INSIDER NAILS

FABLE ENGLAND

December brought promising trends for nail businesses, with 33% reporting better treatment sales compared to the previous year and 47% holding steady. Retail business also showed resilience, with 71% maintaining sales levels year-over-year, demonstrating consistent client support during the festive period.

When it comes to product preferences, luxury takes the lead, with 59% favouring high-end brands, while 41% opt for more affordable and sustainable options, showcasing a blend of quality and eco-conscious choices shaping the industry.

Engaging with clients between appointments is another strong suit for nail businesses. Social media is the top tool, used by 79% of businesses to maintain connections, followed closely by email and SMS updates (71%). Loyalty programmes also play a role, with 29% using rewards to keep clients coming back.

On the spot

What type of nail products do you prefer to use?

1. High-end, luxury brands (59%)

2. Affordable and/or sustainable options (41%)

83% report that most clients book recurring appointments in advance

How do you engage with clients between nail appointments?

1. Social media posts or stories (79%)

2. Email or SMS updates (71%)

3. Loyalty programmes or rewards (29%)

4. I don’t engage with clients outside of appointments (7%)

Month in numbers

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

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

30 nail treatments performed on average per week in December

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 January 3 to January 15, 2025, regarding business for the month to December 31, 2024. 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.