If you own a tattoo parlor and are looking to expand your customer base or if you are planning to start a new tattoo shop, you will want to know exactly who your target market is and what motivates them to get tattoos.
As tattoos are becoming more and more popular, both as a form of self-expression and as a way of showing off one’s personality, the target market for tattoo shops is expanding and evolving.
So who exactly is getting tattoos these days? And why would they want to walk into your shop?
By understanding the target market for tattoo shops, you will be able to decide the right kind of services, from tattoos to piercing, that you should offer and the kind of products, like earrings, studs and necklaces, that you can have for sale in your tattoo shop.
Read on to find out more about the target market for tattoo shops.
Segmenting the Target Market for Tattoo Shops: Why do people get tattoos?
To understand the target market for tattoo shops, we will be analyzing the motivations that people have for getting tattoos. Once you know the reasons why people get a tattoo, you can devise the right marketing strategies and communication plans to attract the right customers.
Based on customer motivation, we can divide the target market for tattoo shops into the following market segments:
- People who get tattoos for self-expression
- People who get tattoos as a fashion statement
- People who get tattoos for religious or spiritual reasons
- People who get tattoos for memorials
- People who get tattoos to rebel
1. People who get tattoos for self-expression
This segment of the target market for tattoo shops is mostly made up of young adults who are looking to express their individuality and personality through their tattoos.
They are often looking for unique and custom designs that reflect their interests, hobbies, or values. These people will usually take their time to research their tattoo shops, artist, and design before making a decision.
To appeal to this target market segment, tattoo shops should focus on promoting their ability to create unique custom designs. Showcase your work on your website and on social media and highlight your artists.
2. People who get tattoos as a fashion statement
This target market segment is mostly made up of people who want to be on-trend and follow the latest tattoo trends. They often get tattoos in places that are easily visible, like their arms, hands, or neck.
These customers see tattoos as a form of body art and use them to make a style statement. They are often more impulsive in their decision to get a tattoo and are usually less concerned about the meaning behind their tattoos.
To appeal to this target market segment, tattoo shops should focus on promoting the latest tattoo trends and designs. Use social media to show off your work and highlight any celebrity or influencer customers that you have.
3. People who get tattoos for religious or spiritual reasons
This target market segment is mostly made up of people who follow a particular religion or belief system and use tattoos as a way to express their faith. For them, tattoos often have a deep meaning and are seen as a way to connect with a higher being.
This target market segment is usually very loyal to their chosen tattoo shop and artist. They are willing to wait for an appointment and are usually willing to pay more for a quality tattoo.
4. People who get tattoos for memorials
This target market segment includes people who want to memorialize a loved one, an event, or a special occasion through their tattoos. Examples include a wedding date, the birth of a child, or the death of a loved one.
This market segment is usually looking for quality and meaning over trends. They often take their time to research their tattoo and artist and go deep into the meaning of the tattoo before making a decision to proceed.
If you have the experience and expertise in creating such tattoos, look for references to display in your shop or online. You could also highlight any testimonials from customers on your website or social media.
Because of their emotional connection to their tattoo, a satisfied customer in this market segment is highly likely to say positive things about their experience with you.
5. People who get tattoos to rebel
These customers of tattoo shops are mostly made up of people who want to rebel against society or express their rebellious nature through their tattoos. Their tattoo is usually a statement against a parent or an authority figure.
Their motivation behind getting the tattoo is to stick it to the man and express their non-conformist attitude.
They are usually less concerned with the quality of their tattoo and are more likely to impulse buy a design. They are also more likely to get their tattoos in visible places, like their face or neck. Their objective, after all, is to shock whoever they are rebelling against which you cannot do with a hidden tattoo.
Summary
The target market for tattoo shops is dynamic and growing as more and more people find it socially acceptable to get a tattoo. But the reasons why people get tattoos are diverse and any tattoo shop owner should spend the time to study these reasons.
For many, a tattoo is an ideal form of self-expression as well as a fashion statement. For others, it is a way to show their religious affiliation or highlight their spirituality. Some people see a tattoo as a memorial – a way to immortalize a person, an event, or a relationship. And finally, there is the rebel. This is someone who uses a tattoo for its shock value on the person they are trying to rebel against.
Once you understand the primary motivations of the type of customer you wish to attract to your tattoo shop, you will be able to offer services and carry products that your customers would likely be interested in. This knowledge will also help you design marketing campaigns and communication messages that actually resonate with your ideal customer and attract them to your tattoo shop.
