The Remarkable Resilience of Car Washes

By Bob Klein, ICA Research Director

If you want a quick read on consumer confidence right now, just ask someone about their vacation plans. Or their dining-out habits. Or the DIY project that’s been sitting in the cart at Home Depot for three months.

Economic uncertainty is rattling nearly every category of discretionary spending. And yet, right there near the top of the list of things Americans say they won’t cut back on, is something that might surprise you. 

Washing their vehicle at a car wash.

Yes, really.

When times get tough, people still prioritize a clean car. 

Car Washing in the Broader Context

Let’s look at the numbers. In a recent Pulse survey, consumers were asked how they expect to change spending in several categories in light of economic turbulence. Here’s what they said: 

• 43% plan to spend less on entertainment.
• 42% will cut back on dining out.
• 39% expect to reduce travel spending.
• 35% will pause home improvement projects.  

And washing their vehicle at a car wash?

Just 25% said they plan to cut back.

That places car washing ahead of clothing, books, even home upgrades in terms of consumer loyalty. Only two things ranked higher: personal care (17%) and vehicle maintenance (7%), both more necessity than indulgence.

Even more telling is this: 60% of people expect to spend the same and 16% plan to spend more on car washing in the coming months. That’s not just resilience. That’s value recognition.

Car Wash Membership: A Priority 

Consumers love their subscriptions — and so do businesses. The subscription economy has grown by 435% over the last decade and is projected to reach a market size of $1.5 trillion by 2025, according to The Subscription Economy Index report. Nearly 75% of companies that sell directly to customers offer some sort of subscription, according to research done by Harvard Business School marketing professor Elie Ofek.  

When it comes to car wash subscriptions, consumers rank it fourth on the importance scale, just behind grocery delivery but ahead of gym memberships, news and restaurant delivery.  

The numbers become even more compelling among car wash members. When asked which subscriptions are most important to them, members rank their car wash membership second overall, trailing only TV streaming services like Netflix and HBO Max. And, only 11% anticipate spending less on washing their car in coming months if the economy continues to remain uncertain.

These are consumers who have made a conscious commitment to keeping their vehicle clean. And they’re sticking with it.

Why Do People Cancel? (Hint: It’s Not You) 

Of course, no subscription category is immune to churn. But here’s where it gets even more interesting.  

When a customer does cancel their car wash membership, it’s rarely because of anything operators did wrong.

According to recent Pulse data: 

• 34% cancel because it’s “too expensive.”
• 26% say they “didn’t use it enough.”
• 24% moved.
• 24% said the price went up. 

But just 6% cited poor value. Only 4% blamed quality. And a minuscule 2-3% mentioned bad experiences or service. That’s a stunning endorsement of industry performance.

In other words, most reasons for cancellation are either economic or circumstantial, not operational. And that’s good news. Because while we can’t control inflation, we can control the things that keep customers satisfied. And clearly, retailers are doing a whole lot right. 

Why They Stay: Emotion, Not Just Logic

There’s something else going on beneath the surface. And it’s not just about convenience or cost.

It’s about how people feel when their car is clean.

In Pulse research, four of the top six reasons consumers use a car wash are emotional. They say: 

• A clean car makes them feel good.
• It makes them feel proud.
• It’s a reflection of themselves.
• It gives them a sense of being put-together. 

That’s powerful.

But on the flipside, there’s a big watch-out. Less than 20% of customers say their favorite wash makes them feel “important” or “special.” Imagine what might happen if we pushed that number up. When emotion meets quality, you have the recipe for lifelong loyalty.  

What This Means for Retailers

So what do you do with this information? Here are three takeaways for your next planning meeting:

1. Don’t underestimate your value. Your customers aren’t. Even in shaky economic times, they’re telling us that your service ranks high on their priority list. That’s not an accident. It’s an endorsement.
2. Focus on the experience. Satisfaction isn’t just about price. It’s about perceived value. The more emotional and consistent your brand feels, the more “stickiness” it creates, even when wallets tighten.
3. Double down on memberships. Membership holders are your most loyal and resilient audience. Treat them like VIPs. Because when someone ranks your monthly wash above their gym, DoorDash and digital news subscriptions, they’re not just buying a service. They’re buying an experience that can capture the head and the heart. 

In short, car washes may not be recession-proof. But they sure seem recession resistant. In an era where nearly everything is up for re-evaluation, Americans are still proudly putting “car wash” near the top of their “must-have” list. 

Consumer Spending Plans

Based on predictions of economic uncertainty, consumers are predicting they’ll be cutting back their spending in these areas: 

43% entertainment 
42% dining out 
39% travel  
35% home improvement  
32% clothing 
28% reading material 
25% washing at the car wash 
17% personal care 
7% vehicle maintenance 

Subscription Importance 

Consumers rated the three subscription plans that were most important to them — and car wash memberships ranked right near the top.  

TV Subscription Service  -  78% 
Streaming Music Service  -  53% 
Grocery Delivery  -  36% 
Unlimited Car Washes  -  31% 
Gym  -  29% 
News/Content  -   21% 
Restaurant Delivery  -  20% 
Satellite Radio   -  15% 
Book Club  -  11% 
Wine/Beer Club  -  5% 

Member Loyalty 

11% anticipate spending less at the car wash due to economic uncertainty, tied with personal care products, and only trailing vehicle maintenance (4%).

60% rank their car wash membership as being most important to them (when noting their top three), trailing only TV services at 67% and topping music services (51%). 

Cancellation Reasons

Why members cancel is as important as why they don’t. Unlimited members open up about why they cancelled their car wash subscription — and it’s mainly because of cost or usage, not value or quality.  

I did use the membership enough  -  26% 
I moved out of the area  -  24% 
Price increased since joining  -  24% 
Lines were too long  -  9% 
Poor value  -  6% 
Poor quality  -  4% 
The wash caused damage to my vehicle  -  4% 
I had a bad experience  -  3% 
Employees were not nice/kind  -  3% 
Poor service  -  2% 
I felt unsafe  -  1%