best-selling products at a discounted rate. This gets clients to try your professional-grade products and leads to repeat purchases.
Promote Gift Cards: Encourage gift card sales by offering bonus amounts or gift card deals that introduce new clients to your services. This not only boosts sales but also grows your client base.
7-Day Content Calendar to Promote Your Black Friday Offers
Here’s a simple content calendar to keep your promotions organized and maximize engagement on social media:
Day 1: Tease Your Offer (Email + Social Media Post)Create curiosity by teasing your upcoming Black Friday offer. Use phrases like “Something BIG is coming” or “Get ready for our best deal of the year!”
Day 2: Share a Sneak Peek (Instagram Stories + Facebook Post)Give your followers a sneak peek of one of your offers, like a bundled treatment with a retail product. Show behind-the-scenes footage or a testimonial from a client who loves your products.
Day 3: Announce Your Black Friday Offer (All Platforms)Go live on Instagram or Facebook to announce your Black Friday deals. Explain how the offer works and the value it provides. Follow up with an email to your client list and detailed posts on all your platforms.
Day 4: Highlight a Product or Service (Instagram Carousel + Reels)Create an informative post highlighting one of the products or services included in your Black Friday bundle. Include before-and-after photos or a quick demo video in a Reel.
Day 5: Promote Gift Cards (Instagram Stories + Facebook Post)Highlight your gift card promotions with visuals that appeal to last-minute shoppers. Use graphics and captions like “Perfect for last-minute gifts!”
Day 6: Countdown (Instagram Stories + Facebook Stories)Use a countdown sticker on Instagram Stories, reminding followers how many days are left before your Black Friday offer ends. Create urgency to encourage quick bookings or purchases.
Day 7: Last Call (Email + Social Media Post)Send a final reminder email and social media post, letting everyone know that it’s their last chance to take advantage of your Black Friday offers. Emphasize urgency and scarcity, like “Only 3 spots left!”
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