Girls Day Out
By George Anderson
Rita Greeley said what she is doing with her business is just a new approach to an activity that has been going on a very long time. That activity, says the owner of Wishes for Girls, a day spa for teens and tweens, is girls “playing dress up.”
According to a report in The Boston Globe, businesses such as Ms. Greeley’s have become an $11 billion a year industry.
Today, young girls celebrate birthday parties and other occasions by taking their friends to spas catering to consumers just like them.
Ms. Greeley’s shop is designed specifically for her customers. One room called “Little Darlings” is set up to care for girls between four and eight. The store also has rooms for tweens and one for older high-school aged kids.
Each room, she said, is “supposed to look like the ultimate girl’s fantasy bedroom.”
Teens and college-age girls made up about 10 percent of spa sales in the Boston areas 10 years ago, according to the report. Today, that figure stands at about 33 percent.
Lisa Hills, spa director at Beaucage in Boston, said it’s not unusual for younger clients to come in and spend $400 for a variety of services.
Gina Gonnella, manager at the Grettacole Day Spa and Salon, said her business has seen a definite increase in the number of high schoolers spending hundreds for services such as pedicures and hair colorings.
What is Ms. Gonnella’s assessment of her younger clientele?
“This generation is spoiled,” she said. “And to be honest with you, some of the kids who come in really are brats.”
Moderator’s Comment: What immediate consumer insights can other retailers gain from the growing popularity of day spas targeted to girls from four through
college-age? What does current behavior suggest about what types of consumers these girls will become when they reach adulthood? –
George Anderson – Moderator