Business insurer reveals Scots’ loyalty to their hairdressers

75% of Scots always visit the same hairdresser or barber – with the average client-salon relationship spanning 9 years and 8 months 

Stylists in Scotland are on to a good thing, suggests new research from Direct Line for Business which reveals that Scots are among the most loyal to their hairdressers.
According to the insurance provider’s latest study, 75% of Scots always visit the same hairdresser or barber – with the average client-salon relationship spanning nine years and eight months.
Across Britain, 53% always visit the same hairdresser or barber, with a further 15% only ‘betraying’ their regular hairdresser if forced to.
Older Brits are more likely to be faithful to their hairdresser, as 57% of over 55s visit the same hairdresser, compared with 46% of 18 to 34 year olds. The most loyal region is the North East, where nearly two thirds (63%) say they always go to the same hair professional. At the other end of the spectrum, people in the South West are most likely to shop around with 47% committed to one hairdresser.
When compared to other significant commitments, our reluctance to entrust our hair to someone new is equally clear as more Brits are ‘in a relationship’ with a salon (74%) than with another person (69%), with loyal consumers spending more than eight years going to the same hairdresser or barber.
Percentage committed to a salon compared with percentage committed to a person:
Region
In a relationship
’In a relationship with’ salon
Average length of ‘relationship’ with salon
Northern Ireland
69%
80%
8 years 8 months
North West
72%
78%
8 years 1 month
North East
72%
78%
8 years 8 months
London
59%
77%
8 years 3 months
Yorkshire & Humber
74%
75%
7 years 3 months
Scotland
66%
75%
9 years 8 months
Wales
69%
73%
10 years 7 months
South East
71%
72%
6 years 4 months
South West
64%
72%
7 years 3 months
East of England
73%
72%
8 years 6 months
West Midlands
81%
70%
7 years 7 months
East Midlands
57%
69%
8 years 3 months
Total
69%
74%
8 years 2 months
Source:  Direct Line for Business 2017
Direct Line for Business says loyalty is evident in the duration of these relationships as well, as the average loyal consumer visits their hairdresser for eight years. 15% have been with the same hairdresser for 11 to 20 years, and eight per cent have stayed loyal for 21 to 40 years. The latter figure rises to 12% among the over 55s. Glaswegians have the longest relationships with their hair stylists (12 years) and 14% of residents of the Scottish city claim to have been seeing the same one for 21-30 years.
Jane Guaschi, Business Manager at Direct Line for Business, said: “Brits have their local pubs, favourite sports teams, and preferred way of preparing a cup of tea. This research shows that our loyalty extends to who we choose to do our hair, as so many of us have been with the same hairdresser for years. As with any business, professionalism and expertise among hair professionals translate into customer retention and long-term success.”
Among the 26% of Brits who say they do not visit the same hairdresser regularly, over a third (36%) claim to cut their own hair while others trust the task to partners or family members (29%).
Brits who visit salons have on average eight trims per year. Four per cent of respondents claim to get a trim or cut and finish every week. At the top of the list are Londoners who get trims most frequently – around 13 times per year with 27% of people in the capital getting a trim more than once a month.
The popularity of American-style blow dry bars is also reflected in the findings, as 10% of Londoners have a blow dry every week (compared with three per cent of all Brits), with an average of nine blow dries per year. Nearly a third of Brits (30%) have full-head colour, and a quarter (25%) have half-head colour regularly. More than one in ten (11%) Londoners claim to get a half-head colour every week.
 Frequency of hair treatments among those who visit a hairdresser regularly
Treatment
How often Brits have these done on average
Trim
8 times per year
Cut and finish
6 times per year
Blow dry
5 times per year
Half-head colour
2 times per year
Full-head colour
2 times per year
Source:  Direct Line for Business 2017
Guaschi added: “Even if you have a loyal customer base and often perform treatments you’re familiar with, it’s important to be covered in case anything goes wrong. Aside from the reputational cost associated with disappointing a customer, you could end up paying a hefty sum for an accident if you don’t have adequate insurance cover.”
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