Square Survey Reveals 1 in 3 Consumers Have an Open Relationship with Their Hairstylists

A new survey by Square reveals that one in three consumers are in an ‘open relationship’ with a hairdresser or barber, showing that they are not loyal to just one provider. The survey sheds light on the factors that influence customer loyalty in the beauty and personal care industry.

Key Findings

The survey found that performance and operational barriers are the main reasons consumers seek new stylists. Among younger generations such as Gen Z and Millennials, as well as men, this feeling was more common. The top reasons cited for visiting another provider include:

• Difficulty scheduling/booking appointments (57%)
• Most expensive services (53%)
• Any traveling party (50%)
• The stylist does not listen to the client’s requests (41%)
• Disaffected people (34%)

Interestingly, 61% of clients who tried a new provider regretted their decision, and more than half (57%) returned to their original stylist, while 30% stayed with the new provider. Another 13% continued to explore new options, looking for the same.

The Importance of Simplicity and Ease

The survey highlighted that convenience and ease of booking are key to maintaining customer loyalty. Clients who tested other relationships indicated that they would return to their previous schedule if they had access to:

• Simple restructuring (82%)
• Better communication during or before the appointment (75%)
• Online booking options (53%)
• Loyalty discounts (52%)
• Availability of merchandise (25%)

Ashley Heywood, Health & Beauty Product Marketing Lead at Square, emphasized the importance of seamless booking software for businesses to attract and retain customers. He noted that businesses need to streamline the booking process from initial appointment to automated reminders, improving professionalism and customer retention.

Committed Relationships

Despite the trend of customers exploring other options, the survey found that 67% of consumers remain committed to their hair supplier. Among these loyal clients, 68% have been visiting their provider for three years or more. Key features of this long-term relationship include:

• Satisfaction with stylist work (94%)
• Enjoying meeting the stylist (87%)
• Reasonable prices (86%)
• Easy booking process (85%)
• Good communication between appointments (75%)
• Product and service recommendations (59%)

Industry trends

The survey also analyzed changes in consumer behavior and how beauty businesses have adapted:

• Shift on Appointment Days: Remote and hybrid work has led to an increase in the popularity of weekday appointments, with Tuesdays now more popular than Saturdays.
• Cancellation fees: Spending on cancellation fees by beauty businesses nearly tripled from 2021 to 2023, reducing shows and protecting revenue.
• Retail Sales: Beauty businesses that sell both services and products see the highest annual sales, with customers typically adding two items for each sale made.
• Subscriptions: Subscriptions generate recurring revenue, with over 62% remaining active after six months.
• Easy Booking: The majority of bookings (64%) are scheduled outside normal business hours, and 75% are made through online booking sites.
• Emerging trends: There is a growing demand for services such as Russian cosmetics, scalp treatments, LED/red light therapy, laser therapy, and light facials.