Retail revenue: Unwrapped

It’s the most wonderful time of the year – not only for tinsel, treats and Christmas cheer, but for ringing tills and sleigh-loads of salon sales. But, let’s be honest, festive retail isn’t all fun and games. Whether you’re scratching your head over what to stock, struggling to set up seasonal displays or trying to sprinkle some sales magic amongst your team, we’ve got you covered. We present Scratch’s retail cheat sheet for salon success...

“Treatments may bring clients through the door, but retailing can keep your business thriving.”

Sara Pinto

Susan Routledge

Why you should cash in on Christmas

“Retailing is an integral part of running a nail business,” says Susan Routledge, salon and spa business consultant. “A client coming to you for a one-hour manicure every month has 729 hours without your care, and is in need of homecare solutions.”

“Clients are already in a gifting mindset during the Christmas period,” notes Victoria Hayward, co-founder of Cornish nail brand, B’Zillion. “Retailing boosts revenue without adding to appointment time. It helps businesses to capitalise on the busiest season of the year, builds client trust, increases loyalty and turns salons into go-to destinations – not just for services, but for products.”

Victoria Hayward

Sara Pinto, nail product director at Andreia Professional, adds: “While service revenue naturally increases during the festive period, many salons overlook retailing, even though it is one of the most powerful income streams available. Selling products not only enhances the client experience, but can transform November and December into record-breaking months.”

Sara Pinto

Sara acknowledges the ‘shopping mindset’ of clients at Christmas. “By offering retail products in-salon, you’re positioning your business to meet that demand directly,” she says. “Instead of directing clients to the high street or online, you keep the purchase in-house, adding value to your services and ensuring clients take home high-quality products they can trust.”

DAZZLING DISPLAYS

“Product display stands should be stylish, prominent and placed where clients can easily see them,” says interior designer, Haz Dean. “They are best situated in the salon reception, where clients pass on arrival, while they wait for services, and when they exit. Though the opposite may seem true, you will sell more products if you do not over-clutter the space.”

Haz Dean

“With a well-presented display, a product can sell itself,” says Scratch Stars Awards finalist 2024 & 2025, Jessica Price, who is senior tech at award-winning Huddersfield salon, Nailspa. “It’s easier to sell to a client who is gifting rather than buying for themselves, as they will be predominantly interested in the appearance of products.”

Jessica Price

“Study displays in department stores and images of displays online that appeal to you,” says Susan Routledge. “Next, determine the key areas where clients’ eyes focus and how you want them to act. You may choose to create one display area or a selection of smaller areas. Do you want clients to test the products, touch and feel the packaging or view from afar? Look to your suppliers for professional imagery and display stands.”

“Visual merchandising plays a huge role in successful selling,” notes Sara Pinto. “An eye-catching retail display by the reception desk can spark curiosity before you even mention any products. Adding limited-edition packaging, seasonal promotions and loyalty rewards creates a sense of urgency and excitement.”

Emma Brock

Styling strategy

Award-winning nail tech & Scratch Stars Awards 2025 finalist, Emma Brock, shares her top tips for perfect product placement:

1. Create a focal point: “Place seasonal items and bestsellers at eye level and near the reception desk, where clients naturally linger.”

2. Tell a story: “Group products by theme, for example ‘Winter Hydration’, ‘Party-Ready Nails’ or ‘Gift Sets Under £20’, so clients can instantly see their purpose.”

3. Use lighting wisely: “Soft spotlights or fairy lights draw attention and add a sense of luxury.”

4. Ensure neatness but abundance: “Full shelves look inviting, but clutter turns people away. Display products in odd numbers (three or five) for an aesthetically pleasing appearance.”

5. Add testers: “Encourage clients to engage their senses. A tester hand cream or cuticle oil in the reception area is a great conversation starter.”

6. Rotate displays often: “Change up arrangements and/or themes every few weeks to keep your retail displays fresh and encourage repeat purchases.”

7. Add small signs or tips: “A card saying, ‘Perfect stocking filler!’ or ‘Recommended by our nail techs’ helps guide buying decisions.”

8. Wrap a few items as if they’re gifts: “This sparks ideas for clients who are struggling with purchase decisions.”

Product picks

Festive dishes are a simple touch that can elevate the look of retail displays and emphasise seasonal products on offer.

TK Maxx Christmas Dish £6.99 inc VAT www.tkmaxx.com

John Lewis Hand Painted Striped Sweet Dish £12 inc VAT www.johnlewis.com

Mii Cosmetics Christmas Crackers (4pk) £3 + VAT www.gerrardinternational.com Perfect for packaging clients’ favourite nail products and salon bestsellers, Mii Cosmetics’ Christmas Crackers can also be used as display props.

Mandy Cook

“Offering festive packaging, like Mii’s Christmas Crackers, allows clients to build their own gifts,” says Mandy Cook, sales director at Gerrard International.

“Having a pick ‘n’ mix area, where clients can choose beauty minis to fill crackers, offers a fun and interactive way to personalise presents.”

“With a well-presented display, a product can sell itself.”

Jessica Price

Joe Browns Festive Folding Christmas Tree Ornament

£45 inc VAT www.joebrowns.co.uk Think outside the box and add festive flare to retail displays by repurposing decorations. This Christmas tree stand could be used to hang retail items like small gift bags or earring sets, and can be reused year after year.

Nailchemy 18-Hole Cuticle Oil Pen Stand

£16.79 inc VAT www.nailchemy.co.uk Nailchemy’s Cuticle Oil Pen Stand offers a simple, organised and aesthetically pleasing way to display cuticle oil pens, at the reception, in a display or on the nail desk.

BECOMING SALON SANTA

“Knowledge sells and boosts client confidence,” Susan Routledge shares. “Ensure that you are well informed about not only your products, but what is trending in the beauty world. Explain your product choices to clients during every stage of their treatments, as this will aid the decision-making process at the till.”

“Introduce retail products to clients by incorporating them into your services,” advises Grace Evans, junior marketing executive at Home Of Nail Art (HONA). “This not only demonstrates products in action, but creates a sensory connection that can influence purchasing decisions. It showcases the importance of products and helps clients experience their benefits first-hand.”

Grace Evans

Emma Brock stresses that techs should ‘remember the bigger picture’. “Upselling isn’t just about products; it’s about building trust, deepening relationships and showing clients you care about their results,” she says. “When a client feels valued, they are more likely to become a repeat customer, spend more and recommend you to others. Your passion is contagious; if you truly believe in what you’re offering, your clients will feel it, and that makes upselling feel natural, rather than pushy.”

Victoria Hayward affirms this point, noting that retail conversations should be kept friendly. “Retail works best when it feels like a recommendation, not a hard sell,” she details.

Teamwork makes the dream work

“Help staff members to optimise the sales process by telling them to dedicate 10% of service time to talking about treatments and homecare with clients,” recommends Susan Routledge. “This is only six minutes per hour, but it is essential.”

Sara Pinto notes the importance of team effort: “Consistency across a salon team is essential. When every technician embraces retailing as part of the service journey, clients naturally follow their lead.”

Emma O’Neil

Emma O’Neil, head of beauty brands at SKINTRUTH®, shares top tips for successful salon sales:

1. Demonstrate first: “Use products during treatments so clients experience the results.”

2. Bundle smartly: “Position products as natural add-ons to a festive service.”

3. Create urgency: “Emphasise limited availability and display products alongside festive treatment menus.”

5 seasonal suggestions

By Sara Pinto

1. Know your products: “Confidence is contagious. When you truly understand the benefits of products, clients feel reassured.”

2. Personalise recommendations: “Tailor suggestions to clients’ lifestyles, nail health and preferences.”

3. Incorporate products into treatments: “Let clients see and handle the results before they buy.”

4. Make festive bundles: “Create Christmas packages or gift sets that make buying effortless.”

5. Always ask: “Many clients won’t purchase simply because they weren’t offered the option, so it’s always worth asking.”

Nergish-Wadia Austin

Sales dos & don’ts

By international business management consultant, trainer & founder of PHAB Service Stars , Nergish Wadia-Austin.

DO:

• Start early: “Don’t wait until December to launch festive retail products.”

• Train your team: “Hold quick and engaging product knowledge sessions so staff can confidently recommend retail items.”

• Bundle creatively: “Create themed kits, for example a ‘homecare kit’ or ‘hand rescue set’ using existing stock.”

• Incentivise your team: “Run mini selling challenges or reward your team’s highest retail seller weekly.”

• Use social media to showcase: “Share gift ideas and staff recommendations online to drive in-salon sales. Regularly feature gift vouchers on your platforms.”

DON’T:

• Overload displays: “Clutter confuses customers. Keep displays clean and curated.”

• Use unclear pricing: “A lack of price tags discourages impulse buys.”

• Sell instead of educating: “Clients respond better to recommendations than sales pitches.”

• Neglect retail during services: “Not suggesting products during treatments is a lost opportunity.”

• Use outdated or damaged packaging: “It cheapens your offering and makes clients doubt product quality.”

Larissa Hodgins

Digital dominance

“More customers than ever want to shop online, and Google searches for ‘Christmas gifts’ start as early as July,” says Larissa Hodgins, people program manager at salon software company, Phorest. “Audit your online store, upload hampers and sets early, and make sure stock levels and delivery options are up-to-date. Don’t forget digital gift vouchers, as they’re popular last-minute gifts.”

Overt offers

Money.co.uk business credit card expert, Cameron Jacques, shares: “According to a study by ScienceDirect, ‘buy X get one free’ offers are more attractive to consumers than ‘save % on X when you buy Y’ deals, because they’re easier to think through. Customers are more likely to engage in an offer when they immediately know how much they will save.”

GIFT GUIDE

Emma Brock pinpoints five popular festive products that beauty businesses should stock:

1. Holiday essentials.

2. Luxury treats.

3. Gift sets.

4. Festive exclusives.

5. Stocking stuffers.

Check out products in each category to support salon sales…

Cuticle care

One of the most popular retail items for nail businesses, cuticle oils are an essential aftercare offering. “Pros should retail high-quality aftercare products that will help clients to maintain the health and appearance of their nails and skin, and cuticle oil is essential for this,” says Scratch Stars Ultimate Mobile Nailist , Clare Woodcock of The Nail Club, Sunbury-on-Thames.

Clare Woodcock

Andreia Professional lab: Marula Cuticle Oil £3.49 + VAT/RRP £5.69 www.andreiaprofessional.comwww.salon-services.com

Gelish Mini Nourish Cuticle Oil £2.95 + VAT/RRP £5.65 www.gelishmorgantaylor.co.uk

Roxi Cuticle Oil £10 + VAT www.roxinails.co.uk / www.nsinails.co.uk

The Manicure Company Signature Spa Signature Cuticle Oil £11.48 inc VAT www.themanicurecompany.com

Glitterbels Almond Cuticle Oil £9.99 inc VAT www.glitterbels.com

Halo Citrus Crush Cuticle Oil from £4.95 + VAT www.purenails.co.uk

Holiday essentials

NailKind Nail Polish in Glazed Donut £POA/RRP £8.95 www.nailkind.com

Glitterbels Nail Varnish in Marilyn Rouge £9.30 inc VAT www.glitterbels.com

Artistic Colour Revolution in Yank My Gold Chain £3.95 + VAT www.sweetsquared.com

CND VinyluxTM in Opulent Onyx £5.95 + VAT www.sweetsquared.com

Hara Professional Nail Polish in Chocolate £5.99 + VAT www.astonandfincher.co.uk

Morgan Taylor Professional Nail Lacquer in Glitter & Gold £5.50 + VAT/RRP £11 www.gelishmorgantaylor.co.uk

Christmas cuticles

To savour the sweetness of the season, Christmas-scented cuticle oils add a fun, festive twist to sales.

Lecenté Cuticle Oils in Spiced Apple & Winter Wonderland £9.99 + VAT/RRP £15.99 each www.lecente.com Lecenté’s festive Cuticle Oils are designed to ignite merriment and cheer on even the darkest winter days. Scents range from Spiced Apple to Snow Fairy and Gingerbread to Winter Wonderland.

Nail Order Cuticle Oil in Snow Berry £10 + VAT www.nailorder.co.uk Bring Christmas cheer to cuticles with Nail Order’s Snow Berry scent, which is infused with the sweet smell of winter cranberries.

HONA Nail & Cuticle Oil £2.50 + VAT/RRP £4 www.homeofnailart.com Available in scents such as Fig and Plum, Pumpkin Spice, Mulled Wine, Gingerbread Latte and Salted Caramel, HONA’s Nail & Cuticle Oils are ideal stocking fillers. “Our bundle offers are available in mix-and-match sets of six and 10 from £21 + VAT,” says Grace Evans.

Luxury treats

CND™ Glow & Repair Kit £21.40 + VAT/RRP £43 www.sweetsquared.com This care system is designed to repair, strengthen and hydrate nails and skin, and is perfect for nourishment in the cold winter months. The kit includes three CND™ nailcare products: Strengthener RXx, SolarOil™ and Pro Skincare Hydrating Lotion, to restore nail health and deliver a radiant finish from fingertips to forearms.

‘ Peacci Vanilla ManiPedi Mask £12.50 + VAT www.thegelbottle.com Double-action treatment comes in the form of Peacci’s ManiPedi Mask. For use on hands, arms, legs and feet, this vanilla-scented rejuvenation treatment is rich in vitamins E and B which hydrate skin, while niacinamide stimulates production of keratin and ceramide to fight anti-ageing.

Cuccio Butter Essentials Duo Pack £19.98 + VAT www.cucciobeauty.co.uk Cuccio’s Milk & Honey scent is infused in both products within the Butter Essentials Duo Pack. The Butter & Scrub provides exfoliation and radiance, while the Butter boasts a non-oily, hydrating formula for intensely soft, smooth skin.

SKINTRUTH® Cryo-Christmas Pedicure Kit £23.49 + VAT/ RRP £35 www.skintruth.co.uk /www.salon-services.com Inspired by cryotherapy – the science of cold recovery, SKINTRUTH® ‘reframes its Peppermint & Tea Tree Pedicure Collection as a seasonal ritual with clinical edge’. The Cryo-Christmas Pedicure Kit contains an Exfoliating Foot Scrub, Foot Soak and Leg Lotion to promote seasonal self-care.

Gift sets

The GelBottle Inc H20 CreamTM & Better BalmTM Mini Duo £21.90 + VAT www.thegelbottle.com Two of The GelBottle Inc’s skincare bestsellers are bundled together in mini sizes for on-the-go hydration.

Mii Cosmetics Rescue + Repair Nail Treatment Set £15 + VAT/RRP £30 www.gerrardinternational.com This prescriptive mini trio for damaged nails features a base coat, top coat and cuticle oil. It pairs perfectly with a nail polish hade: a great gift for nail lovers.

OPI What’s Your Mani-Tude? Mini Nail Lacquer 4pc Gift Set £16.25 + VAT/RRP £25 uk.wella.professionalstore.com OPI’s autumn collection, What’s Your Mani-tude?, includes ideal shades for the season, inspired by the ‘90s – and this set includes four miniature, travel-friendly Nail Lacquers.

Ellie Greenland

Buff Browz and Buff Lashes brand manager, Ellie Greenland, comments that ‘retail sets allow clients to achieve high-quality results at home’. “Encourage clients to purchase gift sets by giving quick ‘how to’ demonstrations during their appointments,” she shares.

Product pointers

Susan Routledge recommends that nail businesses ‘keep a close eye on how seasonal retail products are selling’. She comments: “If you think you have overstocked, sell products with treatments or gift vouchers before Christmas, rather than panicking in the New Year.”

“Add extra value to your retail options,” advises Mandy Cook. “For example, offer a treatment discount voucher that is valid for the month of January with festive products over a certain amount. This will help fill up your January appointment schedule.”

“Upselling isn’t just about products; it’s about building trust, deepening relationships and showing clients you care about their results. When clients feel valued, they’re more likely to become a repeat customer, spend more and recommend you to others.”

Emma Brock

Festive exclusives

Spongellé Body Wash Infused Buffers® in Candy Cane & Snow Orchid £6.25 + VAT/RRP £12.50 each www.gerrardinternational.com Transform shower routines and give the gift of rejuvenation with Spongellé’s Body Wash Infused Buffers®. Crafted in the form of lovable Christmas characters, the body wash infusions leave skin feeling ‘soft, smooth and refreshed’.

OPI Good Enough to Treat Duo Pack £16 + VAT/RRP £29.94 uk.wella.professionalstore.com A treat for the eyes and nails, OPI’s Duo Pack features two full-sized OPI Nail Lacquers from the Good Enough to Treat collection. A four-piece gift set is also available, including miniature Nail Lacquer bottles wrapped in candy cane-inspired packaging.

OPI House of OPI’cing Mini Advent Calendar £28.11 + VAT/RRP £51.90 uk.wella.professionalstore.com This gingerbread-themed advent calendar houses 12 mini OPI Nail Lacquer shades from the Good Enough to Treat collection, which is inspired by sweet festive delights.

Stocking stuffers

Patterned Keysie (25pk) in Winter Mix from £37.50 inc VAT for 10+ units/ RRP £3+ per Keysie www.keysieco.com Say it with us: nails are jewels, not tools! Encourage clients to pick up a Keysie while they pay by displaying a selection on your reception desk. This handy tool opens cans, finds the end of tape, opens keychains and is a trolley token, and after a quick explanation, clients are likely to purchase for family and friends.

HD SkincareTM Skin Balm £15.99 + VAT www.hazeldixonnails.com Featuring HD Pro Nails’ signature scent, Citrus, this stocking filler-friendly balm is soya bean and jojoba-based and infused with vitamin E, deeply penetrating skin for long-lasting hydration throughout the colder months.

HONA Sanitiser £5.83 + VAT each www.homeofnailart.com Stock up on HONA’s Sanitiser spray this season. The formula not only kills 99.9% of bacteria, but aids hand hydration – an essential during the cold weather. Buy in a bundle pack of six or 10 from £21.96 + VAT.

Studex Tiny Tips Earrings Retail Stand from £70 + VAT & Studex Sensitive Fashion Earring Display from £150 + VAT www.studexuk.com Studex’s earring ranges are bound to catch clients’ eyes. The Sensitive range contains over 100 styles, and the Tiny Tips range – for smaller ears – has over 30 options. Both are available in 24ct Gold Plated and Medical Grade Stainless Steel. Retail stands are available in a range of sizes to suit any salon. Studex advises pros to display the earrings in fun and festive ways, such as hanging them on a Christmas tree as ‘ornaments’, and including them in pre-made gift bags.

MAD Beauty HoHo Holiday Lip Balm Duo £5.99 inc VAT www.madbeauty.com MAD Beauty’s HoHo Holiday Lip Balm Duo is one of the brand’s cute Christmas creations, and an ideal winter weather gift or present for a festive fanatic.

Light Elegance Q&Lu Bamboo Lotion £6.95 + VAT/RRP £16.95 www.lightelegance.co.uk Let clients take home a spa-like feeling in the form of the Q&Lu Spa Essentials Bamboo Lotion: a hydrating hand, foot and body moisturiser featuring a calming blend of essential oils and non-greasy finish.

BuffBloom 3 Way Buffer (in various colours and grits) £POA www.buffbloom.com Nail buffers are a necessity for every nail enthusiast. Display BuffBloom’s variety of colours and natural nail-friendly grits near the reception desk to catch the attention of clients.