The vast majority of salon clients — even loyal ones — buy their hair- and skin-care products from retailers other than their salon, according to a survey by industry software Mya.
The company, which polled 75,000 clients in their salon database, reported that 95.6 percent said they purchased beauty products from outside retailers, especially Amazon, Ulta, Sephora, Walmart, and TJ Maxx.
It points to an opportunity in salons to reclaim retail sales by capitalizing on their expertise in beauty and their frequent interactions with clients. “Salon professionals are the experts in hair, skin, makeup, and nails,” says U.K. salon coach LizMcKeon.
“Utilizing this expertise — along with the personal connections we make with clients every day — encourages consumers to buy from you and not another retailer.”
Questions on the Mya survey provided comment boxes instead of pre-chosen or multiple- choice answers, and the company used AI to summarize the data.
Survey results suggest salons should consider value adds and spa-like touches such as chair massages or aromatherapy when contemplating pricing changes.
They also indicate that salons wanting to attract new clients should focus on generating positive reviews and managing negative ones.
Other revelations from the survey include:
- Average amount clients spend per salon visit: $161.63
- Average time between salon visits: 7-8 weeks
- Average number of days clients expect to get in for an appointment: 11
What Consumers Care Most About When They Visit a Salon/Spa:
- Skilled provider who delivers results
- Clean, welcoming environment
- I’m listened to, feel appreciated and cared for
If You Could Change Anything About Going to a Salon/Spa, It Would Be:
- More personalization
- The price
- More availability
What Would Have to Happen For You to Pay More Than You’re Currently Paying For Salon Services?
- More value
- They go above & beyond
- More pampering
What (Past or Present) Has Made You Want to Book With a Salon?
- Positive reputation/reviews
- Easy online booking
- Location
What Would Be a Reason You’d Stop Going to a Salon/Spa?
- Too Expensive
- Bad results-stylist not skilled
- Dirty, poor hygiene of stylist