New data has revealed that 3.8% of all appointments booked from May to August failed to turn up, costing hair and beauty businesses an estimated £2.6m.
The research into appointment data comes from booking platform Fresha, which conducted an analysis of over three million appointments to uncover the impact of no-shows during summer.
The data showed that the summer months, particularly August, saw a noticeable decrease in no-shows compared to previous months this year.
However, the effects of missed appointments throughout the season still leave a lasting mark on businesses, with 3.8% of all appointments not turning up.
The data also highlighted differences across various sectors:
Barbershops: Leading the pack in missed appointments, barbershops reported a 21.16% average no-show rate, meaning one in five customers are not turning up or giving notice.
Brows and lashes: With a 6.55% average no-show rate, this sector also faces a higher-than-average rate (3.8%) of missed appointments.
Beauty salons, nail salons and hair salons: These sectors fare better, with average no-show rates of 3.59%, 3.55% and 3.16% respectively, suggesting that in peak summer season, when weddings and holidays are more common, customers stay committed to their beauty routines.
For these beauty businesses, the financial implications of no-shows are substantial.
Across all sectors, the cumulative loss adds up quickly – with over 100,000 no shows across four months of bookings on Fresha, it’s estimated businesses have collectively lost out on £2,638,277.60 in revenue.
How to reduce no-shows in beauty salons
- Implement a no-show policy: Clearly communicate your no-show policy to clients at the time of booking and consider charging a small deposit or a cancellation fee for missed appointments to compensate for lost time and revenue.
Find out how to enforce cancellation fees for missed appointments here. - Use automated reminders: Automated SMS or email reminders can significantly reduce the likelihood of a client forgetting their appointment.
- Flexible rescheduling options: Encourage clients to reschedule rather than cancel; offering flexible options can make it easier for clients to commit to an appointment, even if their plans change.
- Build strong client relationships: The more valued and connected a client feels to your business, the less likely they are to miss an appointment. Regular clients should feel like their time and loyalty are appreciated.
- Request upfront payments: You can ask for an upfront payment to secure clients’ appointments, which will then be taken off the final bill so the client will only have the remainder to pay. If they fail to show up, you have the right to retain the upfront payment to cover your losses.
Speaking about the rising number of no-shows in the beauty industry, Sophie Vongkhamsao, in-house senior beauty and content marketing specialist at Fresha, commented, “Our recent data highlights just how crucial it is to address the issue of no-shows.
“These missed appointments not only represent a significant financial loss for businesses, but they also disrupt the daily operations and growth of salons and independent professionals.
“By understanding these patterns, we're empowering our users with the insights they need to implement effective strategies, ensuring their businesses remain resilient and profitable, even during the busiest times of the peak holiday period.”
