Beauty and personal care · Small-town market · Wisconsin
Salons, barbers and spas in the Baraboo, WI area
The salons, barbers and spas in the Baraboo, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 38 out of 100: Lower middle
Ranked #409 of 538 scored small-town markets
#12 of 13 scored small-town markets based in Wisconsin
- Listings
- 168
- 26 chain locations (15%)
- Official establishments
- 25
- −24.2% since 2019
- Household spending a year
- $28M
- On personal care products and services · $999 a household
- Spending per listing
- $166K
- 22% below the U.S.
- Listings per 10k households
- 60.0
- 27% above the U.S.
- Population, 2025
- 66,652
- +1.3% since 2020
See the salons, barbers and spas around any address in the Baraboo 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 Baraboo 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 Baraboo area has a Groundwork market score of 38 (lower middle): #409 of 538 scored small-town markets and #12 of 13 scored small-town markets based in Wisconsin. That puts it in the bottom quarter of small-town markets.
As of September 2026, map listings count 168 salons, barbers and spas in the Baraboo area. Of those, 26 are chain locations, or 15%, against 15% across the U.S. That is 60.0 per 10,000 households, 27% above the U.S. rate of 47.2.
Household spending on personal care products and services in the Baraboo area comes to about $28M a year: $999 per household, in line with the U.S. average. That is about $166K of household spending for each business on map listings, 22% below the U.S. figure of $213K.
Official counts show 25 businesses with payroll classed as personal care services in the Baraboo area in 2023, down 24.2% from 2019. That is one for every 1,119 households, against one for every 804 across the U.S. Population estimates show the Baraboo area grew 1.3% from 2020 to 2025, slower than the U.S. (+3.1%).
How the Baraboo 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 | Baraboo area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 60.0 | 43.7 | 47.2 |
| Spending per listing | $166K | $230K | $213K |
| Households per official establishment | 1,119 | 924 | 804 |
| Official establishment growth, 2019–2023 | −24.2% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +1.3% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $999 | $1,007 | $1,005 |
| Median household income | $79,541 | $77,485 | $80,734 |
| Groundwork market score | 38 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 25−24.2% over the period
- Employees, 2023
- 83
- Annual payroll, 2023
- $2.3M
- One-person businesses, 2023
- 215Businesses with no payroll
- Map listings, September 2026
- 16826 chain locations
- Listings at the U.S. rate for this spending
- 131The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as personal care services in the Baraboo 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 Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo 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 Baraboo 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 small-town markets 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 Baraboo area marked.
Top small-town markets in Wisconsin
| 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 |
| 12Baraboo, WI | 38 | 168 | 60.0 | $166K | +1.3% | #409 of 538 |
Other business types in the Baraboo 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 spas38
- Hair salons35
- Barbershops70
- Nail salons67
- Spas and skin care55
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 Baraboo, WI area?
The Baraboo area has 168 salons, barbers and spas on map listings as of September 2026. 26 of them (15%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 25 businesses with payroll classed as personal care services in 2023, down 24.2% from 2019. Official counts list 215 one-person businesses without payroll.
How much do households in the Baraboo, WI area spend on personal care products and services?
About $28M a year, or $999 per household. That is in line with the U.S. average (an index of 99, where 100 is the U.S. average). Spread across the 168 salons, barbers and spas on map listings, it comes to $166K per business. It is estimated from the incomes of the 27,987 households in the Baraboo area and national spending patterns by income.
How does the Baraboo, WI area compare with the U.S. for salons, barbers and spas?
The Baraboo area has 60.0 salons, barbers and spas per 10,000 households, 27% above the U.S. rate of 47.2. Spending per business is $166K, 22% below the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Baraboo area would have about 131, against 168 on map listings. There is one business with payroll in the industry for every 1,119 households, against one for every 804 across the U.S. The official count fell 24.2% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, 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 Baraboo area scores 38 for salons, barbers and spas (lower middle), #409 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 Baraboo 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 Baraboo area
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.