Beauty and personal care · County · Wisconsin
Nail salons in Wood County, WI
Competitor counts, household spending and official business counts for nail salons in Wood County, WI, set against other counties and the U.S.
Groundwork market score · out of 100
Score 47 out of 100: Lower middle
Ranked #789 of 1,328 scored counties
#27 of 32 scored counties in Wisconsin
- Listings
- 22
- 6 chain locations (27%)
- Official establishments
- 3
- Businesses with payroll, 2023
- Household spending a year
- $29.8M
- On personal care products and services · $925 a household
- Spending per listing
- $1.4M
- 19% below the U.S.
- Listings per 10k households
- 6.8
- 13% above the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the nail salons around any address in Wood 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 Wood 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 $925 per household (8% below the U.S. average), households in Wood County spend about $29.8M a year on personal care products and services. Spread across 22 nail salons, that is $1.4M per salon, 19% below the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
There are 22 nail salons on map listings in Wood County as of September 2026. Chain locations make up 27% of them, against 27% across the U.S. That comes to 6.8 for every 10,000 households, 13% above the U.S. rate of 6.0.
In 2023, official counts showed 3 businesses with payroll in Wood County classed as nail salons. That is one for every 10,751 households, against one for every 3,754 across the U.S. Official counts also show 26 one-person businesses without payroll.
Between 2020 and 2025, the population of Wood County declined 0.2%, against +3.1% for the U.S. For nail salons, Wood County has a Groundwork market score of 47 (lower middle): #789 of 1,328 scored counties and #27 of 32 scored counties in Wisconsin.
How Wood 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 | Wood County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 6.8 | 4.4 | 6.0 |
| Spending per listing | $1.4M | $2.3M | $1.7M |
| Households per official establishment | 10,751 | 5,332 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +35.2% | +23.2% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $925 | $1,007 | $1,005 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 47 | 54 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3
- Employees, 2023
- 8
- Annual payroll, 2023
- $315K
- One-person businesses, 2023
- 26Businesses with no payroll
- Map listings, September 2026
- 226 chain locations
- Listings at the U.S. rate for this spending
- 18The 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 Wood 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 Wood County
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wood 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 Wood 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 Wood 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 |
| 27Wood County, WI | 47 | 22 | 6.8 | $1.4M | −0.2% | #789 of 1,328 |
Other business types in Wood 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 spas40
- Hair salons38
- Barbershops
- Nail salons47
- 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 Wood County, WI?
As of September 2026, map listings count 22 nail salons in Wood County. 6 of them (27%) are chain locations. The listings count nail salons. Official counts show 3 businesses with payroll classed as nail salons in 2023. Another 26 one-person businesses have no payroll, by official counts.
How much do households in Wood County, WI spend on personal care products and services?
About $29.8M a year, or $925 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 22 nail salons on map listings, it comes to $1.4M 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 32,253 households in Wood County and national spending patterns by income.
How does Wood County, WI compare with the U.S. for nail salons?
Wood County has 6.8 nail salons per 10,000 households, 13% above the U.S. rate of 6.0. Spending per salon is $1.4M, 19% below the U.S. figure of $1.7M. At the U.S. ratio of nail salons to household spending, Wood County would have about 18, against 22 on map listings. There is one business with payroll in the industry for every 10,751 households, against one for every 3,754 across the U.S.
How fast is Wood County, WI growing?
Population estimates put Wood County at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in Wood County is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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. Wood County scores 47 for nail salons (lower middle), #789 of 1,328 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wood 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 Wood County
Screening a site or an acquisition in Wood 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 Wood 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.