For the first 10 days after Shawn Heatherman reopened her Santa Rosa, Calif., children’s hair salon in mid-June, her stylists were booked solid. After months of lockdown, families were eager for trims for their shaggy-haired children—or for help rectifying the results of home haircuts.
But in the weeks after the initial rush, Ms. Heatherman watched business at Cookie Cutters fall off, hitting a 60% drop last week, despite deep discounts she was offering.
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