Small-town market profile · Kansas
Salina, KS area market data
How the Salina area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 59,121
- −1.4% since 2020
- Households
- 24,931
- Median household income
- $65,745
- +25.5% vs. 2015–2019, before inflation
- Median home value
- $178,200
- Jobs located here
- 30,161
- Highest market score
- 73
- Grocery and convenience stores, #48 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Salina area by name and distance, and the households and spending within reach. Or open the report at the center of the Salina 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 Salina area has an estimated 59,121 people and 24,931 households. Population estimates show the Salina area declined 1.4% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Salina area is $65,745, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.5%, before inflation.
Relative to the U.S., household spending in the Salina 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 (61).
Of the business types scored in the Salina area, grocery and convenience stores (73), funeral homes (68) and grocery stores (68) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #48 of 538 scored small-town markets.
The Salina area takes in 2 counties: Saline County and Ottawa County. Against the U.S., map listings per household run highest for chiropractors (2.1 times the U.S. rate) and lowest for spas and skin care studios (37% below the U.S. rate).
All 56 business types in the Salina area
Highest Groundwork market score first. Each score compares the Salina 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 | 73 | #48 of 538 | 37 | 14.8 | $3.9M | 114 | 5 |
| Funeral homes | 68 | #72 of 365 | 7 | 2.8 | $543K | 80 | 3 |
| Grocery stores | 68 | #84 of 506 | 13 | 5.2 | $11M | 119 | 5 |
| Convenience stores | 64 | #136 of 529 | 15 | 6.0 | $9.6M | 121 | Under 3 |
| Martial arts and dance studios | 62 | #101 of 378 | 7 | 2.8 | $2.7M | 134 | 4 |
| Gas stations | 59 | #170 of 536 | 26 | 10.4 | $2.7M | 112 | 29 |
| Barbershops | 57 | #149 of 377 | 9 | 3.6 | $2.5M | 134 | Under 3 |
| Physical therapy | 56 | #160 of 400 | 9 | 3.6 | $3.6M | 150 | 11 |
| Pet stores | 55 | #83 of 220 | 5 | 2.0 | $3.8M | 84 | Under 3 |
| Tire shops | 55 | #176 of 431 | 11 | 4.4 | $2.4M | 98 | 5 |
| Car washes and detailing | 54 | #182 of 441 | 9 | 3.6 | $3M | 119 | 6 |
| Coffee shops and cafes | 53 | #232 of 529 | 20 | 8.0 | $4.4M | 120 | 12 |
| Bakeries and dessert shops | 52 | #231 of 507 | 19 | 7.6 | $4.7M | 113 | 12 |
| Gyms, studios and classes | 51 | #268 of 535 | 26 | 10.4 | $728K | 110 | 10 |
| Collision repair and body shops | 49 | #201 of 387 | 11 | 4.4 | $2.4M | 79 | 6 |
| Gyms | 49 | #265 of 506 | 17 | 6.8 | $1.1M | 86 | 6 |
| Primary care and pediatrics | 48 | #254 of 458 | 23 | 9.2 | $1.4M | 79 | 24 |
| Optometrists and eye care | 47 | #234 of 400 | 13 | 5.2 | $2.5M | 80 | 5 |
| Nail salons | 46 | #223 of 387 | 12 | 4.8 | $1.9M | 114 | Under 3 |
| Spas and skin care | 46 | #293 of 504 | 18 | 7.2 | $1.3M | 144 | 6 |
| Sit-down restaurants | 46 | #314 of 538 | 128 | 51.3 | $692K | 104 | 46 |
| Mortgage brokers and lenders | 45 | #108 of 177 | 7 | 2.8 | Index only | 120 | 3 |
| Restaurants and cafes | 44 | #332 of 538 | 245 | 98.3 | $362K | 98 | 115 |
| Clothing, shoes and laundry | 43 | #328 of 536 | 52 | 20.9 | $871K | 99 | 19 |
| Property management | 41 | #119 of 180 | 6 | 2.4 | Index only | 99 | 9 |
| Pet grooming and boarding | 41 | #260 of 387 | 12 | 4.8 | $1.6M | 63 | 5 |
| Clothing and shoe stores | 41 | #344 of 536 | 40 | 16.0 | $1.1M | 89 | 19 |
| Auto repair and car care | 41 | #365 of 538 | 123 | 49.3 | $219K | 81 | 41 |
| Dentists and orthodontists | 40 | #361 of 526 | 27 | 10.8 | $1.2M | 123 | 23 |
| House cleaning | 39 | #101 of 142 | 5 | 2.0 | $5.7M | 89 | 14 |
| Salons, barbers and spas | 39 | #396 of 538 | 98 | 39.3 | $232K | 109 | 24 |
| Auto repair shops | 37 | #405 of 538 | 86 | 34.5 | $313K | 70 | 27 |
| Roofing and gutters | 35 | #229 of 288 | 12 | 4.8 | $5.2M | 62 | 4 |
| Pet businesses | 34 | #434 of 527 | 34 | 13.6 | $562K | 64 | 14 |
| Hair salons | 34 | #447 of 538 | 59 | 23.7 | $386K | 90 | 17 |
| Child care and preschools | 33 | #364 of 454 | 18 | 7.2 | $487K | 49 | 12 |
| Doctors, dentists and clinics | 32 | #435 of 538 | 260 | 104.3 | $125K | 82 | 75 |
| Pizza | 31 | #451 of 520 | 28 | 11.2 | $3.2M | 62 | 55 |
| Electricians | 30 | #269 of 295 | 12 | 4.8 | $5.2M | 43 | 16 |
| Landscaping and lawn care | 30 | #348 of 399 | 17 | 6.8 | $1.7M | 57 | 18 |
| Veterinarians | 28 | #338 of 398 | 13 | 5.2 | $1.5M | 54 | 9 |
| Fast food and sandwich shops | 27 | #467 of 537 | 47 | 18.9 | $1.9M | 62 | 55 |
| Chiropractors | 26 | #401 of 426 | 28 | 11.2 | $1.2M | 49 | 12 |
| Home repair trades | 22 | #515 of 526 | 46 | 18.5 | $1.4M | 56 | 50 |
| HVAC and plumbing | 21 | #466 of 476 | 22 | 8.8 | $2.8M | 60 | 30 |
| Real estate agents and brokers | 21 | #530 of 533 | 66 | 26.5 | Index only | 91 | 23 |
| Real estate | 21 | #533 of 536 | 79 | 31.7 | Index only | 96 | 38 |
| Lawn, cleaning and pest control | 17 | #477 of 481 | 29 | 11.6 | $980K | 58 | 41 |
| Pest control | 16 | #82 of 85 | 7 | 2.8 | $4.1M | 40 | 9 |
| Insurance agencies | 13 | #523 of 537 | 61 | 24.5 | $686K | 55 | 36 |
| Laundromats | Not scored | Not scored | 3 | 1.2 | $15.1M | 121 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.2 | $9M | 65 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.8 | $9.5M | Too few | 6 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $45.3M | 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 Salina 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 | $26.9M | $1,079 | 113 |
| Gasoline and other fuels | $69.1M | $2,774 | 107 |
| Food away from home | $88.6M | $3,554 | 87 |
| Groceries | $143.3M | $5,746 | 91 |
| Personal care products and services | $22.8M | $913 | 91 |
| Child care and other personal services | $8.8M | $351 | 61 |
| Memberships, classes and admissions | $18.9M | $759 | 77 |
| Medical and dental services | $32.5M | $1,305 | 101 |
| Pets | $19.1M | $767 | 84 |
| Clothing, shoes and related services | $45.3M | $1,817 | 88 |
| Vehicle insurance | $41.9M | $1,679 | 86 |
| Home repairs, maintenance and insurance | $62.5M | $2,506 | 83 |
| Lawn care, cleaning and other household services | $28.4M | $1,140 | 81 |
| Rent and homeowner costs | $328.6M | $13,180 | 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 Salina area
- Population, 2025 estimate
- 59,121−1.4% since 2020
- Households
- 24,931
- Median age
- 42.1
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.9
- Land area
- 1,441 sq. mi.
- People per square mile
- 41
- Median household income
- $65,745+25.5% vs. 2015–2019, before inflation
- Average household income
- $87,150
- Median home value
- $178,200
- Jobs located here
- 30,161
- Daytime population
- 61,857Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Salina 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 Salina 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 Salina area 2
- Saline County, KS53,668 people
- Ottawa County, KS5,819 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
- 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
- Hays, KS area28,920 people
Questions
How fast is the Salina, KS area growing?
Population estimates put the Salina area at 59,121 people in 2025, down 1.4% since 2020, against +3.1% for the U.S. It has 24,931 households. Median household income rose 25.5% from the 2015–2019 survey, before inflation.
How much do households in the Salina, KS area spend?
Households in the Salina area spend about $328.6M a year on rent and homeowner costs, $143.3M on groceries and $88.6M on food away from home. Set against the U.S., households in the Salina 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 (61).
Which business types have the highest market scores in the Salina, KS area?
The highest Groundwork market scores in the Salina area are for grocery and convenience stores (73), funeral homes (68) and grocery stores (68). The Salina area ranks #48 of 538 scored small-town markets for grocery and convenience stores.
How does the Salina, KS area compare with the U.S.?
The median household income in the Salina area is $65,745 a year, 19% below the U.S. median of $80,734. The population fell 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $178,200, against $332,700 for the U.S. For its number of households, the Salina area has the most map listings, relative to the U.S., for chiropractors (2.1 times the U.S. rate) and the fewest for spas and skin care studios (37% 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. 50 of the 56 business types have a score in the Salina 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 Salina 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 Salina 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 Salina 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.