Small-town market profile · Kansas
Hays, KS area market data
Population, household spending and competition for 56 business types in the Hays area, each scored against other small-town markets.
- Population, 2025
- 29,075
- +0.4% since 2020
- Households
- 12,251
- Median household income
- $63,084
- +19.3% vs. 2015–2019, before inflation
- Median home value
- $216,300
- Jobs located here
- 15,340
- Highest market score
- 76
- Grocery and convenience stores, #33 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Hays area by name and distance, and the households and spending within reach. Or open the report at the center of the Hays 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 29,075 people live in the Hays area, in 12,251 households. Population estimates show the Hays area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Hays area is $63,084 a year, 22% below the U.S. median of $80,734. That rose 19.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Hays area spend the most on vehicle maintenance and repairs (an index of 127, where 100 is the U.S. average) and the least on child care and other personal services (58).
The highest Groundwork market scores in the Hays area are for grocery and convenience stores (76), convenience stores (63) and pet businesses (62). The Hays area ranks #33 of 538 scored small-town markets for grocery and convenience stores.
The Hays area is made up of one county, Ellis County. For its number of households, the Hays area has the most map listings, relative to the U.S., for chiropractors (2.1 times the U.S. rate) and the fewest for grocery and convenience stores (26% below the U.S. rate).
All 56 business types in the Hays area
Highest Groundwork market score first. Each score compares the Hays 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 | 76 | #33 of 538 | 17 | 13.9 | $4.1M | 121 | 4 |
| Convenience stores | 63 | #144 of 529 | 9 | 7.3 | $7.7M | 98 | Under 3 |
| Pet businesses | 62 | #124 of 527 | 12 | 9.8 | $774K | 88 | 4 |
| Physical therapy | 59 | #138 of 400 | 5 | 4.1 | $3.2M | 132 | 5 |
| Barbershops | 57 | #150 of 377 | 5 | 4.1 | $2.2M | 117 | Under 3 |
| Gas stations | 57 | #196 of 536 | 20 | 16.3 | $1.9M | 81 | 18 |
| Coffee shops and cafes | 53 | #233 of 529 | 11 | 9.0 | $3.9M | 105 | 6 |
| Primary care and pediatrics | 50 | #238 of 458 | 10 | 8.2 | $1.6M | 89 | 15 |
| Optometrists and eye care | 43 | #261 of 400 | 7 | 5.7 | $2.3M | 72 | 3 |
| Gyms | 43 | #336 of 506 | 10 | 8.2 | $897K | 69 | 3 |
| Bakeries and dessert shops | 41 | #353 of 507 | 13 | 10.6 | $3.3M | 80 | 6 |
| Doctors, dentists and clinics | 39 | #376 of 538 | 101 | 82.4 | $157K | 103 | 44 |
| Auto repair and car care | 39 | #389 of 538 | 72 | 58.8 | $207K | 77 | 35 |
| Auto repair shops | 37 | #404 of 538 | 44 | 35.9 | $338K | 76 | 29 |
| Dentists and orthodontists | 36 | #398 of 526 | 16 | 13.1 | $992K | 101 | 12 |
| Funeral homes | 34 | #287 of 365 | 5 | 4.1 | $327K | 48 | Under 3 |
| Collision repair and body shops | 32 | #317 of 387 | 9 | 7.3 | $1.7M | 54 | 10 |
| Fast food and sandwich shops | 31 | #442 of 537 | 21 | 17.1 | $2M | 67 | 32 |
| Chiropractors | 30 | #386 of 426 | 14 | 11.4 | $1.1M | 47 | 6 |
| Martial arts and dance studios | 29 | #330 of 378 | 12 | 9.8 | $747K | 37 | 3 |
| Spas and skin care | 29 | #459 of 504 | 15 | 12.2 | $735K | 84 | 4 |
| Gyms, studios and classes | 29 | #477 of 535 | 23 | 18.8 | $390K | 59 | 6 |
| Landscaping and lawn care | 28 | #360 of 399 | 7 | 5.7 | $2M | 67 | 16 |
| Child care and preschools | 28 | #395 of 454 | 11 | 9.0 | $378K | 38 | 7 |
| Lawn, cleaning and pest control | 28 | #440 of 481 | 11 | 9.0 | $1.3M | 75 | 19 |
| Clothing and shoe stores | 28 | #458 of 536 | 32 | 26.1 | $687K | 54 | 17 |
| Restaurants and cafes | 28 | #474 of 538 | 154 | 125.7 | $279K | 75 | 73 |
| Mortgage brokers and lenders | 27 | #160 of 177 | 5 | 4.1 | Index only | 82 | Under 3 |
| Clothing, shoes and laundry | 27 | #465 of 536 | 45 | 36.7 | $489K | 56 | 17 |
| Sit-down restaurants | 26 | #493 of 538 | 92 | 75.1 | $467K | 70 | 35 |
| Salons, barbers and spas | 25 | #506 of 538 | 73 | 59.6 | $151K | 71 | 14 |
| Pizza | 24 | #492 of 520 | 20 | 16.3 | $2.1M | 42 | 32 |
| Electricians | 23 | #279 of 295 | 7 | 5.7 | $4.3M | 36 | 12 |
| HVAC and plumbing | 23 | #462 of 476 | 13 | 10.6 | $2.3M | 49 | 13 |
| Hair salons | 23 | #512 of 538 | 49 | 40.0 | $225K | 52 | 10 |
| Real estate agents and brokers | 22 | #528 of 533 | 29 | 23.7 | Index only | 101 | 17 |
| Real estate | 22 | #529 of 536 | 40 | 32.7 | Index only | 92 | 24 |
| Insurance agencies | 20 | #491 of 537 | 38 | 31.0 | $614K | 49 | 34 |
| Home repair trades | 19 | #521 of 526 | 24 | 19.6 | $1.3M | 52 | 33 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.3 | $3.7M | 148 | Under 3 |
| Grocery stores | Not scored | Not scored | 4 | 3.3 | $17.4M | 187 | 4 |
| Laundromats | Not scored | Not scored | 4 | 3.3 | $5.5M | 44 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.3 | $2.3M | 91 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 3.3 | $7.5M | 89 | 8 |
| Tire shops | Not scored | Not scored | 4 | 3.3 | $3.7M | 149 | 4 |
| Veterinarians | Not scored | Not scored | 4 | 3.3 | $2.3M | 85 | 4 |
| Home inspectors | Not scored | Not scored | 3 | 2.4 | Index only | 20 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.4 | $3.7M | 220 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.4 | $3.1M | 68 | Under 3 |
| Property management | Not scored | Not scored | 3 | 2.4 | Index only | 96 | 4 |
| Dry cleaners | Not scored | Not scored | 2 | 1.6 | $11M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.6 | $6.9M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.6 | $6.9M | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $14.9M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.8 | $9M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Hays 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 | $14.9M | $1,214 | 127 |
| Gasoline and other fuels | $38.5M | $3,144 | 121 |
| Food away from home | $43M | $3,507 | 86 |
| Groceries | $69.7M | $5,689 | 90 |
| Personal care products and services | $11M | $899 | 90 |
| Child care and other personal services | $4.2M | $339 | 58 |
| Memberships, classes and admissions | $9M | $732 | 74 |
| Medical and dental services | $15.9M | $1,296 | 101 |
| Pets | $9.3M | $758 | 83 |
| Clothing, shoes and related services | $22M | $1,796 | 87 |
| Vehicle insurance | $23.3M | $1,905 | 97 |
| Home repairs, maintenance and insurance | $30.1M | $2,456 | 81 |
| Lawn care, cleaning and other household services | $13.8M | $1,124 | 80 |
| Rent and homeowner costs | $159.2M | $12,993 | 78 |
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 Hays area
- Population, 2025 estimate
- 29,075+0.4% since 2020
- Households
- 12,251
- Median age
- 36.5
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.1
- Land area
- 900 sq. mi.
- People per square mile
- 32
- Median household income
- $63,084+19.3% vs. 2015–2019, before inflation
- Average household income
- $89,365
- Median home value
- $216,300
- Jobs located here
- 15,340
- Daytime population
- 30,752Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hays 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 Hays 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 Hays area 1
- Ellis County, KS28,920 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
- Emporia, KS area34,747 people
- Arkansas City-Winfield, KS area34,411 people
- Dodge City, KS area34,074 people
- McPherson, KS area30,205 people
Questions
How fast is the Hays, KS area growing?
Population estimates put the Hays area at 29,075 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 12,251 households. Against the 2015–2019 survey, median household income rose 19.3%, before inflation.
How much do households in the Hays, KS area spend?
Households in the Hays area spend about $159.2M a year on rent and homeowner costs, $69.7M on groceries and $43M on food away from home. Relative to the U.S., household spending in the Hays area runs highest on vehicle maintenance and repairs (an index of 127, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Which business types have the highest market scores in the Hays, KS area?
Of the business types scored in the Hays area, grocery and convenience stores (76), convenience stores (63) and pet businesses (62) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #33 of 538 scored small-town markets.
How does the Hays, KS area compare with the U.S.?
Median household income in the Hays area is $63,084, 22% 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 $216,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (2.1 times the U.S. rate) and lowest for grocery and convenience stores (26% 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 Hays 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 Hays 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 Kansas · Every U.S. market · How we measure
Screening a site or an acquisition in the Hays 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 Hays 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.