Mother’s Day marketing, done thoughtfully

In the salon and spa world, seasonal moments are more than calendar fillers. They are genuine opportunities to reconnect with clients, drive bookings and remind people why your business matters. Mother's Day is one of the most commercially powerful dates in the spring diary, but it is also one of the most emotionally complex.

For salon owners, that balance matters. Get it right and Mother's Day (15th March) can strengthen loyalty and increase revenue. Get it wrong and it risks feeling tone-deaf or transactional.

The good news is that thoughtful marketing does not dilute commercial results. In fact, it often improves them.

Sensitivity builds trust & trust drives spend

Mother's Day can be difficult for many clients. Some may have lost their mother, others may be estranged, struggling with fertility, navigating grief or adjusting to new motherhood. Recognising this reality does not weaken your message, it humanises it.

Simple steps like giving clients the option to opt out of Mother's Day communications or flagging content ahead of time on social media, show care and foresight. While a small number of clients may choose not to engage, those who stay will notice the empathy. And loyal clients are far more cost-effective to retain than constantly chasing new ones.

This is where having a strong salon software system matters. Segmenting your database allows you to be respectful and strategic, rather than sending blanket messages that miss the mark.

Inclusivity is not a trend, it is good business

The traditional picture-perfect version of Mother's Day marketing no longer reflects real life. Families come in many forms and salons sit at the heart of those communities.

Inclusive messaging such as “celebrate the special women in your life” or “treat yourself or someone you love” widens your appeal without alienating anyone. Using diverse imagery and language helps clients feel seen, which in turn builds emotional connection to your brand.

Clients do not just book treatments. They buy into how a business makes them feel.

Speak directly to the women already in your chair

One of the smartest shifts salon owners can make with Mother's Day marketing is to stop focusing solely on partners and children as the buyer. Mothers themselves are already in your diary.

Encouraging self-treating reframes the occasion in a positive, empowering way. It also removes friction from the booking journey. A woman does not need to wait for someone else to choose the “right” gift, she can book what she actually wants.

Mother's Day packages that blend relaxation with confidence, whether that's hair, skin, nails or a combination, tend to resonate strongly and book well when marketed directly to existing clients.

SMS still delivers, when it's done properly

Looking back at real Mother's Day SMS and Email campaigns run through Phorest Salon Software, one thing is clear. Targeted messaging works.

The strongest messages share a few key traits. They spoke to a specific audience rather than the full database. They had a simple call to action. They included a clear timeframe and they made the value obvious, whether through bundled services, shared experiences or vouchers.

Gift vouchers remain a quiet hero. They remove decision-making pressure for the buyer, while locking future revenue into your business, provided they are set up correctly from an accounting perspective.

Community-led thinking elevates your brand

Some salons choose to extend Mother's Day beyond commercial activity by supporting charities or community initiatives connected to motherhood. Whether that's donating a portion of takings, offering complimentary treatments or simply using your own social media platforms to raise awareness, these gestures reinforce your values.

They also position your salon or clinic as part of something bigger than appointments and transactions, which clients increasingly care about.

A commercial opportunity, handled with care

Mother's Day does not need to be loud or overly sentimental to be successful. In many cases, quieter, more considered campaigns perform better because they feel genuine.

For salon owners, the takeaway is simple. Thoughtful marketing is not a soft option. It is a strategic one. When you lead with empathy, use your data wisely and speak to the clients who already trust you, Mother's Day becomes not just a sales moment, but a brand-building one too. And that is where the real value lies.

Larissa Hodgins is Phorest People Program Manager for Phorest Salon Software. 

www.phorest.com