National Relaxation Day (August 15) is an annual reminder to slow down and take a breath from the stress of everyday life. Yet for hardworking spa owners, the holiday may seem unrealistic. Running a spa requires constant attention, and it doesn’t stop when you do. The idea of staying at home or reading a book may sound far-fetched—especially when 14 percent of small business owners only take vacation once every two or three years, according to TSheets.
While relaxation and running a business may seem mutually exclusive, National Relaxation Day can encompass both. Let’s be realistic: taking time off can actually increase anxiety for small business owners—especially when the second and third most common causes of stress are money and work, according to the American Psychological Association. In fact, a recent survey conducted by DaySmart Software, makers of Orchid Spa, showed that money is the number one concern keeping spa and salon owners up at night.
Since these worries won’t rest for the holiday, spa owners can instead leverage National Relaxation Day as a timely way to promote new and repeat business. Customers need to relax, too, so why shouldn’t they kick back and get some pampering at your spa? To boost foot traffic, you can:
- Offer a promotion. In the days leading up to National Relaxation Day, offer a deal for customers who come in on August 15. For example, everyone who visits gets a half-off manicure with their purchase. It seems counterintuitive, but customers will make an effort to relax if it means getting some free or discounted perks.
- Send email blasts. If you’re offering a National Relaxation Day promotion, make sure your customers know about it. Share emails with details on the available sale or discount, along with compelling graphics and branding, so when your customers think “relax,” they think of your spa.
- Promote on social media. Use social media platforms such as Twitter, Facebook and Instagram to increase awareness of your National Relaxation Day festivities. You can even run a social media contest: whoever posts the funniest, most “stressed out” looking photo and tags your spa wins a free massage on August 15.
- Partner with other businesses. Link up with other local businesses for twice the value. Is there a coffee or smoothie shop located next door? Perhaps customers who buy one of your more decadent services get half-off a refreshing drink afterward to feel extra rejuvenated.
By using National Relaxation Day to promote the business, spa owners can feel proactive in addressing their pain points (work and money) head on—bringing about peace of mind. If you can’t take the day off, use National Relaxation Day to consider how to reduce work-related stress year-round, which—in the world of small business—can mean investing in the tools you need to do what you do best: running your spa.
About the Author: Jeff Dickerson is CEO of DaySmart Software, the makers of Orchid Spa Software, a leading spa business management software for appointment booking, staff management, payment processing, marketing and customer communications for spa professionals worldwide. Jeff has more than 25 years of experience building software companies and developing technology that empowers and drives real business results for customers.