Beauty and personal care · Metro area · California
Salons, barbers and spas in the Santa Rosa-Petaluma, CA metro area
The salons, barbers and spas in the Santa Rosa-Petaluma, CA metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #256 of 387 scored metro areas
#21 of 25 scored metro areas based in California
- Listings
- 1,047
- 137 chain locations (13%)
- Official establishments
- 256
- +0.8% since 2019
- Household spending a year
- $224.8M
- On personal care products and services · $1,177 a household
- Spending per listing
- $215K
- In line with the U.S.
- Listings per 10k households
- 54.8
- 16% above the U.S.
- Population, 2025
- 486,444
- −0.4% since 2020
See the salons, barbers and spas around any address in the Santa Rosa-Petaluma metro area
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 the Santa Rosa-Petaluma metro area. 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 the Santa Rosa-Petaluma metro area comes to about $224.8M a year: $1,177 per household, 17% above the U.S. average. That works out to $215K per business, in line with the U.S. figure of $213K.
The Santa Rosa-Petaluma metro area has 1,047 salons, barbers and spas on map listings as of September 2026. Chain locations make up 13% of them, against 15% across the U.S. Per 10,000 households, that is 54.8, 16% above the U.S. rate of 47.2.
In 2023, official counts showed 256 businesses with payroll in the Santa Rosa-Petaluma metro area classed as personal care services, up 0.8% from 2019. That is one for every 746 households, against one for every 804 across the U.S. Another 1,922 one-person businesses have no payroll, by official counts. Since fiscal 2022, 12 SBA-backed loans worth $4.3M have gone to businesses classed as personal care services in the Santa Rosa-Petaluma metro area.
Population estimates put the population change in the Santa Rosa-Petaluma metro area from 2020 to 2025 at −0.4%, against +3.1% for the U.S. For salons, barbers and spas, the Santa Rosa-Petaluma metro area has a Groundwork market score of 44 (lower middle): #256 of 387 scored metro areas and #21 of 25 scored metro areas based in California.
How the Santa Rosa-Petaluma metro area 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 Rosa-Petaluma metro area | California | U.S. |
|---|---|---|---|
| Listings per 10k households | 54.8 | 51.4 | 47.2 |
| Spending per listing | $215K | $223K | $213K |
| Households per official establishment | 746 | 670 | 804 |
| Official establishment growth, 2019–2023 | +0.8% | +18.8% | +14.1% |
| Population growth, 2020–2025 | −0.4% | −0.4% | +3.1% |
| Spending per household on personal care products and services | $1,177 | $1,149 | $1,005 |
| Median household income | $104,674 | $99,122 | $80,734 |
| Groundwork market score | 44 | 38 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 256+0.8% over the period
- Employees, 2023
- 943
- Annual payroll, 2023
- $32.7M
- One-person businesses, 2023
- 1,922Businesses with no payroll
- Map listings, September 2026
- 1,047137 chain locations
- Listings at the U.S. rate for this spending
- 1,057The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 12
- Amount
- $4.3M
SBA-backed loans to businesses classed as personal care services in the Santa Rosa-Petaluma metro area, 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 the Santa Rosa-Petaluma metro area
- Population, 2025 estimate
- 486,444−0.4% since 2020
- Households
- 190,998
- Median age
- 44.0
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.0
- Land area
- 1,575 sq. mi.
- People per square mile
- 308
- Median household income
- $104,674+29.2% vs. 2015–2019, before inflation
- Average household income
- $142,354
- Median home value
- $815,500
- Jobs located here
- 200,159
- Daytime population
- 465,573Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Santa Rosa-Petaluma metro area?
These figures cover the whole metro area. 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 the Santa Rosa-Petaluma metro area. 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 metro areas in California for salons, barbers and spas, numbered among those based in California, with the Santa Rosa-Petaluma metro area marked.
Top metro areas in California
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Merced, CA | 81 | 261 | 30.3 | $301K | +5.1% | #3 of 387 |
| 2Yuba City, CA | 75 | 241 | 38.9 | $256K | +3.3% | #10 of 387 |
| 3Visalia, CA | 72 | 507 | 35.4 | $269K | +2.4% | #16 of 387 |
| 4Bakersfield-Delano, CA | 71 | 1,009 | 35.4 | $268K | +2.3% | #20 of 387 |
| 5Stockton-Lodi, CA | 71 | 1,011 | 41.2 | $264K | +5.5% | #23 of 387 |
| 6Hanford-Corcoran, CA | 68 | 159 | 36.1 | $261K | +1.0% | #38 of 387 |
| 7El Centro, CA | 67 | 161 | 32.4 | $267K | +1.1% | #41 of 387 |
| 8Santa Cruz-Watsonville, CA | 59 | 437 | 45.1 | $269K | −4.7% | #92 of 387 |
| 9Fresno, CA | 59 | 1,573 | 42.5 | $231K | +3.2% | #96 of 387 |
| 10Vallejo, CA | 58 | 739 | 46.9 | $242K | +0.6% | #109 of 387 |
| 21Santa Rosa-Petaluma, CA | 44 | 1,047 | 54.8 | $215K | −0.4% | #256 of 387 |
Other business types in the Santa Rosa-Petaluma metro area
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 salons48
- Barbershops80
- Nail salons40
- Spas and skin care44
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 the Santa Rosa-Petaluma, CA metro area?
Map listings as of September 2026 show 1,047 salons, barbers and spas in the Santa Rosa-Petaluma metro area. 137 of them (13%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 256 businesses with payroll classed as personal care services in 2023, up 0.8% from 2019. Official counts list 1,922 one-person businesses without payroll.
How much do households in the Santa Rosa-Petaluma, CA metro area spend on personal care products and services?
About $224.8M a year, or $1,177 per household. That is 17% above the U.S. average (an index of 117, where 100 is the U.S. average). Spread across the 1,047 salons, barbers and spas on map listings, it comes to $215K per business. It is estimated from the incomes of the 190,998 households in the Santa Rosa-Petaluma metro area and national spending patterns by income.
How does the Santa Rosa-Petaluma, CA metro area compare with the U.S. for salons, barbers and spas?
The Santa Rosa-Petaluma metro area has 54.8 salons, barbers and spas per 10,000 households, 16% above the U.S. rate of 47.2. Spending per business is $215K, in line with the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, the Santa Rosa-Petaluma metro area would have about 1,057, against 1,047 on map listings. There is one business with payroll in the industry for every 746 households, against one for every 804 across the U.S. The official count rose 0.8% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Santa Rosa-Petaluma, CA metro area growing?
Population estimates put the Santa Rosa-Petaluma metro area at 486,444 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 190,998 households. The median household income in the Santa Rosa-Petaluma metro area is $104,674 a year, 30% above the U.S. median of $80,734. That rose 29.2% 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. The Santa Rosa-Petaluma metro area scores 44 for salons, barbers and spas (lower middle), #256 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Santa Rosa-Petaluma metro area. 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 the Santa Rosa-Petaluma metro area
Screening a site or an acquisition in the Santa Rosa-Petaluma metro area?
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 the Santa Rosa-Petaluma metro area. 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.