Market rankings · Wisconsin
Salons, barbers and spas in Wisconsin
Markets across Wisconsin ranked by the Groundwork market score for salons, barbers and spas, with competitor counts and household spending for each.
- Listings
- 10,838
- 1,618 chain locations (15%)
- Official establishments
- 2,682
- +3.0% since 2019
- Household spending a year
- $2.5B
- On personal care products and services
- Listings per 10k households
- 43.7
- 7% below the U.S.
- Spending per listing
- $230K
- 8% above the U.S.
- Rank among states
- #36 of 51
- Market score 45 · Lower middle
A site report maps the salons, barbers and spas on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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 10,838 salons, barbers and spas in Wisconsin. Chain locations make up 15% of them, against 15% across the U.S. That is 43.7 per 10,000 households, 7% below the U.S. rate of 47.2.
Household spending on personal care products and services in Wisconsin comes to about $2.5B a year: $1,007 per household, in line with the U.S. average. That is about $230K of household spending for each business on map listings, 8% above the U.S. figure of $213K.
In 2023, official counts showed 2,682 businesses with payroll in Wisconsin classed as personal care services, up 3.0% from 2019. That is one for every 924 households, against one for every 804 across the U.S. Across the U.S., the count rose 14.1% over the same years. Since fiscal 2022, 130 SBA-backed loans worth $28.3M have gone to businesses classed as personal care services in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #36 for salons, barbers and spas, with a Groundwork market score of 45 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Duluth metro area scores highest (68). Of the 14 scored small-town markets in or partly in Wisconsin, the Menomonie area scores highest (74).
Every market in Wisconsin for salons, barbers and spas
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Duluth, MN-WI | 68 | 345 | 28.7 | $335K | +0.2% | #32 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 66 | 5,543 | 37.5 | $308K | +2.6% | #44 of 387 |
| 1Oshkosh-Neenah, WI | 59 | 303 | 41.7 | $235K | +1.4% | #94 of 387 |
| 2Madison, WI | 59 | 1,424 | 47.2 | $231K | +4.1% | #97 of 387 |
| 3Fond du Lac, WI | 58 | 162 | 37.5 | $260K | +0.5% | #107 of 387 |
| 4Racine-Mount Pleasant, WI | 58 | 317 | 39.4 | $255K | +0.4% | #108 of 387 |
| 5Wausau, WI | 57 | 225 | 38.9 | $256K | +1.0% | #118 of 387 |
| 6Sheboygan, WI | 56 | 187 | 37.6 | $260K | 0.0% | #127 of 387 |
| 7La Crosse-Onalaska, WI-MN | 56 | 280 | 38.9 | $252K | +0.4% | #129 of 387 |
| 8Green Bay, WI | 56 | 570 | 41.9 | $241K | +2.5% | #132 of 387 |
| 9Janesville-Beloit, WI | 48 | 313 | 46.6 | $208K | +1.7% | #220 of 387 |
| 10Kenosha, WI | 47 | 297 | 43.1 | $239K | −0.4% | #224 of 387 |
| 11Appleton, WI | 46 | 488 | 48.9 | $216K | +2.7% | #237 of 387 |
| 12Eau Claire, WI | 44 | 340 | 47.3 | $208K | +2.6% | #258 of 387 |
| 13Milwaukee-Waukesha, WI | 38 | 3,416 | 52.0 | $197K | 0.0% | #311 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Menomonie, WI | 74 | 44 | 25.2 | $386K | +1.7% | #29 of 538 |
| 2Marinette, WI-MI | 70 | 83 | 28.2 | $312K | +0.3% | #50 of 538 |
| 3Shawano, WI | 67 | 45 | 24.1 | $379K | +1.4% | #70 of 538 |
| 4Beaver Dam, WI | 67 | 103 | 28.7 | $338K | −0.3% | #71 of 538 |
| 5Manitowoc, WI | 62 | 113 | 32.1 | $293K | +0.4% | #118 of 538 |
| Iron Mountain, MI-WI | 56 | 42 | 29.8 | $302K | +0.4% | #195 of 538 |
| 6Whitewater-Elkhorn, WI | 56 | 166 | 38.5 | $271K | +0.8% | #198 of 538 |
| 7Stevens Point-Plover, WI | 52 | 127 | 42.8 | $230K | +2.2% | #248 of 538 |
| 8Sparta, WI | 51 | 73 | 39.9 | $236K | +0.6% | #258 of 538 |
| 9Watertown-Fort Atkinson, WI | 50 | 148 | 42.4 | $239K | +0.3% | #272 of 538 |
| 10Platteville, WI | 49 | 74 | 37.1 | $250K | +0.9% | #282 of 538 |
| 11Wisconsin Rapids-Marshfield, WI | 41 | 158 | 49.0 | $189K | −0.2% | #381 of 538 |
| 12Baraboo, WI | 38 | 168 | 60.0 | $166K | +1.3% | #409 of 538 |
| 13Rice Lake, WI | 30 | 109 | 54.6 | $169K | −0.5% | #487 of 538 |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Oconto County, WI | 86 | 24 | 14.3 | $686K | +2.9% | #25 of 2,385 |
| 2Adams County, WI | 79 | 12 | 12.6 | $693K | +5.2% | #74 of 2,385 |
| 3Bayfield County, WI | 79 | 16 | 21.5 | $440K | +3.4% | #84 of 2,385 |
| 4Washburn County, WI | 77 | 16 | 21.1 | $434K | +2.8% | #117 of 2,385 |
| 5Sawyer County, WI | 77 | 21 | 23.8 | $374K | +4.0% | #124 of 2,385 |
| 6Calumet County, WI | 76 | 49 | 22.9 | $464K | +2.9% | #130 of 2,385 |
| 7Kewaunee County, WI | 76 | 19 | 22.7 | $442K | +1.0% | #133 of 2,385 |
| 8Burnett County, WI | 76 | 15 | 20.9 | $435K | +3.9% | #134 of 2,385 |
| 9Vernon County, WI | 76 | 33 | 26.6 | $359K | +2.4% | #146 of 2,385 |
| 10Trempealeau County, WI | 75 | 36 | 28.7 | $340K | +1.1% | #172 of 2,385 |
| 11Marquette County, WI | 74 | 11 | 15.7 | $572K | +2.1% | #177 of 2,385 |
| 12Waushara County, WI | 74 | 28 | 26.5 | $348K | +2.8% | #186 of 2,385 |
| 13Juneau County, WI | 73 | 20 | 18.3 | $492K | −0.5% | #200 of 2,385 |
| 14Pierce County, WI | 73 | 50 | 31.5 | $342K | +3.1% | #214 of 2,385 |
| 15Clark County, WI | 72 | 39 | 30.4 | $308K | +1.2% | #238 of 2,385 |
| 16Green Lake County, WI | 70 | 23 | 27.8 | $339K | +1.5% | #290 of 2,385 |
| 17Dunn County, WI | 69 | 44 | 25.2 | $386K | +1.7% | #312 of 2,385 |
| 18Lincoln County, WI | 69 | 36 | 28.2 | $331K | −0.1% | #317 of 2,385 |
| 19Iowa County, WI | 66 | 37 | 36.6 | $280K | +1.0% | #436 of 2,385 |
| 20Buffalo County, WI | 65 | 15 | 26.2 | $355K | −0.1% | #454 of 2,385 |
| 21Polk County, WI | 65 | 62 | 31.7 | $312K | +1.7% | #465 of 2,385 |
| 22Green County, WI | 64 | 54 | 34.2 | $296K | +0.5% | #503 of 2,385 |
| 23Shawano County, WI | 62 | 44 | 25.5 | $359K | +1.7% | #554 of 2,385 |
| 24Dodge County, WI | 62 | 103 | 28.7 | $338K | −0.3% | #561 of 2,385 |
| 25Douglas County, WI | 62 | 55 | 28.7 | $334K | −0.8% | #563 of 2,385 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Chippewa County, WI | 62 | 87 | 32.1 | $302K | +1.9% | #568 of 2,385 |
| 27Lafayette County, WI | 62 | 25 | 37.0 | $261K | +5.2% | #576 of 2,385 |
| 28Manitowoc County, WI | 57 | 113 | 32.1 | $293K | +0.4% | #781 of 2,385 |
| 29Marinette County, WI | 57 | 65 | 34.1 | $263K | +1.6% | #801 of 2,385 |
| 30St. Croix County, WI | 56 | 170 | 45.3 | $257K | +4.7% | #848 of 2,385 |
| 31Vilas County, WI | 56 | 43 | 38.6 | $241K | +2.9% | #858 of 2,385 |
| 32Rusk County, WI | 55 | 14 | 22.0 | $394K | −0.2% | #872 of 2,385 |
| 33Price County, WI | 55 | 21 | 32.1 | $270K | −0.3% | #892 of 2,385 |
| 34Taylor County, WI | 54 | 20 | 24.9 | $375K | +0.9% | #921 of 2,385 |
| 35Ashland County, WI | 53 | 20 | 29.3 | $300K | +1.1% | #974 of 2,385 |
| 36Waupaca County, WI | 53 | 77 | 34.1 | $277K | −0.6% | #981 of 2,385 |
| 37Walworth County, WI | 52 | 166 | 38.5 | $271K | +0.8% | #1,043 of 2,385 |
| 38Richland County, WI | 51 | 25 | 34.5 | $264K | −1.4% | #1,101 of 2,385 |
| 39Columbia County, WI | 50 | 94 | 38.9 | $267K | −0.7% | #1,168 of 2,385 |
| 40Fond du Lac County, WI | 50 | 162 | 37.5 | $260K | +0.5% | #1,171 of 2,385 |
| 41Winnebago County, WI | 50 | 303 | 41.7 | $235K | +1.4% | #1,184 of 2,385 |
| 42Dane County, WI | 50 | 1,239 | 49.3 | $224K | +4.9% | #1,185 of 2,385 |
| 43Marathon County, WI | 49 | 225 | 38.9 | $256K | +1.0% | #1,214 of 2,385 |
| 44Racine County, WI | 49 | 317 | 39.4 | $255K | +0.4% | #1,215 of 2,385 |
| 45Door County, WI | 49 | 59 | 39.4 | $253K | +1.6% | #1,218 of 2,385 |
| 46Sheboygan County, WI | 48 | 187 | 37.6 | $260K | 0.0% | #1,268 of 2,385 |
| 47Ozaukee County, WI | 48 | 188 | 49.1 | $237K | +3.0% | #1,280 of 2,385 |
| 48Portage County, WI | 48 | 127 | 42.8 | $230K | +2.2% | #1,282 of 2,385 |
| 49Washington County, WI | 48 | 283 | 49.6 | $223K | +1.8% | #1,289 of 2,385 |
| 50Jefferson County, WI | 47 | 148 | 42.4 | $239K | +0.3% | #1,341 of 2,385 |
| 51Monroe County, WI | 47 | 73 | 39.9 | $236K | +0.6% | #1,344 of 2,385 |
| 52Jackson County, WI | 46 | 28 | 33.8 | $270K | −0.5% | #1,390 of 2,385 |
| 53Grant County, WI | 46 | 74 | 37.1 | $250K | +0.9% | #1,401 of 2,385 |
| 54Rock County, WI | 44 | 313 | 46.6 | $208K | +1.7% | #1,529 of 2,385 |
| 55Brown County, WI | 43 | 527 | 47.5 | $213K | +2.6% | #1,573 of 2,385 |
| 56Kenosha County, WI | 42 | 297 | 43.1 | $239K | −0.4% | #1,616 of 2,385 |
| 57Langlade County, WI | 40 | 28 | 31.5 | $273K | +0.4% | #1,703 of 2,385 |
| 58La Crosse County, WI | 40 | 229 | 44.5 | $220K | +0.3% | #1,725 of 2,385 |
| 59Waukesha County, WI | 40 | 1,037 | 61.5 | $194K | +2.4% | #1,740 of 2,385 |
| 60Wood County, WI | 40 | 158 | 49.0 | $189K | −0.2% | #1,745 of 2,385 |
| 61Sauk County, WI | 38 | 168 | 60.0 | $166K | +1.3% | #1,833 of 2,385 |
| 62Outagamie County, WI | 37 | 439 | 56.0 | $188K | +2.6% | #1,866 of 2,385 |
| 63Eau Claire County, WI | 36 | 253 | 56.6 | $175K | +3.0% | #1,919 of 2,385 |
| 64Oneida County, WI | 34 | 93 | 53.2 | $178K | +0.7% | #2,005 of 2,385 |
| 65Barron County, WI | 32 | 109 | 54.6 | $169K | −0.5% | #2,073 of 2,385 |
| 66Milwaukee County, WI | 29 | 1,908 | 48.6 | $191K | −1.5% | #2,152 of 2,385 |
| 67Crawford County, WI | 24 | 37 | 55.2 | $161K | −1.1% | #2,246 of 2,385 |
| Forest County, WI | Not scored | 9 | 22.5 | $391K | +4.4% | |
| Pepin County, WI | Not scored | 8 | 26.3 | $369K | +2.2% | |
| Iron County, WI | Not scored | 8 | 25.7 | $338K | −0.3% | |
| Florence County, WI | Not scored | 1 | 4.6 | $2M | +4.0% | |
| Menominee County, WI | Not scored | 1 | 7.1 | $1.2M | −1.4% |
Markets with fewer than 5 salons, barbers and spas on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many salons, barbers and spas are in Wisconsin?
There are 10,838 salons, barbers and spas on map listings in Wisconsin as of September 2026. 1,618 of them (15%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 2,682 businesses with payroll classed as personal care services in 2023, up 3.0% from 2019. Another 18,507 one-person businesses have no payroll, by official counts.
How much do households in Wisconsin spend on personal care products and services?
About $2.5B a year, or $1,007 per household. That is in line with the U.S. average (an index of 100, where 100 is the U.S. average). Spread across the 10,838 salons, barbers and spas on map listings, it comes to $230K per business. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for salons, barbers and spas?
Wisconsin has 43.7 salons, barbers and spas per 10,000 households, 7% below the U.S. rate of 47.2. Spending per business is $230K, 8% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, Wisconsin would have about 11,741, against 10,838 on map listings. There is one business with payroll in the industry for every 924 households, against one for every 804 across the U.S. The official count rose 3.0% from 2019 to 2023, against +14.1% for the U.S.
Which market in Wisconsin has the highest market score for salons, barbers and spas?
Among 15 scored metro areas in or partly in Wisconsin, the Duluth metro area scores highest, at 68 (upper middle). Among 14 scored small-town markets in or partly in Wisconsin, the Menomonie area scores highest, at 74 (upper middle). Among 67 scored counties in Wisconsin, Oconto County scores highest, at 86 (high). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 45 for salons, barbers and spas (lower middle), #36 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
Salons, barbers and spas in other states
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Top markets for salons, barbers and spas across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Hair salons6,266 listings
- Barbershops857 listings
- Nail salons1,100 listings
- Spas and skin care2,411 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.