For many salons, December is a whirlwind of clients and last-minute bookings. For others, it can feel unpredictable. My salon has never been the kind that books out months in advance, but last year I made it my goal to fill every single day and every single hour of December.

 

We decided that every hour would count, not by discounting or rushing, but by using structure, planning and communication. The result was a fully booked month with no losses at all.

 

This guide is for any salon owner wondering how to get clients booking for Christmas, how to fill their diary, and how to make December their strongest month of the year.

 

 

Start planning early

Christmas planning should be complete by November. Once the season begins, there is no time to create campaigns or design content,  everything should already be ready to go.

Sit down with your team and plan the details together. Talk about what each person is responsible for.
Ask questions such as:

 

• Are we reminding every client to book their Christmas appointment at the end of each visit?
• Are we offering gift vouchers, and does the whole team know how to promote them?
• Is the website updated with seasonal content and voucher links?
• Are our Google and directory profiles refreshed for Christmas searches?

 

When your team knows the plan, the whole salon runs more smoothly and clients can feel that sense of organisation.

 

 

Build atmosphere and excitement

December is about more than bookings,  it is about how your salon feels. Clients want warmth, familiarity, and the sense of a treat. Use your content to show that.

Post photos of your Christmas drinks, your team decorating, or your treatment rooms set up for winter. Add small touches that make a difference, fairy lights, candles, blankets, or festive scents. These details create a cozy, welcoming space and translate beautifully into social media content.

Start conversations online about festive beauty. Ask “What colour gel are you choosing this Christmas?” or “Are your lashes party ready?” Clients love small prompts like these, and they help keep your business in their minds as the season approaches.

 

 

Use email to stay ahead

Email is one of the simplest and most effective tools for filling your diary. Studies show that around 40 percent of people book beauty or wellness appointments after receiving an email reminder.

This year, I sent an email explaining that we already had limited spaces on certain days, especially Saturdays. Within thirty minutes, thirty new bookings came in for November, December and January. It was a short, honest message, no pressure, no discount, just clear communication.

That one action filled a significant part of the diary and helped us stay in control of our bookings.

 

 

Make every hour profitable

In December, our mission is to make money every hour of the day. If a white space appears in the diary, we fill it without discounting or devaluing the service.

At 9pm each evening, we look for small gaps for the following day and send a quick message to clients letting them know we have a few spaces available. We choose treatments people are likely to book spontaneously, such as an LED facial, a back massage or a spray tan added to another appointment.

We position this as a way to “give back”  a thank-you to clients who keep an eye on our updates. It fills the diary, keeps energy high and ensures the team stays productive.

 

Keep your structure firm

Busy periods only run smoothly when the structure is strong. Deposits and cancellation policies must be clear and consistent. At the start of December, I send a friendly email reminding clients that these policies are non-negotiable for the Christmas season. It keeps expectations clear and protects the business.

 

With these systems in place, you can focus fully on clients, atmosphere and team energy rather than worrying about admin.

 

 

Plan your content early

Create your daily social plan in advance. Schedule posts where possible and brief your team on what content to collect during the month. Photos of your setup for a facial, your festive window display, or before-and-after nail designs all add to the buzz.

Planning ahead also means you can stay consistent when December gets busy. Your posts will continue even when the salon is full, keeping you visible and top of mind for those final bookings.

 

Help clients think ahead

December clients are often spontaneous, so gentle reminders are key. Train your team to ask at the end of each appointment whether the client has booked their next visit. Encourage them to mention vouchers as easy gifts and suggest practical ideas like lashes before parties or a relaxing facial after Christmas shopping.

These small prompts help clients plan, which in turn keeps your diary full.

 

 

The Bigger Picture: What the Industry Is Showing

Industry reports predict that consumer spending will rise slightly this Christmas, with beauty and self-care among the top “treat” categories. Around 60 percent of clients say they value experience and quality over price, which means they are still spending,  they simply want to feel their choice has meaning.

Beauty is one of the few sectors where this emotional connection is strongest. People might skip large gifts, but they will book services that make them feel good or confident for events.

 

Research also shows that over 70 percent of last-minute bookings for beauty treatments are made on mobile devices and mostly during the evening. That is exactly why our 9pm emails perform so well. It is when clients are scrolling and ready to act.

 

Other trends worth noting this year include:
• An earlier start to Christmas content,  salons that begin posting in early November see stronger engagement.
• Growth in voucher sales — digital vouchers continue to outperform paper ones.
• Increased collaboration between local businesses, such as shared giveaways or festive pop-ups.
• A focus on self-care — post-Christmas services like facials and massages perform especially well in January.

 

 

Final thoughts

Getting fully booked at Christmas is not about luck or discounts; it is about planning, communication and creating excitement.

Plan early, prepare your team, and use every tool you have, from email and social media to your website and directory profile. Build the atmosphere, stay consistent, and make every hour of December count.

When you combine structure with creativity and connection, you not only fill your diary but create a salon experience clients look forward to year after year.