The Growing Demand for Quiet Services

Avoiding conversation is increasingly common, even outside the home, fueled by services prioritizing quiet time.

Andrew Edwards, co-founder of Sunday Salon, a North Carolina hair studio offering “silent” appointments, explains this trend as enabling clients to relax without social interaction.

Silent haircuts are gaining popularity, alongside silent ride options on Uber and Lyft (13% of Lyft Black and Extra Comfort riders opted for this in 2023). Similar quiet options are emerging in massage studios and even retail stores, where a signal (like a blue bag) can indicate a customer’s preference for no interaction.

Other businesses facilitate social avoidance. Ichiran restaurants feature private booths for solitary dining. The widespread adoption of self-checkout technology in the U.S. minimizes customer-clerk interaction, reaching significant levels according to RBR Data Services.

Quiet is also embraced in leisure. The “solo strolling” TikTok trend highlights the appeal of solitude. Silent Book Clubs, described as “introvert happy hour,” are flourishing nationwide, with nearly 1,500 chapters globally.

Laura Gluhanich, co-founder of Silent Book Club, notes its popularity as a low-pressure social option. While some chat before or after reading, the core experience is silent.

Professor Jessica Methot suggests the rise of silent services is partly due to societal polarization, with people seeking to avoid potentially contentious conversations.

However, Methot cautions against the potential downsides of avoiding small talk, citing research indicating its energizing effects and underestimation of its value. She views small talk as vital social glue, expressing concern that reduced in-person interactions may contribute to loneliness.

Yet, many see silent services as beneficial. Edwards explains that his salon introduced silent appointments in 2021 due to mask-related communication challenges. The option now caters to diverse needs, including napping, working, or simply unwinding. It also accommodates those who might feel stressed by small talk with strangers.

Edwards initially had reservations, recognizing communication as a significant aspect of hairstyling. Despite this, customer response has been positive, reflecting a desire for respite from constant connectivity.