Nearly half of Americans would rather incur debt than abandon their beauty and wellness routines, even in the face of job loss. According to a March survey by beauty and wellness AI software platform Zenoti, 46 percent of consumers aged 18 and older stated they would go into debt to maintain their self-care regimens if they lost their employment. The findings highlight the lengths to which individuals are willing to go to preserve their appearance and well-being.
Sacrifices for Self-Care
Respondents indicated they are prepared to make other sacrifices to sustain their beauty habits. These include curtailing social activities, postponing vacations, and reducing funds allocated for savings and debt repayment. The survey suggests that credit cards would be the primary method for incurring this debt. Interestingly, job loss might actually spur increased beauty spending, as 33 percent of respondents reported enhancing their self-care routines due to workplace stress or burnout.
Emotional Drivers
Loneliness, financial strain, and major life transitions—circumstances often triggered by unemployment—are among the top reasons people boost their beauty and wellness expenditures. However, there is a limit: 45 percent of respondents said they would reduce the frequency of beauty appointments to cut costs.
Broader Consumer Cutbacks
The study sheds light on the trade-offs Americans are making amid rising inflation and high gas prices. While many prioritize self-care, they are cutting back in other areas. Entertainment is a common 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 monthly on such services.
Dining out is another area of reduction. A May 2025 study from Chain Store Age found that 61 percent of U.S. adults over 21 have lowered restaurant spending. Additionally, over half (52 percent) have cut back on clothing and shoe purchases.
Financial Pessimism
These cutbacks reflect widespread concern over household finances. A Gallup poll published Tuesday reveals that 55 percent of consumers believe their financial situation is worsening, a figure higher than the 49 percent recorded during the Great Recession in 2008. This pessimism underscores the challenging economic climate driving these spending adjustments.
