How to research local salons and hairdressers

To build a successful hair business, you need to know exactly who you are up against. By mapping out the services, prices, and reputations of nearby salons, you can identify "market gaps"—the services people want but cannot currently find—ensuring your new venture offers something truly unique that attracts loyal clients from day one.

Identify your local rivals

Start by defining your "patch." If you are opening a physical salon, look at everything within a 15-minute walk or drive. If you are mobile, look at the key postcodes you plan to cover. Use Google Maps, Instagram, and Facebook to find:

• Direct Competitors: Salons or barbers offering similar services to your intended style (e.g., high-end colour boutiques or quick-service barbers).
• Indirect Competitors: Home-based stylists, mobile hairdressers, or even luxury spas that offer hair services.

Analyse their offering

Once you have a list of 5–10 competitors, go deep into their business model. Visit their websites and social media pages to gather data. A simple way to organise this is by using a comparison table:

Competitor Name	Core Services	Price Point (Cut & Blow-dry)	Target Audience	Main "Vibe"
The Mane Street	Balayage, Extensions	£55 - £75	Young professionals	Trendy, Instagrammable
Classic Cuts	Perms, Tints, Sets	£30 - £45	Seniors/Locals	Traditional, Friendly

Pay close attention to the brands they use. Do they stock premium brands like Kérastase or vegan-friendly ranges like Aveda? This tells you which "tribe" they are trying to attract.

Look for the "Gaps"

The "gap" is where your biggest opportunity lies. This is a need that isn't being met by the current high street. To find it, look for patterns in what is missing or what people are complaining about in online reviews.

• Convenience: Do all local salons close at 5:00 PM? There might be a gap for "After-Work" appointments until 9:00 PM.
• Specialisms: Is there anyone in the area specialising in curly hair (CGM), scalp health, or vivid fashion colours?
• Experience: Are the local salons very noisy and intimidating? There could be a gap for a "quiet salon" experience for neurodivergent clients or those wanting a relaxing escape.
• Demographics: Is the area full of young families but no one offers a dedicated, stress-free kids' cutting service?

Pro Tip: Read the three-star and four-star reviews of your competitors on Google. These are often the most honest. They will tell you exactly what the salon does well, but more importantly, where they are slightly "missing the mark"—which is where you can step in.

Synthesise your findings

After your research, you should be able to complete this sentence: "While most salons in [Area] focus on [Common Service], there is a lack of [Your Identified Gap], which I will fill by offering [Your Unique Selling Point]." This clarity will make your marketing much more effective later on.