Beauty and personal care · Small-town market · Wisconsin
Salons, barbers and spas in the Wisconsin Rapids-Marshfield, WI area
Competitor counts, household spending and official business counts for salons, barbers and spas in the Wisconsin Rapids-Marshfield, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 41 out of 100: Lower middle
Ranked #381 of 538 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 158
- 38 chain locations (24%)
- Official establishments
- 21
- −19.2% since 2019
- Household spending a year
- $29.8M
- On personal care products and services · $925 a household
- Spending per listing
- $189K
- 11% below the U.S.
- Listings per 10k households
- 49.0
- 4% above the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the salons, barbers and spas around any address in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 158 salons, barbers and spas in the Wisconsin Rapids-Marshfield area. Of those, 38 are chain locations, or 24%, against 15% across the U.S. That is 49.0 per 10,000 households, 4% above the U.S. rate of 47.2.
At $925 per household (8% below the U.S. average), households in the Wisconsin Rapids-Marshfield area spend about $29.8M a year on personal care products and services. That works out to $189K per business, 11% below the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in the Wisconsin Rapids-Marshfield area was 21 in 2023, down 19.2% from 2019. That is one for every 1,536 households, against one for every 804 across the U.S. Official counts also show 229 one-person businesses without payroll. Since fiscal 2022, 1 SBA-backed loan worth $615K has gone to businesses classed as personal care services in the Wisconsin Rapids-Marshfield area.
Population estimates show the Wisconsin Rapids-Marshfield area declined 0.2% from 2020 to 2025, against +3.1% for the U.S. For salons, barbers and spas, the Wisconsin Rapids-Marshfield area has a Groundwork market score of 41 (lower middle): #381 of 538 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin.
How the Wisconsin Rapids-Marshfield 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 | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 49.0 | 43.7 | 47.2 |
| Spending per listing | $189K | $230K | $213K |
| Households per official establishment | 1,536 | 924 | 804 |
| Official establishment growth, 2019–2023 | −19.2% | +3.0% | +14.1% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $925 | $1,007 | $1,005 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 41 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 21−19.2% over the period
- Employees, 2023
- 64
- Annual payroll, 2023
- $1.8M
- One-person businesses, 2023
- 229Businesses with no payroll
- Map listings, September 2026
- 15838 chain locations
- Listings at the U.S. rate for this spending
- 140The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $615K
SBA-backed loans to businesses classed as personal care services in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 |
| 11Wisconsin Rapids-Marshfield, WI | 41 | 158 | 49.0 | $189K | −0.2% | #381 of 538 |
Other business types in the Wisconsin Rapids-Marshfield 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 spas41
- Hair salons38
- Barbershops
- Nail salons53
- Spas and skin care56
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 Wisconsin Rapids-Marshfield, WI area?
The Wisconsin Rapids-Marshfield area has 158 salons, barbers and spas on map listings as of September 2026. 38 of them (24%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 21 businesses with payroll classed as personal care services in 2023, down 19.2% from 2019. Another 229 one-person businesses have no payroll, by official counts.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on personal care products and services?
About $29.8M a year, or $925 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 158 salons, barbers and spas on map listings, it comes to $189K per business. It is estimated from the incomes of the 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for salons, barbers and spas?
The Wisconsin Rapids-Marshfield area has 49.0 salons, barbers and spas per 10,000 households, 4% above the U.S. rate of 47.2. Spending per business is $189K, 11% below the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, the Wisconsin Rapids-Marshfield area would have about 140, against 158 on map listings. There is one business with payroll in the industry for every 1,536 households, against one for every 804 across the U.S. The official count fell 19.2% from 2019 to 2023, against +14.1% for the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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 Wisconsin Rapids-Marshfield area scores 41 for salons, barbers and spas (lower middle), #381 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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.