Beauty and personal care · Small-town market · Maine
Salons, barbers and spas in the Augusta-Waterville, ME area
How the Augusta-Waterville, ME area compares with other small-town markets and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 67 out of 100: Upper middle
Ranked #76 of 538 scored small-town markets
The only scored small-town market based in Maine
- Listings
- 210
- 36 chain locations (17%)
- Official establishments
- 23
- −11.5% since 2019
- Household spending a year
- $50.1M
- On personal care products and services · $923 a household
- Spending per listing
- $239K
- 12% above the U.S.
- Listings per 10k households
- 38.7
- 18% below the U.S.
- Population, 2025
- 129,067
- +3.5% since 2020
See the salons, barbers and spas around any address in the Augusta-Waterville 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 Augusta-Waterville 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
At $923 per household (8% below the U.S. average), households in the Augusta-Waterville area spend about $50.1M a year on personal care products and services. Spread across 210 salons, barbers and spas, that is $239K per business, 12% above the U.S. figure of $213K.
There are 210 salons, barbers and spas on map listings in the Augusta-Waterville area as of September 2026. 36 of them (17%) are chain locations, against 15% across the U.S. Per 10,000 households, that is 38.7, 18% below the U.S. rate of 47.2.
In 2023, official counts showed 23 businesses with payroll in the Augusta-Waterville area classed as personal care services, down 11.5% from 2019. That is one for every 2,361 households, against one for every 804 across the U.S. Another 381 one-person businesses have no payroll, by official counts.
Between 2020 and 2025, the population of the Augusta-Waterville area grew 3.5%, in step with the U.S. (+3.1%). The Augusta-Waterville area scores 67 (upper middle) on the Groundwork market score for salons, barbers and spas, ranking #76 of 538 scored small-town markets and the only scored small-town market based in Maine. That puts it in the top quarter of small-town markets.
How the Augusta-Waterville area compares
The same measures for Maine 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 | Augusta-Waterville area | Maine | U.S. |
|---|---|---|---|
| Listings per 10k households | 38.7 | 40.0 | 47.2 |
| Spending per listing | $239K | $243K | $213K |
| Households per official establishment | 2,361 | 1,185 | 804 |
| Official establishment growth, 2019–2023 | −11.5% | +11.5% | +14.1% |
| Population growth, 2020–2025 | +3.5% | +3.7% | +3.1% |
| Spending per household on personal care products and services | $923 | $973 | $1,005 |
| Median household income | $69,077 | $74,733 | $80,734 |
| Groundwork market score | 67 | 64 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 23−11.5% over the period
- Employees, 2023
- 136
- Annual payroll, 2023
- $4.3M
- One-person businesses, 2023
- 381Businesses with no payroll
- Map listings, September 2026
- 21036 chain locations
- Listings at the U.S. rate for this spending
- 236The 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 personal care services in the Augusta-Waterville 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 Augusta-Waterville area
- Population, 2025 estimate
- 129,067+3.5% since 2020
- Households
- 54,312
- Median age
- 43.8
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.7
- Land area
- 868 sq. mi.
- People per square mile
- 146
- Median household income
- $69,077+24.8% vs. 2015–2019, before inflation
- Average household income
- $88,742
- Median home value
- $238,200
- Jobs located here
- 65,677
- Daytime population
- 134,017Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Augusta-Waterville area?
These figures cover the whole small-town market. 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 Augusta-Waterville area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardOther business types in the Augusta-Waterville 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 spas67
- Hair salons69
- Barbershops75
- Nail salons74
- Spas and skin care62
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 Augusta-Waterville, ME area?
As of September 2026, map listings count 210 salons, barbers and spas in the Augusta-Waterville area. 36 of them (17%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 23 businesses with payroll classed as personal care services in 2023, down 11.5% from 2019. Official counts list 381 one-person businesses without payroll.
How much do households in the Augusta-Waterville, ME area spend on personal care products and services?
About $50.1M a year, or $923 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 210 salons, barbers and spas on map listings, it comes to $239K per business. It is estimated from the incomes of the 54,312 households in the Augusta-Waterville area and national spending patterns by income.
How does the Augusta-Waterville, ME area compare with the U.S. for salons, barbers and spas?
The Augusta-Waterville area has 38.7 salons, barbers and spas per 10,000 households, 18% below the U.S. rate of 47.2. Spending per business is $239K, 12% above the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, the Augusta-Waterville area would have about 236, against 210 on map listings. There is one business with payroll in the industry for every 2,361 households, against one for every 804 across the U.S. The official count fell 11.5% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Augusta-Waterville, ME area growing?
Population estimates put the Augusta-Waterville area at 129,067 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 54,312 households. The median household income in the Augusta-Waterville area is $69,077 a year, 14% below the U.S. median of $80,734. That rose 24.8% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Augusta-Waterville area scores 67 for salons, barbers and spas (upper middle), #76 of 538 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Augusta-Waterville 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 Augusta-Waterville area
Screening a site or an acquisition in the Augusta-Waterville 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 Augusta-Waterville 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.