Market rankings · Wisconsin
Nail salons in Wisconsin
Every metro area, small-town market and county in Wisconsin, ranked by the Groundwork market score for nail salons, with competitor counts and household spending for each.
- Listings
- 1,100
- 292 chain locations (27%)
- Official establishments
- 465
- +35.2% since 2019
- Household spending a year
- $2.5B
- On personal care products and services
- Listings per 10k households
- 4.4
- 27% below the U.S.
- Spending per listing
- $2.3M
- 36% above the U.S.
- Rank among states
- #23 of 51
- Market score 54 · Upper middle
A site report maps the nail salons on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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
Wisconsin has 1,100 nail salons on map listings as of September 2026. Of those, 292 are chain locations, or 27%, against 27% across the U.S. Per 10,000 households, that is 4.4, 27% below the U.S. rate of 6.0.
Household spending on personal care products and services in Wisconsin comes to about $2.5B a year: $1,007 per household, in line with the U.S. average. That works out to $2.3M per salon, 36% above the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
In 2023, official counts showed 465 businesses with payroll in Wisconsin classed as nail salons, up 35.2% from 2019. That is one for every 5,332 households, against one for every 3,754 across the U.S. Across the U.S., the count rose 23.2% over the same years. Since fiscal 2022, 13 SBA-backed loans worth $2.3M have gone to businesses classed as nail salons in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #23 for nail salons, with a Groundwork market score of 54 (upper middle). Of the 15 scored metro areas in or partly in Wisconsin, the Duluth metro area scores highest (72). Of the 11 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest (81).
Every market in Wisconsin for nail salons
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Duluth, MN-WI | 72 | 22 | 1.8 | $5.3M | +0.2% | #26 of 387 |
| 1Eau Claire, WI | 70 | 22 | 3.1 | $3.2M | +2.6% | #37 of 387 |
| 2Madison, WI | 70 | 157 | 5.2 | $2.1M | +4.1% | #38 of 387 |
| 3Green Bay, WI | 69 | 48 | 3.5 | $2.9M | +2.5% | #42 of 387 |
| 4Racine-Mount Pleasant, WI | 67 | 27 | 3.4 | $3M | +0.4% | #56 of 387 |
| 5Oshkosh-Neenah, WI | 66 | 30 | 4.1 | $2.4M | +1.4% | #64 of 387 |
| 6La Crosse-Onalaska, WI-MN | 66 | 30 | 4.2 | $2.4M | +0.4% | #66 of 387 |
| 7Fond du Lac, WI | 65 | 14 | 3.2 | $3M | +0.5% | #67 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 62 | 672 | 4.5 | $2.5M | +2.6% | #81 of 387 |
| 8Sheboygan, WI | 61 | 17 | 3.4 | $2.9M | 0.0% | #88 of 387 |
| 9Kenosha, WI | 58 | 28 | 4.1 | $2.5M | −0.4% | #114 of 387 |
| 10Appleton, WI | 57 | 51 | 5.1 | $2.1M | +2.7% | #130 of 387 |
| 11Janesville-Beloit, WI | 56 | 30 | 4.5 | $2.2M | +1.7% | #135 of 387 |
| 12Wausau, WI | 52 | 29 | 5.0 | $2M | +1.0% | #173 of 387 |
| 13Milwaukee-Waukesha, WI | 38 | 404 | 6.2 | $1.7M | 0.0% | #313 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Beaver Dam, WI | 81 | 9 | 2.5 | $3.9M | −0.3% | #10 of 387 |
| 2Manitowoc, WI | 78 | 6 | 1.7 | $5.5M | +0.4% | #14 of 387 |
| 3Menomonie, WI | 75 | 6 | 3.4 | $2.8M | +1.7% | #27 of 387 |
| 4Marinette, WI-MI | 72 | 5 | 1.7 | $5.2M | +0.3% | #38 of 387 |
| 5Whitewater-Elkhorn, WI | 72 | 13 | 3.0 | $3.5M | +0.8% | #41 of 387 |
| 6Watertown-Fort Atkinson, WI | 68 | 15 | 4.3 | $2.4M | +0.3% | #77 of 387 |
| 7Baraboo, WI | 67 | 13 | 4.6 | $2.2M | +1.3% | #82 of 387 |
| 8Stevens Point-Plover, WI | 62 | 16 | 5.4 | $1.8M | +2.2% | #118 of 387 |
| 9Wisconsin Rapids-Marshfield, WI | 53 | 22 | 6.8 | $1.4M | −0.2% | #188 of 387 |
| 10Rice Lake, WI | 45 | 10 | 5.0 | $1.8M | −0.5% | #230 of 387 |
| 11Sparta, WI | 34 | 13 | 7.1 | $1.3M | +0.6% | #309 of 387 |
| Platteville, WI | Not scored | 3 | 1.5 | $6.2M | +0.9% | |
| Shawano, WI | Not scored | 3 | 1.6 | $5.7M | +1.4% | |
| Iron Mountain, MI-WI | Not scored | 3 | 2.1 | $4.2M | +0.4% |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Dodge County, WI | 75 | 9 | 2.5 | $3.9M | −0.3% | #80 of 1,328 |
| 2Polk County, WI | 75 | 5 | 2.6 | $3.9M | +1.7% | #81 of 1,328 |
| 3Green County, WI | 72 | 5 | 3.2 | $3.2M | +0.5% | #121 of 1,328 |
| 4Dane County, WI | 71 | 143 | 5.7 | $1.9M | +4.9% | #139 of 1,328 |
| 5Walworth County, WI | 70 | 13 | 3.0 | $3.5M | +0.8% | #144 of 1,328 |
| 6Manitowoc County, WI | 69 | 6 | 1.7 | $5.5M | +0.4% | #158 of 1,328 |
| 7Columbia County, WI | 69 | 8 | 3.3 | $3.1M | −0.7% | #164 of 1,328 |
| 8Racine County, WI | 69 | 27 | 3.4 | $3M | +0.4% | #165 of 1,328 |
| 9Dunn County, WI | 69 | 6 | 3.4 | $2.8M | +1.7% | #167 of 1,328 |
| 10St. Croix County, WI | 68 | 16 | 4.3 | $2.7M | +4.7% | #188 of 1,328 |
| 11Fond du Lac County, WI | 67 | 14 | 3.2 | $3M | +0.5% | #205 of 1,328 |
| 12Winnebago County, WI | 67 | 30 | 4.1 | $2.4M | +1.4% | #213 of 1,328 |
| 13Jefferson County, WI | 66 | 15 | 4.3 | $2.4M | +0.3% | #245 of 1,328 |
| 14Brown County, WI | 65 | 47 | 4.2 | $2.4M | +2.6% | #266 of 1,328 |
| 15Sheboygan County, WI | 64 | 17 | 3.4 | $2.9M | 0.0% | #285 of 1,328 |
| 16Eau Claire County, WI | 64 | 18 | 4.0 | $2.5M | +3.0% | #291 of 1,328 |
| 17Sauk County, WI | 62 | 13 | 4.6 | $2.2M | +1.3% | #344 of 1,328 |
| 18Rock County, WI | 61 | 30 | 4.5 | $2.2M | +1.7% | #373 of 1,328 |
| 19Washington County, WI | 61 | 31 | 5.4 | $2M | +1.8% | #375 of 1,328 |
| 20Kenosha County, WI | 60 | 28 | 4.1 | $2.5M | −0.4% | #391 of 1,328 |
| 21La Crosse County, WI | 59 | 27 | 5.2 | $1.9M | +0.3% | #430 of 1,328 |
| 22Ozaukee County, WI | 57 | 21 | 5.5 | $2.1M | +3.0% | #484 of 1,328 |
| 23Marathon County, WI | 56 | 29 | 5.0 | $2M | +1.0% | #511 of 1,328 |
| 24Portage County, WI | 56 | 16 | 5.4 | $1.8M | +2.2% | #515 of 1,328 |
| 25Outagamie County, WI | 51 | 48 | 6.1 | $1.7M | +2.6% | #670 of 1,328 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Waukesha County, WI | 48 | 123 | 7.3 | $1.6M | +2.4% | #757 of 1,328 |
| 27Wood County, WI | 47 | 22 | 6.8 | $1.4M | −0.2% | #789 of 1,328 |
| 28Barron County, WI | 46 | 10 | 5.0 | $1.8M | −0.5% | #800 of 1,328 |
| 29Monroe County, WI | 34 | 13 | 7.1 | $1.3M | +0.6% | #1,067 of 1,328 |
| 30Oneida County, WI | 34 | 13 | 7.4 | $1.3M | +0.7% | #1,068 of 1,328 |
| 31Milwaukee County, WI | 33 | 229 | 5.8 | $1.6M | −1.5% | #1,083 of 1,328 |
| 32Langlade County, WI | 22 | 7 | 7.9 | $1.1M | +0.4% | #1,225 of 1,328 |
| Chippewa County, WI | Not scored | 4 | 1.5 | $6.6M | +1.9% | |
| Calumet County, WI | Not scored | 3 | 1.4 | $7.6M | +2.9% | |
| Grant County, WI | Not scored | 3 | 1.5 | $6.2M | +0.9% | |
| Waupaca County, WI | Not scored | 3 | 1.3 | $7.1M | −0.6% | |
| Douglas County, WI | Not scored | 3 | 1.6 | $6.1M | −0.8% | |
| Pierce County, WI | Not scored | 2 | 1.3 | $8.6M | +3.1% | |
| Marinette County, WI | Not scored | 4 | 2.1 | $4.3M | +1.6% | |
| Shawano County, WI | Not scored | 3 | 1.7 | $5.3M | +1.7% | |
| Oconto County, WI | Not scored | 0 | 0.0 | n/a | +2.9% | |
| Clark County, WI | Not scored | 0 | 0.0 | n/a | +1.2% | |
| Vernon County, WI | Not scored | 2 | 1.6 | $5.9M | +2.4% | |
| Trempealeau County, WI | Not scored | 0 | 0.0 | n/a | +1.1% | |
| Door County, WI | Not scored | 3 | 2.0 | $5M | +1.6% | |
| Lincoln County, WI | Not scored | 1 | 0.8 | $11.9M | −0.1% | |
| Juneau County, WI | Not scored | 3 | 2.7 | $3.3M | −0.5% | |
| Waushara County, WI | Not scored | 3 | 2.8 | $3.2M | +2.8% | |
| Iowa County, WI | Not scored | 1 | 1.0 | $10.4M | +1.0% | |
| Vilas County, WI | Not scored | 1 | 0.9 | $10.4M | +2.9% | |
| Adams County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Jackson County, WI | Not scored | 1 | 1.2 | $7.6M | −0.5% | |
| Kewaunee County, WI | Not scored | 1 | 1.2 | $8.4M | +1.0% | |
| Taylor County, WI | Not scored | 2 | 2.5 | $3.7M | +0.9% | |
| Green Lake County, WI | Not scored | 1 | 1.2 | $7.8M | +1.5% | |
| Sawyer County, WI | Not scored | 3 | 3.4 | $2.6M | +4.0% | |
| Richland County, WI | Not scored | 3 | 4.1 | $2.2M | −1.4% | |
| Lafayette County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Burnett County, WI | Not scored | 1 | 1.4 | $6.5M | +3.9% | |
| Washburn County, WI | Not scored | 0 | 0.0 | n/a | +2.8% | |
| Bayfield County, WI | Not scored | 0 | 0.0 | n/a | +3.4% | |
| Ashland County, WI | Not scored | 4 | 5.9 | $1.5M | +1.1% | |
| Crawford County, WI | Not scored | 1 | 1.5 | $6M | −1.1% | |
| Marquette County, WI | Not scored | 0 | 0.0 | n/a | +2.1% | |
| Rusk County, WI | Not scored | 3 | 4.7 | $1.8M | −0.2% | |
| Price County, WI | Not scored | 1 | 1.5 | $5.7M | −0.3% | |
| Buffalo County, WI | Not scored | 1 | 1.7 | $5.3M | −0.1% | |
| Forest County, WI | Not scored | 0 | 0.0 | n/a | +4.4% | |
| Pepin County, WI | Not scored | 0 | 0.0 | n/a | +2.2% | |
| Iron County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Florence County, WI | Not scored | 0 | 0.0 | n/a | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 nail salons on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many nail salons are in Wisconsin?
Map listings as of September 2026 show 1,100 nail salons in Wisconsin. 292 of them (27%) are chain locations. The listings count nail salons. Official counts show 465 businesses with payroll classed as nail salons in 2023, up 35.2% from 2019. Official counts list 1,782 one-person businesses without payroll.
How much do households in Wisconsin spend on personal care products and services?
About $2.5B a year, or $1,007 per household. That is in line with the U.S. average (an index of 100, where 100 is the U.S. average). Spread across the 1,100 nail salons on map listings, it comes to $2.3M 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 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for nail salons?
Wisconsin has 4.4 nail salons per 10,000 households, 27% below the U.S. rate of 6.0. Spending per salon is $2.3M, 36% above the U.S. figure of $1.7M. At the U.S. ratio of nail salons to household spending, Wisconsin would have about 1,495, against 1,100 on map listings. There is one business with payroll in the industry for every 5,332 households, against one for every 3,754 across the U.S. The official count rose 35.2% from 2019 to 2023, against +23.2% for the U.S.
Which market in Wisconsin has the highest market score for nail salons?
Among 15 scored metro areas in or partly in Wisconsin, the Duluth metro area scores highest, at 72 (upper middle). Among 11 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest, at 81 (high). Among 32 scored counties in Wisconsin, Dodge County scores highest, at 75 (high). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 54 for nail salons (upper middle), #23 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
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Top markets for nail salons across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Salons, barbers and spas10,838 listings
- Hair salons6,266 listings
- Barbershops857 listings
- Spas and skin care2,411 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.