Identify the Perfect Customer for Your Tanning Salon

Have you ever wondered who keeps tanning salons thriving year-round? Is it just beauty enthusiasts, or is there a wider audience fueling this industry? Understanding your ideal customers isn’t just a guessing game—it’s the key to building a successful tanning business.

The truth is, not everyone is willing to invest in a perfect sun-kissed glow. But those who do share common traits, motivations, and lifestyles that make them the perfect fit for your salon. Whether it’s young professionals looking for a confidence boost, fitness enthusiasts preparing for competitions, or vacation-goers aiming for a bronzed look before hitting the beach, knowing your target market allows you to tailor your services and marketing strategies effectively.

In this article, we’ll uncover the key demographics, motivations, and habits of tanning salon customers. By the end, you’ll have a clear picture of who your best clients are—and how to attract even more of them. Let’s dive in!

Understanding the Target Market for Tanning Salons

What Is a Target Market and Why Does It Matter?

A target market is a specific group of people most likely to be interested in a product or service. Identifying the right target market is crucial for any business, including tanning salons, as it allows owners to tailor their services, marketing strategies, and pricing to meet customer needs effectively.

For tanning salons, the target market typically includes individuals who prioritize aesthetics, wellness, or convenience. This could range from young adults influenced by social media trends to professionals seeking a polished appearance. Understanding these customer segments helps salons optimize their services, increase customer retention, and maximize profitability.

When a business clearly defines its target market, it can:

Improve marketing efficiency by focusing on the right audience.
Increase customer loyalty through personalized services.
Differentiate itself from competitors with unique offerings.
Maximize revenue by offering services that align with customer demand.

Trends in the Tanning Industry and Consumer Preferences

The tanning industry continues to evolve as consumer preferences shift due to health trends, technology, and social influences. Understanding these trends can help tanning salons stay competitive and cater to changing customer demands.

Increased Demand for Sunless Tanning Options

While traditional UV tanning remains popular, there has been a rise in demand for sunless alternatives like spray tanning and self-tanning products. Many customers are becoming more health-conscious and prefer options that reduce UV exposure while still achieving a bronzed look.

Industry Insight: According to market research, the global sunless tanning market is expected to grow significantly, driven by concerns about UV damage and skin cancer risks. Salons that offer high-quality spray tans and organic tanning solutions can attract a broader audience.

The Influence of Social Media and Beauty Trends

Social media platforms like Instagram, TikTok, and YouTube play a significant role in shaping beauty standards and tanning trends. Influencers and celebrities often promote tanned skin as part of an aspirational lifestyle, driving demand for tanning services.

Business Strategy: Engaging with influencers, showcasing results through customer testimonials, and creating visually appealing content can help salons attract younger demographics.

Tanning for Wellness and Mood Enhancement

Beyond aesthetics, many consumers turn to tanning for its potential wellness benefits. Some people use tanning beds to combat seasonal affective disorder (SAD) during winter months or as a way to boost vitamin D levels.

Marketing Tip: Salons can position their services as part of a self-care or wellness routine, emphasizing the mood-boosting and relaxation aspects of tanning.

Growing Interest in Customization and Premium Services

Consumers increasingly seek personalized beauty and wellness experiences. In the tanning industry, this means offering custom spray tan shades, skin-nourishing additives, or VIP memberships for frequent users.

Competitive Advantage: Providing tailored tanning solutions, offering luxury packages, or incorporating skincare benefits into tanning services can appeal to customers looking for a high-end experience.

Regulatory and Health Awareness Impact

As awareness of skin health grows, regulations on UV tanning have tightened in many regions. Some states and countries impose age restrictions or safety guidelines on indoor tanning.

Adaptation Strategy: Salons should stay informed about local regulations and educate customers on safe tanning practices. Offering protective eyewear, skincare consultations, and alternatives like red-light therapy can help maintain customer trust.

By understanding these industry trends and consumer behaviors, tanning salon owners can better position their businesses for success. Aligning services with customer expectations and evolving preferences will not only attract more clients but also ensure long-term growth in a competitive market.

Key Demographics of Tanning Salon Customers

Understanding the demographics of tanning salon customers is crucial for tailoring marketing strategies and service offerings. Different groups have distinct motivations for using tanning services, and recognizing these trends can help salons attract and retain the right clientele.

Young Adults and College Students

Young adults, particularly those between 18 and 25 years old, form a significant portion of tanning salon customers. Many seek a bronzed look for aesthetic appeal, influenced by social media trends and celebrity culture. College students, especially those attending social events, vacations, or preparing for summer, often use tanning services regularly.

Marketing Tip: Engage with this demographic through social media platforms like Instagram and TikTok. Offering student discounts and referral incentives can also encourage repeat visits.

Working Professionals

Many professionals between 25 and 40 years old turn to tanning salons for convenience and confidence in their appearance. This group often has limited time but values looking polished and well-groomed. Business executives, salespeople, and those in public-facing roles frequently seek tanning services for a consistent, healthy glow.

Marketing Tip: Highlight quick, efficient tanning solutions, such as spray tans or high-performance tanning beds. Offering lunchtime specials or express sessions can appeal to their busy schedules.

Brides, Grooms, and Event-Goers

People preparing for weddings, reunions, vacations, or other major events make up another important customer segment. They often seek a tan for a special occasion, making them prime candidates for package deals or group discounts.

Marketing Tip: Create bridal or event-themed tanning packages. Partnering with wedding planners, photographers, or travel agencies can also help attract more clients.

Fitness Enthusiasts and Bodybuilders

Many fitness-conscious individuals, especially bodybuilders and competitors, use tanning to enhance muscle definition. Spray tans and bronzing products are particularly popular for fitness competitions where a tanned appearance highlights muscle tone.

Marketing Tip: Partner with local gyms, fitness trainers, and bodybuilding events. Offering competition-ready tanning services can make your salon the go-to destination for fitness professionals.

Middle-Aged and Older Adults

Individuals over 40 often visit tanning salons to maintain a youthful look. Many use tanning services for skin-tone balancing, vitamin D exposure, or to combat seasonal affective disorder (SAD) during winter months. This group may prefer more traditional tanning methods and premium services.

Marketing Tip: Emphasize the potential wellness benefits of tanning, such as mood enhancement and vitamin D absorption. Providing high-end, luxury experiences, like private rooms and relaxation packages, can attract this clientele.

Seasonal and Vacation Tanners

Some customers visit tanning salons primarily before vacations, particularly those traveling to tropical destinations. They may not be regular users but seek a base tan to avoid sunburn or achieve a vacation-ready glow.

Marketing Tip: Offer pre-vacation tanning packages with multiple sessions at a discounted rate. Running seasonal promotions before spring break or summer can also boost engagement.

Tanning Enthusiasts and Regular Users

A core customer base for many salons consists of individuals who incorporate tanning into their beauty routine year-round. These loyal clients are the backbone of business stability.

Marketing Tip: Implement membership or loyalty programs that reward frequent visits. Personalized customer service and exclusive perks, such as priority appointments or product discounts, can keep this group engaged.

By understanding and targeting these key demographics effectively, tanning salons can optimize their marketing strategies, enhance customer satisfaction, and ensure long-term business success.

Customer Psychographics: What Motivates Them?

Understanding the psychological drivers behind tanning salon customers can help you craft more effective marketing strategies and service offerings. While demographics tell you who your customers are, psychographics reveal why they tan. These insights allow you to align your messaging with their desires, needs, and values.

Desire for a Year-Round Tan

Many customers seek a consistent, sun-kissed glow regardless of the season. For them, tanning is not just a luxury—it’s a necessity tied to their self-image.

Appearance Maintenance: Some customers tan regularly to maintain an even skin tone and enhance their overall aesthetic. They see it as part of their grooming routine, much like hair and skincare treatments.
Confidence Boost: Studies show that many individuals feel more attractive and self-assured with a tan. This psychological link to confidence makes tanning a valuable service for those looking to enhance their self-esteem.

These customers are highly loyal and are prime candidates for membership programs or unlimited tanning packages.

Confidence and Beauty Trends

Beauty trends play a major role in tanning salon visits. Social media, influencers, and celebrity endorsements often drive consumer interest in tanning services.

Influencer Culture: Many beauty influencers and fitness models promote tanning as a key part of their image. This visibility increases demand, especially among younger consumers.
Seasonal Beauty Trends: Customers often turn to tanning before major events, vacations, or summer months when they wear lighter clothing.

Salons can capitalize on these trends by running seasonal promotions, collaborating with local influencers, and emphasizing before-and-after transformations on social media.

Health-Conscious Consumers

Not all tanning customers are driven solely by aesthetics. Some are mindful of their health and see indoor tanning as a safer alternative to excessive sun exposure.

Controlled UV Exposure: Certain customers believe that regulated indoor tanning can help them avoid the risks of unpredictable outdoor UV rays, such as sunburn or premature aging.
Vitamin D Benefits: Some individuals turn to tanning as a source of vitamin D, particularly in regions with long winters where sun exposure is minimal.

For these customers, salons should emphasize safety measures, proper UV exposure guidelines, and skin-protecting tanning solutions to build trust and credibility.

Event-Based Customers

Many people visit tanning salons for specific events, rather than as part of a routine. These customers may not be long-term clients but can still provide a steady revenue stream if properly targeted.

Common reasons for event-driven tanning include:

Vacations: Travelers often tan before heading to tropical destinations to avoid looking pale in swimsuits.
Weddings & Special Occasions: Brides, grooms, and wedding parties frequently tan for a polished look in photographs.
Fitness & Bodybuilding Competitions: Tanning enhances muscle definition, making it a must for athletes preparing for competitions.
Professional Photoshoots: Models, actors, and professionals getting headshots may seek a tan to enhance their appearance.

To capture this market, salons should promote event-based packages, limited-time discounts, and group deals for wedding parties or vacationers.

Effective Marketing Strategies for Tanning Salons

Once you understand your target market and their motivations, the next step is to create marketing strategies that attract and retain customers. A successful approach combines digital engagement, in-salon promotions, and strategic partnerships to maximize visibility and customer loyalty.

Digital Marketing Strategies

The majority of tanning salon customers rely on online research and social media when choosing a salon. A strong digital presence is essential for attracting new clients and keeping existing ones engaged.

Social Media Marketing

Platforms like Instagram, TikTok, and Facebook are ideal for showcasing before-and-after results, customer testimonials, and special promotions.

Influencer Collaborations: Partner with local beauty influencers or fitness trainers who align with your target audience. Their recommendations can drive significant traffic to your salon.
User-Generated Content: Encourage customers to tag your salon in their posts and share their experiences. Running contests or offering small discounts for tagged photos can increase engagement.
Seasonal Campaigns: Promote tanning packages that align with seasonal demand, such as pre-summer glow packages or winter vitamin D boosts.

Search Engine Optimization (SEO)

A well-optimized website helps your salon rank higher in search engine results when potential customers look for tanning services in their area.

Local SEO: Optimize your Google Business Profile with updated business hours, services, and customer reviews to appear in local searches.
Content Marketing: Publish blog posts about tanning benefits, skincare tips, and UV safety to establish your salon as a trusted resource.
Mobile Optimization: Ensure your website is mobile-friendly, as many customers search for services on their phones.

Paid Advertising

Paid ads can help target specific demographics and drive immediate traffic.

Google Ads: Target location-based searches like “best tanning salon near me” to capture high-intent customers.
Social Media Ads: Use Facebook and Instagram ads to reach beauty-conscious consumers with special offers and engaging visuals.

In-Salon Promotions and Loyalty Programs

Beyond digital marketing, in-salon strategies can encourage repeat business and customer retention.

Membership and Subscription Plans

Offering monthly membership options can create a steady revenue stream and encourage customers to return regularly.

Unlimited Monthly Tanning: A flat-rate plan for frequent tanners looking for consistency.
Loyalty Rewards: Customers earn points for each visit, redeemable for discounts or free services.
Referral Discounts: Incentivize existing customers to bring friends by offering discounted sessions for successful referrals.

Seasonal Discounts and Bundles

Create time-sensitive promotions to attract new customers and boost revenue during slower seasons.

Spring Break Packages: Offer discounts for students and vacationers preparing for warmer weather.
Winter Glow Deals: Appeal to customers seeking warmth and color during colder months.
Wedding & Event Packages: Group discounts for brides, bridal parties, and special occasions.

Local Partnerships and Community Engagement

Building relationships within your local community can expand your customer base and strengthen brand loyalty.

Collaborate with Local Businesses

Partner with businesses that share a similar target audience, such as:

Gyms and Fitness Centers: Offer tanning discounts to gym members or create joint wellness packages.
Salons and Spas: Cross-promote services with hair salons or nail studios to attract beauty-conscious customers.
Boutiques and Swimwear Shops: Set up referral partnerships where customers receive exclusive discounts.

Sponsor Events and Participate in Local Activities

Host Pop-Up Events: Offer free consultations or mini tanning sessions at community events.
Sponsor Beauty and Fitness Competitions: Get your salon’s name in front of potential clients who prioritize appearance.
Engage in Charity Initiatives: Partner with local charities to build goodwill and strengthen community ties.

Customer Retention Strategies for Tanning Salons

Attracting new customers is essential, but retaining them is what ensures long-term business success. By creating a positive experience, offering valuable incentives, and maintaining strong relationships, tanning salons can build a loyal customer base that keeps coming back.

Enhancing the Customer Experience

A seamless and enjoyable experience is one of the most effective ways to keep customers returning. From the moment they step into the salon to the time they leave, every detail matters.

Personalized Service

Customers appreciate when businesses recognize their preferences and provide tailored recommendations.

Train staff to remember customer names and tanning preferences.
Offer customized tanning plans based on skin type and desired results.
Follow up with clients after their sessions, providing skincare tips and maintenance advice.

Clean and Inviting Atmosphere

A well-maintained, aesthetically pleasing salon makes customers feel comfortable and valued.

Regularly clean tanning beds and equipment to maintain hygiene standards.
Invest in modern décor and comfortable seating in waiting areas.
Use calming scents and ambient music to create a relaxing environment.

Minimal Wait Times

Efficient appointment scheduling improves customer satisfaction and prevents frustration.

Implement an online booking system for easy scheduling.
Offer self-check-in kiosks to speed up the process.
Send reminders to customers about their upcoming appointments.

Loyalty Programs and Membership Benefits

Rewarding repeat customers encourages long-term loyalty and increases their lifetime value.

Tiered Loyalty Programs

Implement a structured rewards system where customers earn more benefits as they continue using your services.

Bronze: Discounts on lotions and skincare products.
Silver: Free session after a certain number of visits.
Gold: VIP perks like priority booking and exclusive discounts.

Exclusive Membership Perks

Membership programs provide a steady revenue stream while offering value to customers.

Offer unlimited monthly tanning for a flat fee.
Provide early access to promotions and new services.
Include free skincare consultations or add-on treatments for members.

Engaging Customers Beyond the Salon

Staying connected with clients outside their tanning sessions reinforces brand loyalty and keeps your salon top-of-mind.

Email and SMS Marketing

Regular communication ensures customers stay informed about new offers and promotions.

Send appointment reminders and post-tan care tips.
Offer exclusive discounts for returning clients.
Share updates on seasonal promotions and new services.

Social Media Engagement

Interacting with customers on social media strengthens relationships and enhances brand visibility.

Feature client testimonials and success stories.
Create interactive content like polls and Q&A sessions.
Run exclusive social media giveaways to encourage engagement.

Addressing Customer Concerns and Feedback

A business that listens to its customers and continuously improves its services builds trust and credibility.

Collect and Act on Feedback

Encouraging customer feedback helps identify areas for improvement and shows clients their opinions matter.

Use online surveys and in-person feedback forms.
Monitor online reviews and respond professionally to both positive and negative comments.
Implement suggested improvements to enhance the customer experience.

Handle Complaints Proactively

A dissatisfied customer can turn into a loyal one if their concerns are addressed effectively.

Train staff to handle complaints with empathy and professionalism.
Offer solutions such as free sessions or discounts for service issues.
Follow up with customers to ensure their concerns have been resolved.

Tracking and Analyzing Customer Trends

Understanding customer behavior is crucial for refining marketing strategies and optimizing services. By leveraging data-driven insights, tanning salons can better meet customer needs, improve retention, and maximize profitability.

Collecting Customer Data

Gathering and analyzing key customer data allows salons to identify patterns and preferences. This information helps tailor services and marketing efforts for better engagement.

Point-of-Sale (POS) System Data

A modern POS system does more than process transactions—it provides valuable insights into customer habits.

Track popular services and products to determine demand trends.
Identify peak hours and seasonal fluctuations.
Monitor repeat visits to assess customer loyalty.

Customer Surveys and Feedback

Direct input from customers reveals their preferences, pain points, and expectations.

Use post-visit surveys to gather insights on service satisfaction.
Encourage customers to leave reviews on platforms like Google and Yelp.
Offer small incentives, such as discounts, for completing surveys.

Website and Social Media Analytics

Digital engagement data helps salons understand their audience and refine marketing strategies.

Analyze website traffic to see which services attract the most interest.
Track social media interactions to identify content that resonates with followers.
Monitor online bookings and abandoned appointments for insights into customer decision-making.

Identifying Key Customer Segments

Segmenting customers based on behaviors and preferences allows for targeted marketing and service personalization.

Frequent Tanners

These customers visit regularly and often purchase premium packages.

Offer exclusive loyalty programs to enhance their experience.
Provide personalized promotions based on their tanning routines.
Recommend skincare products suited to their needs.

Seasonal Visitors

Some clients tan only for specific events or seasons, such as vacations or weddings.

Run targeted seasonal promotions leading up to peak demand periods.
Offer discounted package deals for short-term use.
Send reminders before seasonal peaks to encourage early bookings.

New Clients

First-time customers may need extra attention to ensure they return.

Provide a guided introduction to different tanning options.
Follow up with post-visit emails offering special discounts.
Educate them on skincare benefits to encourage long-term usage.

Using Data to Improve Business Strategies

Once customer trends are identified, salons can make data-driven decisions to enhance their services and marketing efforts.

Refining Service Offerings

Analyzing customer preferences helps salons adjust their offerings for maximum appeal.

Expand or reduce service options based on demand trends.
Introduce new tanning packages that align with customer habits.
Adjust pricing strategies to match spending behaviors.

Optimizing Marketing Campaigns

Targeted promotions yield higher engagement and conversion rates.

Use email marketing to send personalized offers based on past visits.
Run social media ads targeting specific customer segments.
Leverage influencer partnerships to reach new audiences.

Enhancing Customer Experience

Data insights can guide improvements that elevate customer satisfaction and retention.

Shorten wait times by adjusting staff schedules based on peak hours.
Upgrade facilities and introduce trending tanning technologies.
Train staff to provide tailored recommendations based on client history.

Conclusion

Understanding the target market for tanning salons is essential for attracting and retaining loyal customers. By identifying key demographics, catering to their specific needs, and implementing strategic marketing efforts, salon owners can maximize their reach and profitability.

From health-conscious individuals and beauty enthusiasts to professionals and event-goers, each customer segment requires a tailored approach. Offering seasonal promotions, leveraging digital marketing, and building strong partnerships with local businesses can further enhance visibility and customer engagement.

Success in the tanning industry isn’t just about providing a service—it’s about creating an experience that keeps clients coming back. By continuously refining marketing strategies and staying attuned to customer preferences, tanning salons can thrive in a competitive market and build a loyal, satisfied clientele.