Taylor Swift’s Eras Tour and Beyoncé’s Renaissance World Tour are big hits for beauty salons, where service appointments have surged as Swifties and the Beyhive glam up for the concerts.
Fans spend an average of $104 per pre-show service, according to Vagaro Inc., the salon-spa software company that gathered the results based on polls of salon owners. Most of these customers are women, average age 32.
“Cultural moments like those driven by Beyoncé and Taylor Swift are not just fleeting events,” says Vagaro Brand Partner, Tabatha Coffey. “They shape consumer behavior, set trends, and present revenue opportunities.”
Salons along the tour stops reported a “significant” rise in bookings before shows, with 47% experiencing a surge of last-minute appointments. Twenty-seven percent said they gained new customers as a result.
According to Vagaro, the average spend for pre-concert beauty services are:
- Hair - $136
- Nails - $88
- Eyelashes - $83
- Eyebrows - $82
- Tanning - $111
- Makeup - $128
“Leveraging the popularity of events like these can help business owners drive success,” says Vagaro’s Marketing VP, Charity Hudnall.
“Being aware of such happenings allows businesses to connect with their audience, offer more customized experiences, and strategize their business plans more efficiently in preparation.”