Survey: 1 in 3 Clients Have a "Flexible Relationship" With Their Stylist

(Photo by Square)

According to a survey conducted by the business banking platform Square, one in three customers reported having an "open relationship" with their stylist, barber, or spa provider, with 61 percent later regretting the switch.

The "Client Loyalty in the Beauty Industry" survey, which analyzed the relationship between clients and their hair-care professionals, revealed several key factors that can influence long-term loyalty. Most clients open to switching stylists or barbers are younger (Gen Z and Millennials) and men. The primary reasons for their openness include:

• Difficulty in scheduling/booking appointments (57 percent)

• Services becoming too expensive (53 percent)

• Either party moving (50 percent)

• Stylist or barber not listening to their preferences (41 percent)

• Clashing personalities (34 percent)

The survey covered U.S. and Canadian consumers, shedding light on the dynamics of client loyalty in the beauty industry.

The survey revealed that 61 percent of clients who tried a different service provider besides their primary stylist or barber ultimately regretted the switch. More than half of the respondents (57 percent) returned to their original hair-care professional, while 30 percent stayed with their current provider, and 13 percent continued to search for the right fit.

Convenience and ease were among the top factors influencing clients' choice of stylist or barber. Clients who switched service providers stated they would return to their original provider if the following benefits were offered:

• Easy rescheduling (82 percent)

• Better communication between/before appointments (75 percent)

• Online booking options (53 percent)

• Loyalty discounts (52 percent)

• Availability of retail items (25 percent)

"Clients are incredibly busy," says Ashley Heywood, Health & Beauty Product Marketing Lead at Square. "Businesses that don’t use seamless booking software are missing out on an entire pool of clients."

While a third of consumers are open to switching, 67 percent remain loyal to their service provider. Of those loyal clients, 68 percent have been seeing their stylist or barber for three or more years. Factors contributing to this loyalty include:

• Satisfaction with haircuts and/or coloring (94 percent)

• Good relationship with their stylist (87 percent)

• Reasonable prices (86 percent)

• Easy booking process (85 percent)

• Smooth communication between appointments (75 percent)

• Stylist recommendations for products and/or other services tailored to specific needs (59 percent)
  

Square conducted a comprehensive analysis of the hair-care industry, focusing on consumer behavior changes and how professionals have adapted. Key findings include:

1. Scheduling Shifts: Remote and hybrid work have altered appointment patterns. With more clients having location flexibility, Tuesday appointments have surged in popularity, surpassing Saturdays. Additionally, since 2017, Monday appointments have also seen an increase.

2. Cancellation Fees: More beauty and grooming businesses are adopting cancellation fees. In 2021, nearly 5% of beauty and personal care sellers using Square activated cancellation fees, with this number nearly tripling globally by 2023. Sellers who implemented these fees experienced a 21% decrease in cancellations and no-shows.

3. Retail Sales: Retail products significantly boost profits. Businesses offering both services and products saw 57% higher annual sales compared to those offering services alone. Square data reveals that beauty and grooming clients typically add two retail items at checkout.

4. Subscriptions: Subscriptions are effective for generating recurring revenue, with over 62% remaining active after six months.

5. Convenience: Convenience is crucial for clients. Square's data indicates that 64% of bookings were made outside the typical 9 AM-5 PM business hours, and 75% of clients booked their appointments online.

6. Emerging Trends: Beauty and wellness trends are continually evolving. From 2021 to 2023, there was a notable increase in demand for Russian manicures (+313%), scalp treatments (+100%), LED/red light therapy (+76%), laser treatments (+64%), and brightening facials (+48%).

Square's survey, conducted online in May 2024, included 2,009 adults in the U.S. and 1,002 adults in Canada. The data were weighted to accurately reflect the demographic composition of the general population in both countries. For a full analysis of the survey findings, tap here.