Beauty and personal care · Small-town market · South Dakota
Salons, barbers and spas in the Brookings, SD area
The salons, barbers and spas in the Brookings, SD area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 68 out of 100: Upper middle
Ranked #63 of 538 scored small-town markets
#2 of 9 scored small-town markets based in South Dakota
- Listings
- 40
- 9 chain locations (23%)
- Official establishments
- 19
- Businesses with payroll, 2023
- Household spending a year
- $13.2M
- On personal care products and services · $959 a household
- Spending per listing
- $331K
- 55% above the U.S.
- Listings per 10k households
- 29.0
- 39% below the U.S.
- Population, 2025
- 37,635
- +9.6% since 2020
See the salons, barbers and spas around any address in the Brookings 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 Brookings 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
As of September 2026, map listings count 40 salons, barbers and spas in the Brookings area. 9 of them (23%) are chain locations, against 15% across the U.S. That comes to 29.0 for every 10,000 households, 39% below the U.S. rate of 47.2.
Households in the Brookings area spend about $13.2M a year on personal care products and services, or $959 per household, 5% below the U.S. average. Spread across 40 salons, barbers and spas, that is $331K per business, 55% above the U.S. figure of $213K.
Official counts show 19 businesses with payroll classed as personal care services in the Brookings area in 2023. That is one for every 726 households, against one for every 804 across the U.S. Another 55 one-person businesses have no payroll, by official counts. Since fiscal 2022, 2 SBA-backed loans worth $238K have gone to businesses classed as personal care services in the Brookings area.
Between 2020 and 2025, the population of the Brookings area grew 9.6%, faster than the U.S. (+3.1%). The Brookings area scores 68 (upper middle) on the Groundwork market score for salons, barbers and spas, ranking #63 of 538 scored small-town markets and #2 of 9 scored small-town markets based in South Dakota. That puts it in the top quarter of small-town markets.
How the Brookings area compares
The same measures for South Dakota 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 | Brookings area | South Dakota | U.S. |
|---|---|---|---|
| Listings per 10k households | 29.0 | 35.6 | 47.2 |
| Spending per listing | $331K | $276K | $213K |
| Households per official establishment | 726 | 1,153 | 804 |
| Official establishment growth, 2019–2023 | n/a | +12.4% | +14.1% |
| Population growth, 2020–2025 | +9.6% | +5.3% | +3.1% |
| Spending per household on personal care products and services | $959 | $983 | $1,005 |
| Median household income | $70,064 | $75,081 | $80,734 |
| Groundwork market score | 68 | 74 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 19
- Employees, 2023
- 137
- Annual payroll, 2023
- $4.1M
- One-person businesses, 2023
- 55Businesses with no payroll
- Map listings, September 2026
- 409 chain locations
- Listings at the U.S. rate for this spending
- 62The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $238K
SBA-backed loans to businesses classed as personal care services in the Brookings 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 Brookings area
- Population, 2025 estimate
- 37,635+9.6% since 2020
- Households
- 13,798
- Median age
- 31.9
- Homes lived in by their owners
- 57%
- Vehicles per household
- 2.1
- Land area
- 792 sq. mi.
- People per square mile
- 45
- Median household income
- $70,064+20.5% vs. 2015–2019, before inflation
- Average household income
- $89,400
- Median home value
- $264,600
- Jobs located here
- 19,000
- Daytime population
- 37,385Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Brookings 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 Brookings 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 South Dakota
Every South Dakota market ranked →The highest-scoring small-town markets in South Dakota for salons, barbers and spas, numbered among those based in South Dakota, with the Brookings area marked.
Top small-town markets in South Dakota
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Huron, SD | 81 | 20 | 26.5 | $346K | +2.4% | #7 of 538 |
| 2Brookings, SD | 68 | 40 | 29.0 | $331K | +9.6% | #63 of 538 |
| 3Mitchell, SD | 62 | 41 | 37.4 | $249K | +0.6% | #122 of 538 |
| 4Pierre, SD | 59 | 27 | 31.6 | $319K | −0.5% | #155 of 538 |
| 5Yankton, SD | 58 | 40 | 41.3 | $232K | +1.5% | #170 of 538 |
| 6Aberdeen, SD | 56 | 64 | 35.7 | $269K | −1.5% | #199 of 538 |
| 7Spearfish, SD | 49 | 55 | 45.6 | $208K | +14.0% | #289 of 538 |
| 8Vermillion, SD | 45 | 24 | 43.3 | $204K | +0.2% | #336 of 538 |
| 9Watertown, SD | 37 | 70 | 55.9 | $167K | +4.3% | #424 of 538 |
Other business types in the Brookings 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 spas68
- Hair salons71
- Barbershops
- Nail salons70
- Spas and skin care60
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 Brookings, SD area?
The Brookings area has 40 salons, barbers and spas on map listings as of September 2026. 9 of them (23%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 19 businesses with payroll classed as personal care services in 2023. Official counts list 55 one-person businesses without payroll.
How much do households in the Brookings, SD area spend on personal care products and services?
About $13.2M a year, or $959 per household. That is 5% below the U.S. average (an index of 95, where 100 is the U.S. average). Spread across the 40 salons, barbers and spas on map listings, it comes to $331K per business. It is estimated from the incomes of the 13,798 households in the Brookings area and national spending patterns by income.
How does the Brookings, SD area compare with the U.S. for salons, barbers and spas?
The Brookings area has 29.0 salons, barbers and spas per 10,000 households, 39% below the U.S. rate of 47.2. Spending per business is $331K, 55% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Brookings area would have about 62, against 40 on map listings. There is one business with payroll in the industry for every 726 households, against one for every 804 across the U.S.
How fast is the Brookings, SD area growing?
Population estimates put the Brookings area at 37,635 people in 2025, up 9.6% since 2020, faster than the U.S. (+3.1%). It has 13,798 households. Median household income in the Brookings area is $70,064, 13% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.5%, 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 Brookings area scores 68 for salons, barbers and spas (upper middle), #63 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 Brookings 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 Brookings area
Screening a site or an acquisition in the Brookings 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 Brookings 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.