Happy Friday Daily Groomers!

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I know. It's September. Nobody wants to talk about the holidays yet. (…END of September!)

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But I have to, because the holiday rush doesn't start in December.

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It starts right now.

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Every year it's the same story. December 1st hits, the phone starts ringing, and suddenly everybody needs their dog done "before the family gets here."

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The doodle you haven't seen since July. The one-time customer from two years ago. The client who swears their dog "isn't that matted." 🙃

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And by December 20th you're running on coffee and adrenaline, dematting a Goldendoodle at 7pm and wondering why you do this to yourself.

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The groomers who have a great holiday season (profitable, organized, still smiling) all do the same thing:

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They decide what December looks like before December decides for them.

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Here's how.

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1. Open your holiday books now, and say it out loud.

Don't wait for clients to ask.

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Send a text or email this week:

"Holiday appointments are open! Thanksgiving and Christmas spots fill up fast. Want me to hold one for [dog's name]?"

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That's it. Simple, friendly, a little urgency.

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The first message out usually gets the best spots filled with your best clients. That's exactly who you want in them.

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2. Your regulars get first dibs.

This one matters.

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Your maintenance clients, the ones who show up every 4–6 weeks, tip well, and never make you chase a payment, have kept your business alive all year.

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Give them the first shot at holiday spots before you open the floodgates.

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It rewards loyalty, and it quietly tells everyone else that being a regular gets you something.

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(Remember Shannon's point from the masterclass? You're not selling a groom. You're selling never having to worry about grooming. This is what that looks like in December.)

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3. Work backward from the holiday groom.

If a dog is coming in the week before Christmas, when should it have been in last?

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For a lot of coats, the answer is early-to-mid November.

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So when you book the holiday appointment, book the one before it too.

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Two wins:
✂️ The dog shows up in maintainable shape instead of a matted mess.

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📅 You fill November, which is usually quieter than it should be.

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A holiday groom on a dog that's on schedule takes a normal amount of time. A holiday groom on a dog that skipped fall can take all day.

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4. Set your holiday policies before the rush, not during it.

The worst time to make up a cancellation policy is at 8am on December 22nd, when someone's no-show just cost you a prime slot you could've filled three times over.

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Decide now:

• Deposits for holiday-week appointments?
• Cancellation window? (48 hours is common, but it's your call.)
• Holiday pricing for the busiest dates, or for last-minute adds?

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Whatever you choose, put it in writing and say it when you book. Clients are fine with policies they hear up front. The ones that feel "unfair" are the ones they learn about after the fact.

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5. Protect your own calendar too.

Cap your dogs per day. Block the days you're not working. Give yourself a buffer before and after the holiday weeks.

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If you don't, somebody's "can you just squeeze us in?" will take that time instead.

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You can't take care of everyone else's dogs if you're running on empty. A burned-out groomer on December 23rd helps nobody, especially the dog on the table.
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6. Make it fun (and make it market for you).

The holidays are the best time of year for grooms that get shared.

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Bandanas. Bows. A little holiday-scented spritz. Maybe the blueberry facial gets a peppermint cousin. 🍬

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Then snap the "after" photo, clean it up with our free Grooming Photo Studio, and send it to the pet parent. (we have some holiday templates in there!)

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Guess what shows up on their holiday card?

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Your work. In front of every relative and friend they have.

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📊 POLL OF THE WEEK

When do you open your holiday books?

• Already open. I'm ahead of you, Alex 😎
• October, like a responsible adult
• November, when people start asking
• December... I just take the chaos as it comes
• I close for the holidays, thank you very much

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Hit your answer and let us know. I'm curious how many of you are planners and how many just white-knuckle it. 😂

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Now go send that holiday text.

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For the love of grooming,
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Alex
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P.S. Thinking about adding holiday pricing but not sure where you stand? Run your numbers through Grooming Price Check first and see how you compare to your market.

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That’s all folks! Keep calm and groom on 🐶🤘