Small-town market profile · Kansas
Liberal, KS area market data
Population, household spending and competition for 56 business types in the Liberal area, each scored against other small-town markets.
- Population, 2025
- 21,073
- −3.6% since 2020
- Households
- 7,257
- Median household income
- $63,827
- +29.5% vs. 2015–2019, before inflation
- Median home value
- $136,500
- Jobs located here
- 10,899
- Highest market score
- 71
- Dentists and orthodontists, #69 of 526 scored small-town markets
A site report maps the competitors on map listings around any address in the Liberal area by name and distance, and the households and spending within reach. Or open the report at the center of the Liberal 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 21,073 people live in the Liberal area, in 7,257 households. Population estimates put the population change in the Liberal area from 2020 to 2025 at −3.6%, against +3.1% for the U.S. The median household income in the Liberal area is $63,827 a year, 21% below the U.S. median of $80,734. That rose 29.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Liberal 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 (55).
The highest Groundwork market scores in the Liberal area are for dentists and orthodontists (71), pet businesses (53) and real estate agents and brokers (48). The Liberal area ranks #69 of 526 scored small-town markets for dentists and orthodontists.
The Liberal area is made up of one county, Seward County. For its number of households, the Liberal area has the most map listings, relative to the U.S., for grocery stores (2.4 times the U.S. rate) and the fewest for real estate businesses (57% below the U.S. rate).
All 56 business types in the Liberal area
Highest Groundwork market score first. Each score compares the Liberal 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 |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 71 | #69 of 526 | 5 | 6.9 | $1.9M | 196 | 3 |
| Pet businesses | 53 | #231 of 527 | 6 | 8.3 | $910K | 104 | Under 3 |
| Real estate agents and brokers | 48 | #280 of 533 | 7 | 9.6 | Index only | 249 | Under 3 |
| Real estate | 40 | #386 of 536 | 12 | 16.5 | Index only | 183 | Under 3 |
| Convenience stores | 38 | #382 of 529 | 8 | 11.0 | $5.2M | 66 | Under 3 |
| Salons, barbers and spas | 38 | #407 of 538 | 38 | 52.4 | $173K | 81 | 3 |
| Physical therapy | 36 | #305 of 400 | 5 | 6.9 | $1.9M | 80 | 3 |
| Chiropractors | 36 | #324 of 426 | 5 | 6.9 | $1.9M | 81 | 3 |
| Coffee shops and cafes | 36 | #418 of 529 | 8 | 11.0 | $3.2M | 86 | 4 |
| Primary care and pediatrics | 33 | #356 of 458 | 7 | 9.6 | $1.4M | 77 | 13 |
| Doctors, dentists and clinics | 33 | #427 of 538 | 62 | 85.4 | $156K | 102 | 25 |
| Home repair trades | 31 | #465 of 526 | 11 | 15.2 | $1.7M | 69 | 11 |
| Lawn, cleaning and pest control | 30 | #426 of 481 | 8 | 11.0 | $1M | 62 | 5 |
| Gyms, studios and classes | 27 | #485 of 535 | 11 | 15.2 | $482K | 73 | Under 3 |
| Hair salons | 27 | #493 of 538 | 25 | 34.4 | $263K | 61 | 3 |
| Grocery and convenience stores | 25 | #476 of 538 | 26 | 35.8 | $1.6M | 47 | 5 |
| Gas stations | 25 | #487 of 536 | 18 | 24.8 | $1.1M | 48 | 10 |
| Gyms | 24 | #471 of 506 | 7 | 9.6 | $757K | 58 | Under 3 |
| Tire shops | 22 | #390 of 431 | 8 | 11.0 | $983K | 39 | Under 3 |
| Pizza | 22 | #500 of 520 | 9 | 12.4 | $2.8M | 56 | 17 |
| Optometrists and eye care | 21 | #374 of 400 | 6 | 8.3 | $1.6M | 51 | 3 |
| Nail salons | 20 | #355 of 387 | 8 | 11.0 | $823K | 49 | Under 3 |
| Car washes and detailing | 20 | #418 of 441 | 8 | 11.0 | $983K | 39 | Under 3 |
| Grocery stores | 19 | #479 of 506 | 12 | 16.5 | $3.5M | 37 | 4 |
| Auto repair shops | 19 | #512 of 538 | 26 | 35.8 | $303K | 68 | 18 |
| Fast food and sandwich shops | 18 | #508 of 537 | 16 | 22.0 | $1.6M | 52 | 17 |
| Clothing, shoes and laundry | 18 | #511 of 536 | 26 | 35.8 | $500K | 57 | 12 |
| Clothing and shoe stores | 18 | #514 of 536 | 21 | 28.9 | $619K | 49 | 12 |
| Auto repair and car care | 18 | #515 of 538 | 48 | 66.1 | $164K | 61 | 18 |
| Restaurants and cafes | 18 | #525 of 538 | 104 | 143.3 | $245K | 66 | 39 |
| Sit-down restaurants | 18 | #528 of 538 | 69 | 95.1 | $369K | 56 | 17 |
| Child care and preschools | 12 | #445 of 454 | 8 | 11.0 | $291K | 29 | 5 |
| Insurance agencies | 9 | #534 of 537 | 19 | 26.2 | $661K | 53 | 13 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 5.5 | $6.4M | 154 | 4 |
| Collision repair and body shops | Not scored | Not scored | 4 | 5.5 | $2M | 64 | 4 |
| HVAC and plumbing | Not scored | Not scored | 4 | 5.5 | $4.6M | 97 | 4 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 5.5 | Index only | 61 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 5.5 | $4.6M | 54 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 4.1 | $2.2M | 116 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 4.1 | $6.1M | 51 | 7 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 4.1 | $2.8M | 94 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 4.1 | $1.8M | 88 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 4.1 | $2.8M | 27 | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.8 | $458K | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.8 | $4.1M | Too few | 5 |
| Laundromats | Not scored | Not scored | 2 | 2.8 | $6.5M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.8 | $2.7M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 2 | 2.8 | $3.3M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 2.8 | $2.7M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.4 | $13M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.4 | $7.9M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 1.4 | $5.5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.4 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.4 | $5.3M | Too few | Under 3 |
| Home inspectors | 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 Liberal 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 | $7.9M | $1,084 | 113 |
| Gasoline and other fuels | $20.5M | $2,821 | 109 |
| Food away from home | $25.5M | $3,511 | 86 |
| Groceries | $41.4M | $5,710 | 90 |
| Personal care products and services | $6.6M | $907 | 90 |
| Child care and other personal services | $2.3M | $321 | 55 |
| Memberships, classes and admissions | $5.3M | $730 | 74 |
| Medical and dental services | $9.6M | $1,329 | 103 |
| Pets | $5.5M | $752 | 83 |
| Clothing, shoes and related services | $13M | $1,793 | 87 |
| Vehicle insurance | $12.6M | $1,731 | 88 |
| Home repairs, maintenance and insurance | $18.4M | $2,537 | 84 |
| Lawn care, cleaning and other household services | $8.3M | $1,140 | 81 |
| Rent and homeowner costs | $95.1M | $13,107 | 79 |
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 Liberal area
- Population, 2025 estimate
- 21,073−3.6% since 2020
- Households
- 7,257
- Median age
- 32.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 640 sq. mi.
- People per square mile
- 34
- Median household income
- $63,827+29.5% vs. 2015–2019, before inflation
- Average household income
- $81,284
- Median home value
- $136,500
- Jobs located here
- 10,899
- Daytime population
- 22,008Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Liberal 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 Liberal 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 Liberal area 1
- Seward County, KS21,486 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 Liberal, KS area growing?
Population estimates put the Liberal area at 21,073 people in 2025, down 3.6% since 2020, against +3.1% for the U.S. It has 7,257 households. Against the 2015–2019 survey, median household income rose 29.5%, before inflation.
How much do households in the Liberal, KS area spend?
Households in the Liberal area spend about $95.1M a year on rent and homeowner costs, $41.4M on groceries and $25.5M on food away from home. Relative to the U.S., household spending in the Liberal 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 (55).
Which business types have the highest market scores in the Liberal, KS area?
Of the business types scored in the Liberal area, dentists and orthodontists (71), pet businesses (53) and real estate agents and brokers (48) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #69 of 526 scored small-town markets.
How does the Liberal, KS area compare with the U.S.?
Median household income in the Liberal area is $63,827, 21% below the U.S. median of $80,734. The population fell 3.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $136,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery stores (2.4 times the U.S. rate) and lowest for real estate businesses (57% 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 Liberal 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 Liberal 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 Liberal 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 Liberal 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.