Day Spas by the Numbers U.S. day-spa establishments take in about $12 billion in annual sales. The number of U.S. day spas has increased by 155% since 1997. In 2004 there were 10,000 U.S. day spas. Consumer spending at day spas now ranks fourth among spending on all leisure activities.

A Look at Day-Spa Services Among the products and services day spas offer are massages, body treatments, facial treatments, aromatherapy and hydrotherapy or steam/sauna. It should also provide one of the following: counseling for nutrition or weight management; a private trainer, yoga or meditation; and spa cuisine. Spas should include private treatment rooms for each client receiving personal service, with licensed aestheticians and therapists on the staff. According to guidelines from the Day Spa Association, a true day spa should have a clean, safe, calming and nurturing environment.

Who’s Getting the Treatment The typical day-spa customer is a woman aged 24 to 35, who is college educated and married but with no children living at home. This customer visits the spa from once every month to once every three months, and tends to come alone. Women aged 45 and older visit day spas for anti-aging treatments and because these facilities offer a temporary escape from stress.

Other Customer Groups Day spas' male clientele has grown to about one- fifth of the total customer base. Spa attendance and interest has increased among all age groups and income levels, especially those with lower incomes.

Spa Preferences The overwhelming majority of day- spa goers prefer to go to a spa that's close to home, rather than a destination or spa vacation. In choosing a spa, a large proportion of spa goers base their choice on the quality of the spa's service. The majority of spa customers prefer to go to a day spa with a friend, rather than alone. More than three out of five people who have never been to a spa don’t go because of the cost.

The Staff Challenge Staff expertise is one of the key factors in building a spa’s customer base. The quality of their staffs is a major challenge for spas. Staff expertise is also crucial considering the years it takes to master spa techniques.

Spas in the Years Ahead As they age, baby boomers will increase their demand for day- spa services as treatments for health conditions. Day spas have inaugurated teen programs and included children's parties among their services, thus creating new customers for the long term. Demand for spa services will grow among lower-income consumers as their disposable incomes increase in the years ahead. Down the road, luxury spas will feature massage oils based on precious gems, four-hour massages, private hotel/spa rooms and big-name designer spas.

Advertising Strategies The day-spa experience is one of the most sought-after by a broad range of consumers. A local day spa needs television in its marketing program because it’s the best medium for informing local consumers about the best place they can get the spa treatments they want so much. TV is viewed by an overwhelming majority of consumers in every age, income, ethnic, educational and employment demographic  which is especially important given the expansion in day spas’ customer base. No other medium has the reach of television, which nearly all consumers watch every day; and no other medium can deliver the audience during crucial dayparts that TV delivers. The facility, the staff and the treatments all play vital roles in establishing a local day spa as the place to go for local consumers. When planning an advertising campaign for a spa, make sure that it uses television’s unique abilities in combining sight and sound to focus on these critical aspects of the day spa’s operation.

The answer is three simple reasons! Why TV? The answer is three simple reasons!

Why TV? 1. Your customers and potential customers use it — viewing daily for long periods of time. 2. TV’s attributes of sight, sound, motion and emotion let you best communicate your message to these people. 3. Television works in dollars returned!

Remember, Only television can give you: Why TV? Remember, Only television can give you: The right message To the right people At the right time In the right place!