I own a salon, and we’re coming up to our fifteenth year. This Christmas, we’re currently projecting to take less than last year. I’m not someone who jumps into negativity or claims the industry is collapsing, because clients still want treatments. They’re still spending, still booking, and still valuing professional care.

But it would be unrealistic to pretend the economy isn’t having an impact. Rising costs have reduced disposable income for some clients, and that naturally shrinks the number of people able to book as freely as they once did.

I was speaking to my team yesterday, and we all agreed that Christmas feels very different now. People are celebrating more quietly, attending fewer events, and not feeling the same pressure to be perfectly groomed for Christmas Day. This isn't a reflection of our work or our industry,  it’s a change in social behaviour.

I’m not panicking, but I’d be lying if I said quieter spells don’t bring that familiar gut worry every salon owner knows. What matters is the response. And my response is to adapt based on real data, not guesswork. I’ve been studying what consumers want, how search behaviour is shifting, and how AI now shapes visibility. I’m even pulling my treatment menu apart and rebuilding it so it aligns with current demand. I’m launching new services that don’t require huge investment but do match what clients are searching for. And I’m updating my marketing to reflect what the data actually shows, not what trends tell us we “should” be doing.

This is the reality for many salons right now: client behaviour has changed, the way people discover us has changed, and visibility is no longer driven by the same tools we relied on a few years ago.

Search Has Changed — And Visibility Has Changed With It

Clients don’t search the way they used to. AI now plays a major role in how salons appear online. When someone types “facial near me,” “Hollywood waxing Durham,” or “best nail salon,” they aren’t simply shown a list of websites.

AI creates a summary of what it believes is most relevant based on:

• treatment clarity

• trust signals

• qualifications

• reviews

• brand usage

• consistency across platforms

If your information is vague or incomplete, AI can’t match you to what the client is asking for, even if you're excellent at what you do.

The government may not regulate our industry in the way many hope for, but consumer expectations and AI behaviour are starting to do the job for them. Clients want evidence, professionalism and safety. AI prioritises businesses that communicate those qualities clearly.

This is why visibility has become unpredictable for many salons, especially those relying on outdated SEO or social media alone.

Social Media Doesn’t Convert the Way It Once Did

Social media still has a place in the beauty industry, it’s valuable for connection, personality, and showing the human side of your business. But algorithms now prioritise entertainment. Reels designed to make people laugh or react will always outperform professional content, educational posts or treatment explanations.

This means:

• high reach doesn’t equal high bookings

• entertaining content doesn’t build trust

• being “viral” is not the same as being found

And when clients are ready to book, they don’t choose a practitioner based on entertainment. They choose the person who looks qualified, trustworthy and capable of solving their specific concern.

That decision happens through Google, Maps, AI search, and structured platforms like The Hair & Beauty Directory not through social media reels.

Social media is still important, but it is no longer your primary business driver.

Clients Are Making Decisions More Carefully

Across global data sets, consumers are demonstrating more cautious, informed behaviour. They check:

• ingredients

• products used

• qualifications

• safety information

• reviews by treatment

• brand credibility

This shift comes from multiple sources — the pandemic, the rise of advanced treatments, social media education, and the visibility of both excellent and poor practice online.

Clients aren’t being demanding.
They are being careful.

That’s not a problem. It’s an opportunity,  if you’re clear, consistent and transparent.

Quiet periods are not a sign your salon is “struggling.” They are a sign that the industry is moving quickly, and old methods of visibility are no longer keeping pace with how clients discover and evaluate professionals.

Salons with minimal overheads or long-standing client loyalty can sometimes stay busy without adapting. But most modern salons especially those with teams, high overheads or growth goals need their online visibility to accurately reflect the quality of their work.

The good news?
Small, strategic adjustments can stabilise and grow your bookings.

What You Can Do Right Now — Practical Solutions That Work

These are steps you can take immediately, no dramatic changes, no huge investments, just consistent actions that strengthen visibility and reconnect you to your client base.

Track Your Clients Properly

Before you can fix anything, you need to understand the pattern.

Ask:

• Who are your regular clients?

• Who hasn’t been in recently?

• Who used to book frequently but stopped?

Your regular clients are your core. Protect them, keep them close, and make sure they feel valued.

Identify Who Has Drifted — and Reconnect

People rarely disappear completely. Sometimes they forget, get busy, or assume you’re too full.

A simple, warm message can bring someone back. Not a discount a connection.

Talk About All Your Services

If you only speak about one or two services, the others fade into the background.

People book what you remind them of.

 Collect Reviews That Build Trust

Reviews matter more now than ever.
Ask clients to mention:

• the service they had

• their results

• your professionalism

AI reads reviews, not just star ratings.

 Encourage Referrals

Referrals still work  but only when guided.
A gentle incentive or a simple reminder goes a long way.

Perform an Online Audit

This is one of the biggest hidden causes of lost business.

This week I tried to book someone for flooring. I gave up on the first five because:

• their links didn’t work

• the process was confusing

• there was no clear way to contact them

Clients behave the same way.

Test every link.
Check your website.
Check your booking system.
Check your Directory profile.
Make sure nothing is broken or unclear.

 Automate Where Possible

Clients won’t chase you. They’ll move on.

Automation reduces friction by sending:

• confirmation messages

• reminders

• follow-up prompts

• aftercare

• rebooking nudges

• review requests

The easier you make it to book, the more clients will choose you.

Know Your Numbers

Many salon owners think they’re quiet when the real issue is:

• low rebooking

• clients stretching appointments

• unprofitable services dominating

• a shift in service mix

Look at frequency, average spend, conversion from Google and website clicks.
Numbers always tell the truth gently, but clearly.

Adapt Your Menu to Match Client Behaviour

This is one of the best things you can do.

You don’t need expensive machines.
You don’t need big launches.

You need relevance.

Small, thoughtful adjustments can completely change how clients perceive your offering.

Moving Forward With Confidence

The industry isn't collapsing. It’s shifting. Consumer behaviour, search technology, AI and economic pressure have created a different landscape  but clients still want treatments, and they still want professionals they can trust.

Quiet moments aren’t failure. They are signals.
And when we respond with clarity and strategy instead of fear, we build stronger, more resilient businesses.

You’re not behind.
You’re adjusting to a new era  and the salons that adapt now will be the ones that thrive in 2026 and beyond.