Valentine pampering continues after the holiday
You’d think the week before Valentine’s Day would be a busy one for local hair salons. But it’s the week after the romantic holiday that will really rev up business for establishments such as Encore Studio, 606 Moraine Point Plaza; Double Image Styling Salon, 140 Bon Aire Plaza; and Prima Capelli Salon, 1617 N. Main St. Extension.
Encore Studio owner Audra Jane Bowers said, while the days leading up to Valentine’s Day are full of enough appointments to keep her 15 stylists and one aesthetician busy, after Monday is when salon activity will ramp up to another level.
That’s when all the gift cards for Encore’s services bought by husbands, boyfriends and daughters as Valentine’s Day gifts will begin to be used.
Nancy Gifford, owner of Double Image, agrees with Bowers’ assessment.
“Before Valentine’s Day, we are busy, but we sell a lot of gift cards for Valentine’s Day,” Gifford said.“ That’s when we really get busy.” Her 18 stylists will be ready for an onslaught of business coming from the holiday.
It’s mostly husbands and boyfriends buying the gift cards for their special someones, according to Gifford.
“It will start as early as next week,” Gifford said during an interview before Valentine’s Day. “They’ll get their gift cards and call.”
Double Image gift cards can be used for any of the salon’s services, such as cuts, coloring, massages and eyelash extensions.
Bowers said her staff is being kept busy with the usual salon services in addition to her aesthetician offering eyebrow laminations, lash tints and lifts, and waxes.
Alex Marshall, a stylist at Prima Capelli, agrees.
“People are coming in for different services. We’re seeing more coloring, nail appointments,” Marshall said. “I think it’s the younger people. They’re getting their nails and makeup done for a dinner or a date. It’s more of a young people holiday. When you are married, it’s just another day.”
At the moment, Bowers said, “We’re getting people coming in to treat themselves. They’re getting hair extensions and highlights. Maybe they want to change their style or color. They’ll bring in pictures. They’ve thought about it for awhile.”
Her male clients tend to be a little more spur-of-the-moment types, she added. “We get a lot of walk-ins for men’s haircuts.”
Marshall said the current styling trend is for the “undone look.”
“It’s messy, textured. They don’t want to look like they’ve been to a salon,” she said.
RIght now, she said, she’s noticed an uptick in gift card sales. “We will see a lot of family members that want to treat their mother.
“She may be elderly and hasn’t been able to get out of the house because of COVID,” Bowers said. “She needs to get her hair washed and styled. I see a lot of daughters doing that for their mothers.”
It’s part of a nationwide trend. Valentine’s Day spending is expected to reach $23.9 billion this year, up from $21.8 billion in 2021 and the second-highest year on record, according to the annual survey released last week by the National Retail Federation and Prosper Insights & Analytics.
“Following the historic level of consumer spending over the winter holidays, it appears that the trend will continue into 2022,” Matthew Shay, NRF president and CEO, said. “Valentine’s Day is a special occasion for many Americans, even more so as we navigate out of the pandemic, and retailers are prepared to help them mark the holiday in a memorable and meaningful way.”
More than half (53%) of U.S. consumers plan to celebrate the holiday in 2022, up from 52% in 2021. More than three-quarters (76%) of those celebrating indicate it is important to do so given the current state of the pandemic.
Right now, said Double Image’s Gifford, some people may be coming in to get some red color for their hair for Valentine’s Day but it will be when the weather turns springlike that the requests for color will really sprout.
“Spring is what brings on the change. Colors and new cuts are big in the springtime,” Gifford said. “February is still cold and snowy. As soon as that weather breaks, that’s when people get new colors for the summer and again in the fall.”
Encore Studio’s Bowers agreed. “Everybody is wishing for spring. When it comes, a lot of people are going to be going lighter. Some people will be adding some color.”
“We’ll definitely see a rise in clients in March,” Bowers said. “People are still very, very cautious, but their vaccination status makes them want to get out. The weather brings people out.”
Gifford said, “Valentine’s Day is busy, but Christmas is our busiest season of the year. December is our busiest month.”
Capelli’s Marshall said, “I would say definitely more Christmas. That’s coloring and cutting. Valentine’s Day is more nails and pampering services.”
After Valentine’s Day, will be prom season in May with hair and makeup sessions, Gifford said. Then will come the wedding season which lasts from April to October.
Double Image was closed for 11 weeks in 2020 by the pandemic, so Gifford said she welcomes the increased business this year as people begin to feel more comfortable about using her salon’s services.
