Salon Client Retention: Benchmarks, How to Calculate It, and How to Raise It

Salon client retention is the percentage of clients who book another appointment within a set period. To improve it, rebook clients before they leave, follow up within days of their first visit, and send automatic reminders when they pass their usual rebooking window.

Key Takeaways

• A 60-70% retention rate is a good benchmark for salons, but it varies by service and client type.
• Track new and returning clients separately to see where you’re losing the most clients.
• Use the same measurement period when comparing retention rates over time.
• Set different retention windows for each service based on your salon’s booking history.
• Save discounts and complimentary services for lapsed clients who haven’t responded to earlier messages.
• Compare retention rates by stylist to identify where extra coaching may help.

What Is a Good Salon Client Retention Rate

A 60-70% client retention rate is generally considered good for a salon, according to Zenoti. But the number can vary depending on your services, how often clients need them, and whether you’re counting new or regular clients.

New clients are usually harder to keep. They may be trying out different salons or deciding whether they like your service. According to a Boulevard report published on Business Wire, top-performing salons retain 56% more first-time clients than the average salon.

Quick tip: Focus on getting more first-time clients to book a second appointment.

You also need to consider how often clients visit. Someone who gets a haircut every six weeks should return much sooner than someone who gets their hair colored twice a year. 

If you only look at bookings over three months, you might count that second client as lost even though they plan to come back.

Quick tip: Set different retention periods for different services.

How to Calculate Salon Client Retention

To calculate your salon client retention rate, divide the number of clients who returned within a set period by the total number of clients you’re tracking, then multiply by 100.

You can measure retention in two ways:

• Overall client retention: Divide the number of existing clients who returned during the period by the total number of existing clients at the start of that period, then multiply by 100.
• New-client retention: Divide the number of first-time clients who booked a second appointment within your chosen time window by the total number of first-time clients in that group, then multiply by 100.

Here’s an example of how the numbers might look for your salon:

In this example, the salon keeps 70% of its existing clients, but only 40% of new clients return for a second visit. So the biggest focus would be on increasing the new-client retention rate.

Choose a time window that matches how often clients need your services. For example, 90 days may work for regular haircuts, while six months may be more useful for services booked less often.

However, always use the same measurement period when comparing results over time for a specific service.

How Often Loyal Salon Clients Visit by Service

The table below gives you a starting point for setting those windows. You can then adjust them using your salon’s booking history.

Quick tip: Look at the last few appointments for each regular client and calculate how many weeks they usually wait between visits.

Turn First Visits Into Second Visits

The second visit is where salons have the biggest chance to improve retention. A client might love their first appointment but still forget to book again, especially if they haven’t settled on a regular stylist.

Here are a few strategies that you can use:

• Send a thank-you message within 24-48 hours. Keep it personal and mention the service they received. You can also ask how they’re liking their new haircut or color.
• Ask for a review after the appointment. Give clients a little time to see how their hair looks and feels at home. You can wait for 2-3 days, or more if the service requires longer timing. Here you can find Google review request templates.
• Remind them to rebook. Ideally, offer to schedule their next appointment before they leave. If they don’t book, send a reminder as they approach their recommended return date.
• Keep notes for their next visit. Record their preferred products, color formulas, haircut details, and anything they mentioned about their preferences. The next appointment feels more personal when the stylist remembers what worked last time.

Rebook Clients Before They Leave the Chair

The easiest appointment to book is the one made before the client leaves the salon. They’re already there, they know their stylist, and they can choose a time that works for them.

You can ask a general question like “Would you like to book again?“, but you can make it even easier for a client by offering a specific time. 

For example: “Your color should be ready for a touch-up in about six weeks. Would you like me to save you a spot around that time?“

• If the client books an appointment, make sure to send reminders in the days leading up to it.
• If the client isn’t ready to commit, ask whether they’d prefer a reminder closer to their next visit.  This gives you a chance to follow up without pressuring them to book on the spot.

Automate Reminders Between Visits

Automated reminders help bring clients back when they’re due for their next appointment. But make sure to have the correct timing.

For example, a client who gets regular haircuts may need a reminder after a few weeks, while someone who gets balayage may not need one for several months.

You can also set up different reminders based on booking behavior:

• Clients who haven’t rebooked: Send a reminder when they’re approaching their usual return date, with a direct link to book.
• Clients who are overdue: Follow up after they’ve passed their expected return date. A personal message from their stylist may work better than another generic reminder.
• Clients with upcoming appointments: Send a confirmation reminder a day or two before their visit to help reduce missed appointments.

For ready-to-use messages, check out our appointment reminder text templates.

Win Back Lapsed Salon Clients

A client becomes lapsed when they haven’t returned within their usual rebooking window, plus a little extra time based on your salon’s booking data. 

For example, if someone normally visits every six weeks, you might consider them lapsed after eight or nine weeks.

Once you identify these clients, try a short win-back sequence of 2 or 3 messages:

1. Start with a friendly reminder. Let them know it’s been a while since their last visit and include a link to book. Keep the message personal, ideally mentioning their stylist or usual service.
2. Follow up after 7-10 days. If they haven’t booked, send a second message. You could mention available appointments with their preferred stylist or ask if they’d like help finding a time.
3. Consider a small incentive. If the first two messages don’t work, you could offer a discount or a complimentary add-on service. Save incentives for clients who need an extra reason to return rather than offering them to everyone who misses a booking.

If the client still doesn’t respond, stop the win-back sequence after the final message. You can keep them on your regular marketing list if they’ve agreed to receive messages, but avoid sending repeated reminders about the same missed visit.

Read Next: 30 Salon Marketing Ideas to Grow Your Client Base

Use Loyalty and Referral Rewards That Bring Clients Back

A salon loyalty program gives regular clients an extra reason to keep booking with you. For example, you could offer a free conditioning treatment after 5 visits or let clients earn points toward their next service.

Referral rewards can help with retention, too. Offer existing clients a small reward when they refer a friend who completes their first appointment. 

For more ideas, see our guide to salon loyalty programs.

Track Retention by Stylist

Tracking client retention by stylist helps you see who keeps clients coming back and who might need extra coaching. It also shows how much your salon depends on individual stylists, which matters if one of them decides to leave.

Compare each stylist’s first-to-second visit rate and overall retention rate. If one stylist has lower numbers, look at their client feedback, consultation process, and how often they encourage clients to rebook.

Also, pay attention to client concentration. If one stylist handles a large share of your regular clients, losing that stylist could put a big part of your salon’s revenue at risk.

FAQ

Can Salon Software Improve Client Retention?

Yes, salon and spa software can improve client retention by automating rebooking reminders, win-back messages, and review requests. It helps you stay in touch with clients without having to remember every follow-up.

What Happens to Client Retention When a Stylist Leaves?

Some clients may follow their stylist to another salon, especially if they’ve been seeing them for years. To reduce this risk, keep communication with clients through salon-owned channels and introduce them to other team members before their usual stylist leaves.

Why Do Salon Clients Stop Coming Back?

Clients may stop visiting because of inconsistent results, higher prices, difficulty booking appointments, or a stylist leaving. Some also leave because they don’t feel valued or remembered between visits. For more insights, read our guide to the 6 reasons customers leave.

Final Thoughts: Salon Client Retention

Improving salon client retention starts with understanding when clients should return, tracking who comes back, and finding out where you’re losing regulars. Small changes to how you manage bookings, follow-ups, and client relationships can help you keep more clients over time.

Want to make it easier to stay connected with your clients? Explore Referrizer’s loyalty and text marketing tools to reward repeat visits and keep clients engaged between appointments.