Beauty and personal care · Metro area · West Virginia
Spas and skin care studios in the Morgantown, WV metro area
Competitor counts, household spending and official business counts for spas and skin care studios in the Morgantown, WV metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 61 out of 100: Upper middle
Ranked #84 of 387 scored metro areas
#1 of 7 scored metro areas based in West Virginia
- Listings
- 37
- 6 chain locations (16%)
- Official establishments
- 10
- Businesses with payroll, 2023
- Household spending a year
- $49.2M
- On personal care products and services · $857 a household
- Spending per listing
- $1.3M
- 52% above the U.S.
- Listings per 10k households
- 6.4
- 44% below the U.S.
- Population, 2025
- 141,995
- +1.3% since 2020
See the spas and skin care studios around any address in the Morgantown metro area
The site report maps the spas and skin care studios 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 Morgantown 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 37 spas and skin care studios in the Morgantown metro area. Of those, 6 are chain locations, or 16%, against 10% across the U.S. That comes to 6.4 for every 10,000 households, 44% below the U.S. rate of 11.5.
Households in the Morgantown metro area spend about $49.2M a year on personal care products and services, or $857 per household, 15% below the U.S. average. Spread across 37 spas and skin care studios, that is $1.3M per studio, 52% above the U.S. figure of $876K. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
The official count of businesses with payroll classed as other personal care services in the Morgantown metro area was 10 in 2023. That is one for every 5,744 households, against one for every 4,055 across the U.S.
Population estimates show the Morgantown metro area grew 1.3% from 2020 to 2025, slower than the U.S. (+3.1%). For spas and skin care studios, the Morgantown metro area has a Groundwork market score of 61 (upper middle): #84 of 387 scored metro areas and #1 of 7 scored metro areas based in West Virginia. That puts it in the top quarter of metro areas.
How the Morgantown metro area compares
The same measures for West Virginia and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the spas and skin care studios 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 | Morgantown metro area | West Virginia | U.S. |
|---|---|---|---|
| Listings per 10k households | 6.4 | 6.7 | 11.5 |
| Spending per listing | $1.3M | $1.2M | $876K |
| Households per official establishment | 5,744 | 9,223 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +43.6% | +29.8% |
| Population growth, 2020–2025 | +1.3% | −1.4% | +3.1% |
| Spending per household on personal care products and services | $857 | $802 | $1,005 |
| Median household income | $64,640 | $59,608 | $80,734 |
| Groundwork market score | 61 | 57 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 10
- Employees, 2023
- 58
- Annual payroll, 2023
- $1.5M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 376 chain locations
- Listings at the U.S. rate for this spending
- 56The 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 other personal care services in the Morgantown 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 Morgantown metro area
- Population, 2025 estimate
- 141,995+1.3% since 2020
- Households
- 57,438
- Median age
- 37.8
- Homes lived in by their owners
- 63%
- Vehicles per household
- 1.7
- Land area
- 1,009 sq. mi.
- People per square mile
- 140
- Median household income
- $64,640+23.5% vs. 2015–2019, before inflation
- Average household income
- $92,746
- Median home value
- $233,000
- Jobs located here
- 71,588
- Daytime population
- 156,475Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Morgantown 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 spas and skin care studios on map listings by name and distance.
Or open the report at the center of the Morgantown metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSpas and skin care across West Virginia
Every West Virginia market ranked →The highest-scoring metro areas in West Virginia for spas and skin care studios, numbered among those based in West Virginia (a market based in another state is listed without a number), with the Morgantown metro area marked.
Top metro areas in West Virginia
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Hagerstown-Martinsburg, MD-WV | 79 | 77 | 6.5 | $1.4M | +7.1% | #5 of 387 |
| Washington-Arlington-Alexandria, DC-VA-MD-WV | 64 | 2,521 | 10.6 | $1.1M | +3.3% | #65 of 387 |
| 1Morgantown, WV | 61 | 37 | 6.4 | $1.3M | +1.3% | #84 of 387 |
| Winchester, VA-WV | 61 | 54 | 9.7 | $984K | +6.5% | #90 of 387 |
| 2Weirton-Steubenville, WV-OH | 59 | 25 | 5.0 | $1.6M | −3.6% | #99 of 387 |
| 3Beckley, WV | 49 | 31 | 6.9 | $1.1M | −4.3% | #193 of 387 |
| 4Wheeling, WV-OH | 49 | 45 | 7.8 | $1.1M | −3.6% | #194 of 387 |
| 5Huntington-Ashland, WV-KY-OH | 46 | 112 | 7.4 | $1.1M | −2.6% | #226 of 387 |
| 6Parkersburg-Vienna, WV | 42 | 31 | 8.2 | $962K | −2.3% | #261 of 387 |
| 7Charleston, WV | 34 | 84 | 9.6 | $832K | −4.7% | #339 of 387 |
Other business types in the Morgantown 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 spas47
- Hair salons36
- Barbershops50
- Nail salons48
- Spas and skin care61
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many spas and skin care studios are in the Morgantown, WV metro area?
The Morgantown metro area has 37 spas and skin care studios on map listings as of September 2026. 6 of them (16%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 10 businesses with payroll classed as other personal care services in 2023.
How much do households in the Morgantown, WV metro area spend on personal care products and services?
About $49.2M a year, or $857 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 37 spas and skin care studios on map listings, it comes to $1.3M per studio. The spending figure covers all personal care products and services, not only spas and skin care studios. It is estimated from the incomes of the 57,438 households in the Morgantown metro area and national spending patterns by income.
How does the Morgantown, WV metro area compare with the U.S. for spas and skin care studios?
The Morgantown metro area has 6.4 spas and skin care studios per 10,000 households, 44% below the U.S. rate of 11.5. Spending per studio is $1.3M, 52% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, the Morgantown metro area would have about 56, against 37 on map listings. There is one business with payroll in the industry for every 5,744 households, against one for every 4,055 across the U.S.
How fast is the Morgantown, WV metro area growing?
Population estimates put the Morgantown metro area at 141,995 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 57,438 households. Median household income in the Morgantown metro area is $64,640, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.5%, 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 Morgantown metro area scores 61 for spas and skin care studios (upper middle), #84 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 Morgantown metro area. It maps the spas and skin care studios 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 spas and skin care studios · All 56 business types in the Morgantown metro area
Screening a site or an acquisition in the Morgantown 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 Morgantown 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.