A new nationwide survey by Boulevard shows client expectations of self-care businesses are shifting beyond great results toward on-demand, personalized experiences they're getting from high-tech conveniences like streaming platforms and delivery apps.
The salon software company’s Self-Care Client Report 2026 surveyed more than 2,000 U.S. clients of salons, spas, barbershops, and medspas. Results show that while clients still value technical excellence and hospitality, their loyalty is increasingly shaped by ease of discovery, booking, and personalized follow-up.
Younger clients in particular view each digital interaction as an essential part of the experience itself, the report shows.
Here are the survey's top seven indicators that “convenience culture” has taken hold of beauty, grooming, and wellness businesses — and the ways in which savvy entrepreneurs are responding.
1. Social Media & Referrals Both Drive New Client Growth
Unsurprisingly, social media has become a primary front door for attracting new clients. Among Gen Z respondents, 55% said a provider’s social presence on platforms such as Instagram or TikTok is “very” or “extremely” important when deciding to book, while 20% said it’s the first place they look.
Still, the industry’s most powerful marketing tool remains old-fashioned word-of-mouth, the report shows. Across all age groups, 43% of consumers said personal recommendations mattered more than online reviews when choosing a new salon, spa or medspa.
The takeaway: A compelling digital presence and strong personal referrals are no longer separate strategies — they’re two halves of the same credibility equation.
2. Seamless, Mobile-First Booking is Crucial
Responses indicate a clunky booking experience can lose clients before they ever sit in the chair. Sixty-seven percent of Gen Z and 64% of millennials reported they have abandoned a business entirely because the booking process was too complicated.
These clients don’t want to call a front desk or wait for a confirmation. They expect intuitive, mobile-first scheduling they can complete instantly.
For business owners, that means booking systems are not just administrative tools; they are the first demonstration of a brand’s professionalism and respect for clients’ time.
3. Client Loyalty Relies on Both Personal Connection & Technical Skill
Once clients are through the door, their decision to return depends equally on skill and empathy, the survey indicates.
Seventy-one percent said they would not revisit a provider after poor results or rude or dismissive interactions. In contrast, 66% said a business remembering their preferences — from favorite beverages to preferred service providers — was a major factor in long-term loyalty.
Clients identified three “non-negotiables” for exceptional experiences: cleanliness, timeliness, and friendliness. These fundamentals may seem obvious, but they continue to define whether a client feels valued or overlooked.
4. Personalized Offers Turn Upselling Into Thoughtful Customer Service
Many providers hesitate to upsell, worried about seeming pushy. But the survey data shows today’s beauty, grooming, and wellness clients expect personalized offers.
Fifty-five percent said they anticipate being presented with relevant add-ons, memberships with perks, or retail options that will enhance their experience or save them money. The difference lies in approach. A hard sell feels transactional; a tailored suggestion feels like care.
The best-performing businesses frame these offers as natural extensions of the client's goals and preferences, not as sales tactics.
5. Timely, Respectful Communication Strengthens Client Loyalty
Far from finding reminders intrusive, surveyed clients view communication as a sign of professionalism. Forty-one percent expect a same-day follow-up after an appointment, and more than half want to book their next visit before leaving.
Texts dominate the preferred channel: 44% favor text reminders, while 29% like a combination of text and email. Most clients are comfortable with one promotional message a month, but more than half say more than one per week feels excessive.
The sweet spot is clear: prompt confirmations, timely reminders, and targeted (but infrequent) marketing.
6. Flexibility & Empathy Help Clients Prioritize Self-Care During Financial Stress
Even as inflation cuts into budgets, clients continue to protect their self-care routines. Seventy-three percent said they maintain salon or spa visits even when cutting back elsewhere.
That loyalty comes with expectations for empathy: Seventy-one percent said they’d be more likely to book during slower periods if offered a discount.
Flexible memberships, off-peak pricing, and package deals help businesses maintain steady revenue while meeting clients where they are financially.
7. Technology and Memberships are Redefining Self-Care as an Everyday Luxury
The next evolution of self-care will fuse emotional connection with high-tech service innovation, according to the survey.
Medspas, in particular, are fueling new curiosity: 26% of clients say they want to try laser facials, 24% are interested in scalp facials, and 19% are eager to explore microneedling. Once niche, these services are quickly becoming mainstream expectations, reflecting clients’ desire for results-driven, modern experiences.
Memberships and value-added services are also redefining revenue. Across leading businesses, memberships now generate an average of 72% of income.
The model appeals to clients for its built-in savings, convenience, and structure — making self-care feel like a natural part of their lifestyle rather than an occasional indulgence, respondents said.
Meanwhile, 34% of appointments include add-ons, showing that small enhancements can drive both satisfaction and profit.
The survey concluded that in 2026 and beyond, self-care is no longer just about transformation in the chair or treatment room. It’s about transforming how clients feel — seen, valued, and supported — throughout the entire experience with a beauty, grooming, or wellness business.
Success will belong to businesses that merge technology with empathy: offering experiences that are easy to book, personalized to each client, and consistent across every touchpoint.