Did you know that word-of-mouth marketing (WOMM) is the most effective way to gain more tattoo clients? That means providing exceptional experiences and eye-catching art are integral in growing a successful tattoo business.
The tattoo industry has evolved significantly over the years, transforming from a niche subculture to a mainstream phenomenon. Owning a tattoo shop is about the art and the love of the craft & the culture, we know that. But as a business owner, it's crucial to stay ahead of the curve by understanding the other side of the coin too—market trends, nurturing talented artists, and employing efficient business strategies. In this article, we'll explore key insights in the tattoo industry based on research done by University of San Francisco graduate students, on behalf of Vagaro—and how all that info can help shop owners like you thrive in your industry.
Market Insights
Rising Popularity: Tattoos are more popular than ever before. According to USF’s study, there was a 23.2% rise in Americans getting tattoos this year. This increase is due to lifted COVID-19 restrictions, demographic & cultural trends, and workplaces being more accepting of body art. Other market drivers include social media trends and tech advancements, like augmented & virtual reality.
Diverse Customer Base: Tattoos are no longer confined to specific demographics. Tattoo artists are catering to a wide range of clients, from specialized and customized designs to a rise in permanent makeup—consumer interest for all types of tattoos is growing.
The amount & placement of tattoos varies greatly among American demographics:
- 32% of people in the US have one tattoo.
- 34% of men have upper back/shoulder tattoos.
- 27% of women have ankle tattoos.
Digital Presence: Social media platforms have become vital for both tattoo artists and salon business owners. Instagram, particularly, is an excellent platform for tattoo artists to showcase their work, gain recognition, and attract new clients. Tattoo businesses that are featured on a marketplace also have a better chance of booking more clients, according to the USF study.
Artist Insights
Diversity & Inclusion: The tattoo community is becoming more inclusive, with artists from different backgrounds and cultures. Currently, the tattoo industry is male dominated with 75% male artists vs. 25% female tattoo artists. European, Latino and African American men are the top business owners, followed by Asian and American Indian & Alaska Native men.
Skill & Specialization: Many artists specialize in specific styles or techniques (such as Watercolor, Traditional, Japanese, etc.) allowing them to excel in that niche and make more money per service. You become known for a certain style of work and when you become known for doing it well, people know to come to you for it—and that’s your marketing right there. And with the right marketing tools, your artistry becomes your amplified brand.
Tattoo Artist Revenue: The average salary for a tattoo artist is around $51,867. About 10% of artists make more than $400k annually, and around 20% make between $100k–$200k per year. Some of the main drivers of revenue growth is:
Number of years in the tattoo industry
Social media presence/influence
Location of tattoo studio/salon (businesses in urban areas tend to generate the most revenue)
Business Insights
Time constraints offer significant obstacles in maintaining a successful tattoo business. Depending on the consultation, design, approval and finalization, one tattoo can take up to 60 hours to complete. Some of the most popular body art & body modification service types include:
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Custom Tattoos: 97%
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Predesigned Tattoos: 80%
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Permanent Makeup: 47%
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Body Piercing: 17%
On an average, tattoo artists see 15 customers per week. Custom-designed tattoos are the most popular service and take the most time. It’s also important to mention that cash is the most-used payment method by customers.
Tattoo business owners should prioritize effective time management strategies to ensure their success. By implementing efficient scheduling, client communication, and administrative tasks, they can create a thriving and well-organized tattoo studio. Vagaro offers all these features and more to help get your tattoo business found, booked & paid.
Conclusion
The tattoo industry is in a state of constant evolution. Market trends, artistic innovation, and business practices are continuously changing. Whether you're an artist looking to establish your career or a shop owner seeking to thrive in your industry, staying informed about market dynamics, artist insights, and sound business practices is crucial. Embracing these insights will not only contribute to the success of individual artists and studios, but will also continue to shape the fascinating world of tattooing for years to come.
To view the full USF research report and see how it affects you as a shop owner or self-employed tattoo artist, click HERE.
Check out Vagaro tattoo studio software for all your booking & shop management needs. It’s the app that grows with your business and supports you at every step. Try it free for 30 days and see what it can do for you.