The countdown to high season has begun!
White Friday, UAE National day, festive events, and year-end celebrations are all fast approaching, sparking a surge in demand for beauty, self-care, and gifting.
As the hottest shopping season approaches, VR Beauty Consulting highlights that now is the perfect time for salon owners to plan how they will take advantage of the two months of seasonal buzz to increase growth, loyalty and market share, to end 2025 strong and position for a strong start to 2026.
VR Beauty Consulting founder Valerie Reynaert, who has more than 20 years’ industry experience in the region, explains that planning for high season is more than just advertising a discount on services, or offering a 2-for-1 special and says that salon owners who put in the time and effort to strategically plan for this period are those who will see the most success and rewards.
“High season is more than a revenue boost, it’s a chance to build loyalty and visibility that will last well into the new year. This is a strategic time to turn stock into cash and give Q4 revenues a final boost before the new year. Don’t waste the opportunity. If you do this season well, you will build great momentum going into 2026,” says Valerie.
The ‘why’ of high season preparation
High season offers the chance to improve on previous months, increase revenue, and to shine. It is a time when clients are getting ready for the holidays, social calendars are filling up, and demand for beauty services spikes. But to truly make the most of it, strategic preparation is key. When your financial planning, your team, systems, and stock are ready in advance, you won’t just manage the rush, you will maximise it.
The ‘how’ of high season preparation
While high season is a critical time for your salon, being busy doesn’t always equate to being profitable. Careful planning helps you maximise opportunities while avoiding common mistakes.
Plan ahead
Take time to review last year’s performance and use those insights to forecast demand for the season ahead. Ensure your salon is fully prepared by stocking up on best-sellers so you can consistently meet client retail needs throughout the busy period.
“Suppliers often experience a surge of last-minute orders during the festive season, when they are already at full capacity and unable to deliver as quickly as usual. Careful preparation is essential, leaving your orders too late can result in salons being unable to provide services and suppliers running out of stock,” shares Valerie.
Promotions & Packages
Refresh your offerings with time-limited, results-driven treatments and seasonal packages that spark excitement and a sense of urgency. Add small, thoughtful touches that make client visits memorable and keep them coming back throughout the festive period.
“It’s important to remember that heavy promotions without checking your margins can easily create a culture of bargain hunting, and lead to long-term losses that are difficult to recover from,” says Valerie.
“When your decisions are guided by what’s best for the salon financially, you’ll have a clear roadmap with prioritised actions that optimise profits, enhance client experience, and support data-driven growth.”
Team & Operations
Align your team on shared targets and boost their motivation with recognition and incentives.
“Creating a workplace environment that has a positive culture and which prioritises motivation is key to success. As a salon owner, you can make great strides by understanding what your team’s personal and professional goals are and figuring out how you can help them achieve these goals. This will improve productivity and staff morale during this busy season,” says Valerie.
The customer experience plays a pivotal role in defining the success of a salon business. At this crucial time of year ensure that your clients’ experience is professional and seamless. It is more than a series of transactions; it’s a narrative that begins when a potential client first calls you and continues long after they’ve walked out the door.
“Ensure that your staff are on top of the scheduling and rebooking processes and that it runs seamlessly to avoid lost business and ensure every appointment slot is used efficiently during high season,” she says.
Retail & Follow-Up
Equip your team to recommend products naturally as part of their client conversations rather than pushing for sales.
“Salons in the malls can typically see retail achieving around 25% to 30% of total revenue. Smaller, independent salons may only achieve 5% to 15% revenue from retail. But the key is to aim higher during the festive period. Aim to grow it by another 5% or so,” says Valerie.
Before clients leave the salon, rebook their January visit to ensure your new year starts off strong. Train your team to use phrases such ‘Can we book your January appointment now, as appointments are filling up fast’ or ‘Your nails look amazing, shall we book a follow up appointment to keep them looking their best?’.
Taking this opportunity helps to nurture stronger relationships that carry into the new year.
Reflection & Continuous Improvement
At the end of the season, take time to review what worked well and what didn’t. Engage your team in this discussion and you will gain unique insights from their experiences. Use these insights to refine your approach and strengthen your strategy for the next high season.
By following this integrated approach, you can manage the high season proactively, maximise revenue, and create a positive experience for both your clients and your team.
Is White Friday only for Retail?
Few shopping events in the UAE generate as much buzz and spending as White Friday, with many retailers now extending promotions beyond a single day to cover an entire week, or even the full month of November. The timing aligns very well with the pre-December shopping mood and UAE National Day celebrations which are held on December 2.
“For salons, White Friday presents a great opportunity to attract new clients and drive repeat visits before the festive rush begins,” says Valerie.
“Think beyond simple discounts and create “White Friday Packages” such as “Book 3, Get 1 Free” treatments or “Pamper & Save” bundles that add value without cutting too deeply into margins. You can also use the period to sell gift vouchers with a seasonal incentive, like “Buy AED 500, Get AED 100 Extra”, encouraging both immediate and future bookings,” shares Valerie.
To maximise visibility, salons can consider linking their White Friday offers to early National Day activations. This not only extends your campaign window but also keeps your salon top of mind as customers plan their year-end self-care and gifting.
“With the right timing and creativity, White Friday can become more than a sale, it can be a strategic brand moment for a salon that drives lasting loyalty,” she says.
In summary
High season isn’t just a busy period, it’s a moment to elevate your salon’s brand and leave a lasting impression on clients. How you approach it can set the tone for the year ahead, shaping client loyalty, team motivation, and overall momentum.
Success this season comes down to creativity, foresight, and engagement. By thinking beyond the ordinary and embracing opportunities to surprise, delight, and connect with your clients, salons can turn a busy calendar into a powerful growth engine.
High season is fleeting, but the impact of doing it well lasts long after the decorations come down.
