Square Releases its Consumer Beauty Trends Report for 2024

Square has released its Consumer Beauty Trends report, uncovering consumer sentiment on the beauty industry and providing key insights that businesses can leverage in the year ahead.
Square has released its Consumer Beauty Trends report, uncovering consumer sentiment on the beauty industry and providing key insights that businesses can leverage in the year ahead.
Courtesy of Nomad_Soul via Adobe Stock

Square has released its Consumer Beauty Trends report, uncovering consumer sentiment on the beauty industry and providing key insights that businesses can leverage in the year ahead.

The report has uncovered several key findings about communication, salon offerings, appointment booking patterns, consumer loyalty and more. 

Automation and Communication is Key for Consumer Satisfaction

Consumers prefer businesses to use automation in various areas of their operations in order to receive the best customer experience.

Consumers have grown accustomed to interacting with businesses that use automation throughout their operations. Across all generations, consumers prefer that salons, barbershops and spas use automation by:

  • 35%: Sending appointment reminders 
  • 34%: Booking appointments 
  • 20%: Managing customer loyalty program 
  • 18%: Tracking product orders 
  • 16%: Providing information on the products used during the appointment 
  • 12%: Using chatbots for customer service requests 

72% of consumers also expect certain communications from beauty and personal care businesses: 

  • 50%: Appointment reminders whether via text or email 
  • 25%: Loyalty program updates 
  • 15%: Email newsletters 
  • 14%: Feedback survey or appointment review request 

Consumers Prefer a One-Stop Shop

Consumers are turning to beauty and personal care businesses for offerings outside of services.

As consumers continue to prioritize beauty and wellness within their everyday lives, they’re interested in the following offerings outside of services from the beauty and personal care professionals they frequent:

  • 21%: In-person classes 
  • 21%: Online tutorials 
  • 19%: At-home DIY boxes 
  • 13%: Live virtual classes 
  • 12%: Off-premise services 

63% of respondents reported purchasing retail items from a beauty or personal care business.

Younger buyers are also more likely to purchase retail items: 

  • 83%: Gen Z
  • 78%: Millennials
  • 63%: Gen X 
  • 37%: Boomers 

Gen Z, Millennials and Gen X have indicated that availability of products is a leading purchasing factor, so making products readily accessible during appointments is an easy way to drive consumer confidence and sales.

Appointment Booking Patterns are Consistent

Across the world, consumers have similar preferences in how they prefer to book appointments.

United States: 

  • 32%: Phone Call 
  • 22%: Online booking platform 
  • 21%: In-person 
  • 14%: Text message 

Canada: 

  • 43%: Phone Call 
  • 20%: Online booking platform 
  • 17%: In-person 
  • 12%: Text message 

United Kingdom:

  • 29%: Phone Call 
  • 27%: Online booking platform 
  • 25%: In-person 
  • 10%: Text message 

Australia: 

  • 31%: Phone Call 
  • 28%: Online booking platform 
  • 25%: In-person 
  • 8%: Text message 

After booking an appointment, consumers then have different preferences in how they receive appointment reminders.

  • 62%: Text message 
  • 31%: Email 
  • 23%: Phone calls
  • 15%: Social media messages 

Consumer Loyalty Has Varying Elements 

Consumers take many factors into consideration when choosing and staying with providers.

Older audiences are the most loyal. Boomers and Gen X are the most loyal clients, citing they wouldn't switch providers for any reason, compared to their Gen Z and Millennial counterparts.

  • 57%: Boomers 
  • 45%: Gen X 
  • 26%: Millennial
  • 23%: Gen Z 

What ultimately drives consumers to switch:

  • 25%: Appointment times don't align with their schedule 
  • 23%: Overly long wait times to secure an appointment 
  • 23%: Preferred provider left the business 

Consumers also have strong opinions about what would make them avoid certain beauty and personal care businesses, with differences across generations.

Gen Z: 

  • 40%: No website to view services, prices and customer photos
  • 36%: No social media site to view photos and reviews 
  • 32%: Requires a deposit to secure an appointment 

Millennial: 

  • 37%: Requires a deposit to secure an appointment 
  • 34%: No website to view services, prices and customer photos
  • 29%: No social media site to view photos and reviews 

Gen X: 

  • 42%: Requires a deposit to secure an appointment 
  • 23%: No website to view services, prices and customer photos
  • 15%: No online booking options OR no contactless payment 

Boomer: 

  • 44%: Requires a deposit to secure an appointment 
  • 15%: No website to view services, prices and customer photos
  • 9%: No online booking options OR no contactless payment 

You can read Square's entire Consumer Beauty Trends report on their website.

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