Every year, Black Friday floods the market with flashing banners, doorbuster deals, and frenzied shoppers hunting for “the best price.” Truth is... when you run a luxury salon, spa, or wellness brand, the best price isn’t what keeps your clients coming back.

It’s your experience. 

Your standard. 

Your brand integrity.

Still, I understand the temptation. Black Friday can feel like a quick revenue boost, and we’re all thinking about year-end numbers. But when done without intention, discounting can quietly erode your buying power, weaken perceived value, and attract guests who don’t align with your luxury standard.

So before you join the noise this Black Friday, here are a few thoughts from inside the industry trenches.

1. Remember What Makes You Luxury

Luxury isn’t just about price—it’s about presence. It’s the quiet confidence your brand exudes, the seamless service, the way your clients feel when they leave your space.

When you start slashing prices, you can unintentionally send the message that your value is flexible. That’s not luxury—it’s actually confusion.

Instead of offering discounts, consider ways to amplify perceived value:

• Introduce a limited, elevated experience.

• Offer an exclusive pre-book opportunity for loyal guests.

• Bundle services or retail in a way that increases perceived worth without lowering price.

2. Reward Loyalty, Not Bargain Hunting

Your loyal guests already invest in you year-round. They don’t need a discount to stay—they need acknowledgment. If you want to “give back,” do it through a thank-you experience, not a markdown.

Think:

• A private member preview for your new seasonal service.

• A luxury sample or complimentary upgrade for long-standing clients.

• An invitation-only “client appreciation day” with mini-treatments and champagne.

These small gestures reinforce loyalty without diminishing brand equity.

3. Leverage Black Friday Energy Strategically

You don’t have to sit out the weekend completely—just play smarter. Use the heightened consumer attention to drive planned sales activity. For example:

• Pre-sell January services or memberships to boost your Q1 forecast.

• Offer an exclusive retail set that can only be purchased during that weekend.

• Launch a new package or wellness series at full value, but with a bonus (like a complimentary consultation or add-on).

Let the frenzy go and redirect that energy with purpose.

4. The Courage to Stand Apart

Luxury thrives on restraint. While everyone else is screaming “SALE,” you can whisper “EXPERIENCE.” Your brand’s power lies in the ability to hold its standard—to remind your audience that your value is unwavering. And when you do, the right clients will meet you there.

Black Friday is a moment to lead, not follow. Whether you choose to offer, withhold, or reframe your promotions, let the decision come from strategy—not scarcity. The strongest brands plan their marketing with intention, knowing that every move either strengthens or weakens their market position.

Discover the 5 Key Principles top-performing salons, spas, wellness and hospitality businesses use to achieve sustainable growth and operational excellence—without being tied to the chair, treatment room or providing services.

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