Beauty and personal care · County · California
Salons, barbers and spas in Santa Cruz County, CA
How Santa Cruz County, CA compares with other counties and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 47 out of 100: Lower middle
Ranked #1,322 of 2,385 scored counties
#30 of 55 scored counties in California
- Listings
- 437
- 45 chain locations (10%)
- Official establishments
- 107
- −6.1% since 2019
- Household spending a year
- $117.8M
- On personal care products and services · $1,215 a household
- Spending per listing
- $269K
- 27% above the U.S.
- Listings per 10k households
- 45.1
- 4% below the U.S.
- Population, 2025
- 258,852
- −4.7% since 2020
See the salons, barbers and spas around any address in Santa Cruz County
The site report maps the salons, barbers and spas 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 Santa Cruz 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 $1,215 per household (21% above the U.S. average), households in Santa Cruz County spend about $117.8M a year on personal care products and services. Spread across 437 salons, barbers and spas, that is $269K per business, 27% above the U.S. figure of $213K.
There are 437 salons, barbers and spas on map listings in Santa Cruz County as of September 2026. Chain locations make up 10% of them, against 15% across the U.S. Per 10,000 households, that is 45.1, 4% below the U.S. rate of 47.2.
Official counts show 107 businesses with payroll classed as personal care services in Santa Cruz County in 2023, down 6.1% from 2019. That is one for every 906 households, against one for every 804 across the U.S. Official counts list 799 one-person businesses without payroll. Since fiscal 2022, 3 SBA-backed loans worth $489K have gone to businesses classed as personal care services in Santa Cruz County.
Population estimates put the population change in Santa Cruz County from 2020 to 2025 at −4.7%, against +3.1% for the U.S. Santa Cruz County scores 47 (lower middle) on the Groundwork market score for salons, barbers and spas, ranking #1,322 of 2,385 scored counties and #30 of 55 scored counties in California.
How Santa Cruz County compares
The same measures for California and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the salons, barbers and spas 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 | Santa Cruz County | California | U.S. |
|---|---|---|---|
| Listings per 10k households | 45.1 | 51.4 | 47.2 |
| Spending per listing | $269K | $223K | $213K |
| Households per official establishment | 906 | 670 | 804 |
| Official establishment growth, 2019–2023 | −6.1% | +18.8% | +14.1% |
| Population growth, 2020–2025 | −4.7% | −0.4% | +3.1% |
| Spending per household on personal care products and services | $1,215 | $1,149 | $1,005 |
| Median household income | $111,093 | $99,122 | $80,734 |
| Groundwork market score | 47 | 38 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 114 → 107−6.1% over the period
- Employees, 2023
- 536
- Annual payroll, 2023
- $14.9M
- One-person businesses, 2023
- 799Businesses with no payroll
- Map listings, September 2026
- 43745 chain locations
- Listings at the U.S. rate for this spending
- 554The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $489K
SBA-backed loans to businesses classed as personal care services in Santa Cruz 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 Santa Cruz County
- Population, 2025 estimate
- 258,852−4.7% since 2020
- Households
- 96,898
- Median age
- 40.6
- Homes lived in by their owners
- 60%
- Vehicles per household
- 2.1
- Land area
- 445 sq. mi.
- People per square mile
- 595
- Median household income
- $111,093+35.1% vs. 2015–2019, before inflation
- Average household income
- $156,435
- Median home value
- $1,027,500
- Jobs located here
- 95,587
- Daytime population
- 247,989Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Santa Cruz 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 salons, barbers and spas on map listings by name and distance.
Or open the report at the center of Santa Cruz County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSalons, barbers and spas across California
Every California market ranked →The highest-scoring counties in California for salons, barbers and spas, numbered among those based in California, with Santa Cruz County marked.
Top counties in California
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Yuba County, CA | 91 | 43 | 15.0 | $647K | +8.2% | #7 of 2,385 |
| 2Calaveras County, CA | 78 | 58 | 31.5 | $327K | +2.8% | #111 of 2,385 |
| 3Madera County, CA | 76 | 148 | 32.6 | $302K | +7.4% | #154 of 2,385 |
| 4Merced County, CA | 73 | 261 | 30.3 | $301K | +5.1% | #219 of 2,385 |
| 5Colusa County, CA | 70 | 17 | 22.6 | $426K | −0.1% | #280 of 2,385 |
| 6Mariposa County, CA | 68 | 15 | 20.0 | $474K | −1.2% | #329 of 2,385 |
| 7Amador County, CA | 68 | 64 | 39.8 | $260K | +3.2% | #358 of 2,385 |
| 8Mono County, CA | 67 | 16 | 27.9 | $405K | −5.4% | #369 of 2,385 |
| 9Yolo County, CA | 67 | 251 | 32.7 | $334K | +3.1% | #383 of 2,385 |
| 10San Benito County, CA | 67 | 87 | 42.3 | $290K | +8.6% | #391 of 2,385 |
| 30Santa Cruz County, CA | 47 | 437 | 45.1 | $269K | −4.7% | #1,322 of 2,385 |
Other business types in Santa Cruz 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 spas47
- Hair salons54
- Barbershops71
- Nail salons61
- Spas and skin care41
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many salons, barbers and spas are in Santa Cruz County, CA?
As of September 2026, map listings count 437 salons, barbers and spas in Santa Cruz County. 45 of them (10%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 107 businesses with payroll classed as personal care services in 2023, down 6.1% from 2019. Official counts also show 799 one-person businesses without payroll.
How much do households in Santa Cruz County, CA spend on personal care products and services?
About $117.8M a year, or $1,215 per household. That is 21% above the U.S. average (an index of 121, where 100 is the U.S. average). Spread across the 437 salons, barbers and spas on map listings, it comes to $269K per business. It is estimated from the incomes of the 96,898 households in Santa Cruz County and national spending patterns by income.
How does Santa Cruz County, CA compare with the U.S. for salons, barbers and spas?
Santa Cruz County has 45.1 salons, barbers and spas per 10,000 households, 4% below the U.S. rate of 47.2. Spending per business is $269K, 27% above the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, Santa Cruz County would have about 554, against 437 on map listings. There is one business with payroll in the industry for every 906 households, against one for every 804 across the U.S. The official count fell 6.1% from 2019 to 2023, against +14.1% for the U.S.
How fast is Santa Cruz County, CA growing?
Population estimates put Santa Cruz County at 258,852 people in 2025, down 4.7% since 2020, against +3.1% for the U.S. It has 96,898 households. The median household income in Santa Cruz County is $111,093 a year, 38% above the U.S. median of $80,734. That rose 35.1% from the 2015–2019 survey, 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. Santa Cruz County scores 47 for salons, barbers and spas (lower middle), #1,322 of 2,385 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Santa Cruz County. It maps the salons, barbers and spas 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 salons, barbers and spas · All 56 business types in Santa Cruz County
Screening a site or an acquisition in Santa Cruz 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 Santa Cruz 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.