Keck also encourages nail sales by incorporating monthly add-on specials. “For example, we’ll feature a free paraffin dip with any nail service. And for the holidays, we’ll gift our December clients with a January or February incentive. They’re given a list of five or six things, which includes a deep-conditioning manicure or pedicure that they can choose as a free gift with their paid service during these slower months.”
When the nail department is slow at Avalon, Conte encourages nail techs to circulate in the color processing room, offering complimentary hand treatments and introducing color clients to nail services. She also will post open nail appointments as daily specials and offer clients 10-percent-off these add-on services.
At Faces, the introduction to nails comes naturally, as owner Patricia Owen incorporates a nail service or a hand or foot treatment into every spa package. As a result, nail services represent a healthy 25 percent of service sales.
Of all the spa options, nail services best lend themselves to group parties because multiple clients can be handled at the same time and conversation can be encouraged. At Andre Chreky, a cozy club room allows a private party of up to five clients to enjoy nail services together. The room hosts bridal showers, baby showers and birthday parties, and groups are encouraged to bring their own food and beverages. Bridal Coordinator Meghan Marraccini smoothes the booking process with a group contract that requires the party planner to schedule services for each individual in the party at least a week in advance, and requires clients to pay for any service cancelled in the week preceding the event.
Conte credits the group party for getting her nail business off the ground after she opened her spa. “We found the quickest way to mom’s heart is to pamper her kids, so we hosted birthday parties on slow afternoons like Tuesdays, where we would perform mini manicures and pedicures,” she remembers. “We’ve gotten too busy to do that anymore, but when we launched we gained so many new clients from what we thought of as silly little parties.”
Conte continues to cater to moms with her special Mother’s Day promotional Mommy and Me Specials. Daughters or dads can treat mom with this package which includes a manicure and pedicure package for mom and a mini manicure and pedicure for daughters 12 and under in the spa’s private room.
The Complete Package
There’s a definite seasonality to the nail business, especially for pedicures, which see a revival each spring as feet shed shoes for open-toe sandals. But a strong marketing program and clever packaging can keep your nail business growing strong year-round.