Turn Mother’s Day Into Salon Magic by Joe Cignetti

There’s something about the lead-up to Mother’s Day that feels different in a salon. The energy shifts. Clients start talking about family lunches, school stalls, what the kids are planning… and quietly, there’s always someone thinking, “I should get Mum something special this year.”

That’s your moment.

Mother’s Day isn’t just a calendar date. It’s one of the most emotional buying periods of the year. And when people buy emotionally, they don’t just buy things — they buy experiences. They buy moments. They buy care.

That’s where gift cards and vouchers become magic.

Instead of another candle or box of chocolates, you’re offering something that feels thoughtful and indulgent — a blow-dry before a lunch, a full colour refresh, a treatment and head massage, a moment where Mum gets to sit down and be looked after. And in a busy world, that feels luxurious.

The key is to start early. Not the week before. Not when everyone else is screaming “LAST MINUTE GIFTS!” — but quietly 3–4 weeks out. You want to plant the idea before panic buying begins.

You start weaving it into conversation naturally.

When a client is at the basin:
“Mother’s Day is coming up soon — we’re doing beautiful gift vouchers if you’re stuck for ideas.”

When they’re checking out:
“Just a heads up, our Mother’s Day vouchers are starting to move already.”

It’s not pushy. It’s helpful. You’re solving a problem before they even fully realise they have one.

Then you make it visible everywhere.

Front desk signage that feels warm, not salesy.
A gorgeous display with flowers and an envelope tied in ribbon.
A pinned post on Instagram and Facebook.
Stories every few days showing what a voucher could include “Mum’s Ultimate Relax Package,” “Blonde Refresh & Blow-Dry,” “Luxury Treatment + Style.”

You don’t just sell a dollar amount. You sell the outcome.

Instead of saying:
“$100 Gift Voucher Available.”

You say:
“Give Mum an hour where she doesn’t have to think about anyone else.”

That’s what people connect to.

Social media is where you amplify it. Reels work beautifully here — show a client relaxing at the basin, the shine of a finished blow-dry, the smile in the mirror. Pair it with a caption that taps into emotion. Something like:

She looked after you. Now it’s your turn.

And don’t forget your email list. A simple, heartfelt message reminding them that Mother’s Day is approaching, vouchers are available in-salon or online, and you can even prepare them beautifully wrapped and ready to gift.

You can create urgency gently as you get closer:
“Final week to secure your Mother’s Day voucher.”
“Last chance for beautifully wrapped collection.”

And here’s the part many salons miss this isn’t just about one weekend of sales. It’s about future bookings. When someone redeems a voucher, they often spend more than its value. They rebook. They become a client.

A gift card is not just a transaction it’s an introduction.I personally really like this statement, an introduction….

Mother’s Day is also the perfect time to re-engage clients who haven’t been in for a while. A message like:
“Thinking of spoiling Mum this year? We’d love to help.”

It brings them back into your world without feeling like a hard sell.

If you really want to maximise it, create tiers:

$75 – Blow-Dry & Style
$150 – Colour Refresh & Finish
$250 – Luxury Blonde Package

Make the decision easy. People love a option.

Also look at retail gifts, dryer packages, haircare etc

At the heart of it all, Mother’s Day marketing works because it’s rooted in appreciation. It’s not about discounting. It’s not about slashing prices. It’s about positioning your salon as a place of care.

And when you consistently show up as the place where women feel valued, relaxed, and confident people don’t just buy vouchers.

They buy into you and your salon