Beauty and personal care · Small-town market · Missouri
Nail salons in the Marshall, MO area
How the Marshall, MO area compares with other small-town markets and the U.S. for nail salons: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 34 out of 100: Lower middle
Ranked #308 of 387 scored small-town markets
#10 of 12 scored small-town markets based in Missouri
- Listings
- 5
- 2 chain locations (40%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $6.9M
- On personal care products and services · $858 a household
- Spending per listing
- $1.4M
- 17% below the U.S.
- Listings per 10k households
- 6.2
- 3% above the U.S.
- Population, 2025
- 23,265
- −0.3% since 2020
See the nail salons around any address in the Marshall area
The site report maps the nail salons on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Groundwork market score for nail salons in the Marshall area is 34 (lower middle), #308 of 387 scored small-town markets and #10 of 12 scored small-town markets based in Missouri. That puts it in the bottom quarter of small-town markets.
As of September 2026, map listings count 5 nail salons in the Marshall area. Chain locations make up 40% of them, against 27% across the U.S. That comes to 6.2 for every 10,000 households, 3% above the U.S. rate of 6.0.
At $858 per household (15% below the U.S. average), households in the Marshall area spend about $6.9M a year on personal care products and services. That is about $1.4M of household spending for each salon on map listings, 17% below the U.S. figure of $1.7M. That spending covers all personal care products and services, which nail salons share with other businesses in the trade.
There is no official count of businesses with payroll classed as nail salons in the Marshall area: counts under 3 aren’t published. Between 2020 and 2025, the population of the Marshall area declined 0.3%, against +3.1% for the U.S.
How the Marshall area compares
The same measures for Missouri and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the nail salons counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Marshall area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 6.2 | 4.7 | 6.0 |
| Spending per listing | $1.4M | $2.1M | $1.7M |
| Households per official establishment | n/a | 6,286 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +32.1% | +23.2% |
| Population growth, 2020–2025 | −0.3% | +1.9% | +3.1% |
| Spending per household on personal care products and services | $858 | $970 | $1,005 |
| Median household income | $57,931 | $70,702 | $80,734 |
| Groundwork market score | 34 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- 10Businesses with no payroll
- Map listings, September 2026
- 52 chain locations
- Listings at the U.S. rate for this spending
- 4The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as nail salons in the Marshall area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Marshall area
- Population, 2025 estimate
- 23,265−0.3% since 2020
- Households
- 8,053
- Median age
- 36.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.9
- Land area
- 756 sq. mi.
- People per square mile
- 31
- Median household income
- $57,931+29.5% vs. 2015–2019, before inflation
- Average household income
- $76,384
- Median home value
- $150,500
- Jobs located here
- 9,081
- Daytime population
- 21,701Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshall area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the nail salons on map listings by name and distance.
Or open the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardNail salons across Missouri
Every Missouri market ranked →The highest-scoring small-town markets in Missouri for nail salons, numbered among those based in Missouri (a market based in another state is listed without a number), with the Marshall area marked.
Top small-town markets in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sedalia, MO | 72 | 5 | 2.9 | $3M | +2.9% | #45 of 387 |
| 2Fort Leonard Wood, MO | 69 | 5 | 3.0 | $3M | +0.8% | #70 of 387 |
| 3West Plains, MO | 62 | 5 | 3.1 | $2.6M | +2.5% | #112 of 387 |
| Quincy, IL-MO | 61 | 13 | 4.2 | $2.2M | −2.0% | #122 of 387 |
| 4Branson, MO | 59 | 8 | 3.5 | $2.5M | +1.7% | #134 of 387 |
| 5Warrensburg, MO | 58 | 9 | 4.3 | $2.2M | +4.9% | #139 of 387 |
| 6Rolla, MO | 58 | 7 | 4.0 | $2.2M | +1.6% | #140 of 387 |
| 7Sikeston, MO | 55 | 7 | 3.5 | $2.4M | −0.3% | #162 of 387 |
| 8Lebanon, MO | 53 | 6 | 4.1 | $2M | +2.5% | #182 of 387 |
| 9Farmington, MO | 51 | 12 | 4.8 | $1.8M | +2.1% | #200 of 387 |
| 10Marshall, MO | 34 | 5 | 6.2 | $1.4M | −0.3% | #308 of 387 |
Other business types in the Marshall area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
- Salons, barbers and spas54
- Hair salons49
- Barbershops
- Nail salons34
- Spas and skin care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many nail salons are in the Marshall, MO area?
The Marshall area has 5 nail salons on map listings as of September 2026. 2 of them (40%) are chain locations. The listings count nail salons. No official count is published for nail salons in the Marshall area: counts under 3 are left out. Official counts list 10 one-person businesses without payroll.
How much do households in the Marshall, MO area spend on personal care products and services?
About $6.9M a year, or $858 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 5 nail salons on map listings, it comes to $1.4M per salon. The spending figure covers all personal care products and services, not only nail salons. It is estimated from the incomes of the 8,053 households in the Marshall area and national spending patterns by income.
How does the Marshall, MO area compare with the U.S. for nail salons?
The Marshall area has 6.2 nail salons per 10,000 households, 3% above the U.S. rate of 6.0. Spending per salon is $1.4M, 17% below the U.S. figure of $1.7M. At the national ratio of nail salons to household spending, the Marshall area would have about 4, against 5 on map listings.
How fast is the Marshall, MO area growing?
Population estimates put the Marshall area at 23,265 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 8,053 households. The median household income in the Marshall area is $57,931 a year, 28% below the U.S. median of $80,734. That rose 29.5% from the 2015–2019 survey, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Marshall area scores 34 for nail salons (lower middle), #308 of 387 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Marshall area. It maps the nail salons on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for nail salons · All 56 business types in the Marshall area
Screening a site or an acquisition in the Marshall area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.