Staff Report
The Second Quarter 2025 Pulse Report by the International Carwash Association shows diverging trends that reveal economic anxiety but continued strength in car wash loyalty and retail activity.
The ICA released its Q2 2025 edition of “The Pulse Report,” which offers members a detailed snapshot of industry sentiment and consumer behavior based on research conducted in May 2025.
This quarter’s data reveals a notable divergence between how consumers feel about the economy and how they’re spending.
While consumer confidence hit a 13-year low in April, actual retail activity and car wash visits remained strong, driven largely by the entrenched importance of subscription memberships.
The Pulse Report also highlights contrasting business outlooks between retailers and suppliers as they respond to continued economic uncertainty.
“It’s one of the most interesting dynamics we’ve seen in recent Pulse reporting – sentiment softens while consumer behaviors remain surprisingly steady,” Bob Klein, ICA’s research director, said in a statement.
“For our members, this signals an opportunity to double down on reinforcing the value of subscriptions and continue nurturing loyalty.”
Other key takeaways from Q2:
Membership ranks high — Car wash members rank their car wash membership No. 2 in importance, trailing only TV streaming.
Price satisfaction declines — Value and price satisfaction declined among both members and non-members, but loyalty remains strong. Only 2 percent of members report an intent to cancel.
Retailer caution grows — While current sentiment is stable (63% positive), expectations for the next six months dropped 10 points from Q1 to 58%.
Supplier confidence rebounds — Suppliers reported low current confidence (41%) but a much more optimistic six-month outlook (68%).
The Pulse Report Q2 also includes statistical insights into the broader economic backdrop, including updates on consumer confidence, real retail spending and how businesses are adapting to tariff uncertainty.
The findings echo recent national data that show consumer sentiment remains shaky, but actual spending is on the rise, suggesting that opportunity exists for businesses that can align value.
“As you read through this issue of The Pulse Report, think about what insights apply directly to your own business — and how to use this data to stay resilient and responsive in uncertain times,” said Shaneen Calvo, director of content at ICA.
Pulse™ is International Carwash Association’s proprietary research brand. Its mission is to help members grow their business through access to timely consumer and industry data and actionable insights.
A copy of the full report can be obtained every 90 days by subscribing for $120 a year at www.carwash.org/join.
