One in three customers reported having an "open relationship" with their stylist, barber, or spa provider — though 61 percent of respondents later regretted making the switch.
That's according to the business banking platform Square, which analyzed the relationship between clients and their hair-care professionals. The "Client Loyalty in the Beauty Industry" survey of U.S. and Canadian consumers also analyzed key factors that can make or break long-term loyalty.
Most who said they are "open" to switching stylists or barbers are younger clients (Gen Z and Millennials) and men. Factors that contribute to their sentiment include:
- Difficulty in scheduling/ booking appointments (57 percent)
- Services becoming too expensive (53 percent)
- Either party moving (50 percent)
- Stylist or barber didn't listen to what they wanted (41 percent)
- Personalities don’t mesh (34 percent)
The survey went on to question those who had tried a different service provider other than their primary stylist or barber, and found that 61 percent ultimately regretted the switch. More than half of respondents (57 percent) ended up returning to their original hair-care professional; 30 percent said they were staying with their current provider; and 13 percent reported they'd continue to play the field until they found "the one."
The survey found convenience and ease among top consumer factors in choosing a stylist or barber. Clients who had switched from their original service provider said they'd go back if they had access to these benefits:
- Easy rescheduling (82 percent)
- Better communications between/ before appointments (75 percent)
- Online booking options (53 percent)
- Loyalty discounts (52 percent)
- Retail items (25 percent)
“Clients are incredibly busy," says Ashley Heywood, Health & Beauty Product Marketing Lead at Square, "and for businesses that don’t use seamless booking software, they’re missing out on an entire pool of clients."
Though a third of consumers are open to switching, the survey found that 67 percent stick with their service provider. Of them, 68 percent have been seeing their stylist or barber for 3+ years. Factors that reinforce loyalty include:
- Love the way their hair is cut and/ or colored (94 percent)
- Good relationship with their stylist (87 percent)
- Good price (86 percent)
- Easy booking (85 percent)
- Smooth communications between appointments (75 percent)
- Stylist recommends products and/or other services for specific needs (59 percent)
In a broad overview of the industry landscape, Square analyzed consumer behavior changes over the years and how hair-care professionals have adapted to these shifts. Findings include:
- Remote and hybrid work have changed scheduling patterns. Now that more clients have location flexibility in their jobs, Tuesday appointments are now more popular than Saturdays. Also, since 2017, Mondays have become more popular than before.
- More beauty and grooming businesses are leveraging cancellation fees. In 2021, nearly 5 percent of beauty and personal care sellers using Square software activated their cancellation fees, and that number nearly tripled globally in 2023. Sellers who implemented those fees saw a 21 percent decrease in cancellations and no-shows.
- Retail is a proven profit driver. Businesses who sell services and products experienced 57 percent more in annual sales than those who offer services alone. Square data shows that beauty and grooming clients add an average of two retail items when checking out.
- Subscriptions are solid generators of recurring revenue. More than 62 percent of subscriptions remain active after six months.
- Convenience is critical. Square's data shows that 64 percent of bookings were scheduled outside the typical 9am-5pm business hours, and that 75 percent of clients book their appointments online.
- Beauty and wellness trends are constantly shifting. From 2021 to 2023, demand increased for Russian manicures (+313 percent), scalp treatments (+100 percent), LED/ red light therapy (+76 percent), laser treatment (+64 percent), and brightening facials (+48 percent).
Square's survey was conducted online in May 2024 among 2,009 adults in the U.S. and 1,002 adults in Canada. The data were weighted to demographically reflect the makeup of the general population in the U.S. and Canada. For a full analysis of the survey findings, tap here.