Attractive Revenues Professional Consultants & Resources reported that total 2015 US salon services and salon retail sales increased 3% to $69.16 billion. The total number of US salons and barbershops declined from 303,000 for 2014 to 294,000 for 2015, primarily because of the opening of larger rental suites. As major services at salons, hair coloring revenues increased almost 4%; keratin straightening, +3.2%; and cutting and styling, +2.6%.

Best in the Business Salon Today 2017 200 honorees generated a total of $392.07 million in calendar year 2015 revenues, a 13% increase from their 2014 total revenues, averaging $1.97 million in revenues per salon. Six percent generated gross sales from $250,000 to $499,999; 35%, $500,000–$999,999; 29%, $1,000,000–$1,999,999; and 30%, more than $2,000,000. The Salon 200 had a total of 4.76 million client tickets during 2015, averaging 23,932 per salon, which is $82.33 per ticket, a 5% increase from 2014.

Nail Works Nails Magazine’s 2015–2016 Big Book reported a total of $8.51 billion was spent on nail services during 2015, a slight decrease from 2014’s $8.54 million. There are currently 404,154 active nail licenses in the US, a 6% increase from 2014’s 379,948. There were a total of 129,682 nail salons operating during 2015, which is a significant increase of 141% from 53,815 for 2014. More than 80% of the salons had a Website; 53% of salons used paper booking; and only 24% used either Web or smartphone booking services.

Polished and Professional Nails Magazine reported this year more nail techs were concerned about staying on top of technology, especially social media. Sixty percent of salons had a Facebook page and 35% had at least one additional social media account. Women, 46 and older, were the biggest client segment, at 33%; 36–45, 28%; 26–35, 19%; 21–25, 11%; younger than 20, 6%; and men, 3%. The largest increase in clients was women, 36–45, at 52%, with women, 46 and older, increasing 47%. Men increased significantly, at 31%.

Clients Want New and Different Hair and nail salons can improve their profitability significantly with a more thorough examination of a client’s hair and a better understanding of his or her goals, concerns and frustrations. Another add-on service for hair salons is a consultation on thinning hair or hair loss and explaining and demonstrating the fashion options and flexibility of extensions and hair enhancements. According to Nails Magazine’s 2015–2016 Big Book, 34% of surveyed nail salons had added new services during the past 12 months, including hard gel, eyelashes/brows, specialty pedicures/manicures, gel-polish and IBX.

Advertising Strategies For those salons without a sufficient budget for TV advertising, suggest ads with discounts on your station’s Website during prom season or the holidays, including New Year’s, or a hair/nail combo discount. Salons can become a sponsor of a local outdoor concert music series or rent space at the local farmers market 4 times a year. Offer a free five-minute massage, hair consultation or nail trim. Distribute limited-time coupons for new services. Duplicate a Pennsylvania salon’s Food Truck Night promotion. Co-promote the event with a popular local food truck entrepreneur. Feature one of the salon’s services outside the salon next to the truck. Distribute coupons, and instant bookings receive a discounted meal.

New Media Strategies Co-promote an evening event, “The Beauty of Art,” with a local gallery, displaying local artists as well as demonstrations of the “beauty of art” with hair and/or nails. Announce and share the event on social media and possibly live stream it on Facebook Live. Create and post YouTube videos for each new service at the salon with actual clients receiving the new service for the first time. Include a discussion with the client to obtain his or her feedback on the service. Invite the client to post the video on social media. Create a blog, schedule weekly posts and assign each stylist with writing or shooting a video for the blog. Use the posts, photos and videos to create an e-newsletter that is sent to all clients and referrals.