Our exclusive monthly benchmarking stats for each sector of the market

Oliver Bonas

With social media now one of the biggest drivers for attracting new and repeat business, making sure you’re up to date with how these platforms work is crucial. Therefore, it’s no surprise that just under half of you (44%) would like to learn more about social media scheduling and implement a strategy into your business ASAP, understanding that delivering the right content regularly will boost your turnover. Find out how Twitter’s decision to delete dormant accounts will affect your salon on page 26.

Although social media has been a blessing in terms of getting your brand message out there to more people, it’s a double-edged sword, with more than a fifth (21%) of beauty business owners receiving abusive direct messages (DMs) from clients.

Award-winning nail tech Michelle Brookes reveals how to deal with social media abuse in a professional manner on page 87.

On the spot

Which digital skill would you most like to swot up on?

1Social media scheduling

2. Email marketing

3. Website design/build

4. SEO (search engine optimisation)

21% have received abusive DMs from customers on social media

Waxing is your most popular form of hair removal

November 2019 in numbers

HOW DID TREATMENT BUSINESS IN NOVEMBER 2019 COMPARE WITH NOVEMBER 2018?

45% BETTER

36% SAME

19% WORSE

AVERAGE TREATMENT ROOM OCCUPANCY 71%

HOW DID RETAIL BUSINESS IN NOVEMBER 2019 COMPARE WITH NOVEMBER 2018?

BETTER 31%

41%SAME

28% WORSE

Business Trends

Insider spa

With “wellness bedrooms” – private spaces where spa guests can tend to their health needs – on the rise, offering clients this kind of stay is becoming more important. The elements that you say are crucial to making this type of spa bedroom work are: appropriate aromatherapy-based toiletries (45%), healthy drinks and snacks (18%), a meditation or workout space (18%) and range of affirmation cards (8%) to boost mental wellbeing.

However, looking after your own wellbeing is just as important, which is why many of you are trying to implement a healthier work-life balance in 2020. Tactics to achieve this include switching off all electrical devices at night (27%) so you can truly unwind, scheduling in some much-needed downtime every week (18%) and delegating more responsibilities to capable team members (17%).

Check out Harrogate’s latest nature-themed destination spa on page 74.

On the spot

What do you think is the most important element in a wellness bedroom?

1. Appropriate toiletries (e.g. aromatherapy-based)

2. Access to healthy drinks/snacks

3. Meditation/workout space

4. Affirmation cards

73% no longer have single-use plastics in spa

How do you maintain a healthy work-life balance?

1. Switch off devices at night

2. Flexible working hours

3. Schedule in downtime

4. Delegate more to team

November 2019 in numbers

HOW DID TREATMENT BUSINESS IN NOVEMBER 2019 COMPARE WITH NOVEMBER 2018?

55% BETTER

27% SAME

18% WORSE

AVERAGE TREATMENT ROOM OCCUPANCY

49%

HOW DID RETAIL BUSINESS IN NOVEMBER 2019 COMPARE WITH NOVEMBER 2018?

46%Better

18%Save

36%Worse