Updated October 14, 2026. Data: U.S. Commerce Department, Bureau of Economic Analysis, state household spending for 2025, released September 30, 2026. Next update: fall 2027.
Floridians spent $1,914 per person on personal care in 2025, more than residents of any other state and about 53% above the U.S. figure of $1,253. Next were Maryland ($1,685) and Arizona ($1,619). The lowest were Mississippi ($596), Iowa ($606) and New Mexico ($667).
Personal care covers products like shampoo, cosmetics and razors, and services like haircuts, nail salons, barbers and spas. The department counts it by where the buyer lives.
Spending per person in each state
Total spending grew fastest in Wyoming (+6.3%), Idaho (+6.3%) and New York (+6.1%) and slowest in Ohio (+2.0%), Massachusetts (+2.1%) and New Hampshire (+2.1%).
Every state: spending per person, 2025
Click a column to sort.
| State | Per person, 2025 | Per person, 2024 | Per person, 2019 | Total change, 2024–25 | Total, 2025 | Share of all spending |
|---|---|---|---|---|---|---|
| U.S. | $1,253 | $1,213 | $887 | +3.9% | $428.3B | 2.05% |
| Alabama | $1,452 | $1,418 | $1,013 | +3.0% | $7.54B | 2.98% |
| Alaska | $876 | $848 | $649 | +3.5% | $0.65B | 1.25% |
| Arizona | $1,619 | $1,564 | $1,162 | +4.4% | $12.34B | 2.77% |
| Arkansas | $691 | $672 | $470 | +3.5% | $2.15B | 1.43% |
| California | $1,361 | $1,314 | $915 | +3.5% | $53.56B | 1.94% |
| Colorado | $1,561 | $1,516 | $1,038 | +3.4% | $9.39B | 2.28% |
| Connecticut | $1,402 | $1,358 | $1,039 | +3.7% | $5.17B | 1.99% |
| Delaware | $1,074 | $1,059 | $790 | +2.4% | $1.14B | 1.69% |
| District of Columbia | $1,522 | $1,472 | $1,286 | +3.8% | $1.06B | 1.54% |
| Florida | $1,914 | $1,843 | $1,300 | +4.8% | $44.92B | 2.90% |
| Georgia | $1,108 | $1,092 | $765 | +2.3% | $12.52B | 2.01% |
| Hawaii | $1,252 | $1,217 | $1,103 | +2.7% | $1.79B | 1.97% |
| Idaho | $704 | $672 | $470 | +6.3% | $1.43B | 1.42% |
| Illinois | $1,429 | $1,379 | $993 | +3.8% | $18.17B | 2.24% |
| Indiana | $855 | $827 | $573 | +4.1% | $5.96B | 1.58% |
| Iowa | $606 | $581 | $451 | +4.5% | $1.96B | 1.18% |
| Kansas | $968 | $926 | $649 | +5.0% | $2.88B | 1.81% |
| Kentucky | $858 | $824 | $614 | +4.7% | $3.95B | 1.66% |
| Louisiana | $724 | $705 | $536 | +2.8% | $3.35B | 1.38% |
| Maine | $981 | $947 | $647 | +4.0% | $1.39B | 1.50% |
| Maryland | $1,685 | $1,639 | $1,128 | +3.2% | $10.56B | 2.77% |
| Massachusetts | $1,179 | $1,157 | $920 | +2.1% | $8.44B | 1.57% |
| Michigan | $960 | $942 | $735 | +2.2% | $9.73B | 1.67% |
| Minnesota | $1,114 | $1,075 | $826 | +4.2% | $6.50B | 1.82% |
| Mississippi | $596 | $568 | $414 | +5.0% | $1.76B | 1.30% |
| Missouri | $852 | $826 | $582 | +3.5% | $5.34B | 1.49% |
| Montana | $864 | $827 | $512 | +5.1% | $0.99B | 1.41% |
| Nebraska | $742 | $725 | $565 | +3.0% | $1.50B | 1.30% |
| Nevada | $1,260 | $1,222 | $959 | +4.1% | $4.14B | 2.16% |
| New Hampshire | $1,241 | $1,221 | $866 | +2.1% | $1.76B | 1.72% |
| New Jersey | $1,499 | $1,441 | $1,107 | +4.5% | $14.31B | 2.19% |
| New Mexico | $667 | $637 | $473 | +4.7% | $1.42B | 1.31% |
| New York | $1,558 | $1,469 | $1,239 | +6.1% | $31.16B | 2.24% |
| North Carolina | $1,511 | $1,477 | $1,000 | +3.7% | $16.92B | 2.71% |
| North Dakota | $956 | $916 | $613 | +5.1% | $0.76B | 1.56% |
| Ohio | $829 | $816 | $632 | +2.0% | $9.87B | 1.50% |
| Oklahoma | $697 | $678 | $525 | +3.3% | $2.87B | 1.46% |
| Oregon | $883 | $845 | $618 | +4.8% | $3.78B | 1.46% |
| Pennsylvania | $1,492 | $1,458 | $1,028 | +2.4% | $19.49B | 2.39% |
| Rhode Island | $1,048 | $1,001 | $781 | +5.1% | $1.17B | 1.72% |
| South Carolina | $860 | $835 | $573 | +4.5% | $4.79B | 1.60% |
| South Dakota | $789 | $776 | $621 | +2.6% | $0.74B | 1.39% |
| Tennessee | $934 | $908 | $707 | +3.8% | $6.84B | 1.75% |
| Texas | $1,098 | $1,070 | $781 | +3.9% | $34.82B | 1.96% |
| Utah | $1,076 | $1,062 | $736 | +2.4% | $3.81B | 1.97% |
| Vermont | $1,027 | $997 | $721 | +2.7% | $0.66B | 1.56% |
| Virginia | $1,512 | $1,445 | $1,031 | +5.4% | $13.42B | 2.49% |
| Washington | $1,501 | $1,463 | $1,101 | +3.5% | $12.01B | 2.29% |
| West Virginia | $749 | $731 | $528 | +2.3% | $1.32B | 1.42% |
| Wisconsin | $937 | $896 | $671 | +4.9% | $5.60B | 1.64% |
| Wyoming | $885 | $835 | $584 | +6.3% | $0.52B | 1.42% |
Why it matters for small businesses
- Salons, barbers and spas do best where people spend more on personal care. See the best states to open a salon.
- Licensing rules affect how easy it is to open. See recent salon and barber license rule changes.
- Run the numbers before signing a lease with the salon break-even calculator.
- Fitness is a related market. See how gym and fitness jobs are growing.
Opening a salon or spa?
Form your LLC with ZenBusiness. For coverage, compare business insurance quotes from Simply Business.
We may earn a commission if you use this link. It doesn’t change what you pay, and it doesn’t affect the data on this page.
How we counted
- Source: U.S. Commerce Department, Bureau of Economic Analysis, state personal consumption spending by type of product (released September 30, 2026), category “Personal care,” 2019, 2024 and 2025, in current dollars (not adjusted for inflation).
- Per person: total spending divided by the department’s own population estimate for the same state and year.
- Where it’s counted: spending is assigned to the state where the buyer lives, as best the department can estimate.
- Change compares total spending in 2025 with 2024. Per-person change is a little lower because population grew.
Sources
Cite this data
Reporters and bloggers may use these numbers and charts. Please credit StartBusinessByState and link to this page.
Source: StartBusinessByState, “Florida Leads the Nation in Personal Care Spending at $1,914 a Person,” https://startbusinessbystate.com/personal-care-spending/ (updated October 14, 2026).
FAQ
How much do Americans spend on personal care?
$1,253 per person in 2025 on personal care products and services, according to the U.S. Commerce Department.
Which state spends the most on personal care?
Florida ($1,914 per person), followed by Maryland ($1,685) and Arizona ($1,619).
Which state spends the least?
Mississippi ($596), then Iowa ($606) and New Mexico ($667).
Is personal care spending rising?
Yes. The U.S. total rose 3.9% from 2024 to 2025 before inflation, fastest in Wyoming (+6.3%).
What counts as personal care?
Personal care products such as toiletries and cosmetics, and services such as haircuts, nail care and spa treatments.
Last updated October 14, 2026 by StartBusinessByState.