Beauty and personal care · Metro area · Wisconsin
Salons, barbers and spas in the Appleton, WI metro area
The salons, barbers and spas in the Appleton, WI metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 46 out of 100: Lower middle
Ranked #237 of 387 scored metro areas
#11 of 13 scored metro areas based in Wisconsin
- Listings
- 488
- 78 chain locations (16%)
- Official establishments
- 152
- +19.7% since 2019
- Household spending a year
- $105.3M
- On personal care products and services · $1,055 a household
- Spending per listing
- $216K
- In line with the U.S.
- Listings per 10k households
- 48.9
- 4% above the U.S.
- Population, 2025
- 249,876
- +2.7% since 2020
See the salons, barbers and spas around any address in the Appleton metro 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 Appleton metro 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 488 salons, barbers and spas in the Appleton metro area. Chain locations make up 16% of them, against 15% across the U.S. That is 48.9 per 10,000 households, 4% above the U.S. rate of 47.2.
Household spending on personal care products and services in the Appleton metro area comes to about $105.3M a year: $1,055 per household, 5% above the U.S. average. Spread across 488 salons, barbers and spas, that is $216K per business, in line with the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in the Appleton metro area was 152 in 2023, up 19.7% from 2019. That is one for every 656 households, against one for every 804 across the U.S. Official counts list 774 one-person businesses without payroll. Since fiscal 2022, 7 SBA-backed loans worth $679K have gone to businesses classed as personal care services in the Appleton metro area.
Population estimates put the population change in the Appleton metro area from 2020 to 2025 at +2.7%, in step with the U.S. (+3.1%). The Appleton metro area scores 46 (lower middle) on the Groundwork market score for salons, barbers and spas, ranking #237 of 387 scored metro areas and #11 of 13 scored metro areas based in Wisconsin.
How the Appleton metro area compares
The same measures for Wisconsin 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 | Appleton metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 48.9 | 43.7 | 47.2 |
| Spending per listing | $216K | $230K | $213K |
| Households per official establishment | 656 | 924 | 804 |
| Official establishment growth, 2019–2023 | +19.7% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +2.7% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $1,055 | $1,007 | $1,005 |
| Median household income | $85,825 | $77,485 | $80,734 |
| Groundwork market score | 46 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 152+19.7% over the period
- Employees, 2023
- 744
- Annual payroll, 2023
- $22.4M
- One-person businesses, 2023
- 774Businesses with no payroll
- Map listings, September 2026
- 48878 chain locations
- Listings at the U.S. rate for this spending
- 495The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 7
- Amount
- $679K
SBA-backed loans to businesses classed as personal care services in the Appleton metro 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 Appleton metro area
- Population, 2025 estimate
- 249,876+2.7% since 2020
- Households
- 99,754
- Median age
- 40.3
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 956 sq. mi.
- People per square mile
- 257
- Median household income
- $85,825+26.9% vs. 2015–2019, before inflation
- Average household income
- $112,747
- Median home value
- $268,900
- Jobs located here
- 130,221
- Daytime population
- 246,801Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Appleton metro area?
These figures cover the whole metro area. 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 Appleton metro 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for salons, barbers and spas, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Appleton metro area marked.
Top metro areas in Wisconsin
| 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 |
| 11Appleton, WI | 46 | 488 | 48.9 | $216K | +2.7% | #237 of 387 |
Other business types in the Appleton metro 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 spas46
- Hair salons41
- Barbershops56
- Nail salons57
- Spas and skin care51
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 Appleton, WI metro area?
The Appleton metro area has 488 salons, barbers and spas on map listings as of September 2026. 78 of them (16%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 152 businesses with payroll classed as personal care services in 2023, up 19.7% from 2019. Official counts also show 774 one-person businesses without payroll.
How much do households in the Appleton, WI metro area spend on personal care products and services?
About $105.3M a year, or $1,055 per household. That is 5% above the U.S. average (an index of 105, where 100 is the U.S. average). Spread across the 488 salons, barbers and spas on map listings, it comes to $216K per business. It is estimated from the incomes of the 99,754 households in the Appleton metro area and national spending patterns by income.
How does the Appleton, WI metro area compare with the U.S. for salons, barbers and spas?
The Appleton metro area has 48.9 salons, barbers and spas per 10,000 households, 4% above the U.S. rate of 47.2. Spending per business is $216K, in line with the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Appleton metro area would have about 495, against 488 on map listings. There is one business with payroll in the industry for every 656 households, against one for every 804 across the U.S. The official count rose 19.7% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Appleton, WI metro area growing?
Population estimates put the Appleton metro area at 249,876 people in 2025, up 2.7% since 2020, in step with the U.S. (+3.1%). It has 99,754 households. Median household income in the Appleton metro area is $85,825, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.9%, 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. 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 Appleton metro area scores 46 for salons, barbers and spas (lower middle), #237 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Appleton metro 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 Appleton metro area
Screening a site or an acquisition in the Appleton metro 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 Appleton metro 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.