Beauty and personal care · County · South Dakota
Nail salons in Brookings County, SD
How Brookings County, SD compares with other counties and the U.S. for nail salons: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 66 out of 100: Upper middle
Ranked #250 of 1,328 scored counties
#2 of 5 scored counties in South Dakota
- Listings
- 7
- 4 chain locations (57%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $13.2M
- On personal care products and services · $959 a household
- Spending per listing
- $1.9M
- 13% above the U.S.
- Listings per 10k households
- 5.1
- 15% below the U.S.
- Population, 2025
- 37,635
- +9.6% since 2020
See the nail salons around any address in Brookings County
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 Brookings County. 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
At $959 per household (5% below the U.S. average), households in Brookings County spend about $13.2M a year on personal care products and services. Spread across 7 nail salons, that is $1.9M per salon, 13% above the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
Brookings County has 7 nail salons on map listings as of September 2026. 4 of them (57%) are chain locations, against 27% across the U.S. That is 5.1 per 10,000 households, 15% below the U.S. rate of 6.0.
Official counts don’t publish a figure for nail salons in Brookings County, since they leave out counts under 3. Official counts also show 7 one-person businesses without payroll.
Population estimates put the population change in Brookings County from 2020 to 2025 at +9.6%, faster than the U.S. (+3.1%). For nail salons, Brookings County has a Groundwork market score of 66 (upper middle): #250 of 1,328 scored counties and #2 of 5 scored counties in South Dakota. That puts it in the top quarter of counties.
How Brookings County compares
The same measures for South Dakota 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 | Brookings County | South Dakota | U.S. |
|---|---|---|---|
| Listings per 10k households | 5.1 | 4.0 | 6.0 |
| Spending per listing | $1.9M | $2.5M | $1.7M |
| Households per official establishment | n/a | 8,308 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | n/a | +23.2% |
| Population growth, 2020–2025 | +9.6% | +5.3% | +3.1% |
| Spending per household on personal care products and services | $959 | $983 | $1,005 |
| Median household income | $70,064 | $75,081 | $80,734 |
| Groundwork market score | 66 | 75 |
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
- 7Businesses with no payroll
- Map listings, September 2026
- 74 chain locations
- Listings at the U.S. rate for this spending
- 8The 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 Brookings County, 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 Brookings County
- Population, 2025 estimate
- 37,635+9.6% since 2020
- Households
- 13,798
- Median age
- 31.9
- Homes lived in by their owners
- 57%
- Vehicles per household
- 2.1
- Land area
- 792 sq. mi.
- People per square mile
- 45
- Median household income
- $70,064+20.5% vs. 2015–2019, before inflation
- Average household income
- $89,400
- Median home value
- $264,600
- Jobs located here
- 19,000
- Daytime population
- 37,385Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Brookings County?
These figures cover the whole county. 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 Brookings County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardNail salons across South Dakota
Every South Dakota market ranked →The highest-scoring counties in South Dakota for nail salons, numbered among those based in South Dakota, with Brookings County marked.
Top counties in South Dakota
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Minnehaha County, SD | 69 | 47 | 5.5 | $1.8M | +7.6% | #182 of 1,328 |
| 2Brookings County, SD | 66 | 7 | 5.1 | $1.9M | +9.6% | #250 of 1,328 |
| 3Lincoln County, SD | 61 | 18 | 6.5 | $1.8M | +17.5% | #378 of 1,328 |
| 4Lawrence County, SD | 61 | 7 | 5.8 | $1.6M | +14.0% | #382 of 1,328 |
| 5Pennington County, SD | 50 | 29 | 6.3 | $1.6M | +6.6% | #709 of 1,328 |
Other business types in Brookings County
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 spas63
- Hair salons67
- Barbershops
- Nail salons66
- Spas and skin care59
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many nail salons are in Brookings County, SD?
Map listings as of September 2026 show 7 nail salons in Brookings County. 4 of them (57%) are chain locations. The listings count nail salons. No official count is published for nail salons in Brookings County: counts under 3 are left out. Official counts list 7 one-person businesses without payroll.
How much do households in Brookings County, SD spend on personal care products and services?
About $13.2M a year, or $959 per household. That is 5% below the U.S. average (an index of 95, where 100 is the U.S. average). Spread across the 7 nail salons on map listings, it comes to $1.9M 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 13,798 households in Brookings County and national spending patterns by income.
How does Brookings County, SD compare with the U.S. for nail salons?
Brookings County has 5.1 nail salons per 10,000 households, 15% below the U.S. rate of 6.0. Spending per salon is $1.9M, 13% above the U.S. figure of $1.7M. At the U.S. ratio of nail salons to household spending, Brookings County would have about 8, against 7 on map listings.
How fast is Brookings County, SD growing?
Population estimates put Brookings County at 37,635 people in 2025, up 9.6% since 2020, faster than the U.S. (+3.1%). It has 13,798 households. Median household income in Brookings County is $70,064, 13% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.5%, 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. 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. Brookings County scores 66 for nail salons (upper middle), #250 of 1,328 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Brookings County. 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 Brookings County
Screening a site or an acquisition in Brookings County?
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 Brookings County. 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.