Boulevard, the provider of one of the fastest-growing client experience platforms for appointment-based, self-care businesses, today announced the findings of a new survey of more than 2,000 beauty consumers aimed at helping salons and spas better understand the behaviors and motivations of modern clients. 

According to the report, among Gen Z and Millennial clients, the first impression of a salon or spa is now heavily influenced by social media, but even the best digital vibes are not enough to overcome an online booking experience that’s anything less than seamless. 

Together, these trends confirm that the way clients discover and judge a self-care business is undergoing a generational shift that salons and spas must account for in everything they do.

Extensive data and detailed insights can be found in the full report, titled “The Self-Care Client Report 2026: Uncovering What Truly Matters.”

“Boulevard’s new consumer survey reveals a powerful truth: the way clients discover and book services has become just as important as the services themselves,” said Matt Danna, co-founder and CEO, Boulevard. “The self-care brands that thrive in this new world will be those that turn convenience, personalization, and connection into their competitive edge. Boulevard is excited to lead the way by continuing to create an online booking experience that helps salons and spas earn those shareable moments and client referrals that are so important to their business.”

A New Kind of First Impression 

Younger generations are discovering salons and stylists in entirely new ways as online communities and marketplaces emerge as the customer acquisition and referral channels of the present and future. According to the Boulevard survey:

• 55% of Gen Z and 47% of Millennials already say that your Instagram or TikTok activity is “very” or “extremely” important in deciding whether to book at your salon

• 20% of Gen Z clients go so far as to say social media is the very first place they look when searching for a new provider 

But even the most well-curated social media presence and the strongest collection of digital reviews isn’t enough to overcome a poor online booking experience. According to the report: 

• Roughly two-thirds of Gen Z (67%)andMillennials (64%) have abandoned a salon or spa altogether simply because the online booking process was too clunky

Personalization Drives Loyalty

While the first impression is increasingly a digital one, Boulevard’s survey shows that onsite personalization and the human touch are still the primary drivers of long-term loyalty—across all generations. 

• Two-thirds (66%) of all respondents say remembering personal preferences is essential to keeping them coming back, while more than half of respondents (55%) say they expect to be offered add-ons, memberships, or retail options based on their personal preferences and history. 

The core pillars of the onsite experience still matter, too. 

• Asked to rank the top missteps that would prevent them from returning to a salon or spa for a subsequent appointment, 71% of respondents pointed to poor results and a negative interaction with an associate. 

Texting is Now the Expectation 

According to the report, salons and spas should have no concerns about proactively texting their clients; not only are clients not bothered by texts, but they expect and want them. 

• Nearly half (41%) of all respondents expect a same-day follow-up after a salon or spa appointment, while 44% now list texting as their preferred method of communication with a self-care business. 

Download the Full Report

To view the complete findings of Boulevard's consumer survey, download the full report here. 

About Boulevard: Boulevard offers one of the fastest-growing client experience platforms purpose-built for appointment-based, self-care businesses. Boulevard empowers business owners and stylists alike to deliver personable, enjoyable experiences to their clients through online appointment scheduling, messaging, and payments that are simple, elegant, and reliable. A privately held company founded in 2016, Boulevard has earned the trust of thousands of salons and spas across the nation by delivering the world-class technology and genuine, human, and personable service they deserve. To learn more, visit joinblvd.com.