Small-town market profile · Colorado
Sterling, CO area market data
How the Sterling area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 20,654
- −2.7% since 2020
- Households
- 8,203
- Median household income
- $51,829
- −2.8% vs. 2015–2019, before inflation
- Median home value
- $245,300
- Jobs located here
- 6,794
- Highest market score
- 63
- Gyms, studios and classes, #116 of 535 scored small-town markets
A site report maps the competitors on map listings around any address in the Sterling area by name and distance, and the households and spending within reach. Or open the report at the center of the Sterling 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
The Sterling area has an estimated 20,654 people and 8,203 households. Population estimates put the population change in the Sterling area from 2020 to 2025 at −2.7%, against +3.1% for the U.S. Median household income in the Sterling area is $51,829, 36% below the U.S. median of $80,734. Against the 2015–2019 survey, the median fell 2.8%, before inflation.
Relative to the U.S., household spending in the Sterling area runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on clothing, shoes and related services (73).
Of the business types scored in the Sterling area, gyms and studios (63), real estate businesses (52) and restaurants and cafes (43) have the highest Groundwork market scores. For gyms and studios, that ranks #116 of 535 scored small-town markets.
The Sterling area is made up of one county, Logan County. Against the U.S., map listings per household run highest for pet businesses (52% above the U.S. rate) and lowest for real estate businesses (46% below the U.S. rate).
All 56 business types in the Sterling area
Highest Groundwork market score first. Each score compares the Sterling area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Gyms, studios and classes | 63 | #116 of 535 | 6 | 7.3 | $1M | 154 | Under 3 |
| Real estate | 52 | #240 of 536 | 17 | 20.7 | Index only | 172 | 8 |
| Restaurants and cafes | 43 | #341 of 538 | 71 | 86.6 | $371K | 100 | 32 |
| Gas stations | 42 | #352 of 536 | 11 | 13.4 | $2M | 84 | 11 |
| Hair salons | 41 | #364 of 538 | 15 | 18.3 | $456K | 106 | 4 |
| Primary care and pediatrics | 40 | #314 of 458 | 5 | 6.1 | $1.8M | 102 | 11 |
| Pizza | 40 | #355 of 520 | 7 | 8.5 | $3.8M | 74 | 13 |
| Real estate agents and brokers | 36 | #441 of 533 | 17 | 20.7 | Index only | 137 | 8 |
| Sit-down restaurants | 35 | #420 of 538 | 39 | 47.5 | $676K | 102 | 15 |
| Lawn, cleaning and pest control | 34 | #392 of 481 | 5 | 6.1 | $1.8M | 108 | 12 |
| Salons, barbers and spas | 34 | #452 of 538 | 33 | 40.2 | $207K | 98 | 5 |
| Tire shops | 32 | #346 of 431 | 5 | 6.1 | $1.7M | 66 | Under 3 |
| Child care and preschools | 32 | #370 of 454 | 7 | 8.5 | $536K | 54 | 6 |
| Fast food and sandwich shops | 30 | #450 of 537 | 14 | 17.1 | $1.9M | 62 | 13 |
| Convenience stores | 28 | #451 of 529 | 9 | 11.0 | $4.9M | 62 | 3 |
| Grocery and convenience stores | 28 | #463 of 538 | 21 | 25.6 | $2.1M | 62 | 5 |
| Auto repair and car care | 26 | #477 of 538 | 39 | 47.5 | $213K | 79 | 19 |
| Physical therapy | 25 | #363 of 400 | 5 | 6.1 | $1.8M | 75 | 4 |
| Pet businesses | 24 | #493 of 527 | 13 | 15.8 | $495K | 56 | 6 |
| Coffee shops and cafes | 24 | #504 of 529 | 11 | 13.4 | $2.4M | 65 | 4 |
| Doctors, dentists and clinics | 23 | #496 of 538 | 69 | 84.1 | $131K | 86 | 26 |
| Veterinarians | 20 | #381 of 398 | 7 | 8.5 | $919K | 34 | 3 |
| Grocery stores | 19 | #473 of 506 | 7 | 8.5 | $6.3M | 68 | Under 3 |
| Spas and skin care | 19 | #487 of 504 | 9 | 11.0 | $760K | 87 | Under 3 |
| Insurance agencies | 19 | #494 of 537 | 18 | 21.9 | $874K | 70 | 12 |
| Auto repair shops | 19 | #511 of 538 | 26 | 31.7 | $319K | 72 | 17 |
| Clothing and shoe stores | 18 | #513 of 536 | 13 | 15.8 | $948K | 75 | Under 3 |
| Nail salons | 17 | #363 of 387 | 7 | 8.5 | $978K | 59 | Under 3 |
| Dentists and orthodontists | 15 | #519 of 526 | 13 | 15.8 | $696K | 71 | 8 |
| Electricians | 13 | #294 of 295 | 5 | 6.1 | $3.8M | 32 | 7 |
| Clothing, shoes and laundry | 13 | #526 of 536 | 20 | 24.4 | $616K | 70 | Under 3 |
| Home repair trades | 12 | #525 of 526 | 15 | 18.3 | $1.3M | 53 | 16 |
| HVAC and plumbing | 11 | #476 of 476 | 8 | 9.8 | $2.4M | 50 | 9 |
| Chiropractors | Not scored | Not scored | 4 | 4.9 | $2.3M | 95 | 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 4.9 | $2.3M | 77 | 8 |
| Gyms | Not scored | Not scored | 3 | 3.7 | $2M | 157 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 3.7 | $4.1M | 33 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 3.7 | $2.1M | 84 | 3 |
| Bakeries and dessert shops | Not scored | Not scored | 2 | 2.4 | $13.2M | Too few | 4 |
| Barbershops | Not scored | Not scored | 2 | 2.4 | $3.4M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 2 | 2.4 | $4.1M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.4 | $4.1M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.4 | $618K | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 2.4 | $3.1M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.4 | $4.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.4 | $3.2M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 2.4 | $9.6M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.2 | $12.3M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.2 | $9.1M | Too few | 4 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.2 | $8.3M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.2 | $6.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Sterling area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $8.3M | $1,011 | 106 |
| Gasoline and other fuels | $22.1M | $2,692 | 104 |
| Food away from home | $26.4M | $3,215 | 79 |
| Groceries | $44.1M | $5,370 | 85 |
| Personal care products and services | $6.8M | $834 | 83 |
| Child care and other personal services | $3.8M | $458 | 79 |
| Memberships, classes and admissions | $6.1M | $745 | 76 |
| Medical and dental services | $9M | $1,103 | 86 |
| Pets | $6.4M | $785 | 86 |
| Clothing, shoes and related services | $12.3M | $1,503 | 73 |
| Vehicle insurance | $15.7M | $1,917 | 98 |
| Home repairs, maintenance and insurance | $19.2M | $2,340 | 78 |
| Lawn care, cleaning and other household services | $9.1M | $1,104 | 78 |
| Rent and homeowner costs | $126.6M | $15,432 | 93 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Sterling area
- Population, 2025 estimate
- 20,654−2.7% since 2020
- Households
- 8,203
- Median age
- 39.9
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.9
- Land area
- 1,839 sq. mi.
- People per square mile
- 11
- Median household income
- $51,829−2.8% vs. 2015–2019, before inflation
- Average household income
- $74,877
- Median home value
- $245,300
- Jobs located here
- 6,794
- Daytime population
- 18,497Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sterling 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Sterling area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Sterling area 1
- Logan County, CO20,892 people
Other markets based in Colorado 12
- Denver-Aurora-Centennial, CO metro area3,002,721 people
- Colorado Springs, CO metro area767,824 people
- Fort Collins-Loveland, CO metro area367,368 people
- Greeley, CO metro area350,396 people
- Boulder, CO metro area328,961 people
- Pueblo, CO metro area169,356 people
- Grand Junction, CO metro area158,601 people
- Rifle, CO area79,464 people
- Durango, CO area56,331 people
- Edwards, CO area55,135 people
- Cañon City, CO area49,634 people
- Montrose, CO area43,807 people
Questions
How fast is the Sterling, CO area growing?
Population estimates put the Sterling area at 20,654 people in 2025, down 2.7% since 2020, against +3.1% for the U.S. It has 8,203 households. Median household income fell 2.8% from the 2015–2019 survey, before inflation.
How much do households in the Sterling, CO area spend?
Households in the Sterling area spend about $126.6M a year on rent and homeowner costs, $44.1M on groceries and $26.4M on food away from home. Set against the U.S., households in the Sterling area spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on clothing, shoes and related services (73).
Which business types have the highest market scores in the Sterling, CO area?
The highest Groundwork market scores in the Sterling area are for gyms and studios (63), real estate businesses (52) and restaurants and cafes (43). The Sterling area ranks #116 of 535 scored small-town markets for gyms and studios.
How does the Sterling, CO area compare with the U.S.?
The median household income in the Sterling area is $51,829 a year, 36% below the U.S. median of $80,734. The population fell 2.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $245,300, against $332,700 for the U.S. For its number of households, the Sterling area has the most map listings, relative to the U.S., for pet businesses (52% above the U.S. rate) and the fewest for real estate businesses (46% below the U.S. rate).
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. 33 of the 56 business types have a score in the Sterling area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Sterling area. It maps the competitors 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.
All markets in Colorado · Every U.S. market · How we measure
Screening a site or an acquisition in the Sterling 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 Sterling 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.