Small-town market profile · Minnesota
Faribault-Northfield, MN area market data
Population, household spending and competition for 56 business types in the Faribault-Northfield area, each scored against other small-town markets.
- Population, 2025
- 69,939
- +4.2% since 2020
- Households
- 23,493
- Median household income
- $83,181
- +21.3% vs. 2015–2019, before inflation
- Median home value
- $320,200
- Jobs located here
- 25,685
- Highest market score
- 95
- Optometrists and eye care, #1 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Faribault-Northfield area by name and distance, and the households and spending within reach. Or open the report at the center of the Faribault-Northfield 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 69,939 people live in the Faribault-Northfield area, in 23,493 households. Between 2020 and 2025, the population of the Faribault-Northfield area grew 4.2%, faster than the U.S. (+3.1%). The median household income in the Faribault-Northfield area is $83,181 a year, 3% above the U.S. median of $80,734. That rose 21.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Faribault-Northfield area spend the most on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and the least on child care and other personal services (76).
The highest Groundwork market scores in the Faribault-Northfield area are for optometrists and eye clinics (95), barbershops (93) and spas and skin care studios (90). The Faribault-Northfield area ranks #1 of 400 scored small-town markets for optometrists and eye clinics.
The Faribault-Northfield area is made up of one county, Rice County. For its number of households, the Faribault-Northfield area has the most map listings, relative to the U.S., for HVAC and plumbing companies (56% above the U.S. rate) and the fewest for spas and skin care studios (56% below the U.S. rate).
All 56 business types in the Faribault-Northfield area
Highest Groundwork market score first. Each score compares the Faribault-Northfield 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 95 | #1 of 400 | 5 | 2.1 | $6.9M | 221 | Under 3 |
| Barbershops | 93 | #4 of 377 | 5 | 2.1 | $4.9M | 257 | Under 3 |
| Spas and skin care | 90 | #2 of 504 | 12 | 5.1 | $2M | 231 | Under 3 |
| Convenience stores | 89 | #2 of 529 | 17 | 7.2 | $8.6M | 109 | 3 |
| Dentists and orthodontists | 88 | #3 of 526 | 16 | 6.8 | $2.2M | 220 | 12 |
| Sit-down restaurants | 86 | #7 of 538 | 99 | 42.1 | $969K | 146 | 36 |
| Car washes and detailing | 86 | #7 of 441 | 8 | 3.4 | $3.4M | 134 | Under 3 |
| Restaurants and cafes | 86 | #9 of 538 | 199 | 84.7 | $482K | 130 | 88 |
| Doctors, dentists and clinics | 86 | #9 of 538 | 120 | 51.1 | $288K | 189 | 47 |
| Grocery stores | 86 | #13 of 506 | 12 | 5.1 | $12.2M | 131 | 7 |
| Bakeries and dessert shops | 85 | #6 of 507 | 14 | 6.0 | $6.8M | 165 | 9 |
| Grocery and convenience stores | 85 | #8 of 538 | 43 | 18.3 | $3.4M | 100 | 10 |
| Clothing, shoes and laundry | 85 | #10 of 536 | 37 | 15.7 | $1.3M | 148 | 6 |
| Gas stations | 84 | #12 of 536 | 19 | 8.1 | $3.6M | 149 | 21 |
| Tire shops | 82 | #18 of 431 | 8 | 3.4 | $3.4M | 134 | 4 |
| Clothing and shoe stores | 82 | #22 of 536 | 29 | 12.3 | $1.7M | 131 | 6 |
| Veterinarians | 81 | #14 of 398 | 6 | 2.6 | $3.5M | 129 | 7 |
| Fast food and sandwich shops | 78 | #41 of 537 | 29 | 12.3 | $3.3M | 108 | 41 |
| Hair salons | 77 | #21 of 538 | 46 | 19.6 | $527K | 123 | 10 |
| Pizza | 77 | #32 of 520 | 18 | 7.7 | $5.3M | 105 | 41 |
| Salons, barbers and spas | 76 | #21 of 538 | 70 | 29.8 | $347K | 163 | 19 |
| Martial arts and dance studios | 74 | #29 of 378 | 9 | 3.8 | $2.5M | 123 | 5 |
| Property management | 73 | #14 of 180 | 5 | 2.1 | Index only | 122 | 5 |
| Nail salons | 70 | #60 of 387 | 6 | 2.6 | $4M | 242 | 8 |
| Roofing and gutters | 69 | #42 of 288 | 7 | 3.0 | $9.4M | 111 | 6 |
| Physical therapy | 67 | #80 of 400 | 14 | 6.0 | $2.5M | 103 | 8 |
| Coffee shops and cafes | 66 | #97 of 529 | 30 | 12.8 | $3.2M | 86 | 9 |
| Auto repair and car care | 64 | #136 of 538 | 96 | 40.9 | $281K | 104 | 49 |
| Collision repair and body shops | 63 | #104 of 387 | 9 | 3.8 | $3M | 97 | 10 |
| Yoga, Pilates and fitness studios | 62 | #27 of 112 | 7 | 3.0 | $3.2M | 79 | 10 |
| Pet grooming and boarding | 62 | #99 of 387 | 10 | 4.3 | $2.1M | 83 | 9 |
| Electricians | 61 | #78 of 295 | 7 | 3.0 | $9.4M | 78 | 27 |
| Auto repair shops | 61 | #159 of 538 | 56 | 23.8 | $481K | 108 | 41 |
| Mortgage brokers and lenders | 60 | #48 of 177 | 7 | 3.0 | Index only | 124 | 4 |
| Pet stores | 60 | #60 of 220 | 7 | 3.0 | $3M | 67 | 4 |
| Chiropractors | 57 | #162 of 426 | 16 | 6.8 | $2.2M | 90 | 13 |
| Gyms | 54 | #222 of 506 | 22 | 9.4 | $1M | 78 | 10 |
| Gyms, studios and classes | 54 | #228 of 535 | 38 | 16.2 | $589K | 89 | 15 |
| Pet businesses | 52 | #254 of 527 | 35 | 14.9 | $602K | 69 | 20 |
| Child care and preschools | 50 | #235 of 454 | 20 | 8.5 | $518K | 52 | 13 |
| Lawn, cleaning and pest control | 49 | #246 of 481 | 22 | 9.4 | $1.4M | 81 | 37 |
| Landscaping and lawn care | 48 | #206 of 399 | 16 | 6.8 | $1.9M | 64 | 24 |
| Home repair trades | 47 | #304 of 526 | 37 | 15.7 | $1.8M | 73 | 57 |
| HVAC and plumbing | 46 | #280 of 476 | 23 | 9.8 | $2.9M | 60 | 24 |
| Real estate agents and brokers | 41 | #374 of 533 | 59 | 25.1 | Index only | 106 | 28 |
| Real estate | 40 | #396 of 536 | 73 | 31.1 | Index only | 107 | 51 |
| Insurance agencies | 38 | #369 of 537 | 35 | 14.9 | $1.2M | 93 | 31 |
| House cleaning | Not scored | Not scored | 4 | 1.7 | $7.5M | 117 | 13 |
| Funeral homes | Not scored | Not scored | 3 | 1.3 | $1.2M | 182 | 4 |
| Laundromats | Not scored | Not scored | 3 | 1.3 | $16.1M | 129 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.3 | $11.5M | 648 | 14 |
| Dry cleaners | Not scored | Not scored | 2 | 0.9 | $24.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.9 | Index only | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.9 | $13.5M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.9 | $15M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $34.6M | Too few | Under 3 |
Household spending in the Faribault-Northfield 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 | $1,146 | 120 |
| Gasoline and other fuels | $67.6M | $2,878 | 111 |
| Food away from home | $95.9M | $4,082 | 100 |
| Groceries | $146M | $6,214 | 98 |
| Personal care products and services | $24.3M | $1,033 | 103 |
| Child care and other personal services | $10.4M | $441 | 76 |
| Memberships, classes and admissions | $22.4M | $953 | 97 |
| Medical and dental services | $34.6M | $1,473 | 114 |
| Pets | $21.1M | $897 | 99 |
| Clothing, shoes and related services | $48.3M | $2,056 | 100 |
| Vehicle insurance | $40.7M | $1,734 | 89 |
| Home repairs, maintenance and insurance | $65.9M | $2,805 | 93 |
| Lawn care, cleaning and other household services | $30M | $1,278 | 90 |
| Rent and homeowner costs | $339.6M | $14,456 | 87 |
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 Faribault-Northfield area
- Population, 2025 estimate
- 69,939+4.2% since 2020
- Households
- 23,493
- Median age
- 38.9
- Homes lived in by their owners
- 76%
- Vehicles per household
- 2.0
- Land area
- 496 sq. mi.
- People per square mile
- 137
- Median household income
- $83,181+21.3% vs. 2015–2019, before inflation
- Average household income
- $104,276
- Median home value
- $320,200
- Jobs located here
- 25,685
- Daytime population
- 60,549Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Faribault-Northfield 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 Faribault-Northfield 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 Faribault-Northfield area 1
- Rice County, MN67,917 people
Other markets based in Minnesota 12
- Minneapolis-St. Paul-Bloomington, MN-WI metro area3,713,668 people
- Duluth, MN-WI metro area280,870 people
- Rochester, MN metro area228,522 people
- St. Cloud, MN metro area202,458 people
- Mankato, MN metro area104,282 people
- Brainerd, MN area98,678 people
- Fergus Falls, MN area60,475 people
- Winona, MN area49,779 people
- Red Wing, MN area47,943 people
- Bemidji, MN area46,512 people
- Grand Rapids, MN area45,275 people
- Willmar, MN area44,079 people
Questions
How fast is the Faribault-Northfield, MN area growing?
Population estimates put the Faribault-Northfield area at 69,939 people in 2025, up 4.2% since 2020, faster than the U.S. (+3.1%). It has 23,493 households. Against the 2015–2019 survey, median household income rose 21.3%, before inflation.
How much do households in the Faribault-Northfield, MN area spend?
Households in the Faribault-Northfield area spend about $339.6M a year on rent and homeowner costs, $146M on groceries and $95.9M on food away from home. Relative to the U.S., household spending in the Faribault-Northfield area runs highest on vehicle maintenance and repairs (an index of 120, where 100 is the U.S. average) and lowest on child care and other personal services (76).
Which business types have the highest market scores in the Faribault-Northfield, MN area?
Of the business types scored in the Faribault-Northfield area, optometrists and eye clinics (95), barbershops (93) and spas and skin care studios (90) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #1 of 400 scored small-town markets.
How does the Faribault-Northfield, MN area compare with the U.S.?
Median household income in the Faribault-Northfield area is $83,181, 3% above the U.S. median of $80,734. The population rose 4.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $320,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for HVAC and plumbing companies (56% above the U.S. rate) and lowest for spas and skin care studios (56% 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. 47 of the 56 business types have a score in the Faribault-Northfield 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 Faribault-Northfield 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 Faribault-Northfield 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 Faribault-Northfield 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.