Beauty and personal care · Small-town market · Missouri
Salons, barbers and spas in the Moberly, MO area
The salons, barbers and spas in the Moberly, MO area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 36 out of 100: Lower middle
Ranked #431 of 538 scored small-town markets
#13 of 17 scored small-town markets based in Missouri
- Listings
- 33
- 9 chain locations (27%)
- Official establishments
- 12
- Businesses with payroll, 2023
- Household spending a year
- $7.8M
- On personal care products and services · $842 a household
- Spending per listing
- $236K
- 11% above the U.S.
- Listings per 10k households
- 35.7
- 24% below the U.S.
- Population, 2025
- 24,513
- +0.2% since 2020
See the salons, barbers and spas around any address in the Moberly 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 Moberly 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
For salons, barbers and spas, the Moberly area has a Groundwork market score of 36 (lower middle): #431 of 538 scored small-town markets and #13 of 17 scored small-town markets based in Missouri. That puts it in the bottom quarter of small-town markets.
Household spending on personal care products and services in the Moberly area comes to about $7.8M a year: $842 per household, 16% below the U.S. average. That is about $236K of household spending for each business on map listings, 11% above the U.S. figure of $213K.
The Moberly area has 33 salons, barbers and spas on map listings as of September 2026. Of those, 9 are chain locations, or 27%, against 15% across the U.S. Per 10,000 households, that is 35.7, 24% below the U.S. rate of 47.2.
Official counts show 12 businesses with payroll classed as personal care services in the Moberly area in 2023. That is one for every 771 households, against one for every 804 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $76K have gone to businesses classed as personal care services in the Moberly area. Population estimates show the Moberly area grew 0.2% from 2020 to 2025, slower than the U.S. (+3.1%).
How the Moberly area compares
The same measures for Missouri 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 | Moberly area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 35.7 | 40.5 | 47.2 |
| Spending per listing | $236K | $240K | $213K |
| Households per official establishment | 771 | 1,086 | 804 |
| Official establishment growth, 2019–2023 | n/a | +10.7% | +14.1% |
| Population growth, 2020–2025 | +0.2% | +1.9% | +3.1% |
| Spending per household on personal care products and services | $842 | $970 | $1,005 |
| Median household income | $53,033 | $70,702 | $80,734 |
| Groundwork market score | 36 | 51 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 12
- Employees, 2023
- 36
- Annual payroll, 2023
- $689K
- One-person businesses, 2023
- 51Businesses with no payroll
- Map listings, September 2026
- 339 chain locations
- Listings at the U.S. rate for this spending
- 37The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $76K
SBA-backed loans to businesses classed as personal care services in the Moberly 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 Moberly area
- Population, 2025 estimate
- 24,513+0.2% since 2020
- Households
- 9,247
- Median age
- 39.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 483 sq. mi.
- People per square mile
- 50
- Median household income
- $53,033+11.1% vs. 2015–2019, before inflation
- Average household income
- $72,273
- Median home value
- $159,300
- Jobs located here
- 8,934
- Daytime population
- 23,270Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Moberly 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 Moberly 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 Missouri
Every Missouri market ranked →The highest-scoring small-town markets in Missouri for salons, barbers and spas, numbered among those based in Missouri (a market based in another state is listed without a number), with the Moberly area marked.
Top small-town markets in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Hannibal, MO | 73 | 41 | 26.8 | $329K | +0.4% | #33 of 538 |
| 2Sikeston, MO | 61 | 65 | 32.8 | $263K | −0.3% | #137 of 538 |
| 3Warrensburg, MO | 60 | 75 | 35.6 | $259K | +4.9% | #152 of 538 |
| 4Rolla, MO | 57 | 70 | 40.4 | $215K | +1.6% | #192 of 538 |
| 5Mexico, MO | 56 | 23 | 24.9 | $343K | −1.0% | #194 of 538 |
| 6Marshall, MO | 54 | 27 | 33.5 | $256K | −0.3% | #223 of 538 |
| Quincy, IL-MO | 52 | 105 | 33.8 | $270K | −2.0% | #241 of 538 |
| 7Kirksville, MO | 51 | 33 | 31.6 | $276K | +1.9% | #255 of 538 |
| 8Farmington, MO | 49 | 107 | 43.1 | $200K | +2.1% | #294 of 538 |
| 9Fort Leonard Wood, MO | 48 | 78 | 46.3 | $194K | +0.8% | #302 of 538 |
| 13Moberly, MO | 36 | 33 | 35.7 | $236K | +0.2% | #431 of 538 |
Other business types in the Moberly 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 spas36
- Hair salons34
- Barbershops26
- Nail salons
- Spas and skin care
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 Moberly, MO area?
Map listings as of September 2026 show 33 salons, barbers and spas in the Moberly area. 9 of them (27%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 12 businesses with payroll classed as personal care services in 2023. Official counts also show 51 one-person businesses without payroll.
How much do households in the Moberly, MO area spend on personal care products and services?
About $7.8M a year, or $842 per household. That is 16% below the U.S. average (an index of 84, where 100 is the U.S. average). Spread across the 33 salons, barbers and spas on map listings, it comes to $236K per business. It is estimated from the incomes of the 9,247 households in the Moberly area and national spending patterns by income.
How does the Moberly, MO area compare with the U.S. for salons, barbers and spas?
The Moberly area has 35.7 salons, barbers and spas per 10,000 households, 24% below the U.S. rate of 47.2. Spending per business is $236K, 11% above the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, the Moberly area would have about 37, against 33 on map listings. There is one business with payroll in the industry for every 771 households, against one for every 804 across the U.S.
How fast is the Moberly, MO area growing?
Population estimates put the Moberly area at 24,513 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 9,247 households. The median household income in the Moberly area is $53,033 a year, 34% below the U.S. median of $80,734. That rose 11.1% 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. 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 Moberly area scores 36 for salons, barbers and spas (lower middle), #431 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 Moberly 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 Moberly area
Screening a site or an acquisition in the Moberly 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 Moberly 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.