Beauty and personal care · County · Wisconsin
Nail salons in Rock County, WI
Competitor counts, household spending and official business counts for nail salons in Rock County, WI, set against other counties and the U.S.
Groundwork market score · out of 100
Score 61 out of 100: Upper middle
Ranked #373 of 1,328 scored counties
#18 of 32 scored counties in Wisconsin
- Listings
- 30
- 12 chain locations (40%)
- Official establishments
- 12
- Businesses with payroll, 2023
- Household spending a year
- $65.3M
- On personal care products and services · $971 a household
- Spending per listing
- $2.2M
- 30% above the U.S.
- Listings per 10k households
- 4.5
- 25% below the U.S.
- Population, 2025
- 166,472
- +1.7% since 2020
See the nail salons around any address in Rock 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 Rock 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
Household spending on personal care products and services in Rock County comes to about $65.3M a year: $971 per household, 3% below the U.S. average. Spread across 30 nail salons, that is $2.2M per salon, 30% above the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
There are 30 nail salons on map listings in Rock County as of September 2026. Chain locations make up 40% of them, against 27% across the U.S. Per 10,000 households, that is 4.5, 25% below the U.S. rate of 6.0.
The official count of businesses with payroll classed as nail salons in Rock County was 12 in 2023. That is one for every 5,600 households, against one for every 3,754 across the U.S. Official counts list 74 one-person businesses without payroll.
Population estimates show Rock County grew 1.7% from 2020 to 2025, slower than the U.S. (+3.1%). Rock County scores 61 (upper middle) on the Groundwork market score for nail salons, ranking #373 of 1,328 scored counties and #18 of 32 scored counties in Wisconsin.
How Rock County compares
The same measures for Wisconsin 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 | Rock County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 4.5 | 4.4 | 6.0 |
| Spending per listing | $2.2M | $2.3M | $1.7M |
| Households per official establishment | 5,600 | 5,332 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +35.2% | +23.2% |
| Population growth, 2020–2025 | +1.7% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $971 | $1,007 | $1,005 |
| Median household income | $75,673 | $77,485 | $80,734 |
| Groundwork market score | 61 | 54 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 12 → 12
- Employees, 2023
- 52
- Annual payroll, 2023
- $1.7M
- One-person businesses, 2023
- 74Businesses with no payroll
- Map listings, September 2026
- 3012 chain locations
- Listings at the U.S. rate for this spending
- 39The 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 Rock 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 Rock County
- Population, 2025 estimate
- 166,472+1.7% since 2020
- Households
- 67,201
- Median age
- 40.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 718 sq. mi.
- People per square mile
- 229
- Median household income
- $75,673+30.8% vs. 2015–2019, before inflation
- Average household income
- $91,984
- Median home value
- $231,600
- Jobs located here
- 69,632
- Daytime population
- 154,793Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rock 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 Rock 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for nail salons, numbered among those based in Wisconsin, with Rock County marked.
Top counties in Wisconsin
| 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 |
| 18Rock County, WI | 61 | 30 | 4.5 | $2.2M | +1.7% | #373 of 1,328 |
Other business types in Rock 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 spas44
- Hair salons43
- Barbershops74
- Nail salons61
- 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 Rock County, WI?
As of September 2026, map listings count 30 nail salons in Rock County. 12 of them (40%) are chain locations. The listings count nail salons. Official counts show 12 businesses with payroll classed as nail salons in 2023. Official counts also show 74 one-person businesses without payroll.
How much do households in Rock County, WI spend on personal care products and services?
About $65.3M a year, or $971 per household. That is 3% below the U.S. average (an index of 97, where 100 is the U.S. average). Spread across the 30 nail salons on map listings, it comes to $2.2M 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 67,201 households in Rock County and national spending patterns by income.
How does Rock County, WI compare with the U.S. for nail salons?
Rock County has 4.5 nail salons per 10,000 households, 25% below the U.S. rate of 6.0. Spending per salon is $2.2M, 30% above the U.S. figure of $1.7M. At the U.S. ratio of nail salons to household spending, Rock County would have about 39, against 30 on map listings. There is one business with payroll in the industry for every 5,600 households, against one for every 3,754 across the U.S.
How fast is Rock County, WI growing?
Population estimates put Rock County at 166,472 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 67,201 households. Median household income in Rock County is $75,673, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.8%, 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. Rock County scores 61 for nail salons (upper middle), #373 of 1,328 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Rock 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 Rock County
Screening a site or an acquisition in Rock 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 Rock 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.