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Beauty & Wellness Industry Statistics 2024: Benchmarks from North America Businesses (2023 Data)
The beauty and wellness industry grew 5% overall in 2023 — a healthy rate following the 20%+ growth years of the post-pandemic rebound. Nail salons led growth at 12%, more than twice the industry average. This report presents benchmark data from the Zenoti platform across salons, spas, medspas, barbershops, and waxing centers in the United States and Canada, covering 2023 performance data published in early 2024. Zenoti powers nearly 30,000 businesses around the world, making the platform a definitive source of industry data.
About this data
This is the second annual Beauty and Wellness Benchmark Report from Zenoti. Data covers 2023 performance across seven business categories: nail salons, barbershops, salons, membership-based spas, non-membership spas, medical spas, and waxing centers.
Benchmarks are presented at three tiers: top earners (top 10% by revenue per location), high achievers (top 25%), and average. The report identifies the revenue channel that drove the most growth for each category in 2023.
For 2024 performance data, see the 2025 Benchmark Report. For year-on-year comparison of key metrics, use both pages together.
Key findings at a glance
- Overall industry revenue growth: 5% in 2023. Center expansion pushed total growth to 11%.
- Nail salons led growth at 12% — more than twice the industry average.
- Medical spa locations grew 18% in 2023 — the fastest-expanding category.
- Top earners have online booking rates at least 61% higher than the industry average.
- Membership revenue grew 8% in 2023 — outpacing retail, packages, and gift cards.
- Online gift card sales grew 16% industry-wide — the fastest-growing new revenue channel.
- Package sales at spas grew 85% in 2023 — the single largest category jump in the report.
- Upsells represent 15% of all industry revenue, rising to 24% at nail salons.
Annual revenue per location
Annual revenue per location is the primary benchmark in this report. All other metrics — online booking rates, rebooking rates, utilization — tie back to this number.
$1.39M Annual revenue at top-earning salons in 2023
Top-earning salons generated $1.39M per location in 2023 — nearly 3x the industry average of $481,145. The top earners share three consistent characteristics: online booking rates above 68%, rebooking rates above 33%, and staff utilization above 88%.
Source: Zenoti 2024 Benchmark Report
$2.88M Annual revenue at top-earning medspas in 2023
Top-earning medspas generated $2.88M per location in 2023 — the highest revenue per location of any business category. The average medspa generated $803,265, leaving substantial room for growth through higher online booking adoption and rebooking systems.
Source: Zenoti 2024 Benchmark Report
$2.19M Annual revenue at top-earning membership-based spas
Membership-based spas lead on revenue consistency. With at least 30% of revenue from memberships, these businesses operate with more predictable cash flow than service-only models — making them more resilient in slower periods and more scalable during growth.
Source: Zenoti 2024 Benchmark Report
2023 Annual Revenue Per Location by Business Type
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | $1,391,844 | $776,500 | $481,145 |
| Nail salons | $1,450,080 | $1,114,062 | $711,601 |
| Barbershops | $693,337 | $470,306 | $312,458 |
| Membership-based spas | $2,192,697 | $1,639,691 | $1,169,932 |
| Non-membership spas | $1,805,922 | $832,577 | $364,932 |
| Waxing centers | $864,753 | $647,662 | $475,843 |
| Medspas | $2,878,348 | $1,533,137 | $803,265 |
Online booking rates
In a 2023 consumer survey, 80% of beauty and wellness customers said they want to book appointments online. The data confirms that businesses meeting this preference are the highest earners.
61% higher online booking rate at top earners vs average
Top-earning businesses have online booking rates at least 61% higher than average across every category. This is the single most consistent predictor of high revenue in the dataset. It is not merely correlation — digital booking reduces friction, enables after-hours revenue capture, and correlates directly with higher staff utilization and rebooking rates.
Source: Zenoti 2024 Benchmark Report
76% of appointments at top-earning barbershops booked online by clients
Three out of four appointments at the highest-earning barbershops are booked online by the client — a striking figure for a category historically associated with walk-in culture. The shift reflects both consumer preference change and the revenue benefit of predictable appointment flow.
Source: Zenoti 2024 Benchmark Report
18% of Google Reserve bookings come from new clients
18% of appointments booked through Google Reserve are from new customers — rising to 25% at salons. This makes Google Reserve one of the highest-conversion new client acquisition tools available, at no incremental cost beyond the initial setup.
Source: Zenoti 2024 Benchmark Report
Online Booking Rates by Business Type — 2024 Benchmarks (2023 Data)
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | 68% | 41% | 30% |
| Nail salons | 65% | 55% | 44% |
| Barbershops | 76% | 62% | 45% |
| Waxing centers | 58% | 46% | 35% |
| Membership-based spas | 35% | 26% | 20% |
| Non-membership spas | 53% | 44% | 33% |
| Medspas | 35% | 21% | 10% |
Upsell revenue
In-person upsells — retail, services, or gift cards added to an invoice after guest check-in — represent 15% of all industry revenue. At nail salons, the figure rises to 24%.
15% of all industry revenue comes from upsells
Upsell revenue represents 15% of total industry revenue — making it the third-largest revenue channel after services and memberships. At top-performing nail salons, upsell revenue reaches 24% of total collections. Systematic upsell prompts at checkout, built into POS workflows, are the most reliable way to raise this figure.
Source: Zenoti 2024 Benchmark Report
$325,969 annual upsell revenue at top-earning salons
Top-earning salons generate $325,969 in annual upsell revenue — more than three times the $100,363 average. The gap reflects both higher client volume and more consistent upsell systems, not higher per-item prices. Staff training and POS-prompted upsell suggestions close this gap faster than pricing changes.
Source: Zenoti 2024 Benchmark Report
2023 In-Person Upsell Revenue by Business Type
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | $325,969 | $180,101 | $100,363 |
| Nail salons | $112,145 | $95,819 | $74,863 |
| Barbershops | $57,385 | $41,714 | $22,246 |
| Waxing centers | $102,717 | $68,328 | $45,199 |
| Membership-based spas | $313,255 | $273,954 | $145,260 |
| Non-membership spas | $244,231 | $73,822 | $70,949 |
Rebooking rates
A client who rebooks within 24 hours of a visit is more likely to be retained long term.
74% of medspa clients at top earners rebook within 24 hours
Top-earning medspas rebook 74% of clients within 24 hours in 2023 — the highest rebooking rate of any category. The industry average for medspas was 39%. This 35-point gap is explained by systematic rebooking prompts during checkout and automated follow-up messages triggered immediately after the appointment.
Source: Zenoti 2024 Benchmark Report
33% rebooking rate at top-earning salons and barbershops within 24 hours
Top-earning salons and barbershops both achieve 33% same-day rebooking. The industry average is 12% for salons and 10% for barbershops. Each percentage point improvement in rebooking rate translates directly to higher forward-booking visibility and smoother capacity utilization.
Source: Zenoti 2024 Benchmark Report
Rebooking Rates Within 24 Hours — 2024 Benchmarks (2023 Data)
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Nail salons | 31% | 12% | 8% |
| Barbershops | 33% | 20% | 10% |
| Salons | 33% | 18% | 12% |
| Medspas | 74% | 56% | 39% |
| Membership-based spas | 41% | 38% | 29% |
| Non-membership spas | 34% | 25% | 16% |
| Waxing centers | 61% | 53% | 41% |
Gift card and package growth
Two revenue channels saw outsized growth in 2023 — online gift card sales and spa package sales.
16% growth in online gift card sales industry-wide in 2023
Online gift card sales were the fastest-growing revenue channel in 2023, up 16% industry-wide. Membership-based spas led at 33% growth. Critically, 25% of all gift cards are redeemed by a new customer — up from 21% the prior year — making online gift cards one of the lowest-cost new client acquisition tools available.
Source: Zenoti 2024 Benchmark Report
85% growth in package sales at membership-based spas in 2023
Package sales at membership-based spas grew 85% in 2023 — the largest single-category jump in the report. This translated to more than $20,000 in additional package revenue per top-performing spa location, indicating significant untapped potential at businesses that have not yet built package programs into their service menu.
Source: Zenoti 2024 Benchmark Report
2023 Online Gift Card Sales Growth by Category
| Business Type | Gift Card Sales Growth |
|---|---|
| Membership-based spas | up 33% |
| Medspas | up 19% |
| Non-membership spas | up 17% |
| Salons | up 6% |
Staff utilization rates
Utilization — the percentage of available provider time in which services are delivered — is the second most important operational metric after revenue per location.
88% staff utilization at top-earning salons in 2023
Top-earning salons achieved 88% staff utilization, the highest of any category at the top tier. Industry average was 67%. The 21-point gap represents a significant number of unfilled appointment slots per week, each of which is a direct revenue loss. Higher online booking adoption and automated waitlist management are the two fastest ways to close this gap.
Source: Zenoti 2024 Benchmark Report
94% staff utilization at top-earning nail salons
Top-earning nail salons achieved 94% staff utilization in 2023 — the highest utilization rate of any business category at the top tier. This reflects the high-volume, lower-ticket nature of nail services, where throughput is the primary revenue lever.
Source: Zenoti 2024 Benchmark Report
Staff Utilization Rates — 2024 Benchmarks (2023 Data)
| Business Type | Top Earners | High Achievers | Average |
|---|---|---|---|
| Salons | 88% | 79% | 67% |
| Nail salons | 94% | 72% | 62% |
| Barbershops | 75% | 66% | 58% |
| Waxing centers | 52% | 44% | 34% |
| Membership-based spas | 55% | 49% | 42% |
| Non-membership spas | 78% | 67% | 51% |
| Medspas | 75% | 55% | 38% |
See how your business compares to these benchmarks
Every stat in this report comes from North America businesses on the Zenoti platform, which powers 30,000+ businesses across the globe – salons, spas, medspas, barbershops, and fitness centers. Book a free 20-minute demo to see how your metrics compare to the top earners in your category.
Book a Free Demo → zenoti.com/book-a-demo
FAQs
What is the average revenue per location for a salon in 2024?
How much does the average nail salon make per year?
What percentage of beauty and wellness appointments are booked online?
What is the average upsell revenue for salons?
How much did package sales grow at spas in 2023?
What is the average rebooking rate for medspas?
How fast did the medical spa industry grow in 2023?
What is the average staff utilization rate across beauty and wellness businesses?
How much do gift card sales contribute to salon revenue?
What was the overall beauty and wellness industry growth rate in 2023?
What is the most profitable type of beauty and wellness business?
How does Google Reserve help beauty and wellness businesses get new clients?
Some key recommendations:
- If you don’t currently offer membership options, consider what might work for your brand and customer base. Look for programs that are digital, automated, and simple for staff and customers to understand.
- Feature gift cards year-round, not just during holiday seasons. Take advantage of the online sales trend by selling and promoting gift cards via your online booking and shopping.
- Employ digital tools to manage client interactions – and encourage their use. Consumers consistently show a preference for self-service digital access, especially via a mobile app, and the data shows a correlation to higher revenue.
- Look at Reserve with Google as a growth avenue. Ensure a “Book online” button is added to information for each of your locations, wherever your salon and spa is featured in Google results
- Finally, continue to look at industry benchmarks to see where you stand, assess your strengths, and address any gaps in your business operations
About Zenoti
With the industry’s most complete end-to-end software growth platform, Zenoti helps 30,000 beauty, wellness, and fitness businesses across 50+ countries find their greatness. The choice of top salons, spas, medical spas, and fitness centers, Zenoti helps ambitious brands grow their business, elevate the guest experience, engage their talented staff, and work more efficiently than ever.
Business owners, managers, and staff use Zenoti to seamlessly run every aspect of their business, both online and in-person. Zenoti provides a single solution that includes online appointment booking, POS, CRM, employee management and engagement, inventory management, built-in marketing programs, and more. Zenoti is also the force behind the industry’s premier live event, Innergize, which hosted more than 600 business leaders and innovators in 2023. For more information, see zenoti.com.
Written by
Cheryl Cole, Managing Editor
Cheryl uses her background in journalism to help brands bring their unique stories to life. Passionate about content strategy, she has extensive experience leading both print and digital publications. As managing editor of The Check-In, Cheryl is committed to providing wellness professionals with high-quality, tailored content designed to help grow their brands.
Learn more about Cheryl Cole