The real cost of discounting in your beauty business (and what to do instead)

When business slows down, it can be tempting to throw out a quick discount just to fill your books. I get it — a gappy calendar feels uncomfortable, and you want to stay busy.

But here’s the truth: regular discounting can do more harm than good. It might give you a short-term bump, but in the long run, it chips away at your brand, your profits, and your client loyalty. Let’s break down the hidden costs of discounting — and better ways to spend your time when things are quiet.

1. You train clients to wait for sales

When you discount regularly, you condition clients (and potential clients) to only book when you’re running a special. They’ll delay appointments because they’re confident another sale is just around the corner.

Think about it: if a furniture store has a “50% Off Storewide” sale four times a year, why would anyone pay full price in between? This is exactly what happens in your salon when sales become predictable.

2. You attract bargain hunters, not loyal clients

Discounts tend to draw in price-driven customers — the ones who shop around for the cheapest deal. These clients are often harder to please, more likely to complain, and quick to leave as soon as someone else offers a better price.

Your goal should be to attract clients who value your expertise, not just your price tag.

3. You lower the perceived value of your services

If you regularly slash prices, clients start to question your standard rates. They may think, “If they can offer it this cheap, why would I ever pay full price?”

This perception can shift your brand from premium to “budget” — even if your service quality remains high. Worse still, your loyal clients may feel unappreciated if they see you rewarding new clients with discounts while they continue paying full price.

4. It eats into your profit margins

Discounting isn’t just about lowering your income for one service — it can drastically reduce your overall profitability.

Before you decide on a “special offer,” run the numbers. Is it worth taking on extra clients at a much lower rate just to fill time? Often, you’ll find you’d be better off using that time for strategic growth activities instead.

What to do instead of discounting

Quiet weeks don’t have to mean lost revenue — they can be a gift if you use them wisely. Here’s how:

1. Content planning & creation 

Use the time to plan, batch, and schedule high-quality content. Strong, consistent marketing grows your brand visibility and attracts your ideal clients without reducing your prices.

2. Training & upskilling 

Invest in your skills or your team’s skills. Work on service techniques, customer experience, or new offerings that will make your business stand out.

3. Delegate & systemise 

Identify tasks you can pass on to team members — like ordering stock, editing videos, or managing social media. Write procedures so these tasks can be done consistently without your direct involvement.

4. Model appointments for content 

Bring in models for training or content creation. Capture before-and-after photos, videos of your process, client testimonials, and behind-the-scenes moments.

5. Re-engage past clients 

Run a report to find clients who haven’t visited in 3+ months. Send a warm, personalised message checking in (without offering a discount) to get them thinking about booking again.

6. Catch up on admin 

Update your bookkeeping, schedule emails, refresh your website, or prep blog posts. Being ahead in these areas pays off when your calendar gets busy again.

7. Learn to embrace white space 

Not every hour has to be filled with clients. Time spent on marketing, leadership, and strategy is just as valuable — often more valuable — than being on the tools.

The takeaway: Discounting can be a quick fix, but it comes at a high cost. Instead, use slow periods to strengthen your business foundations, improve your marketing, and invest in long-term growth. That way, you’ll attract the right clients, protect your profits, and build a premium brand that doesn’t rely on sales to stay busy.

Ready to grow your beauty business without discounting? 

If you’re tired of chasing bookings with sales and want a proven strategy for attracting premium clients, increasing revenue, and building a business that works for you — not the other way around — I can help. As a coach and mentor to beauty business owners worldwide, I’ll show you how to systemise, market, and scale so you can earn more without burning out.

Click here to learn about working with me as your beauty business coach and start building the salon you’ve always dreamed of.