Beauty and personal care · Small-town market · New Hampshire
Nail salons in the Keene, NH area
Competitor counts, household spending and official business counts for nail salons in the Keene, NH area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 87 out of 100: High
Ranked #6 of 387 scored small-town markets
#1 of 4 scored small-town markets based in New Hampshire
- Listings
- 8
- 1 chain location (13%)
- Official establishments
- 3
- Businesses with payroll, 2023
- Household spending a year
- $31.1M
- On personal care products and services · $1,017 a household
- Spending per listing
- $3.9M
- 2.3 times the U.S.
- Listings per 10k households
- 2.6
- 57% below the U.S.
- Population, 2025
- 78,269
- +2.3% since 2020
See the nail salons around any address in the Keene 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 Keene 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 Keene area scores 87 (high) on the Groundwork market score for nail salons, ranking #6 of 387 scored small-town markets and #1 of 4 scored small-town markets based in New Hampshire. That puts it in the top 10% of small-town markets for nail salons.
Household spending on personal care products and services in the Keene area comes to about $31.1M a year: $1,017 per household, in line with the U.S. average. That is about $3.9M of household spending for each salon on map listings, 2.3 times the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
The Keene area has 8 nail salons on map listings as of September 2026. One of them (13%) is a chain location, against 27% across the U.S. Per 10,000 households, that is 2.6, 57% below the U.S. rate of 6.0.
In 2023, official counts showed 3 businesses with payroll in the Keene area classed as nail salons. That is one for every 10,207 households, against one for every 3,754 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $25K has gone to businesses classed as nail salons in the Keene area. Population estimates put the population change in the Keene area from 2020 to 2025 at +2.3%, slower than the U.S. (+3.1%).
How the Keene area compares
The same measures for New Hampshire 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 | Keene area | New Hampshire | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.6 | 5.1 | 6.0 |
| Spending per listing | $3.9M | $2.2M | $1.7M |
| Households per official establishment | 10,207 | 3,232 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +10.3% | +23.2% |
| Population growth, 2020–2025 | +2.3% | +2.7% | +3.1% |
| Spending per household on personal care products and services | $1,017 | $1,123 | $1,005 |
| Median household income | $83,329 | $99,031 | $80,734 |
| Groundwork market score | 87 | 55 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3
- Employees, 2023
- 20
- Annual payroll, 2023
- $896K
- One-person businesses, 2023
- 13Businesses with no payroll
- Map listings, September 2026
- 81 chain location
- Listings at the U.S. rate for this spending
- 19The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $25K
SBA-backed loans to businesses classed as nail salons in the Keene 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 Keene area
- Population, 2025 estimate
- 78,269+2.3% since 2020
- Households
- 30,620
- Median age
- 44.4
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 707 sq. mi.
- People per square mile
- 109
- Median household income
- $83,329+28.7% vs. 2015–2019, before inflation
- Average household income
- $105,430
- Median home value
- $280,100
- Jobs located here
- 32,125
- Daytime population
- 72,018Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Keene 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 Keene 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 New Hampshire
Every New Hampshire market ranked →The highest-scoring small-town markets in New Hampshire for nail salons, numbered among those based in New Hampshire, with the Keene area marked.
Top small-town markets in New Hampshire
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Keene, NH | 87 | 8 | 2.6 | $3.9M | +2.3% | #6 of 387 |
| 2Lebanon-Claremont, NH-VT | 87 | 26 | 2.8 | $3.6M | +1.5% | #7 of 387 |
| 3Laconia, NH | 64 | 9 | 3.4 | $3.1M | +2.1% | #98 of 387 |
| 4Concord, NH | 56 | 31 | 5.1 | $2.1M | +2.6% | #153 of 387 |
Other business types in the Keene 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 spas49
- Hair salons48
- Barbershops62
- Nail salons87
- Spas and skin care53
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many nail salons are in the Keene, NH area?
Map listings as of September 2026 show 8 nail salons in the Keene area. One of them (13%) is a chain location. The listings count nail salons. Official counts show 3 businesses with payroll classed as nail salons in 2023. Official counts also show 13 one-person businesses without payroll.
How much do households in the Keene, NH area spend on personal care products and services?
About $31.1M a year, or $1,017 per household. That is in line with the U.S. average (an index of 101, where 100 is the U.S. average). Spread across the 8 nail salons on map listings, it comes to $3.9M per salon. That spending covers all personal care products and services, which nail salons share with other businesses in the trade. It is estimated from the incomes of the 30,620 households in the Keene area and national spending patterns by income.
How does the Keene, NH area compare with the U.S. for nail salons?
The Keene area has 2.6 nail salons per 10,000 households, 57% below the U.S. rate of 6.0. Spending per salon is $3.9M, 2.3 times the U.S. figure of $1.7M. At the U.S. ratio of nail salons to household spending, the Keene area would have about 19, against 8 on map listings. There is one business with payroll in the industry for every 10,207 households, against one for every 3,754 across the U.S.
How fast is the Keene, NH area growing?
Population estimates put the Keene area at 78,269 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 30,620 households. Median household income in the Keene area is $83,329, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.7%, 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 Keene area scores 87 for nail salons (high), #6 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 Keene 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 Keene area
Screening a site or an acquisition in the Keene 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 Keene 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.