In-salon retail sales fell 4% to 5% year over year, part of a broader 20% loss in salon retail market share over the past decade, according to The KIM Report. Retail units sold in salons dropped 7.48% — a loss of more than $102 million in retail revenue across the industry, roughly 5.2 million products, as clients bought elsewhere.

Alain Audet, VP of Sales and Marketing for SalonInteractive and The KIM Report, lays out the numbers and a recovery strategy in his latest blog, published September 28, 2026. His central point: salon top-line revenue looks stable or slightly up, but service price increases — not retail — are driving that growth. Beneath the surface, retail performance and client visit frequency, what he calls appointment drift, are under real pressure.

The numbers behind the paradox

Average service tickets now sit between $87 and $90 or more. Yet client visits are stretching from six weeks out to eight or nine weeks. When clients wait longer between appointments, they run out of products at home and reorder online from non-salon sources.

The shift has been building for a decade. Many professional hair products that were once salon-exclusive now sell on big-box shelves and major e-commerce platforms. Many beauty professionals also feel uncomfortable with selling products, compounding the decline. Clients have not stopped buying hair care — online beauty sales are growing in double digits — they have simply changed where they shop. The global professional beauty market is still projected to top $56 billion by 2032.

Where the revenue openings are

Audet identifies color services as a growth lever. Color revenue grew nearly 2% year over year even as retail units declined, and clients are willing to invest in premium color work. His recommendation: before starting any color service, discuss how maintaining the salon look requires a dedicated at-home routine, and recommend professional color care that preserves tone and hair health longer between stretched-out appointments.

Texture is a second opportunity. As more clients embrace natural wave and curl patterns, Audet advises haircuts that unlock wave and curl, in-salon deep moisturizing treatments, and personalized aftercare — moisturizing treatments, leave-in conditioners, and curl-enhancing products — to drive consistent retail reorders.

Scalp care ranks among the fastest-growing categories in hair care today. Audet suggests adding scalp detox treatments, clarifying rinses, and nourishing serums to the service menu and backbar, then creating a new retail category with exfoliating scrubs and soothing oils for at-home use.

Merchandising and the buy

The retail area, in Audet's framing, is prime real estate. He calls for neatly organized displays, clear signage, warm lighting, seasonal decorations, and shelf talkers or brand tent cards to showcase trending products and care regimens. For the holidays, he recommends curated gift sets built around specific hair goals, seasonal brand bundles, and product purchases paired with gift card incentives — added value without deep discounts cutting into profit.

Convenience is the biggest reason clients buy elsewhere, Audet writes. He points to online retail platforms connected to professional beauty suppliers, with virtual catalogs of 500+ pro beauty brands, allowing clients to reorder and ship direct. For smaller salons and independents without floor space, online retail offers a way to sell products at all while removing inventory risk.

Making recommendation part of the service

Audet's most tactical advice happens in the chair. Teach clients to recreate their look at home — the tools, thermal protectants, and styling products behind a volumized blowout, soft waves, or a sleek finish. Let the client hold the bottle, enjoy the scent, feel the texture as you dispense the suggested amount into their palm, and explain why the product suits their hair type.

For clients who do not buy on the spot, send a digital product recommendation. On platforms like SalonInteractive, a built-in feature adds recommended products to a ready-to-purchase shopping cart.

Big-box algorithms cannot replicate the stylist's personal relationship and tailored expertise, Audet argues. Positioning the stylist as dedicated beauty advisor, in the salon and online, is the path to a resilient retail business as appointment drift and e-commerce continue to reshape where clients spend.