A new survey by Square examines the dynamics between clients and their hair stylists, revealing that 1 in 3 consumers maintain an ‘open relationship’ with their providers. The survey underscores the critical factors influencing long-term client loyalty in the beauty and personal care industry. This trend of engaging multiple stylists is particularly prevalent among younger generations, such as Gen Z and Millennials, as well as men. The primary reasons for seeking alternative providers include:
- Difficulty in scheduling appointments (57%)
- Rising service costs (53%)
- Relocation of either party (50%)
- Stylist not meeting client expectations (41%)
- Incompatibility of personalities (34%)
Despite these practical challenges, 61% of clients expressed regret after visiting a different stylist. Consequently, 57% returned to their original stylist, while 30% stayed with the new provider. Another 13% continue to explore other options until they find the perfect match.
Convenience and ease remain top priorities when choosing a stylist or barber. Clients who explored other options indicated they would return to their previous provider if the following features were available:
- Easy rescheduling (82%)
- Better communication before and between appointments (75%)
- Online booking options (53%)
- Loyalty discounts (52%)
- Availability of retail items (25%)
“Clients are incredibly busy, and businesses that don’t use seamless booking software miss out on a large pool of potential clients,” said Ashley Heywood, Health & Beauty Product Marketing Lead at Square. “Simplifying the booking process, from the initial appointment to automated reminders, helps beauty sellers look professional and grow their business with both existing and prospective clients.”
While a third of consumers are open to exploring other stylists, 67% are committed to a single hair care provider. Among these loyal clients, 68% have been with their stylist for three or more years, driven by:
- Satisfaction with haircuts and/or color (94%)
- Enjoying conversations with their stylist (87%)
- Good pricing (86%)
- Easy booking (85%)
- Better communication between appointments (75%)
- Stylist recommendations for products/services (59%)
“We are grateful for our many loyal, long-term customers, who often become like family,” said Dave Lechasseur, owner of Savvy Salon de Barbier in Montreal, QC. “Square helps us nurture loyalty by keeping in regular contact with our clients, even when they’re not in the shop.”
Square also analyzed changes in consumer behavior and how beauty businesses have adapted:
- Remote and hybrid work have shifted appointment preferences, with Tuesday bookings now more popular than Saturdays, and Mondays also seeing increased bookings.
- The use of cancellation fees has grown, with businesses implementing them seeing a 21% reduction in cancellations and no-shows.
- Beauty businesses selling both services and products see a 57% increase in annual sales, with clients typically adding two retail items per transaction.
- Subscription models for beauty services are gaining traction, with over 62% of subscriptions remaining active after six months.
- Convenience continues to drive bookings, with 64% of appointments scheduled outside typical business hours and 75% of clients using online booking sites.
- Trends in beauty and wellness are constantly evolving, with significant increases in demand for services like Russian manicures (+313%), scalp treatments (+100%), LED/red light therapy (+76%), laser treatments (+64%), and brightening facials (+48%).
For a detailed analysis of the survey findings, download the full report or contact press@squareup.com.
Methodology
This survey was conducted online from May 2 to May 8, 2024, among 2,009 adults in the U.S. and 1,002 adults in Canada. The data were weighted to reflect the demographic makeup of the general population in the U.S. and Canada. The survey results have a margin of error of +/- 2%, with larger margins for subgroups. All reported subgroups have a base size of 100 or more unless otherwise specified.
Square’s analysis includes transaction data from hundreds of thousands of beauty and personal care sellers in the U.S. and Canada between January 2021 and May 2024.
