A sneak peek at the findings from Boulevard’s nationwide survey of 2,000 self-care clients and what their evolving expectations mean for your business in 2026.

The self-care industry has never stood still, but 2026 is shaping up to be a turning point. From Gen Z clients who expect booking to be as seamless as ordering takeout to loyal regulars who crave more personalized care, the expectations shaping salons, spas, and medspas are higher and clearer than ever.

To better understand what matters most to today’s clients, Boulevard surveyed more than 2,000 self-care enthusiasts nationwide. We asked how they discover new providers, what earns their loyalty, and what makes them decide to move on. The results are eye-opening and provide a clear roadmap for how forward-thinking businesses can keep up.

We won’t spoil everything (you’ll need the full Self-Care Client Report 2026 for that), but here’s a look at a few themes shaping the year ahead.

1. Discovery Happens Long Before the First Appointment

Before a client ever sits in your chair or steps into your treatment room, they’ve already formed an opinion of your brand. Increasingly, that first impression starts online.

More than half of Gen Z and nearly half of millennials say a business’s social presence, especially on Instagram and TikTok, plays a significant role in whether they book. That means your feed isn’t just marketing collateral; it’s your digital storefront. The tone, the imagery, and even the way you respond to comments communicate who you are before a client ever visits your website.

But social isn’t everything. Word of mouth remains the most powerful driver, with 43% of respondents saying personal recommendations outweigh online reviews. The best marketing strategy isn’t just visibility, it’s talk-about-ability. Create experiences worth sharing, and your clients will become your most persuasive advocates.

Using the right technology makes those moments easy to share. Thoughtful messages, thank-yous, and follow-ups keep the experience going long after checkout—turning a great appointment into a story clients can’t help but tell their friends about.

2. Booking Is the New First Impression

If discovery earns curiosity, booking earns commitment. And in 2026, clients are drawing conclusions about your professionalism the moment they try to schedule.

Two-thirds of Gen Z and nearly as many millennials have walked away from a business because the booking flow was too complicated. They don’t want to wait for a callback or navigate a clunky form. They expect a fast, intuitive process that feels effortless from start to finish, especially on mobile.

This expectation has turned scheduling into part of the self-care experience itself. A seamless system shows you respect your clients’ time; a frustrating one suggests otherwise. Modern online booking lets clients reserve appointments instantly, see real-time availability, and even rebook automatically. That convenience doesn’t just fill your calendar; it sets the tone for the kind of care clients can expect upon arrival.

3. The Service Is Only Half the Story

When asked what keeps them from returning, 71% of clients cited two dealbreakers: poor results and unfriendly staff. Technical skill still matters, but emotional intelligence now carries equal weight.

Clients remember how they felt more so than what they paid. They notice when a stylist remembers their favorite shade, when a nail tech asks about their last vacation, and when an aesthetician explains every step with warmth and confidence. Cleanliness, timeliness, and friendliness remain non-negotiables, but consistency across all three is what builds lasting loyalty.

4. “Would You Like to Add that On?” Isn’t a Sales Pitch—It’s Expected

For years, many providers hesitated to upsell, afraid of sounding too pushy. But the data tells a different story: 55% of clients say they expect to be offered add-ons, memberships, or retail products that complement and elevate their services.

Clients see these offers not as pressure but as proof that you care about their overall experience. When relevant and thoughtful, a suggestion to try a restorative scalp treatment or join a monthly facial membership feels like expertise, not salesmanship.

What makes the difference is personalization. A hard sell feels transactional; a tailored recommendation feels attentive. The businesses that win in 2026 are the ones that use client data to anticipate needs and make meaningful suggestions that enhance, not interrupt, the overall experience.

Membership and add-on tools built directly into platforms make personalization scalable. Businesses can automate special perks, flexible billing, and loyalty rewards that align with each client’s habits—turning occasional guests into dependable regulars.

5. Even in a Tight Economy, Self-Care Stays on the Budget

With inflation still shaping consumer behavior, many industries are bracing for cutbacks. But the self-care sector continues to prove remarkably resilient. 73% of clients say they keep salon and spa visits in their budgets even when spending less elsewhere.

That loyalty doesn’t mean they’re spending without limits; rather, they appreciate when businesses help them stretch their dollars. Discounts during slower periods, flexible memberships, or rollover appointments go a long way toward maintaining consistent bookings while showing empathy for clients’ realities.

Businesses that adopt adaptable pricing and automated promotions can keep revenue steady regardless of the season. Reporting and automated marketing campaign tools help owners identify off-peak times, launch targeted offers, and keep clients engaged without undercutting value.

The Bigger Picture: Self-Care that Meets the Moment

Across every data point in The Self-Care Client Report 2026, one theme stands out: clients want more than great results. They want experiences that feel effortless, personal, and worth sharing.

They want booking that’s simple, communication that feels genuine, and memberships that make maintaining their glow feel easy. They want to be remembered, not just serviced.

The businesses thriving in 2026 are those that embrace technology not as a replacement for human connection, but as an extension of it. Platforms like Boulevard make that possible by bringing booking, marketing, payments, and communications into one beautifully designed system—freeing teams to focus on what matters most: delivering care that feels human at every touchpoint.

Want the Full Picture?

The five takeaways above only hint at what more than 2,000 clients shared about their habits, motivations, and evolving expectations. The full report dives deeper into how discovery, booking, experience, and loyalty intersect to shape the future of the industry—complete with data, client quotes, and actionable insights for every kind of self-care business.