Money Matters

Trend Watch 2013

Value shoppers, time-challenged clients, and green consumers are just some of the growing phenomena noted in the 2013 Trend Report released by The Spa Association (SPAA).

You may not be working at a day spa, but many of the same factors that affect them as 2013 continues, affect your smaller operation. Value shoppers, time-challenged clients, and green consumers are just some of the growing phenomena noted in the 2013 Trend Report released by The Spa Association (SPAA).

Expanding on Energy. As more and more individuals seek to age well, the spa industry grows and consumers seek balance, comfort, and solutions for pain. Energetic healing is nothing new and in so many ways is the key component of massage, esthetics, bodywork, and the various other modalities of healing. As spas become more mainstream, energetic healing will flourish.

McSpa Goes Chipotle. With “BOUP” (bottom of the urban pyramid), low-end sellers saw their stock skyrocket as consumers counted every penny and searched for the deal of the day. While this isn’t the scenario for the typical spa-goer, the spa industry is seeing a trend toward increasingly savvy, value-focused spa shopping. Spa-goers know exactly what they want and how they want it delivered — and they are shopping for the most value for their investment. In 2013, spas will become focused on delivering quality services at affordable prices by more closely watching product, overhead, and labor costs.

Sourcing and Affordable Organic. More than ever consumers are aware of their connection to the environment and to their ability to shape the economic landscape through their purchasing decisions. Like never before spa-goers are choosing spas based on if the spa is in fact “green,” where products are sourced, if treatments are derived from authentic healing origins, and how employees are treated.

The Enlightened Spa. Spirituality as a way of living, feeling balanced, following one’s heart’s desire, and reaching a calm state of living at peace has never been more important in society. Rituals of centering oneself are more focused on the individual and her singular journey. This mindful approach is expressed at the spa in treatments that are both energetic in nature and steeped in tradition. Never before have wellness, spa, and spirituality been so intertwined.

The Un-Spa: Better than Ever Basics. After almost a decade of trying to put everything onto the spa menu in an attempt to please every wish or need at one location, spas are clearing the clutter and focusing on those basic components that truly are the meat and potatoes of a spa visit. In 2013 more spas will cut the excess out of their retail, treatments, and marketing to offer a dozen or so services that are impeccably delivered.

Healthy vs. Fit. Exercise is increasingly becoming more accessible to all. From branded group exercise programs to the plethora of yoga studios inundating the market even while Americans have become larger, a greater percentage are now exercising on a regular basis. There has been a real shift in the last decade away from the uber fit. More and more individuals are simply trying to feel better and as a result they are choosing to exercise in a less challenging fashion that works for them. As type II diabetes continues to rise and obesity looms large, this trend will continue to flourish embracing those who must become healthier or face detrimental circumstances.

Time at a Premium. Besides one’s health, the most precious commodity out there seems to be time: No one quite has enough of it. Spa services will reflect this need for efficiency as med-spa kiosks pop up in lifestyle shopping centers and spas continue to flourish around anchor stores like healthful grocery stores. Visits to the spa will take on the flavor of maintenance pit stops with express anti-aging facials, manicure and pedicure tune ups, and services enjoyed all at once becoming the quick fix that consumers need as they run their errands.

Subtle Plastic Surgery. As consumers are embracing a more routine agenda at the spa they are also visiting medical spas and/or their plastic surgeon’s office more regularly. According to the International Society of Aesthetic Plastic Surgery, up to 82% of all cosmetic procedures in the United States are injections of neurotoxins, tissue fillers, and laser treatments. Following this almost-20-year trend, patients are now also seeking out fat removal in lieu of nips and tucks and are using that fat as filler in their face, hand, and neck areas. As a result, overall visits to the plastic surgeon’s office are up, whereas actual surgical procedures are down.

The Spa Association ( provides information, industry resources, education, and community connections in the spa industry.

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