Day Spas and Tanning Salons NAICS 812199

Jan 16, 2026 - Spas Shift to Wellness-Integrated, Personalized Treatments

• According to a 2026 trend report in American Spa, US day spas and tanning businesses are embracing personalized, wellness-integrated aesthetics, combining subtle cosmetic enhancements with internal health optimization. Consumers increasingly favor preventative, natural-looking treatments, such as microdosed injectables, biostimulators, PRP/PRF therapies, and IV nutrient infusions, that support long-term vitality alongside appearance. AI-driven analysis and biometric testing enable highly individualized care, improving predictability and outcomes. This shift reflects broader demand for value-driven, routine services that blend beauty and wellness. While high-cost procedures may face caution amid restrained consumer spending, spas offering holistic, customizable programs are well positioned to attract consistent clientele seeking subtle, sustainable results that enhance both confidence and well being.
• US consumer confidence weakened again in December, creating a cautious but nuanced outlook for the day spa and tanning industry. The Conference Board’s Consumer Confidence Index fell to 89.1, while the Expectations Index remained below the recession-warning threshold of 80 for an 11th straight month. Consumers reported worsening views of jobs, income, and current family finances, typically a headwind for discretionary services. However, spending trends in 2025 favored “cheap thrills” and personal care over big-ticket purchases. Planned spending on services such as beauty and personal care increased month over month, even as higher-end discretionary categories softened and vacation intentions declined. For day spas and tanning businesses, the results suggest continued pressure on premium packages, but relative resilience for affordable, routine treatments positioned as wellness maintenance rather than luxury indulgence. The near-term environment favors value-driven offerings, memberships, and local convenience over aspirational or destination experiences.

• Boulevard’s 2025 consumer survey highlights how Gen Z and Millennials are reshaping the spa and salon industry, with digital engagement now central to client acquisition, according to Salon Today. Some 55% of Gen Z and 47% of Millennials say Instagram or TikTok activity is very or extremely important in deciding where to book, and 20% of Gen Z look to social media first when choosing providers. Convenience is also important: 67% of Gen Z and 64% of Millennials have abandoned spas and salons due to clunky online booking. Loyalty hinges on personalization, with 66% of all respondents citing remembered preferences as essential and 55% expecting tailored add ons or memberships. Service quality remains decisive, as 71% would not return after poor results or negative staff interactions. Communication expectations are also shifting, with 41% of clients expect same day follow ups, and 44% prefer texting. For spa and salon operators, these data points underscore the need to integrate seamless digital booking, personalization, and proactive communication into core business strategy.
• According to a report in Smart Tan Magazine, McKinsey & Company’s “2025 Future of Wellness” study reveals a transformative shift in the global wellness industry, driven by Gen Z and millennials. These younger consumers now view wellness as an essential lifestyle, not a luxury, and account for over 41% of U.S. wellness spending. Their preferences span physical, emotional, and aesthetic health, with growing interest in functional nutrition, mental well-being, and personalized treatments. Salons are uniquely positioned to capitalize on this evolution by offering integrated services such as red light therapy, skin rejuvenation, and wellness-focused retail. McKinsey identifies five consumer segments, with Maximalist Optimizers and Confident Enthusiasts, which are primarily younger demographics, representing the highest spenders. By aligning with emerging wellness trends and consumer expectations, salons can secure long-term growth and relevance in a $2 trillion industry increasingly shaped by holistic, tech-enabled, and experience-driven wellness solutions.