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Sofie Pavitt is the “Acne Whisperer” of New York City, a place where 8.48 million people call home and customer needs and preferences can vary widely. “My studio is in downtown Manhattan and my clientele differs from that of an esthetician uptown,” she said. “A studio on, say, the Upper East Side caters to an older, wealthier demographic with different skincare needs.”
Pavitt’s insight inspired us ask what data can reveal about the range of tastes and price tolerance across the five boroughs. Looking at the numbers, we saw key differences: In Manhattan, customers routinely drop almost $100 for Russian manicures that cost about a third of the price in the Bronx.
Whether you run a salon, a retail store, or are restaurant owner, if you operate a business in New York City, you navigate five distinct ecosystems with each borough. A $7.50 specialty pizza slice customers line up for in Brooklyn, for instance, might sit untouched in the Bronx, where the majority of pizza orders – 91% to be exact – are plain and a slice costs about half that price.
Square data from January to June 2025 tells a story of a city where identical services can cost 400% more in one neighborhood versus another. But that’s not all. From shifts in late-night spending to new trending beauty services, here are the surprising neighborhood spending patterns that offer a more complete view of your customers’ relationships with money, their values, and priorities.
Russian manicures are up 157% in Manhattan, but not everywhere
New Yorkers are willing to pay for pampering, but the price tags differ with identical services offered for vastly different prices across the city, based purely on location. Some beauty services, like Russian manicures, have exploded in popularity in Manhattan, up 157% since January 2024 in service count with nearly 30% market share. Even more shocking? A single appointment is priced at nearly $96 on average.
The same Russian manicure is about a third of the price in the Bronx, at almost $31, and it’s far less common in the borough, representing about 4% of services. Gel manicures, however, dominate the Bronx, making up for about 82% of appointments and costing a little more than $38, about half of the price of the average gel manicure in Manhattan. And Staten Island prefers gel manicures almost exclusively, making up 88% of services.
Trends like these matter. For licensed esthetician Sofie Pavitt, success was all about learning exactly what her clients wanted. “Most clients feel overwhelmed by the barrage of skincare information online,” Pavitt said. “They’re desperate for guidance. That’s what our studio provides. Skincare education is a cornerstone of our client experience, not only during appointments but also through our social media, Substack, and weekly newsletter.”
What this means for business owners: The more you can market exactly what your audience is looking for, the better. In Brooklyn and Queens, there’s a growing interest in chrome, ombre, and dip powder services. Beauty service providers should track style trends and elasticity by borough because the landscape is constantly changing. While Manhattan salons can justify higher prices with specialization, other boroughs benefit from consistency and affordability.
Late-night spending in Queens is up 11% year-over-year
Across boroughs, lunch is the most popular meal to eat out. But in Manhattan, food and beverage transactions are booming at all mealtimes. The borough is where millions of commuters work; hungry office workers alongside people who work from home, tourists who are glued to the map on their phone and business travelers who are gladly expensing all of their meals. With plenty of options to choose from, it’s no surprise that there isn’t much downtime in Manhattan. We call it The City That Never Sleeps for a reason.
But when it comes to nightlife – defined by Square as 9 p.m. up until 2 a.m. – an interesting shift is happening. Nightlife is growing and thriving outside of Manhattan, signaling a major change in how New Yorkers party and spend their late nights. Manhattan’s late-night spending actually declined 0.2% from the first half of 2024 to the first half of 2025, which might seem small, but is significant given how much the borough has historically dominated nighttime spending in the past.
Late-night dinner and nightlife spending in Queens is up 11%, particularly in the 11417 and 11378 zip codes. And late-night spending the Bronx surged nearly 7% overall, driven by areas like zipcode 10469, which grew by nearly 18%. This data suggests that people are increasingly choosing to stay local for post-work drinks and late-night dinners instead of trekking into Manhattan or Brooklyn. Think salsa nights, Dominican cuisine, and spots that are all about live music.
In Brooklyn, late-night activity is concentrated heavily on Fridays and Saturdays. Since Brooklyn is a dance club hub, the borough’s weekend-focused spending stands out, cementing its reputation as a nightlife destination.
What this means for business owners: If you’re operating in Queens or the Bronx, there’s pent-up demand for high-quality late-night options, and locals are ready to spend money closer to home. Brooklyn business owners should consider extending their weekend hours and promoting late-night eats.
Late-night spending changes by borough, from the first half of 2024 to the first half of 2025:
- Queens: +11%
- Bronx: +6.5%
- Brooklyn: +0.4% – with a concentration on weekends
- Manhattan: -0.2%
- Staten Island: -22.0%
Just 22% of pizza orders in Brooklyn are cheese, compared to 91% in the Bronx: Hyperlocal tastes are shaping the next era of menu design
In New York City, your pizza order says much about who you are and what you like. It’s estimated there’s more than 4,500 pizza shops city-wide, and Square data reveals different tastes by borough. In Brooklyn, a borough known for trendsetting, plain cheese is the least popular slice. And customers pay $32 on average for a whole pie – the highest price in the city.
Brooklyn is home to L’industrie pizza shop’s first location. For owner Massimo Laveglia, appealing to local tastes required a lot testing. “It was a learning process every day,” Laveglia said, recalling the early days of the shop. He initially launched the menu with 25 slices, but it became difficult to fulfill orders quickly. When general manager Nick Baglivo joined the team, he scaled back the menu to offer roughly 10 options, boosting efficiency and allowing the team to focus on perfecting the pizza.
What customers’ pizza order reveals about neighborhood priorities:
- Brooklyn = innovation over tradition: Plain cheese accounts for just 22% of orders while specialty slices command premium prices. Consumers pay $5.75 for burrata slices, reflecting a willingness to experiment and pay more for unique offerings.
- The Bronx = value and reliability: 91% of pizza orders (whole pies and individual slices) are plain, and plain slices average under $5, indicating that consumers prioritize straightforward quality at affordable prices. The focus is on substance over novelty.
- Manhattan = convenience premium: While slice prices are comparable to other boroughs, volume counts are highest here, tracking against Manhattan’s busy reputation during all mealtimes. The borough tallied 159,445 orders for burrata, cheese and pepperoni slices in the first half of the year — far more than any other borough.
- Queens = strategic spending: Margherita pizza dominate over 50% of orders while only 2% choose burrata, showing consumers want quality ingredients but won’t pay Manhattan premiums for trendy toppings.
- Staten Island = simplicity preference: Strong preference for plain pizza (74% of orders) reflects straightforward tastes without the need for elaborate options or experiences.
What this means for business owners: These patterns reveal distinct consumer values across boroughs. Brooklyn customers will pay for creativity and uniqueness. Bronx customers prioritize value and authenticity. Manhattan customers demand high quantities at reasonable prices. Queens customers want quality, and Staten Island customers prefer simple, reliable options.
The practical takeaway: Menu strategy should match neighborhood economics and values, not just taste preferences. Brooklyn consumers are willing to pay for innovation and Instagram-worthy offerings. Bronx consumers want consistent quality at fair prices. Manhattan consumers look for quantity, while Queens consumers seek the balance between quality and value.
While 50% of bagel orders in Brooklyn are everything bagels, onion bagels dominate in the Bronx
Just like with pizza, your bagel order is a New York identity. Does anyone remember when the cinnamon raisin bagel with lox went viral? It’s safe to say New Yorkers know what they want when it comes to bagels, and in Manhattan, customers aren’t afraid to pay for customization. But not all boroughs are the same. While adding plain cream cheese is often free in the Bronx, it costs $4 in Manhattan.
Here’s the breakdown:
- Manhattan = premium customization culture: Consumers pay $4 for plain cream cheese (generating $156,000+ in revenue) and willingly drop $10.58 for smoked salmon. Even plant-based options like tofu cream cheese ($3.29) find steady demand at 6% of orders.
- Brooklyn = plant-based pioneers: Tofu cream cheese represents 23% of all cream cheese orders — nearly four times Manhattan’s rate. Everything bagels dominate at almost half (43%) of orders, reflecting the borough’s preference for flavor versus plain classics.
- The Bronx = keep it simple and affordable: The only borough where everything bagels don’t dominate — onion bagels lead instead. Plain cream cheese comes free (suggesting it’s comped), and scallion cream cheese appeared in just four orders all year.
- Queens = practical luxury: Consumers pay $4.55 for plain cream cheese and $12 for smoked salmon — showing willingness to spend on quality.
The bigger story: These aren’t just ordering preferences — they’re economic indicators of how different communities prioritize spending. Manhattan consumers will pay premiums for quality and convenience. If you’re commuting into the city and running late to a big meeting, for example, a $10.58 smoked salmon upgrade may feel reasonable. Brooklyn consumers pay extra for values alignment. Bronx consumers expect value. Queens consumers want quality luxuries.
For business owners: The universal bagel menu is dead. Success means understanding whether your customers view breakfast as fuel, self-expression, community gathering, or practical necessity, then pricing and customizing accordingly.
Major events don’t guarantee spending boosts: Spending was down 66% during the Thanksgiving Day Parade
Crowds don’t always equal cash, and major events and holidays in New York reveal counterintuitive spending patterns. The Thanksgiving Day Parade in Manhattan provides the clearest example. Despite massive crowds of tourists and locals, food and beverage spending dropped 66% across Manhattan that day compared to the previous Thursday. The decline is still evident (27%) even when filtering out businesses that closed for the holiday, suggesting reduced spending rather than just closed establishments.
But tourists get creative with Thanksgiving plans. The 10036 zip code, which includes Midtown West and Hell’s Kitchen, experienced a 39% spending increase, driven almost entirely by sightseeing activities.
New Year’s Eve in Times Square has also shown a decline in spending effectiveness over time. Late-night food and beverage transactions went from 10% in 2022 to 7.2% in 2024.
What this means for business owners: It’s important to plan around actual consumer behavior, not just foot traffic for city events. Get micro. Zip code-level planning and targeting matter more than ever.
Five markets, not one city
For business owners, the message is clear: New York City spending habits vary so dramatically that identical services can require completely different business models depending on local demand. Understanding these patterns — and adapting accordingly — is the difference between struggling against local preferences and building a sustainable, profitable business that connects with its community’s actual spending priorities.
In a city with so much change and social media influence, anything is possible, so it’s important to invest in change early to capture growth and capitalize on it. That’s why places like Meow Parlour, New York’s first cat cafe, exist.
The window for capitalizing on trends is narrow, but it’s essential for New York’s business owners who are aiming to tap into and leverage trends before they peak. Russian manicures and margherita pizza slices are on the rise, for example, but they might not be soaring for long.
