Why Stylists Who Study Age Demographics Stay Booked Year-Round

When I first started working behind the chair, I believed good technique alone would build my book.

But over time, I realized something more strategic was driving my most successful weeks: I had unknowingly been serving the exact age group that drives most of the professional hair color industry.

According to industry data from IBISWorld, the bulk of hair color revenue in the U.S. comes from clients between 35 and 54 years old.

In fact, this age group makes up almost half of all salon revenue. And when I looked closely at my own clientele here in the Southwest, I saw the same pattern.

Middle-aged clients are the backbone of a thriving color business.

They are the ones coming in consistently, every four to six weeks, for root touch-ups, gray coverage, and maintenance color.

Many of my most loyal clients—my Thursday regulars and early-morning touch-ups—are working professionals in their 40s and 50s who prioritize their appearance and have the income to support regular appointments.

But just as important are the opportunities in the younger and older markets. I’ve seen younger clients—mostly under 35—come in for bold fashion colors, blonding, and balayage.

They may not book as often, but they do spend well when they come in, and they’re more likely to refer friends if you deliver trend-forward results.

On the other end, my senior clients (55+) are incredibly loyal. They may stick to basic color services, but they never miss an appointment and often come in weekly.

Here are a few steps I’ve learned to take to grow and maintain a fully booked clientele based on these insights:

Know who your ideal clients are. Look at your book. What age groups are already coming in? What services do they ask for the most?

Tailor your marketing by age segment. I use social media to target younger clients with trendy color content, while my older clients respond better to personal reminders and classic looks.

Offer age-relevant services. Root coverage packages for 40+ clients, vivid color transformations for the under-30s, and gentle, ammonia-free options for seniors can go a long way.

Stay flexible. Understand that each age group has different spending habits and booking patterns. Adjust your pricing and packages accordingly.

Focus on retention. Once someone finds a stylist who gets their needs, they stick around. Loyalty programs and consistent results keep my book full.

Staying aware of these age-based patterns has completely changed how I approach my business.

I no longer rely on walk-ins or hope that social media alone will keep me busy. I strategically plan my promotions, pricing, and even my hours around the demographics I serve best.

If you're a stylist trying to grow a loyal, long-term clientele—especially here in the Southwest—understanding the age dynamics in your chair is just as important as understanding color theory.

Sources: IBISWorld Salon Industry Report, Statista (U.S. salon demographics), Trafft (2024 Salon Industry Trends), Modern Salon Consumer Survey.