After a large dip in monthly revenue growth during peak Covid, personal care has rebounded beyond pre-Covid levels. Consistently, the category drops during January of each year and rises during summer and the December holiday season.
Using our credit card panel data of more than 33 million U.S. private businesses, Enigma looked into what subcategories are driving this growth, how digitalization is affecting the industry, and more.
Colorado, Florida, Washington, Oregon, and New Hampshire have the highest number of salons per a thousand residents – between 167 to 183 salons. The least salon-saturated states are Indiana, Minnesota, Kentucky, Mississippi, and West Virginia, ranging from 88 to 113 salons per a thousand residents.
Annual beauty spending per person varies greatly by state. While Bay Staters are willing to spend $337 on beauty services annually, Wyomingites keep their beauty costs under $100 on average.
The beauty salon industry hasn’t fully recovered since Covid-19.
New salon openings have dwindled in 2023 and 2024, while closures of existing beauty salons (e.g. salons with no revenue in a three-month look back period) have been consistently more frequent than pre-pandemic.
There was a dramatic 35% increase in spend per beauty service visit from January 2019 to January 2024 in the US, a category largely focused on hair, nails, makeup, and spas.
Digitalization of services is increasingly driving buzz in the beauty industry, but the % of stores providing online salon booking and % of stores that have any website at all vary by service type.
Hair extensions, facial spas, and medspas are most likely to have both, but are overall a small percentage of total beauty locations. Hair salons, hair removal services, nail salons and barber shops, meanwhile, have numerous more stores in the US, but fall behind in digital sophistication.
Enigma's data can help you learn more about the technologies used, ticket size, near-real-time revenues, and more of salons, spas and other beauty businesses across the US.