88% of clients will continue with home treatments, according to Treatwell
New data from booking platform Treatwell has revealed a number of changing consumer behaviours during lockdown, including the rise of DIY beauty and a shift of popular booking times.
The rise of DIY
As salons closed their doors in March, Treatwell cancelled 1.5m appointments in two weeks. As a result, consumers have experimented with home treatments. In fact, Google searches for acrylic nail kits rose 4500% in first week of lockdown, and 88% said they would continue with home treatments when salons reopen.
The Treatwell report found that 33% of survey respondents would continue with home treatments in order to save money, while 22% believe it is not safe to return to their salon. Other reasons cited included that treatments such as nails and brows were quicker to do at home.
Changes to bookings and visiting the salon
As salons were given the go ahead to partly reopen services on 4 July, bookings through Treatwell rose 2250%, highlighting that while some are sticking with home treatments, many are keen to go back to visit a professional.
The data found that of those who were nervous to visit their salon, hygiene, proximity to other customers and cleanliness of the salon were the top concerns preventing them from returning.
Shifting consumer behaviours
Peak appointment times have also shifted since lockdown. Prior to the coronavirus, 60% of appointments happened between 12-2pm. However, since salons have reopened, 10am is now the most popular booked time.
59% of people have returned to their normal salon, while just 6% have tried a new salon, showing that clients are keen to stay loyal to their local business.
The data also found that clients are typically spending more on higher priced and luxurious treatments.
Safety practices were also important to the survey respondents, with 56% saying that hygeine is key. 41% said that they would only go to a salon recommended by friends and family post-covid, while 32% would visit the salon’s website to view their safety protocols before booking. What’s more, 20% said they would read recent post-covid reviews before booking an appointment.
Did you now that salons are losing out on £2,344 per week due to the ban on face treatments? Join our #FaceValue campaign to highlight the importance of the beauty industry to the UK economy.