Insider nails

MARKS & SPENCER

Engagement on social media remains a critical factor for nail salons, with 46% regularly updating their social media accounts. This activity helps attract new clients, showcase nail art designs, and promote special offers.

Understanding client preferences is crucial for retaining and attracting new customers. According to our survey respondents, clients primarily choose nail businesses for quality of service (42%), with wellexecuted treatments and attention to detail being paramount. Other key factors included reputation and reviews (33%), where positive word-of-mouth and online reviews attract new business; and good client relationships (25%).

Another way to attract new clients is to tap into trending colours and designs – check out our autumn/ winter 2024 nail trends feature on page 58 to get a head start for next season.

On the spot

What strategies have you implemented to cut costs in your nail business?

1. Efficient scheduling to optimise working hours (58%)

2. Switching to more cost-effective product brands (52%)

3. Minimising waste and product usage (48%)

4. Reducing energy consumption (27%)

5. Negotiating lower rates with suppliers (25%)

46% regularly update their nail business’s social media accounts

What is the reason clients choose your nail business?

1. Quality of service (42%)

2. Reputation and reviews (33%)

3. Good client relationships (25%)

Month in numbers

How did nail treatment business in June 2024 compare with June 2023?

How did nail retail business in June 2024 compare with June 2023?

25 nail treatments performed on average per week in June

METHODOLOGY

Insider is compiled from a monthly survey of spas and beauty salons. The people who participated represent a cross-section of the industry and were polled by email and social media from July 1 to July 9, regarding business for the month to June 30. Nail business for the Insider Nails page was calculated from data provided by salons that offer nail services among other treatments. The figures given represent the average score for each answer. Brands are ranked when mentioned by several respondents.