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SEARCHTightening budgets and economic uncertainty is causing clients to look strategically at ways to maintain their blonde locks. Four stylists weigh in with their observations.
Dawna Jarvis says today's clients are getting strategic, reimagining how they can maintain their look on a tighter budget.
Dawna Jarvis
While TikTok claims “recession roots” signal economic doom, my experience behind the chair tells a different story about what really drives client decisions in uncertain times.
During the 2008 recession, I distinctly remember a client telling me she would “go without groceries before skipping her hair appointments.” And this still holds true today. I personally haven’t seen much of a change in my clients’ behavior, but I do know stylists across the industry have seen a shift.
What Clients Are Actually Doing
Instead of abandoning their blonde hair, clients are getting strategic. They’re not choosing between being blonde or saving money; they’re reimagining how they maintain their look. A client who used to come in every four weeks for a full highlight might now opt for a lived-in blonde that requires maintenance every two to three months.
For many stylists across the country, the shift is clear. They’re seeing longer gaps between appointments, more requests for low-maintenance color, and an uptick in clients asking about ways to stretch their salon budget. But this isn’t necessarily a sign of economic doom, it’s a reflection of clients becoming more strategic about their beauty investments.
California-based stylist Ingrid Jensen says she's lost 12 regular clients in the past year, all who have moved out of state to locations where the cost of living is more managable.
Ingrid Jensen
Not All Stylists Are Seeing the Same Trends
While many stylists are adjusting to longer appointment gaps and lower-maintenance color requests, others are facing a different kind of challenge: losing clients entirely.
“In 15 years of doing hair, I’ve never seen anything like this,” says Ingrid Jensen, a California-based stylist. “In just a few months, I lost 12 regular clients who moved out of state. The cost of living here is pushing people out, and it’s definitely impacting my books.”
Ingrid recently placed an ad on Nextdoor to let locals know she has open appointments and is currently interviewing prospective clients. “It’s a whole new approach,” she adds. “I’m adapting by being proactive and open to change, just like our clients are.”
What’s really happening in salons nationwide:
Some clients are extending their appointment intervals from 4-6 weeks to 8-12 weeks
There’s growing interest in techniques like balayage and root smudging that grow out more naturally
More clients are investing in professional products to maintain their color at home
Some are combining services to maximize their salon visits
But here’s what’s interesting: while some clients are adjusting their maintenance schedules, they’re not giving up their professional services entirely. Instead, they’re having deeper conversations with their stylists about sustainable color options that align with their lifestyle and budget.
“It’s about educating clients and building trust,” saysKresa Thompson, a Master Stylist with over 25 years in the industry. “Clients still want to feel beautiful, they’re just looking for smarter, lower-maintenance ways to stay blonde without compromising on quality.”
Why Some Clients Won’t Compromise
For many clients, especially those in public-facing roles, keeping their hair appointments remains non-negotiable. Some clients see their hair as an investment in their career rather than a luxury expense. This explains why, even during economic uncertainty, many salons maintain a solid client base.
"People are calling it “recession blonde” like it’s some revolutionary shift, but what it really is is smart, seamless color that grows out beautifully,” says Nikki Corzine.
Nikki Corzine
Looking Forward
The viral “recession blonde” trend might make for catchy TikTok content, but it oversimplifies a complex reality. What we’re really seeing is an evolution in how clients approach their hair maintenance, one that began before any economic shifts and reflects a broader change in how people think about beauty investments.
“It’s not new. It’s just the same lived-in, low-maintenance blonde that’s been dominating for the past few years. People are calling it “recession blonde” like it’s some revolutionary shift, but what it really is is smart, seamless color that grows out beautifully,” says Nikki Corzine, owner of The Canyon Salon in Westlake Village, CA.
It’s not about abandoning salon visits, it’s about finding sustainable ways to maintain the looks they love. And for many, that still includes regular visits to their trusted stylist, regardless of what TikTok might suggest about their roots.
About the Author:Dawna Jarvis is a former salon owner, master stylist, and media strategist based in Los Angeles. Combining her salon expertise with media strategy, she helps beauty professionals elevate their industry presence and share their expertise. A regular contributor to professional beauty publications, Jarvis is passionate about helping salon owners build their authority. To learn more, visit dawnajarvis.com.
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