The state of Australia and New Zealand’s Hair and Beauty industry in 2024
PREPARED BY SHORTCUTS
This report is designed to highlight business and customer trends that Shortcuts have seen across hair and beauty customers located in Australia and New Zealand.
The increasing cost of living is having a noticeable effect on the demand for hair and beauty services, with a year-on-year decrease in the average monthly number of salon visits, which has an impact on overall revenue. While average client spend is not decreasing, this is not enough to make up for the decrease in bookings.
Rebooking rates are declining, and clients are waiting longer between visits. Additionally, no-shows and cancellations have risen and are expected to continue increasing, with over 1 in 5 hair clients cancelling their appointments. With lifestyle factors playing a larger role in booking decisions, online booking remains essential, with only around 50% of clients booking their next appointment before leaving the salon. It’s interesting to see that salons who are embracing online booking, taking booking deposits and are available on Reserve with Google are generating more revenue than those who do not.
It’s more important than ever to capture bookings and clients from wherever possible to drive revenue.
Retaining clients is another high priority, as delivering an exceptional experience is key to encouraging repeat visits. Simple yet targeted marketing campaigns will continue to help with client retention and appointment reminders.
Practical, actionable takeaways are provided at the end of this report which you can use to make a positive impact on your business.
In an era of change and challenges, staying ahead requires adaptability, innovation, and an unwavering focus on client experience. At Shortcuts, we’re here to support you with software that simplifies operations, boosts client engagement, and drives growth.
This report offers insights into key trends in the Australian and New Zealand hair and beauty sectors, providing data on client behaviours, booking trends, and offering practical strategies to help your business thrive.
From online booking growth to reducing cancellations, these findings reflect our commitment to meeting the industry’s evolving needs. We hope this empowers you with fresh strategies to attract and retain clients, delivering experiences that build loyalty and strengthen your position in 2025.
Here’s to a successful year ahead, filled with growth and innovation.
John Benders
CEO, Shortcuts
