Profit Potential: Spring Break & Wedding Season

There are many types of people who tan indoors—event tanners, regular tanners and those who are a mix of the first two types. Event tanners, or people who tan numerous times over a short period before a special event, are very common at this time of year, when spring break and wedding season are fast approaching. Are you taking advantage of this opportunity to drive revenue and bring more tanners in to your salon?

Beginning in early March and lasting through April, spring break is the ultimate holiday for fun in the sun. Coastline destinations are packed this time of year with college-aged students ready to party—and the perfect “accessory” for skimpy beachwear is a golden tan. For salons that are near college campuses or in hightraffic spring break areas, business is practically guaranteed to boom during this time of year. However, for those that aren’t quite so lucky in regard to locale, this is still a great opportunity to bring new customers into the salon with spring break specials and extra advertising.

Here are a few things to keep in mind when designing your spring break marketing:

1. Because you are targeting a very specific demographic, you must tailor your specials to their age and income, and place your advertisements where they are likely to encounter them (such as a college paper).

2. Spring break is a timely holiday, so any packages you put together should reflect that. For example, a three-month package might not be as appealing as a 10-session package to those who are pre-tanning for their vacation.

3. Don’t forget about those who aren’t heading off to the beach … even though they can’t go, they may want to look like they did. If you are near a college, try running a special that appeals to non-vacationing college students the week their fellow students are off celebrating spring break.

The Saturday before Memorial Day unofficially marks “opening day” of wedding season, where approximately 2.3 million couples get married and collectively spend about $72 billion every year in the United States. A good portion of that money goes to ensuring the brides-to-be look their absolute best for the big day—which includes having a gorgeous tan. Salons, especially those salons that offer a variety of ancillary services, have a unique opportunity to cater to the beauty needs of the bride and her bridal party.

Think about the following when you put together your wedding-oriented marketing:

1. Planning a wedding takes a lot of work—so if you have spa equipment in your salon, develop a pampering package specifically for bridal parties to add on to a tanning package or purchase alone.

2. Bear in mind that it’s all about the bride. Try to throw in some “extras” to make them feel special, such as a bronzer or moisturizer for them to use on the day of the wedding.

3. Remember that not all brides or members of the bridal party will want to tan in a UV bed or standup—or, if they are a skin type I, they may not be able to. Offering specials on sunless or airbrush services in addition to UV tanning is a great way to ensure that everyone can partake.

Ultimately, taking advantage of these big occasions is a great way to increase your bottom line and expand your clientele. Not only will these specials and promotions bring in tanners for the specific event, those that love their experience are sure to remember your salon and return.