Beauty and personal care · Small-town market · New Hampshire
Salons, barbers and spas in the Keene, NH area
Competitor counts, household spending and official business counts for salons, barbers and spas in the Keene, NH area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 49 out of 100: Lower middle
Ranked #288 of 538 scored small-town markets
#3 of 4 scored small-town markets based in New Hampshire
- Listings
- 145
- 19 chain locations (13%)
- Official establishments
- 32
- +45.5% since 2019
- Household spending a year
- $31.1M
- On personal care products and services · $1,017 a household
- Spending per listing
- $215K
- In line with the U.S.
- Listings per 10k households
- 47.4
- In line with the U.S.
- Population, 2025
- 78,269
- +2.3% since 2020
See the salons, barbers and spas around any address in the Keene 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 Keene 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
Map listings as of September 2026 show 145 salons, barbers and spas in the Keene area. Of those, 19 are chain locations, or 13%, against 15% across the U.S. That is 47.4 per 10,000 households, in line with the U.S. rate of 47.2.
At $1,017 per household (in line with the U.S. average), households in the Keene area spend about $31.1M a year on personal care products and services. That is about $215K of household spending for each business on map listings, in line with the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in the Keene area was 32 in 2023, up 45.5% from 2019. That is one for every 957 households, against one for every 804 across the U.S. Another 191 one-person businesses have no payroll, by official counts. Since fiscal 2022, 4 SBA-backed loans worth $1.2M have gone to businesses classed as personal care services in the Keene area.
Population estimates show the Keene area grew 2.3% from 2020 to 2025, slower than the U.S. (+3.1%). The Groundwork market score for salons, barbers and spas in the Keene area is 49 (lower middle), #288 of 538 scored small-town markets and #3 of 4 scored small-town markets based in New Hampshire.
How the Keene area compares
The same measures for New Hampshire 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 | Keene area | New Hampshire | U.S. |
|---|---|---|---|
| Listings per 10k households | 47.4 | 51.7 | 47.2 |
| Spending per listing | $215K | $217K | $213K |
| Households per official establishment | 957 | 731 | 804 |
| Official establishment growth, 2019–2023 | +45.5% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +2.3% | +2.7% | +3.1% |
| Spending per household on personal care products and services | $1,017 | $1,123 | $1,005 |
| Median household income | $83,329 | $99,031 | $80,734 |
| Groundwork market score | 49 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 32+45.5% over the period
- Employees, 2023
- 126
- Annual payroll, 2023
- $4.6M
- One-person businesses, 2023
- 191Businesses with no payroll
- Map listings, September 2026
- 14519 chain locations
- Listings at the U.S. rate for this spending
- 146The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 4
- Amount
- $1.2M
SBA-backed loans to businesses classed as personal care services in the Keene 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 Keene area
- Population, 2025 estimate
- 78,269+2.3% since 2020
- Households
- 30,620
- Median age
- 44.4
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 707 sq. mi.
- People per square mile
- 109
- Median household income
- $83,329+28.7% vs. 2015–2019, before inflation
- Average household income
- $105,430
- Median home value
- $280,100
- Jobs located here
- 32,125
- Daytime population
- 72,018Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Keene 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 Keene 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 New Hampshire
Every New Hampshire market ranked →The highest-scoring small-town markets in New Hampshire for salons, barbers and spas, numbered among those based in New Hampshire, with the Keene area marked.
Top small-town markets in New Hampshire
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Lebanon-Claremont, NH-VT | 72 | 292 | 31.8 | $324K | +1.5% | #38 of 538 |
| 2Concord, NH | 51 | 305 | 50.1 | $219K | +2.6% | #259 of 538 |
| 3Keene, NH | 49 | 145 | 47.4 | $215K | +2.3% | #288 of 538 |
| 4Laconia, NH | 44 | 141 | 53.5 | $199K | +2.1% | #351 of 538 |
Other business types in the Keene 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 spas49
- Hair salons48
- Barbershops62
- Nail salons87
- Spas and skin care53
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 Keene, NH area?
There are 145 salons, barbers and spas on map listings in the Keene area as of September 2026. 19 of them (13%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 32 businesses with payroll classed as personal care services in 2023, up 45.5% from 2019. Official counts list 191 one-person businesses without payroll.
How much do households in the Keene, NH area spend on personal care products and services?
About $31.1M a year, or $1,017 per household. That is in line with the U.S. average (an index of 101, where 100 is the U.S. average). Spread across the 145 salons, barbers and spas on map listings, it comes to $215K per business. It is estimated from the incomes of the 30,620 households in the Keene area and national spending patterns by income.
How does the Keene, NH area compare with the U.S. for salons, barbers and spas?
The Keene area has 47.4 salons, barbers and spas per 10,000 households, in line with the U.S. rate of 47.2. Spending per business is $215K, in line with the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Keene area would have about 146, against 145 on map listings. There is one business with payroll in the industry for every 957 households, against one for every 804 across the U.S. The official count rose 45.5% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Keene, NH area growing?
Population estimates put the Keene area at 78,269 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 30,620 households. Median household income in the Keene area is $83,329, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.7%, 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 Keene area scores 49 for salons, barbers and spas (lower middle), #288 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 Keene 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 Keene area
Screening a site or an acquisition in the Keene 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 Keene 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.