Nearly half of American adults would go into debt to maintain their beauty and wellness routines even if they lost their job, according to a March survey by beauty and wellness AI software platform Zenoti. The study found that 46 percent of consumers aged 18 and older would resort to debt, primarily through credit cards, to keep up appearances after a job loss.
Sacrifices for Self-Care
Respondents indicated they are willing to make other sacrifices for self-care, including curtailing their social life, delaying vacations, and reducing funds allocated for savings and debt repayment. The survey also revealed that unemployment might actually spur increased beauty spending, with 33 percent of respondents reporting they increased their self-care routines due to workplace stress or burnout.
Reasons for Increased Spending
Loneliness, financial stress, and major life transitions—situations that a job loss could create—are among the top reasons people increase their beauty and wellness spending. However, 45 percent of respondents said they would reduce the frequency of beauty appointments as a concession.
Trade-Offs in Consumer Spending
The study highlights the trade-offs Americans are making as they navigate rising costs. While many prioritize self-care, they are cutting back in other areas. Entertainment is a primary target: around 40 percent of Americans have dropped at least one streaming service in the past three months, according to a Deloitte study, with the average household spending $69 per month on such services.
Dining out is another area of cutbacks. Some 61 percent of US adults over 21 have reduced restaurant spending in the past year, according to a May 2025 study from Chain Store Age. Additionally, 52 percent of consumers have cut back on clothing and shoe purchases.
Financial Pessimism
These cost-cutting measures reflect widespread concern about household finances amid high gas prices and rising inflation. A Gallup poll published Tuesday found that 55 percent of consumers believe their financial situation is worsening, compared to 49 percent during the Great Recession in 2008, indicating heightened pessimism about the financial future.
