Over the past year, 88% of Americans have practiced self-care, and one-third have increased their self-care behaviors. To investigate these growth patterns in the health, fitness, and wellness market, StyleSeat, the online destination for beauty and wellness professionals and clients, surveyed 1,421 Americans based on their personal care buying habits to fulfill said personal care routines. Across the survey, 46% of respondents identified as women, 46% as men, and 8% as non-binary, with the average age of respondents being 37. Here’s what the study found:

Key Findings

• Americans spend an average of $110 monthly on beauty, fitness, and wellness.
• Americans spend the most on three things: vitamins and supplements, haircuts, and skincare.
• 60% of respondents said they know someone who spends more money on beauty, fitness, and wellness than they can afford.
• 71% of respondents do not plan to cut back on wellness spending despite inflation.
• 38% said hair services were most valuable to them, 34% chose gym or studio memberships, and 28% chose mental health services.

Spending Habits Based on Type of Person

• Respondents spend an average of $46 on beauty, $30 on fitness, and $30 on wellness per month.
• Women spend $124, men pay $94, and non-binary people spend $114 on beauty, fitness, and wellness per month.
• Gen Z respondents (70%) and women (66%) know ahead of time which services help them stay on budget while still feeling pampered.
• Millennials spend the most of any generation at $115 per month.
• Millennials spent $20 more monthly on beauty, fitness, and wellness than members of Gen Z, amounting to a $240 annual difference.

Since the Pandemic

• 24% have increased wellness spending.
• 19% are using more fitness products.
• 25% are using fewer beauty products.

Most Expensive Habits

• Haircuts and facial skincare were tied for the most significant beauty expenses. Nearly 1 in 4 (23%) said they spent the most on haircuts, while another 23% spent the most on facial skincare.
• Vitamins and supplements were twice as popular than other fitness expenses, with nearly 36% saying they spent the most on them. 
•  Sleep aids and mental health care (19% each) are the most significant wellness expenses.

Future Expectations:

• Respondents expect beauty to remain the largest spending category in self-care this year, with nearly 39% saying they will spend the most on it. 
• This is down from last year, when 45% said beauty was their largest spending category.
• One in 3 indicated that fitness would be their largest spending category this year, an increase of 3% from last year. We see the same trend with wellness, which increased from 28% to 31%.
• Despite inflation, 71% indicated consistent or increased spending on wellness, while 66% said the same for fitness and 58% for beauty.

Americans are learning to prioritize general well-being and self-care, with no intention to adjust. Since the pandemic, people have begun to understand the value of looking after themselves and being happier in their skin. Despite this positive outcome, as a further result of the pandemic, businesses offering services such as haircuts are still increasing prices to compensate for business lost during lockdowns. Overall, it seems things are changing in how consumers approach personal well-being, with a high expectation that more time and money will continue to feed into the beauty, wellness, and fitness markets.