It’s no secret that people spend differently in the run up to, and during, the holiday period. And not just in retail stores and online shopping carts, but also in unattended environments. When routines slow down and time pressure eases, consumers behave differently: they linger longer, indulge more readily, and become more open to incremental spending.
Data clearly shows that cashless usage increases in the festive season, and a huge part of this is down to the impact of choice. In our review of spending at unattended locations across categories like massage chairs, laundromats, and vending, we saw that flexible pricing and multi-selection options consistently translated into higher revenue.
Massage chairs: from a quick try to a full experience
Experience-driven machines, like massage chairs, are a prime example of how festive behavior plays out in unattended environments. Pulse data that we collected during the recent holiday period showed that multi-price mode was a particularly strong revenue driver for massage chairs, delivering up to 80% higher average revenue than usual. Reflecting a broader seasonal mindset of self-care and small indulgences, customers were far more likely to choose longer sessions or upgrade to a premium massage type, opting for a more complete experience rather than a short trial.
The takeaway is clear: when people are relaxed and less rushed, they are more open to “treating themselves”. The presence of clearly defined options – different durations or massage levels – makes the decision easier: instead of asking themselves whether to use the chair, their focus is on deciding how much relaxation they wanted to buy.
Laundromats: turning time into revenue
We have seen this phenomenon at laundromats, too. Over the holidays, people often have more flexible schedules, fewer daily constraints, and more tolerance for waiting, all of which change how they use shared services.
Pulse data from laundromat locations showed a clear uplift in revenue during the festive period when flexible payment options are enabled. Machines operating in multi-pulse mode delivered, on average, up to 50% higher revenue. Again, when customers are given flexibility – for example, the ability to extend their wash cycle or add pulses – the decision is no longer about whether to do laundry at a laundromat. Instead, customers decide how much time, convenience, or comfort they want to buy in that moment. Multi-pulse pricing allows operators to capture that willingness to spend, without friction.
Vending in laundromats: traffic feeds opportunity
The impact of holiday behavior doesn’t stop at primary machines. It extends to adjacent unattended services, particularly vending.
Laundromats continue to stand out as high-traffic locations for vending machines, and this advantage becomes even stronger during festive periods. Our data from vending machines at laundromats showed up to 40% month-over-month traffic growth during holidays. As dwell time increases, so does impulse purchasing; customers waiting for cycles to finish are more likely to grab a drink, snack, or convenience item, especially when payment is fast and cashless. The combination of higher footfall, more time spent on the premises, and a relaxed holiday mindset creates a powerful environment for increased spending.
The common thread: choice drives spend
Across all machine types, the pattern that consistently emerges is that peak and festive periods not only boost cashless usage, but also customers’ willingness to spend – particularly when they’re given flexible options. Pulse-based extensions and tiered pricing allow customers to personalize their own experience according to their available time, budget and mood. In times of high traffic, that personalization naturally shifts behavior toward higher-value selections.
Unattended operators relying on fixed setups are leaving potential revenue untapped, even as traffic increases; enabling choice through multi-pulse and multi-price configurations enables them to capture more value per interaction. With Nayax, operators can respond to conditions on the ground in real time, through the Nayax Pulse Wizard in the MoMa management app. If they see an increase in footfall at their machines, they can simply change the pricing or choose from multiple modes – including multi-pulse, multi-price, and pay-as-you-go – to capture the higher revenues enabled by peak demand.
Seasonal opportunity: capturing value before it fades
As people spend their time and money more freely over the holiday period, unattended environments are uniquely positioned to benefit. The demand is there. The infrastructure is in place. And with the Nayax Pulse Wizard in Moma, it couldn’t be easier to make the most of the opportunity, while the festive buzz is in full swing.
Because during the holidays, the question isn’t “Should I use this?” It’s “How much do I want?”
Contact us today to get started.
