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San Antonio, TX · Barbershop · Local campaign

Shifting the Friday rush to Thursday

Sofia Alvarez made social posts and ran Meta ads for Kingsway Barber Co., a barbershop in San Antonio, TX (Sep 2 – Oct 17, 2025): 52 Thursday evening bookings, and Friday walkouts down to 11.

Client
Kingsway Barber Co.Barbershop
Where
San Antonio, TXStone Oak, Encino Park, Hollywood Park, and Sonterra
When
Sep 2 – Oct 17, 2025
Services
Social posts, Meta ads

Results

Sep 2 – Oct 17, 2025

  • 8,200People reached by the ad and posts
  • 391Clicks through to online booking
  • 52Thursday evening bookings
  • $188Meta ad spend, $3.62 per booking
  • 11Friday walkouts in four weeks, down from 32

The brief

Kingsway is a four-chair barbershop in a strip center off Stone Oak Parkway. Fridays in football season are a wall of walk-ins: players before the game, dads, and guys heading out, with waits past an hour and people walking back out the door. Thursday evenings sit half empty. The owner wanted fewer Friday walkouts and fuller Thursdays without raising Friday prices. The limits: walk-ins are part of the shop, so no appointments-only, and two of the four barbers rent their chairs and set their own hours.

Goal
Cut Friday walkouts by getting regulars to book ahead and try Thursday evenings.
Who and where
Men and teens within a short drive of the shop, including high school players and dads before Friday night games.

What the client gave me

The shop’s own count of Friday walkouts, kept on a sticky note by the register (32 over the last four Fridays), photos the barbers had taken of their fades, and an online booking link the shop had set up two years earlier and never shared.

A Friday at 5:30 p.m., taken by the owner from his chair. The bench was full and two more were waiting by the door.
A Friday at 5:30 p.m., taken by the owner from his chair. The bench was full and two more were waiting by the door.
A barber’s own photo of a fresh fade, taken in the chair under the shop lights.
A barber’s own photo of a fresh fade, taken in the chair under the shop lights.

What I made

A Friday-ready hook, a beard service on Thursdays and Saturdays, a 30-second booking how-to, then a Thursday push on Instagram, Facebook and Google.

  1. Fresh fade. Friday ready.
    Fresh fade. Friday ready.Put Friday in the headline but used it to ask people to book ahead. The photo is an empty chair, which is what a booked spot looks like.Caption Fridays are packed before games and nights out. This post asks people to book ahead instead of walking in and walking out.
  2. Beard trim + hot towel
    Beard trim + hot towelThe beard trim and hot towel already existed. The owner agreed to offer it only on Thursdays and Saturdays, which made it a reason to come midweek.Caption A service offered only on Thursdays and Saturdays gives regulars a reason to come in on the quieter evening.
  3. Book your chair online
    Book your chair onlineShowed the two-year-old booking link in three taps, because most regulars didn’t know it was there.Caption Shows how fast online booking is. Every booked chair is one less person waiting on a Friday.
  4. Thursday is the new Friday
    Thursday is the new FridayThe direct ask, posted Wednesday nights and pinned: after 5 on Thursday has the shortest wait.Caption The direct ask: come Thursday after 5 for the shortest wait. Posted on Wednesday and pinned to the top of the profile.

How it went out

Where it ran

  • Kingsway’s Instagram and Facebook page
  • Google Business Profile
  • Each barber’s own Instagram Stories
  • Cards at the register
  1. Sep 2“Fresh fade. Friday ready.” on Instagram, Facebook and Google, with the booking link
  2. Sep 9“Book your chair online” on Instagram, and cards at the register
  3. Sep 16“Beard trim + hot towel”, Thursdays and Saturdays only
  4. Sep 17“Thursday is the new Friday” pinned, and as the ad
  5. Every WednesdayEach barber posts his Thursday times in his own Stories
  6. Oct 17Ad ends; the Thursday post stays pinned
Best ad: Thursday is the new Friday

Meta ads

Audience
Men 18 to 45 within 4 miles of the shop, shown Wednesday afternoon through Thursday evening only
Budget
$200 planned, $188 spent
Dates
Sep 17 – Oct 17

Meta limits how ads can reach teenagers, so the high school players weren’t in the audience. They came through the barbers’ own Stories instead, which reached them better anyway. The ad ran only on Wednesdays and Thursdays on a lifetime budget and brought 21 of the Thursday bookings, at $0.48 a click.

What happened

Online booking was the real change. Regulars who had walked in for years started booking, and the Friday line got shorter for everyone who still walked in. The beard trim brought 19 of the 52 Thursday bookings. A varsity team booked six Thursday cuts the week of homecoming after one player shared his barber’s Story. The cards at the register are what didn’t work: people took them and never used them, and the link in the Instagram bio did all the work. By the sticky note, Friday walkouts fell from 32 in the four weeks before to 11 in the last four.

What I’d do next

Start in August, before the first game, when regulars set their routine. Ask the two barbers who rent chairs to post their Thursday times every Wednesday, like the others. And try the same idea for Saturday mornings, which have a rush of their own.

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Availability updated Oct 12, 2026.

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