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Why Bookings Don’t Tell the Whole Story If you’ve felt like your salon was busy  in 2025 but the money didn’t always feel consistent — you’re not imagining it. Across the U.S. beauty industry, 2025 told a very clear story: Revenue growth did not always come from more bookings. Instead, the salons that performed best focused on pricing, retention, memberships, and average ticket value. By comparing industry-wide data from the last four quarters of 2024 vs 2025 , we can clearly