Beauty and personal care · Small-town market · Wisconsin
Salons, barbers and spas in the Whitewater-Elkhorn, WI area
How the Whitewater-Elkhorn, WI area compares with other small-town markets and the U.S. for salons, barbers and spas: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 56 out of 100: Upper middle
Ranked #198 of 538 scored small-town markets
#6 of 13 scored small-town markets based in Wisconsin
- Listings
- 166
- 22 chain locations (13%)
- Official establishments
- 51
- −10.5% since 2019
- Household spending a year
- $44.9M
- On personal care products and services · $1,043 a household
- Spending per listing
- $271K
- 27% above the U.S.
- Listings per 10k households
- 38.5
- 18% below the U.S.
- Population, 2025
- 106,127
- +0.8% since 2020
See the salons, barbers and spas around any address in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 166 salons, barbers and spas in the Whitewater-Elkhorn area. 22 of them (13%) are chain locations, against 15% across the U.S. That is 38.5 per 10,000 households, 18% below the U.S. rate of 47.2.
Households in the Whitewater-Elkhorn area spend about $44.9M a year on personal care products and services, or $1,043 per household, 4% above the U.S. average. That works out to $271K per business, 27% above the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in the Whitewater-Elkhorn area was 51 in 2023, down 10.5% from 2019. That is one for every 845 households, against one for every 804 across the U.S. Official counts list 254 one-person businesses without payroll. Since fiscal 2022, 4 SBA-backed loans worth $590K have gone to businesses classed as personal care services in the Whitewater-Elkhorn area.
Population estimates put the population change in the Whitewater-Elkhorn area from 2020 to 2025 at +0.8%, slower than the U.S. (+3.1%). The Groundwork market score for salons, barbers and spas in the Whitewater-Elkhorn area is 56 (upper middle), #198 of 538 scored small-town markets and #6 of 13 scored small-town markets based in Wisconsin.
How the Whitewater-Elkhorn 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 | Whitewater-Elkhorn area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 38.5 | 43.7 | 47.2 |
| Spending per listing | $271K | $230K | $213K |
| Households per official establishment | 845 | 924 | 804 |
| Official establishment growth, 2019–2023 | −10.5% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +0.8% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $1,043 | $1,007 | $1,005 |
| Median household income | $80,520 | $77,485 | $80,734 |
| Groundwork market score | 56 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 51−10.5% over the period
- Employees, 2023
- 245
- Annual payroll, 2023
- $6.8M
- One-person businesses, 2023
- 254Businesses with no payroll
- Map listings, September 2026
- 16622 chain locations
- Listings at the U.S. rate for this spending
- 211The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 4
- Amount
- $590K
SBA-backed loans to businesses classed as personal care services in the Whitewater-Elkhorn 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 Whitewater-Elkhorn area
- Population, 2025 estimate
- 106,127+0.8% since 2020
- Households
- 43,087
- Median age
- 42.4
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 555 sq. mi.
- People per square mile
- 190
- Median household income
- $80,520+26.3% vs. 2015–2019, before inflation
- Average household income
- $109,464
- Median home value
- $302,700
- Jobs located here
- 43,660
- Daytime population
- 95,627Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 |
Other business types in the Whitewater-Elkhorn 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 spas56
- Hair salons58
- Barbershops85
- Nail salons72
- Spas and skin care57
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 Whitewater-Elkhorn, WI area?
There are 166 salons, barbers and spas on map listings in the Whitewater-Elkhorn area as of September 2026. 22 of them (13%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 51 businesses with payroll classed as personal care services in 2023, down 10.5% from 2019. Official counts also show 254 one-person businesses without payroll.
How much do households in the Whitewater-Elkhorn, WI area spend on personal care products and services?
About $44.9M a year, or $1,043 per household. That is 4% above the U.S. average (an index of 104, where 100 is the U.S. average). Spread across the 166 salons, barbers and spas on map listings, it comes to $271K per business. It is estimated from the incomes of the 43,087 households in the Whitewater-Elkhorn area and national spending patterns by income.
How does the Whitewater-Elkhorn, WI area compare with the U.S. for salons, barbers and spas?
The Whitewater-Elkhorn area has 38.5 salons, barbers and spas per 10,000 households, 18% below the U.S. rate of 47.2. Spending per business is $271K, 27% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Whitewater-Elkhorn area would have about 211, against 166 on map listings. There is one business with payroll in the industry for every 845 households, against one for every 804 across the U.S. The official count fell 10.5% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Whitewater-Elkhorn, WI area growing?
Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, 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 Whitewater-Elkhorn area scores 56 for salons, barbers and spas (upper middle), #198 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area
Screening a site or an acquisition in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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.