Black Friday for Luxury Spas: Smart Strategy or Brand Suicide?

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Welcome to another issue of the Glowelle Spark — your go-to newsletter for smart, sustainable spa growth.

Each edition is crafted to share practical, proven strategies that elevate client loyalty, boost revenue, and create a more elegant & profitable business behind the scenes

✨ In Today’s Issue…

We dive nto the real pros and cons of Black Friday and Cyber Monday promotions for luxury spa brands—and how to use them without turning your spa into a bargain bin.

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.

🕯The Story Every Spa Owner Has Lived:

Last year, a boutique spa slashed all facials to $49.

It was chaos. Booked solid for 4 days. Phones ringing off the hook. Staff stressed. Clients stacked back-to-back with zero time to create that luxe, serene vibe.

And the week after?

Crickets. 🦗

No rebooks. No upgrades. No loyalty.

Contrast that with another spa that offered a “Holiday Radiance Ritual” with bubbly, aromatherapy, and a free VIP pre-book in January.

They didn’t discount—they elevated. And they booked out for 6 weeks.

✅ PROS of Black Friday/Cyber Monday Deals

Here’s what works—when done right.

🎯 1. Quick Cash Influx

Holiday promos = fast revenue.
It’s a great way to:

• Move gift card sales 📦

• Fill slow days in early December 📅

• Bundle high-margin services that don’t discount your time 💄

✨ 2. Visibility & Buzz

People are actively looking to spend this weekend.

• It’s the one time of year people open every promo email 💌

• Luxury spa content stands out when everyone else is loud and messy 🧼

• You can position yourself as the refined option in a sea of chaos 🕊

🛍 3. New Client Acquisition

Thoughtful, curated promos can attract clients you wouldn’t otherwise reach.

• Especially if paired with gift sets, skincare bundles, or couples’ offers

• Great opportunity to promote memberships or series bookings 👥

❌ CONS of Black Friday/Cyber Monday Deals

And here’s where things go south real fast—if you’re not careful.

🧨 1. Attracting the Wrong Clients

Deep discounts pull in:

• One-time buyers who never come back

• Price-shoppers who won’t value your service

• Clients who tip poorly, show up late, and ghost on follow-ups 👻

Luxury is about experience, not urgency.

😩 2. Staff Burnout + Chaos

High volume = high stress.

• Overbooked schedules lead to rushed treatments

• Your team gets frazzled, not festive 🎄

• Energy shifts from calm oasis to Costco sample line 🛒

🛑 3. Damaging Your Brand

Your spa isn't a fast-fashion store.

• Constant discounts teach clients to wait for the next one

• Undermines the perception of exclusivity

• Makes your $250 facial seem... negotiable 😬

Luxury clients expect value—not a race to the bottom.

💎 So... Should You Run Black Friday Promos?

Yes—but do it the luxury way.

Here’s how to make it work for you (not against you):

✔️ Do:

• Offer value-add upgrades like aromatherapy, LED, or product bundles

• Promote gift cards with a “holiday bonus” they can’t get any other time

• Create limited-edition experiences with scarcity built in

• Use email and VIP lists for early access (they love exclusivity)

🚫 Don’t:

• Slash prices below your standard rates

• Market it like a clearance rack

• Try to be “louder” than everyone else—be more elegant

• Overwhelm your staff or overbook the days just to “make it worth it”

🧠 The Glowelle Lesson:

Black Friday isn’t bad. But bad Black Friday strategy is.

For luxury brands, it’s not about selling more—it’s about selling better.
More loyalty. More long-term clients. More curated experiences.

🎥 Click HERE To Learn How To Tap Into Your Spa’s Goldmine – And Experience A New Way to Scale Faster

NEED HELP RIGHT NOW?

Here are three actionable steps you can take today to boost your profitability and maximize the potential of your existing customer base.

1. Watch our Luxury Spa Growth Series: 3 Free Videos

2. Order my Free Book: Strategic Loyalty

3. Order The Growth Accelerator Kit:

   It's the science of transforming a first-time visitors into lifetime VIPs who book regularly, spend more, and refer others to your spa without being asked.

   ➡️ It's a proven system that works specifically for premium spas, even if you've tried "everything" before.

Keep Glowing
✨The Spark Crew