Nearly half of American adults would be willing to go into debt to maintain their beauty and wellness routines, even if they lost their jobs, according to a survey by beauty and wellness software platform Zenoti. The March poll of consumers aged 18 and older found that 46 per cent would use credit cards to keep up appearances after a job loss.
Respondents said they would also sacrifice their social lives, delay vacations, and reduce savings and debt repayment to fund self-care. Some 33 per cent of those surveyed reported increasing their beauty spending due to workplace stress or burnout.
The study highlighted that loneliness, financial stress, and major life transitions—circumstances a job loss could create—are key drivers of increased beauty and wellness spending. However, 45 per cent said they would reduce the frequency of beauty appointments to cut costs.
The findings come as Americans make trade-offs amid rising inflation and high gas prices. A separate Deloitte study found that 40 per cent of households have dropped at least one streaming service in the past three months, while 61 per cent of adults have cut restaurant spending, according to Chain Store Age. Over half (52 per cent) have reduced spending on clothes and shoes.
Consumer confidence is low: a Gallup poll published in May found that 55 per cent of Americans believe their financial situation is worsening, compared to 49 per cent during the Great Recession of 2008.
