Small-town market profile · Kansas
Emporia, KS area market data
Population, household spending and competition for 56 business types in the Emporia area, each scored against other small-town markets.
- Population, 2025
- 34,838
- +0.4% since 2020
- Households
- 14,628
- Median household income
- $59,354
- +28.4% vs. 2015–2019, before inflation
- Median home value
- $146,700
- Jobs located here
- 16,443
- Highest market score
- 62
- Grocery and convenience stores, #158 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Emporia area by name and distance, and the households and spending within reach. Or open the report at the center of the Emporia 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
An estimated 34,838 people live in the Emporia area, in 14,628 households. Between 2020 and 2025, the population of the Emporia area grew 0.4%, slower than the U.S. (+3.1%). The median household income in the Emporia area is $59,354 a year, 26% below the U.S. median of $80,734. That rose 28.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Emporia area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (51).
The highest Groundwork market scores in the Emporia area are for grocery and convenience stores (62), grocery stores (59) and primary care and pediatric clinics (57). The Emporia area ranks #158 of 538 scored small-town markets for grocery and convenience stores.
The Emporia area takes in 2 counties: Lyon County and Chase County. For its number of households, the Emporia area has the most map listings, relative to the U.S., for fast food and sandwich shops (70% above the U.S. rate) and the fewest for salons, barbers and spas (42% below the U.S. rate).
All 56 business types in the Emporia area
Highest Groundwork market score first. Each score compares the Emporia 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 62 | #158 of 538 | 29 | 19.8 | $2.8M | 82 | 5 |
| Grocery stores | 59 | #165 of 506 | 8 | 5.5 | $10.1M | 109 | 5 |
| Primary care and pediatrics | 57 | #174 of 458 | 10 | 6.8 | $1.8M | 101 | 14 |
| Spas and skin care | 55 | #194 of 504 | 8 | 5.5 | $1.6M | 179 | 3 |
| Hair salons | 55 | #211 of 538 | 25 | 17.1 | $502K | 117 | 7 |
| Salons, barbers and spas | 54 | #217 of 538 | 40 | 27.3 | $314K | 148 | 13 |
| Auto repair and car care | 53 | #234 of 538 | 59 | 40.3 | $268K | 100 | 28 |
| Gas stations | 53 | #235 of 536 | 21 | 14.4 | $2M | 82 | 19 |
| Auto repair shops | 51 | #272 of 538 | 37 | 25.3 | $427K | 96 | 19 |
| Convenience stores | 51 | #275 of 529 | 13 | 8.9 | $6.2M | 79 | Under 3 |
| Dentists and orthodontists | 50 | #261 of 526 | 17 | 11.6 | $1.1M | 108 | 8 |
| Doctors, dentists and clinics | 49 | #280 of 538 | 110 | 75.2 | $164K | 107 | 34 |
| Chiropractors | 48 | #231 of 426 | 9 | 6.2 | $2M | 84 | 4 |
| Gyms | 48 | #279 of 506 | 10 | 6.8 | $972K | 75 | 3 |
| Electricians | 47 | #171 of 295 | 5 | 3.4 | $7.1M | 59 | 7 |
| Tire shops | 44 | #268 of 431 | 9 | 6.2 | $1.8M | 70 | 4 |
| Car washes and detailing | 43 | #283 of 441 | 9 | 6.2 | $1.8M | 70 | 3 |
| Optometrists and eye care | 42 | #267 of 400 | 7 | 4.8 | $2.6M | 82 | 4 |
| Child care and preschools | 42 | #305 of 454 | 7 | 4.8 | $619K | 62 | 5 |
| Coffee shops and cafes | 41 | #358 of 529 | 13 | 8.9 | $3.7M | 100 | 9 |
| Gyms, studios and classes | 38 | #411 of 535 | 17 | 11.6 | $572K | 86 | 7 |
| Martial arts and dance studios | 37 | #282 of 378 | 6 | 4.1 | $1.6M | 80 | 4 |
| Pet grooming and boarding | 37 | #292 of 387 | 6 | 4.1 | $1.7M | 67 | 4 |
| Clothing, shoes and laundry | 37 | #394 of 536 | 36 | 24.6 | $694K | 79 | 10 |
| Roofing and gutters | 35 | #228 of 288 | 6 | 4.1 | $5.9M | 70 | 3 |
| Clothing and shoe stores | 35 | #403 of 536 | 28 | 19.1 | $893K | 70 | 10 |
| Pet businesses | 31 | #450 of 527 | 17 | 11.6 | $606K | 69 | 12 |
| Sit-down restaurants | 30 | #463 of 538 | 85 | 58.1 | $566K | 85 | 32 |
| HVAC and plumbing | 29 | #433 of 476 | 11 | 7.5 | $3.2M | 67 | 15 |
| Home repair trades | 29 | #478 of 526 | 22 | 15.0 | $1.6M | 66 | 25 |
| Landscaping and lawn care | 28 | #362 of 399 | 9 | 6.2 | $1.8M | 60 | 13 |
| Bakeries and dessert shops | 27 | #464 of 507 | 17 | 11.6 | $2.8M | 68 | 9 |
| Lawn, cleaning and pest control | 26 | #447 of 481 | 13 | 8.9 | $1.2M | 73 | 21 |
| Real estate | 26 | #520 of 536 | 34 | 23.2 | Index only | 125 | 24 |
| Pizza | 25 | #484 of 520 | 16 | 10.9 | $3M | 59 | 37 |
| Restaurants and cafes | 23 | #498 of 538 | 171 | 116.9 | $281K | 76 | 79 |
| Real estate agents and brokers | 23 | #523 of 533 | 30 | 20.5 | Index only | 113 | 17 |
| Insurance agencies | 19 | #495 of 537 | 30 | 20.5 | $838K | 67 | 31 |
| Fast food and sandwich shops | 19 | #503 of 537 | 33 | 22.6 | $1.5M | 48 | 37 |
| Barbershops | Not scored | Not scored | 4 | 2.7 | $3.1M | 167 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 2.7 | $455K | 67 | Under 3 |
| Laundromats | Not scored | Not scored | 4 | 2.7 | $6.3M | 50 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.7 | $2.6M | 57 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 2.7 | $2.6M | 95 | 8 |
| Collision repair and body shops | Not scored | Not scored | 3 | 2.1 | $5.3M | 171 | 3 |
| Nail salons | Not scored | Not scored | 3 | 2.1 | $4.2M | 251 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 2.1 | $5.3M | 52 | 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.1 | $6M | 250 | 4 |
| Property management | Not scored | Not scored | 3 | 2.1 | Index only | 111 | 6 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.7 | $15.9M | Too few | 5 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.7 | $15.8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.7 | $9.7M | Too few | 3 |
| Dry cleaners | 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 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Emporia 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 | $15.8M | $1,080 | 113 |
| Gasoline and other fuels | $41.1M | $2,807 | 108 |
| Food away from home | $48.1M | $3,287 | 81 |
| Groceries | $80.8M | $5,527 | 87 |
| Personal care products and services | $12.6M | $859 | 85 |
| Child care and other personal services | $4.3M | $296 | 51 |
| Memberships, classes and admissions | $9.7M | $665 | 68 |
| Medical and dental services | $18M | $1,231 | 96 |
| Pets | $10.3M | $705 | 77 |
| Clothing, shoes and related services | $25M | $1,709 | 83 |
| Vehicle insurance | $25.1M | $1,718 | 88 |
| Home repairs, maintenance and insurance | $35.3M | $2,414 | 80 |
| Lawn care, cleaning and other household services | $15.9M | $1,086 | 77 |
| Rent and homeowner costs | $184.7M | $12,624 | 76 |
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 Emporia area
- Population, 2025 estimate
- 34,838+0.4% since 2020
- Households
- 14,628
- Median age
- 37.2
- Homes lived in by their owners
- 59%
- Vehicles per household
- 2.0
- Land area
- 1,621 sq. mi.
- People per square mile
- 21
- Median household income
- $59,354+28.4% vs. 2015–2019, before inflation
- Average household income
- $73,516
- Median home value
- $146,700
- Jobs located here
- 16,443
- Daytime population
- 32,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Emporia 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 Emporia 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 Emporia area 2
- Lyon County, KS32,186 people
- Chase County, KS2,561 people
Other markets based in Kansas 12
- Wichita, KS metro area652,622 people
- Topeka, KS metro area232,468 people
- Manhattan, KS metro area133,965 people
- Lawrence, KS metro area120,302 people
- Hutchinson, KS area61,553 people
- Salina, KS area59,487 people
- Pittsburg, KS area39,008 people
- Garden City, KS area38,084 people
- Arkansas City-Winfield, KS area34,411 people
- Dodge City, KS area34,074 people
- McPherson, KS area30,205 people
- Hays, KS area28,920 people
Questions
How fast is the Emporia, KS area growing?
Population estimates put the Emporia area at 34,838 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 14,628 households. Against the 2015–2019 survey, median household income rose 28.4%, before inflation.
How much do households in the Emporia, KS area spend?
Households in the Emporia area spend about $184.7M a year on rent and homeowner costs, $80.8M on groceries and $48.1M on food away from home. Relative to the U.S., household spending in the Emporia area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (51).
Which business types have the highest market scores in the Emporia, KS area?
Of the business types scored in the Emporia area, grocery and convenience stores (62), grocery stores (59) and primary care and pediatric clinics (57) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #158 of 538 scored small-town markets.
How does the Emporia, KS area compare with the U.S.?
Median household income in the Emporia area is $59,354, 26% below the U.S. median of $80,734. The population rose 0.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $146,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for fast food and sandwich shops (70% above the U.S. rate) and lowest for salons, barbers and spas (42% 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. 39 of the 56 business types have a score in the Emporia 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 Emporia 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.
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Screening a site or an acquisition in the Emporia 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 Emporia 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.