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2015-2016

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EVERYTHING YOU NEED TO KNOW ABOUT THE NAIL INDUSTRY

w i re d tech :Getting from A to Z Online

36 | NAILS MAGAZINE | 2015-2016 THE BIG BOOK

i n d u s t ry o u t l o o k

NAILS Magazine started doing research on the professional nail industry in 1990, publishing what we called then The NAILS Fact Book. We ran four pages of information that we got from an industry association and included an entire entry on nail jewelry and “artificial nails.” In 2015, we collect nearly all our own data and have broken down the “artificial nails” category into five individual areas. 1990 was my first year with the magazine and compiling this important industry data has been my personal privilege for 25 years. It has become a little more work every year, but I hope it continues to be valuable to our readers. I know just how closely people follow these statistics because of the calls we get from readers. We received an email several months ago from a nail tech who was facing a tax audit and was relying on information published in last year’s Big Book to get her out of a very serious situation.

In honor of the 25th anniversary of our publishing the industry’s only market statistics, we’ve gone back to look at the most significant changes in the market. In some cases, there has been very little change (which is dispiriting because the areas that haven’t changed enough, in our opinion, are the prices for your services). The areas of greatest change are in new services and web resources (not only was Instagram not on the radar in 1990, the internet itself wasn’t!).

We faced a controversy this year with the publication of a New York Times article on nail salons, exploited workers, and health concerns. The article was widely circulated in the spring, caused an uproar in our circle, but then died down considerably. But even that hasn’t changed much in 25 years: In 1990 there were plenty of consumer news stories outlining what was wrong with nail salons and most of them, as now, centered around salons that were operating illegally (and in the case this year, immorally). You’ll see on the opposite page how the article impacted both our readers and their customers.

I thank those of you who responded to the surveys that helped us compile this information and to those of you who stay in touch with us and share your challenges and successes. What hasn’t changed one iota in 25 years is the deep commitment and genuine love that nail professionals have for their work, their clients, and their colleagues. I won’t be here 25 years hence, but I know that will never change.

— Cyndy Drummey

METHODOLOGYHow do we get this data? > We did an online survey our readership and online users. > We surveyed the readers of VietSALON, our Vietnamese language

publication for salon professionals.> We conducted monthly polls of our online users of NailsMag.com.> We gathered the wisdom of our NAILS team, who travel regularly

visiting salons and seeing nail technicians in their natural habitats. > We pulled third-party data, including from the Bureau of Labor

Statistics, the U.S. Census Bureau, the state boards of cosmetology, business license databases, and others.

We asked nail professionals about their biggest technical and business challenges, and they are the perennials: building a clientele, keeping business competitive, finding staff, and improving technical speed. This year, more nail techs were concerned about staying on top of technology (especially social media) and were concerned about client loss to do-it-yourselfers.

5 BIGGEST TECHNICAL CHALLENGES1 Staying current on trends, products, training

2 Service speed & time management

3 Gel skills

4 Nail art & design

5 Acrylic skills & troubleshooting

5 BIGGEST BUSINESS CHALLENGES1 Building/retaining clientele

2 Market oversaturation

3 Discount salons

4 Finding/retaining staff

5 Educating clients about quality work & fair pricing

$9 billion

$8 billion

$7 billion

$8.51$8.28

$8.54

WHAT IS SPENT ON NAIL SERVICES?

2013 2014 2015

THANKS TO

2015-2016 THE BIG BOOK | NAILS MAGAZINE | 37

I think it had a positive effect because my salon is a quality salon and very different from the salons in the story. 22%

It affected my business negatively because I had to explain to clients what I do RIGHT. 3%

Yes, I noticed an effect for a little while, but it has died down. 1%

No, I don’t think the story had any effect on my business. 51%

No, it didn’t affect my business, but I know of salons that were affected. 4%

I don’t know anything about this story. 25%

DO YOU THINK THE STORY AFFECTED YOUR BUSINESS?*

Yes, I read the story. 48%

I heard about the story but didn’t read it myself. 20%

I haven’t heard anything about it. 32%

DID YOU HEAR ABOUT THE NEW YORK TIMES STORY EARLIER IN 2015 ABOUT SALONS THAT WERE NOT PAYING THEIR NAIL TECHNICIANS FAIR WAGES?

We thank the team at OPI for their devotion to this exercise. Although OPI does not participate in the survey or the analysis, it is their underwriting of this project that allows us to do such deep research and present it in such an expansive way. We appreciate their support and we thank them for their vision. These are the only statistics of their kind in the professional nail industry and we salute our long partnership with OPI in maintaining this critical data. We first published this report in 1990 (under the name the NAILS Fact Book) and so this year we celebrate the ways that the industry has changed and the ways it is enduringly, wonderfully the same.

THANKS TO

>>>

HOW MUCH DOES IT MATTER TO YOU IF PROFESSIONAL NAIL PRODUCTS ARE SOLD EXCLUSIVELY TO PROFESSIONALS AND NOT THE GENERAL PUBLIC?*

It matters a lot. I think professional brands should sell only to nail professionals. 81%

When manufacturers sell their products at consumer outlets, it hurts my business because the products aren’t considered “special.” 41%

I only buy products from companies that I know are committed to nail professionals. 32%

It bothers me a LOT. Our business is so competitive and we need every advantage we can get, including having exclusive products. 31%

It makes me very mad when I see so-called professional brands in drugstores and other stores. 29%

My services are professional and I offer a unique service, so it doesn’t bother me if my clients can get the products themselves. They still can’t do nails like I can. 20%

There are so many places to get “professional” nail products that it doesn’t matter that much. 5%

I don’t think it matters that much. 4%

It doesn’t matter to me at all where products are sold. 3%

In May 2015, the New York Times published a scathing two-part story about nail salons, detailing New York salon owners who were exploiting their workers, most of whom were unlicensed and in the U.S. illegally so they had no recourse for the way they were being treated. The series also stirred up unsubstantiated health concerns about the effect of a nail career on pregnant salon workers. NAILS covered the story extensively during the year (see www.nailsmag.com/NYTupdates for more reading) and we asked nail professionals in this survey what effect the story had on business.

70% I haven’t heard anything about it.

15% I read the story and it impacted the way I feel about going to a nail salon.

10% I heard about the story but didn’t read it myself.

5% I read the story, but I wasn’t concerned because I know my salon is a good one.

WE ASKED CONSUMERS HOW THEY FELT ABOUT

THE STORY AND THIS IS WHAT THEY SAID.

*RESPONDENTS CHOSE ALL STATEMENTS THAT WERE TRUE FOR THEM PERSONALLY.

n a i l t e c h d e m o g r a p h i c s


25 or younger 7%

26-30 9%

31-35 11%

36-40 16%

41-45 17%

46-50 15%

51-55 10%

56-60 9%

Over 60 6%

HOW OLD ARE YOU?*

Once a year 30%

Twice a year 9%

A few times a year 7%

Every other year 19%

I don’t remember the last time I went on vacation. 35%

HOW OFTEN DO YOU TAKE A VACATION?

97%female

Gender

3%male

Which describes your family situation?

Married with kids48%

Married with no kids17%

Unmarried with kids19%

Unmarried with no kids16%

51% Vietnamese

40% Caucasian

5% Black or African-American

3% Hispanic or Latina

1% Other

WHAT IS YOUR NATIONALITY?

Nail salon 58%

Full-service salon offering nails 31%

Mobile or home-based salon 3%

Day/hotel/destination spa 2%

School 2%

Other 4%

HOW WOULD YOU DESCRIBE YOUR SALON?

>>>*2014-2015 NAILS BIG BOOK

r e g i o n a l a n a lys i s


Good question. And the answer is, “It all depends on who you ask.” A drive through any town in the U.S. would lead you to believe that there are hundreds of thousands of nail salons in the U.S., practically one on every corner. But a glance through the records of the Bureau of Labor Statistics (the government agency that counts workers in all professions) would make you think that nail care was a growing, though still relatively small, career in the U.S.

But we do ultimately come up with these numbers, which are admittedly only estimates, though made with experience, solid data, and a fair amount of intuition. We pull data from four business lists, our own circulation list, online databases, the state boards of cosmetology (ironically, not always the best source for this information), and then we compare our survey data to these lists to come up with something that feels right.

The grand total number of active licenses in the U.S. that you see below (404,154) represents the best estimate of how many active licensees there are for nail care. We don’t believe that more than half of those licensed are actually practicing. For this reason, we don’t recommend dividing the number of nail techs by the number of salons to get a precise idea of salon staff size.

As always we love to hear from our readers who are interested in more data or additional insights into this data. We offer this information simply as one of many tools to help you understand and run your business.

HOW MANY PEOPLE DO NAILS IN THE U.S.?

2015# NAIL SALONS

what is your ultimate goal as a nail tech?Opening your own salon 44%

Starting a product line 16%

Becoming an educator 16%

Participating in competitions 4%

Being on the cover of NAILS 7%

I’ve already reached my ultimate goal. 7%

None of the above 6%

404,154active nail licenses in the U.S.

Alabama 1,574 Alaska 241 Arizona 2,313 Arkansas 963 California 15,829Colorado 2,015Connecticut 1,862 Delaware 551 Dist. of Columbia 378 Florida 11,931 Georgia 3,924 Hawaii 471 Idaho 628 Illinois 4.657 Indiana 1,731 Iowa 988 Kansas 998 Kentucky 1,428 Louisiana 1,785 Maine 376 Maryland 2,739 Massachusetts 3,207 Michigan 3,300 Minnesota 1,844 Mississippi 845 Missouri 2,900 Montana 432 Nebraska 696 Nevada 1,847 New Hampshire 551 New Jersey 5,156 New Mexico 757 New York 8,415 North Carolina 3,776 North Dakota 238 Ohio 4,498 Oklahoma 2,033 Oregon 1,418 Pennsylvania 5,193 Rhode Island 499 South Carolina 1,913 South Dakota 216 Tennessee 2,281 Texas 10,846 Utah 829 Vermont 152 Virginia 2,939 Washington 2,618 West Virginia 698 Wisconsin 1,951 Wyoming 252

2015 TOTAL 129,682


Alabama 1,574 Alaska 241 Arizona 2,313 Arkansas 963 California 15,829Colorado 2,015Connecticut 1,862 Delaware 551 Dist. of Columbia 378 Florida 11,931 Georgia 3,924 Hawaii 471 Idaho 628 Illinois 4.657 Indiana 1,731 Iowa 988 Kansas 998 Kentucky 1,428 Louisiana 1,785 Maine 376 Maryland 2,739 Massachusetts 3,207 Michigan 3,300 Minnesota 1,844 Mississippi 845 Missouri 2,900 Montana 432 Nebraska 696 Nevada 1,847 New Hampshire 551 New Jersey 5,156 New Mexico 757 New York 8,415 North Carolina 3,776 North Dakota 238 Ohio 4,498 Oklahoma 2,033 Oregon 1,418 Pennsylvania 5,193 Rhode Island 499 South Carolina 1,913 South Dakota 216 Tennessee 2,281 Texas 10,846 Utah 829 Vermont 152 Virginia 2,939 Washington 2,618 West Virginia 698 Wisconsin 1,951 Wyoming 252

2015 TOTAL 129,682

w e b

55% Mobile

31% Desktop

14% Tablet

SOURCE: GOOGLE ANALYTICS (10/2015)

2014 2015

I have my own Facebook page. 85% 86% My salon has its own Facebook page. 73% 60%

I have a Twitter account. 78% 85%My salon has its own Twitter account. 43% 28%

I have a YouTube channel. 83% 81%My salon has a YouTube channel. n/a 28%

I have a Pinterest board. 88% 92%My salon has a Pinterest board. 26% 19%

I have an Instagram account. 79% 88%My salon has an Instagram account. 43% 35%

I have a LinkedIn account. 83% 89%My salon has a LinkedIn account. 27% 19%

I have my own Four Square page. 49% 51% My salon has its own Four Square page. 64% 49%

I have a blog. n/a 62%The salon has a blog. n/a 42%

TOP 5 MOBILE DEVICES NAIL TECHS USE:1. iPhone

2. iPad

3. Nokia Lumia

4. Samsung Galaxy

5. HTC

>>>

FASTEST GROWING SOCIAL NETWORKS FOR NAIL TECHS

SnapChat (new to the list at 32%)Instagram (up 11%)

Twitter (up 9%)LinkedIn (up 7%)

HOW NAIL TECHS ACCESS NAILSMAG.COM

SOCIAL NETWORKS ON THE DECLINE FOR NAIL TECHS

FourSquare (down 4%)YouTube (down 2%)Facebook (no growth)

I have my own website.

46% The salon has its

own website.

82%

which of the following statements are true for you?

w o r k h a b i t s


how long have you worked at your current salon?Less than a year 22%

between 1 and 2 years 17%








10 years or more 20%

I am booked nearly 100% of the time. 20%

Between 80% and 99% of the time. 27%

Between 50% and 79%. 23%

Between 30% and 49%. 8%

Less than 30% but not empty. 9%

I’m just starting and building my book now. 13%

HOW FULL IS YOUR PERSONAL BOOK?

43% I am the ONLY nail technician working at this location

22% 2 nail techs

12% 3 nail techs

9% 4 nail techs

4% 5 nail techs

3% 6 nail techs

7% 7+ nail techs

HOW MANY NAIL TECHNICIANS WORK AT THIS LOCATION

(INCLUDING YOURSELF)?

Did you have another career before you

started doing nails?

IF YOU DID HAVE ANOTHER CAREER BEFORE DOING NAILS, WHAT DID YOU DO?

administration/clerical 14%

medical 13%

retail 9%

hospitality/food service 7%

accounting/bookkeeping/finance 7%

hairdresser/other cosmetology or beauty arts 6%

education 6%

general business management 5%

creative arts 5%

other 4%

customer service 3%

child care 3%

armed services/government work 2%

banking 2%

driver 2%

family business/freelance 2%

electrician/electronic engineer 2%

graphic artist 2%

law enforcement 1%

real estate 1%

factory work 1%

information technologies 1%

insurance 1%

travel industry 1%

human resources 1%

YES 63%


WHICH BEST DESCRIBES YOUR CURRENT EMPLOYMENT SITUATION?

Salon owner doing nails (not a booth renter) 31%

Nail technician (booth renter) 23%

Nail technician (employee) 14%

Cosmetologist 6%

Salon manager or nail dept. manager (doing nails) 2%

Student or apprentice 2%

Salon owner not doing nails 1%

Other 11%

AT WHAT AGE DID YOU START BEAUTY SCHOOL?

17 or younger 11%

18 8%

19 4%

20 4%

21 4%

22 4%

23 5%

24 3%

25 4%

26 3%

27 3%

28 4%

29 2%

30-39 24%

40-49 13%

50 + 4%

HOW LONG HAVE YOU BEEN DOING NAILS?

Less than 1 year 5%

1-2 years 10%

2-3 years 9%

3-4 years 7%

4-5 years 5%

5-6 years 4%

6-7 years 3%

7-8 years 3%

8-9 years 2%

9-10 years 3%

10-11 years 4%

11-12 years 3%

Over 12 years 42%

NEWBIES

have been doing nails less than

3 years.

VETERANS

have been doing nails more than

11 years.

One 26%

Two 17%

Three 11%

Four 16%

Five + 7%

HOW MANY SALONS HAVE YOU WORKED AT IN YOUR CAREER?

9% of nail techs

currently work at more than

one salon.

HOW MANY HOURS DO YOU WORK

EACH WEEK?

5 or fewer 5%

6-10 9%

11-15 5%

16-20 8%

21-25 9%

26-30 11%

31-35 10%

36-40 17%

41-45 9%

46-50 9%

More than 50 8%

>>>

24% 45%

n a i l t e c h i n c o m e


$150 or less 12%

$151 - $250 9%

$251 - $350 13%

$351 - $450 11%

$451 - $550 15%

$551 - $650 10%

$651 - $750 5%

More than $750 25%

WHAT IS YOUR TOTAL WEEKLY SERVICE INCOME?

average income:

Up to 10% 16%

11%-20% 9%

21%-30% 17%

31%-40% 8%

41%-50% 17%

51%-99% 11%

100% 22%

WHAT PERCENTAGE OF YOUR FAMILY’S HOUSEHOLD INCOME DOES YOUR INCOME REPRESENT?

Average:49% median:40%

That’s a decline of

since 2014.

$630 per week

2%

61% Yes

26% No

13% I think I’m covered.

DO YOU HAVE PROFESSIONAL LIABILITY

INSURANCE FOR YOURSELF OR YOUR SALON?

(Professional liability insurance covers you in the event of a lawsuit by a client.)

AVERAGE

Service income $630

Tip income $115

Incentives or earnings from retail sales $82

ON AVERAGE, WHAT IS YOUR TOTAL WEEKLY INCOME?

DO YOU KNOW WHAT YOUR

PERSONAL PROFIT MARGIN IS?

We asked respondents who said they knew their personal profit margin to provide that number, but the responses received were obvious (to us) guesses. While many nail techs and salon owners may know what the costs of products are, based on the numbers they provided in response to this question, they are not accounting for such overhead expenses, salon or equipment maintenance, and taxes when determining real profit on particular services.

DO YOU KNOW HOW MUCH IN PRODUCT COSTS IT

ACTUALLY COSTS YOU TO DO A MANICURE?

37% Yes

29% No

34% Kind of

36% Yes

33% No

31% Kind of

2015-2016 THE BIG BOOK | NAILS MAGAZINE | 45 >>>

WHAT KIND OF INCENTIVE DO YOU OFFER (IF YOU’RE THE SALON OWNER) OR RECEIVE (IF YOU’RE AN EMPLOYEE) FOR RETAILING?

I don’t offer/receive incentive on retail sales 32%

Commission on sales 25%

This doesn’t apply to me as I am a booth renter and sell products directly to my clients. 15%

Discounts on salon services or retail products for myself 12%

This doesn’t apply to me as I am a booth renter and I do not retail products. 12%

Points systems/awards 5%

Bonus 5%

(Respondents chose all that applied.)

which best describes your compensation system?I am a booth renter; I pay rent to the salon and I keep all my service fees. 27%

I own the salon, but I also do nails and keep what I make from services I personally do. 25%

I own the salon and pay myself a salary. 20%

I am an employee and I receive just a percentage of my service fees (no salary). 10%

I am a booth renter, I pay a percentage of service fees to the salon as rent. 3%

I am an employee and my compensation is based on the number of clients I serve or the amount of business I do (for example, I receive a higher commission if I bring in more clients). 3%

I am an employee and I receive a salary plus a percentage of my service fees. 2%

I am a student. 2%

I am an employee and I receive a salary. 2%

Other 6%

of booth renters pay their rent weekly and the average

weekly rent is

$117

49% of booth renters

pay their rent monthly and the average

monthly rent is

$425

41%


Less than a year ago 25%

1 to 2 years ago 25%

2 to 3 years ago 9%

3 to 4 years ago 5%

4 to 5 years ago 5%

Never 14%

Have had a price decrease 2%

I can’t remember 7%

Haven’t been in business long enough to have a price increase 8%

WHEN WAS THE LAST TIME YOU HAD A PRICE INCREASE (ON ANY SERVICES)?

p r i c e s

Traditional gels (hard gels) $49.22

Traditional gels (hard gels) fills $34.03

Soak-off gels (initial service) $30.91

Soak-off gels (fill) $29.13

Gel-polish (initial service) $28.07

Gel-polish (fill) $25.55

HOW DO YOU PRICE GEL SERVICES IN YOUR SALON?

AVERAGE PRICE2015

average service pricesbasic manicure $19.54 $20.20

deluxe/specialty manicure $28.66 $29.38

basic pedicure $33.26 $32.61

deluxe/specialty pedicure $45.37 $45.28

full set acrylics $45.29 $43.84

acrylic fill $27.14 $27.86

hybrid polish manicure n/a $24.16

2014 2015

DO YOU CHARGE FOR NAIL ART?

57% Yes

32% Sometimes

11% No

25-year service price trend

Basic manicure

Full set acrylics

Basic pedicure

Acrylic fill

1990 1995 2000 2005 2010 2015

$50

$40

$30

$20

$10 $10.43

$42.02

$12.03

$38.92

$21.05

$23.32

$14.47

$39.82

$22.10

$27.49

$17.16

$45.39

$26.68

$32.45

$18.79

$45.06

$25.87

$30.99

$20.20

$43.84

$27.86

$32.61

>>>

5 or fewer 24%

6-10 18%

11-15 11%

16-20 14%

21-25 9%

26-30 8%

31-35 4%

36-40 5%

41+ 7%

HOW MANY CLIENTS DO YOU PERSONALLY SERVICE PER WEEK?

HOW DO YOUR CLIENTS TYPICALLY MAKE

THEIR APPOINTMENTS?

39% Regular appointments (clients who schedule their appointments one by one)

25% Standing appointments (clients who come in every other Tuesday at 9, for example)

25% Walk-ins

11% Other

c l i e n t d e m o g r a p h i c s


Girls under 12 9% 10%

Girls 12-15 13% 9%

Girls 16-20 23% 8%

Women 21-25 32% 10%

Women 26-35 44% 11%

Women 36-45 52% 8%

Women 46+ 47% 7%

Men 31% 7%

Increase in this segment

Decrease in this segment

Girls under 12 1%

Girls 12-15 1%

Girls 16-20 4%

Women 21-25 11%

Women 26-35 19%

Women 36-45 28%

Women 46+ 33%

Men 3%

What is the demographic makeup of your salon clientele?

of these client segments, where have you seen the most growth?

5 minutes or less 17%

More than 5 minutes, less than 10 18%



Between 20 and 30 minutes 6%

30 minutes or more 3%

Salon takes no walk-ins 35%

Walk-in wait time

HOW MANY CLIENTS DO YOU PERSONALLY SERVICE PER WEEK?

I keep client cards. 42%

I have a computerized client record-keeping system. 24%

I don’t have anything formal, but I do keep track or I just remember what I need to know. 14%

I don’t keep individual client records. 9%

I keep informal paper notes. 8%

Other 3%

SOME RESPONDENTS SELECTED MORE THAN ONE ANSWER.

how do you keep track of client records? *

WHAT KIND OF CREDIT CARD PAYMENTDEVICES DO YOU USE? (Select all that apply.)*

Computer payment software or app (like Square) 39%

We don’t use a device. 28%

A credit card machine (not wireless) 21%

A credit card machine (wireless) 12%

It’s part of our “cash register.” 5%


Saturdayis the busiest day of the week.

WHICH DAYS ARE YOU OPEN AND WHICH IS THE BUSIEST DAY FOR YOUR BUSINESS?

OPENBUSIEST DAY OF THE WEEK

Sunday 12% 1%

Monday 36% 2%

Tuesday 60% 8%

Wednesday 63% 9%

Thursday 62% 28%

Friday 60% 23%

Saturday 53% 28%

WHICH OF THE FOLLOWING DO YOU PRIMARILY USE FOR BOOKING APPOINTMENTS?*

Traditional paper calendar/paper booking 53%

Computer software 19%

Smartphone app 14%

Web-based booking service 10%

Other 4%

>>>

EDITOR’S NOTE: THURSDAY AND SATURDAY WERE ESSENTIALLY TIED FOR BUSIEST DAY OF THE WEEK.

*2014-2015 NAILS BIG BOOK

e d u cat i o n


Tradeshow/conference 45% 37% 11% 4% 3%

Class with dealer/distributor at the dealer’s location 59% 24% 9% 2% 6%

Class with dealer/distributor NOT at the dealer’s location 68% 18% 7% 2% 5%

Class with manufacturer at the manufacturer’s location 91% 7% 2% 0% 0%

Class with manufacturer NOT at the manufacturer’s location 78% 14% 4% 2% 2%

In-salon training 59% 26% 9% 4% 2%

Online training (include webinars or online video) 28% 21% 15% 6% 29%

In-person networking event 63% 23% 8% 2% 4%

Private training (in person or online) 60% 22% 6% 4% 8%

Non-nail-related training of any kind 53% 23% 9% 6% 9%(a business seminar, for instance)

0 1 2 3 4+

how many of these types of training have you attended in the last 12 months?

32%same

3%less

Do you expect to attend

more or less educational events next

year?

65%more

Some high school

Finished high school

Some college/AA degree

Finished college

Some graduate school

Finished graduate school

2%

28%

44%

17%

2%

7%

what is the highest level of school you have completed?

DO YOU BELONG TO A PROFESSIONAL BEAUTY

ASSOCIATION?

77% No

8% Not a beauty association, but I belong to other business organizations.

15% Yes

of our respondents have both a nail

tech and an esthetician license.

have licenses in both nails and cosmetology.

20%

Nail technician/manicurist 79%

Cosmetologist /hairstylist 19%

Esthetician 10%

I am not licensed 6%

Barber 1%

Other 8%

WHAT LICENSE(S) DO YOU HAVE?

13%

2015-2016 THE BIG BOOK | NAILS MAGAZINE | 51 >>>

b u y i n g h a b i t s

twice or more a week 5%

once a week 18%

three times a month 13%

every two weeks/twice a month 22%

monthly 27%

every other month 8%

quarterly 5%

less often than quarterly 2%

how often do you shop for nail supplies?

$1 - $50 18%

$51 - $100 25%

$101 - $200 28%

$201 - $300 16%

$301 - $400 6%

$401 - $500 2%

More than $500 5%

HOW MUCH DO YOU SPEND PER MONTH ON NAIL SUPPLIES?

$275

Average spent each month:

I shop in a professional beauty supply store. 83% 2% 15%

I order from an online-only distributor (one that does not have a store). 42% 27% 18%

I order online from my dealer’s catalog. 40% 31% 16%

I buy direct from the manufacturer. 36% 28% 18%

I buy products at tradeshows. 34% 25% 25%

I order by phone from my dealer’s catalog or deal sheets. 30% 42% 15%

For some items, I buy from non-traditional places that don’t carry professional nail supplies (arts and crafts stores, for example). 30% 23% 30%

I shop at an open-to-the-public beauty store. 23% 35% 24%

A distributor’s sales consultant visits the salon and takes my product orders. 21% 51% 11%

I shop from a mobile/van dealer who comes to my salon. 4% 66% 10%

TOTALS ACROSS DO NOT EQUAL 100% AS THERE WAS NO RESPONSE OR INCOMPLETE RESPONSES IN SOME CASES.

Where do you most frequently shop for nail supplies? Check your top three most frequent sources and indicate whether you SOMETIMES or NEVER use the other sources.

I never do this.

I occasionally do this.

This is one of my 3 primary sources for supplies.

sa l o n s e rv i c e s


WHAT MAJOR SERVICES ARE OFFERED IN THIS SALON?

nails 97%

waxing 59%

hair care 47%

eyebrow/eyelash services 45%

skin care 36%

makeup 36%

massage 22%

natural nail care only 20%

tanning 13%

DO YOU RETAIL PRODUCTS FOR CLIENTS’

AT-HOME USE?* 55% Yes

45% No

MOST FREQUENTLY ADDED SERVICES IN 2015

1. hard gel

2. eyelashes/brows

3. specialty pedicures/manicures

4. gel-polish

5. IBX

have added new services in the last

12 months.

34%

69% Yes 31% No

HAVE YOU TRIED ONE OF THE NEW

“HYBRID POLISH” OR “LONG-WEARING POLISH” BRANDS THAT PROMOTE

LONGER WEAR THAN NORMAL POLISH?

MOST FREQUENTLY ELIMINATED SERVICES IN 2015

1. acrylics

2. hard gel

3. paraffin

4. basic pedicures/manicures

5. gel-polish

have eliminated services in the last

12 months.

19%

*2014-2015 NAILS BIG BOOK

I provide all my own supplies, tools, and equipment. 74%

The salon provides all my supplies, except my tools. 5%

I provide some supplies; the salon provides some. 11%

The salon provides all supplies, tools, and equipment. 8%

Some other arrangement. 2%

do you buy your own nail supplies?

1. hand lotions

2. cuticle treatments

3. polish

4. nail strengtheners/nail treatments

5. top/base coats

top 10 best-selling retail products*6. nail files/nail buffers

7. skin care products

8. hair care

9. jewelry

10. makeup/cosmetics

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