Fewer Indonesians Visiting Barbershops as Economic Uncertainty Bites

National economic uncertainty is creating a ripple effect across various business sectors, including barbershops. Several barbers have reported a decline in customer numbers amid the financial pressures facing the public. Deni, an employee at Asgar Barbershop in Tebet, South Jakarta, has noticed a downward trend in customers recently. By midday, only one customer had visited. “When it’s busy, we can get nine to 15 people. But when it’s quiet, only three. Today, until this hour, there’s only been one customer,” Deni said. Despite offering relatively affordable services, with prices ranging from Rp7,000 to Rp50,000, the proliferation of competing barbershops has spread the customer base thin. Deni also believes that weakened purchasing power is affecting the number of visitors. “Compared to last year, the decline is noticeable. The economic situation has an impact,” he said. He noted that customers, who are mostly from the lower-middle class, are now cutting back on visits to manage their daily expenses. As a result, the shop’s revenue has become increasingly dependent on seasonal peaks. In the Mampang Prapatan area of South Jakarta, barbershop manager Ibrahim also reported inconsistent customer numbers. His shop tends to be busier on weekends or after 3 p.m. on weekdays. “Thankfully, there are customers every day, but the numbers vary. We’ve had 20 before, but it’s rare. On ordinary days, it’s usually three to five heads,” he explained. Ibrahim charges Rp35,000 for adults, Rp25,000 for children, and Rp10,000 for beard trims. He pointed out that the barber business differs from essential services like food, as haircut frequency varies per individual. Rising prices of basic necessities have also made people more cautious with their spending, including on haircuts. Ibrahim hopes the economy will stabilise so everyone can meet their needs. For now, he relies on customer loyalty. “We just want things to be normal. We’re ordinary people; we don’t ask for much. Just standard, normal prices,” he said. Meanwhile, Diana Ganefa, owner of Gamma Barbershop in South Tangerang, started her business three years ago seeing an open opportunity. She hopes haircuts will become a routine necessity for Indonesians. “The opportunity in this business is still open; the hope is that haircuts become a regular need for the Indonesian people,” she stated. However, customer numbers at her shop remain unpredictable, ranging from as few as two to as many as 15 per day. Like other locations, her barbershop tends to be busy only during certain moments, such as weekends, ahead of Eid, and at the start of the new school year.