Black Friday Sequence for Salons Email Guide
Why Black Friday Sequence Emails Fail for Salons (And How to Fix Them)
A client walks in for a routine trim, but leaves without booking their next appointment. You've lost not just a future booking, but the chance to upsell a new treatment.
Many salons find themselves scrambling for last-minute sales during peak seasons, relying on walk-ins or single social media posts. This reactive approach often leaves significant revenue on the table, especially when clients are actively looking for deals.
A strategic Black Friday email sequence changes that. It's about more than just discounts; it's about guiding your clients through a journey from curiosity to commitment.
You build excitement, present irresistible offers, and create a sense of urgency that converts browsers into loyal bookers. The templates below are designed to make your Black Friday campaign effortless and highly effective, ensuring your chairs are full and your books are buzzing.
The Complete 5-Email Black Friday Sequence for Salons
As a salon, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
I've been quietly preparing something truly exciting for you at [YOUR SALON NAME]. As the holiday season approaches, we know you're looking for ways to treat yourself or find the perfect gift for someone special.
We've put together our best offers yet, designed to refresh your look and rejuvenate your spirit. These aren't just ordinary deals.
We're talking about exclusive packages and savings on your favorite services and products that you won't want to miss. Keep an eye on your inbox.
We'll be revealing all the details on [DATE] (Black Friday itself), but I wanted you to be the first to know that something big is on its way. Get ready to pamper yourself.
Best, [YOUR NAME]
This email creates a curiosity gap by teasing an upcoming event without revealing specifics. It positions the salon as having something valuable in store, making the recipient feel like an insider. The emotional language around 'treating yourself' and 'rejuvenate your spirit' builds positive anticipation, priming them for the actual offer.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over! Our Black Friday offers at [YOUR SALON NAME] are officially live!
We've curated a selection of our most popular services and exclusive product bundles, all available at incredible prices for a limited time. Here's a peek at what you can treat yourself to: • [SERVICE/PRODUCT 1], [One-line benefit] • [SERVICE/PRODUCT 2], [One-line benefit] • [SERVICE/PRODUCT 3], [One-line benefit] These deals are only available until [END DATE/TIME].
Don't miss this opportunity to refresh your look or find the perfect gift. Spaces fill up quickly, so act fast. [CTA: Explore all Black Friday deals and book now →]
Best, [YOUR NAME]
This email delivers on the anticipation built in the previous email. It's clear, concise, and scannable, making it easy for clients to see the value. The use of bullet points for services/products with their benefits helps clients quickly grasp what's on offer. A clear call to action and a defined deadline create immediate urgency, prompting quicker decisions.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
It's [DAY OF BLACK FRIDAY] and our Black Friday deals are flying off the shelves! We know how busy your day can get, so we wanted to send a quick reminder that our special offers at [YOUR SALON NAME] are still available, but not for much longer.
Many clients are already securing their favorite treatments and products. Perhaps you've been eyeing that [SPECIFIC SERVICE/PRODUCT] or thinking about gifting a [GIFT CARD AMOUNT] to a loved one?
Now is the perfect time to make it happen. Don't let these incredible savings pass you by.
Secure your spot or grab those products before they're gone. [CTA: See the offers before they disappear →]
Best, [YOUR NAME]
This email uses the psychological principle of 'fear of missing out' (FOMO). By implying that others are already taking advantage of the offers ('flying off the shelves,' 'many clients are already securing'), it creates social proof and a sense of scarcity. It also provides a gentle nudge to those who opened the previous email but haven't acted yet, reminding them of the time sensitivity.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We heard you! Due to popular demand and a few requests for a little more time, we've decided to extend our Black Friday offers at [YOUR SALON NAME] through the weekend, ending on [NEW END DATE/TIME].
This is your second chance to take advantage of those amazing deals on [MENTION A FEW POPULAR SERVICES/PRODUCTS]. Whether you missed out earlier or simply needed more time to decide, now is your moment.
Remember, this extended period is truly the final opportunity to get these prices before they're gone for the season. Don't delay again! [CTA: Grab your extended savings now →]
Best, [YOUR NAME]
This email creates a sense of relief and perceived added value. The extension feels like a special concession ('we heard you!', 'due to popular demand'), making clients feel appreciated. While it extends the deadline, it immediately re-establishes a new, firm deadline, creating renewed urgency for those who hesitated during the initial sale period.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The absolute final call.
Our Black Friday and Cyber Monday offers at [YOUR SALON NAME] will officially end tonight at [TIME]. This is your very last opportunity to book those dream treatments or stock up on your favorite products at these special prices.
If you've been considering a [SPECIFIC SERVICE] or wanted to purchase a [GIFT CARD AMOUNT] gift card, now is the moment to act. Tomorrow, these offers will be gone.
Don't regret missing out on the chance to look and feel your best, or to give the perfect gift. This is your final reminder. [CTA: Don't miss out, book your spot now →]
Best, [YOUR NAME]
This email employs extreme scarcity and loss aversion. The language is direct and emphasizes finality ('absolute final call,' 'will officially end tonight'). It taps into the psychological fear of losing a good opportunity, prompting immediate action. The clear, concise message leaves no room for procrastination, pushing recipients to make a decision before the deadline.
4 Black Friday Sequence Mistakes Salons Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering generic discounts (e.g., '20% off everything') without highlighting specific value. | Bundle services or create exclusive, named packages that offer a clear solution or experience, making the value proposition more compelling than a simple discount. |
✕ Sending only one email about Black Friday and hoping clients will see it. | Implement a strategic email sequence that builds anticipation days in advance, announces the full offer, sends reminders, and creates multiple touchpoints to capture attention. |
✕ Not promoting gift cards during the holiday season as an easy gifting solution. | Position gift cards as the perfect, stress-free solution for busy shoppers to give the gift of pampering, potentially offering a bonus for higher value gift card purchases. |
✕ Waiting until Black Friday itself to announce any deals or promotions. | Start teasing your offers days in advance, creating curiosity and excitement. This 'early bird' approach ensures your audience is primed and ready when the sale officially launches. |
Black Friday Sequence Timing Guide for Salons
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Salon Specialty
Adapt these templates for your specific industry.
Hair Salons
- Create 'New Year, New You' packages that combine a cut, color, and conditioning treatment, encouraging January bookings during Black Friday.
- Offer a complimentary deep conditioning treatment or product sample with any color service booked during the Black Friday sale period.
- Promote luxury hair care product bundles (shampoo, conditioner, styling product) with significant savings, ideal for gifting or personal stock-up.
Nail Salons
- Introduce a 'Pamper Pass' for multiple manicure/pedicure sessions purchased at a reduced rate, valid for future use.
- Highlight limited-edition holiday nail art designs available only with Black Friday bookings, creating exclusivity.
- Offer a complimentary hand massage upgrade or paraffin treatment for clients who pre-book their next two appointments during the sale.
Beauty Salons
- Bundle facial treatments with at-home skincare products to offer a complete regimen at a special Black Friday price.
- Offer a 'buy one, get one half off' on waxing or lash services for future use, encouraging repeat visits.
- Host a small, exclusive 'early access' shopping event for your top clients the day before Black Friday to build loyalty and word-of-mouth.
Barbershops
- Create a 'Grooming Club' membership with discounted cuts and shaves for a year, purchased during the Black Friday period.
- Offer a complimentary hot towel shave with the purchase of any two styling products, encouraging product sales.
- Promote father-son or 'buddy' packages for a shared grooming experience, ideal for holiday bonding and gift-giving.
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