Happy birthday to me! Should you celebrate your clients' birthdays?

Last week, my hairdresser surprised me with a bouquet of roses at my appointment, a few days before my birthday. It meant the world to me. But here’s the thing—we wouldn’t do this for every client, would we?

I tip, I take good care of my hair between appointments, I recommend him to others, and I post about him and the salon all the time on social media. I’m a rock-solid, loyal client, and it was super special to feel appreciated. But should we do the same for our nail and beauty clients? And if so, when is it worth it?

Celebrating clients: Is it worth it?

Spending money on every client for every occasion isn’t sustainable. But thoughtful gestures can make a lasting impression. It’s about knowing when and why to go that extra step.

When to make the effort

1. Loyalty matters

Clients who consistently book, tip well, refer new business, and promote you on social media are the backbone of your business. They make your work enjoyable and help you grow. A small, thoughtful birthday gesture—like a handwritten card, a discount on their next appointment, or a mini gift—can deepen that connection and remind them that hey - they matter to you.

2. Major life moments

Some situations call for more than a text. When a long-time client lost her beloved dog, I had flowers ready at her next appointment. I’ve known her for 17 years, knew how much the dog meant to her, and I’m even listed as her vet’s emergency contact. Of course I marked the loss. However, for others, a heartfelt message would be enough.

3. Big spenders and VIPs

Clients who regularly book high-value treatments, invest in your services, and bring you steady income might warrant a small gift or special treatment. It’s a way of saying, I appreciate you—and keeping them coming back.

Simple ways to show appreciation

• A handwritten birthday card

• A small discount or free nail art on their birthday week

• A personal message recognizing a milestone or tough time

• A little extra time or a complimentary treatment add-on

Thoughtful, cost-effective gestures

This is where it becomes especially important to fully understand your pricing and recognize the value of what you're giving away. Some retail items, small upgrades, or even introducing new treatments can be impactful without cutting into your profits. Offering a small add-on or a complimentary mini service is a great way to make a client feel special without giving away something they were already planning to book and pay for anyway.

The takeaway

Not every client needs a grand gesture, but strategic acts of kindness can reinforce loyalty and keep your best clients happy. It’s not about spending money on every client—it’s about showing you care in a way that makes sense for your business.

Would you celebrate your clients’ birthdays? When have you gone the extra mile? Let us know in the comments!