Small-town market profile · Minnesota
Marshall, MN area market data
Population, household spending and competition for 56 business types in the Marshall area, each scored against other small-town markets.
- Population, 2025
- 25,684
- +1.0% since 2020
- Households
- 10,108
- Median household income
- $75,303
- +30.4% vs. 2015–2019, before inflation
- Median home value
- $200,700
- Jobs located here
- 20,576
- Highest market score
- 77
- Convenience stores, #39 of 529 scored small-town markets
A site report maps the competitors on map listings around any address in the Marshall area by name and distance, and the households and spending within reach. Or open the report at the center of the Marshall 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 25,684 people live in the Marshall area, in 10,108 households. Between 2020 and 2025, the population of the Marshall area grew 1.0%, slower than the U.S. (+3.1%). The median household income in the Marshall area is $75,303 a year, 7% below the U.S. median of $80,734. That rose 30.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Marshall area spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on child care and other personal services (70).
The highest Groundwork market scores in the Marshall area are for convenience stores (77), bakeries and dessert shops (76) and primary care and pediatric clinics (76). The Marshall area ranks #39 of 529 scored small-town markets for convenience stores.
The Marshall area is made up of one county, Lyon County. For its number of households, the Marshall area has the most map listings, relative to the U.S., for chiropractors (2.6 times the U.S. rate) and the fewest for salons, barbers and spas (25% below the U.S. rate).
All 56 business types in the Marshall area
Highest Groundwork market score first. Each score compares the Marshall 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 |
|---|---|---|---|---|---|---|---|
| Convenience stores | 77 | #39 of 529 | 7 | 6.9 | $8.6M | 110 | Under 3 |
| Bakeries and dessert shops | 76 | #27 of 507 | 7 | 6.9 | $5.5M | 134 | 3 |
| Primary care and pediatrics | 76 | #44 of 458 | 6 | 5.9 | $2.4M | 132 | 7 |
| Restaurants and cafes | 72 | #67 of 538 | 88 | 87.1 | $441K | 119 | 40 |
| Sit-down restaurants | 70 | #76 of 538 | 52 | 51.4 | $746K | 112 | 15 |
| Gas stations | 70 | #76 of 536 | 12 | 11.9 | $2.3M | 98 | 8 |
| Coffee shops and cafes | 69 | #65 of 529 | 10 | 9.9 | $3.9M | 105 | 3 |
| Hair salons | 68 | #71 of 538 | 18 | 17.8 | $549K | 127 | 5 |
| Doctors, dentists and clinics | 63 | #145 of 538 | 76 | 75.2 | $186K | 122 | 23 |
| Physical therapy | 61 | #126 of 400 | 6 | 5.9 | $2.4M | 98 | Under 3 |
| Grocery and convenience stores | 61 | #167 of 538 | 21 | 20.8 | $2.9M | 85 | 7 |
| Fast food and sandwich shops | 60 | #175 of 537 | 12 | 11.9 | $3.2M | 106 | 22 |
| Salons, barbers and spas | 57 | #178 of 538 | 36 | 35.6 | $274K | 129 | 10 |
| Clothing and shoe stores | 57 | #217 of 536 | 18 | 17.8 | $1.1M | 86 | 5 |
| Clothing, shoes and laundry | 57 | #220 of 536 | 25 | 24.7 | $786K | 89 | 5 |
| Tire shops | 52 | #203 of 431 | 6 | 5.9 | $1.8M | 74 | Under 3 |
| Auto repair and car care | 52 | #246 of 538 | 43 | 42.5 | $258K | 96 | 20 |
| Pizza | 50 | #256 of 520 | 10 | 9.9 | $3.9M | 76 | 22 |
| Dentists and orthodontists | 50 | #260 of 526 | 13 | 12.9 | $1.1M | 111 | 8 |
| Gyms, studios and classes | 49 | #302 of 535 | 19 | 18.8 | $467K | 70 | 3 |
| Auto repair shops | 48 | #301 of 538 | 25 | 24.7 | $443K | 100 | 20 |
| Lawn, cleaning and pest control | 46 | #267 of 481 | 7 | 6.9 | $1.8M | 104 | 18 |
| Gyms | 44 | #327 of 506 | 11 | 10.9 | $806K | 62 | 3 |
| Martial arts and dance studios | 43 | #244 of 378 | 7 | 6.9 | $1.3M | 63 | Under 3 |
| Optometrists and eye care | 42 | #272 of 400 | 9 | 8.9 | $1.6M | 50 | Under 3 |
| Spas and skin care | 40 | #371 of 504 | 12 | 11.9 | $823K | 94 | 3 |
| Real estate agents and brokers | 40 | #389 of 533 | 25 | 24.7 | Index only | 103 | 6 |
| Grocery stores | 37 | #379 of 506 | 11 | 10.9 | $5.5M | 59 | 6 |
| Pet businesses | 36 | #424 of 527 | 16 | 15.8 | $525K | 60 | 10 |
| Real estate | 36 | #449 of 536 | 33 | 32.6 | Index only | 98 | 13 |
| Home repair trades | 32 | #458 of 526 | 19 | 18.8 | $1.4M | 58 | 24 |
| Electricians | 31 | #266 of 295 | 6 | 5.9 | $4.5M | 37 | 11 |
| Chiropractors | 31 | #378 of 426 | 14 | 13.9 | $1M | 42 | 8 |
| HVAC and plumbing | 31 | #417 of 476 | 10 | 9.9 | $2.7M | 57 | 13 |
| Veterinarians | 27 | #352 of 398 | 8 | 7.9 | $1.1M | 39 | 6 |
| Child care and preschools | 25 | #408 of 454 | 12 | 11.9 | $342K | 34 | 13 |
| Insurance agencies | 16 | #512 of 537 | 26 | 25.7 | $652K | 52 | 21 |
| Car washes and detailing | Not scored | Not scored | 4 | 4.0 | $2.8M | 110 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 4.0 | $379K | 56 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 4.0 | $3.1M | 105 | 4 |
| Nail salons | Not scored | Not scored | 4 | 4.0 | $2.5M | 148 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 4.0 | $2.1M | 83 | 4 |
| Property management | Not scored | Not scored | 4 | 4.0 | Index only | 63 | Under 3 |
| Home inspectors | Not scored | Not scored | 3 | 3.0 | Index only | 18 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 3.0 | $6.6M | 52 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 3.0 | $9M | 106 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 2.0 | $4.9M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.0 | $5.5M | Too few | 5 |
| House cleaning | Not scored | Not scored | 2 | 2.0 | $6.1M | Too few | 14 |
| Dry cleaners | Not scored | Not scored | 1 | 1.0 | $19.7M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.0 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.0 | $12.3M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.0 | $8.9M | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | 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 Marshall 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 | $11.1M | $1,096 | 114 |
| Gasoline and other fuels | $28M | $2,773 | 107 |
| Food away from home | $38.8M | $3,839 | 94 |
| Groceries | $60.5M | $5,982 | 95 |
| Personal care products and services | $9.9M | $977 | 97 |
| Child care and other personal services | $4.1M | $405 | 70 |
| Memberships, classes and admissions | $8.9M | $877 | 89 |
| Medical and dental services | $14.1M | $1,399 | 109 |
| Pets | $8.4M | $831 | 91 |
| Clothing, shoes and related services | $19.7M | $1,945 | 95 |
| Vehicle insurance | $16.9M | $1,676 | 86 |
| Home repairs, maintenance and insurance | $26.9M | $2,665 | 88 |
| Lawn care, cleaning and other household services | $12.3M | $1,213 | 86 |
| Rent and homeowner costs | $140.2M | $13,872 | 83 |
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 Marshall area
- Population, 2025 estimate
- 25,684+1.0% since 2020
- Households
- 10,108
- Median age
- 38.1
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 714 sq. mi.
- People per square mile
- 36
- Median household income
- $75,303+30.4% vs. 2015–2019, before inflation
- Average household income
- $95,405
- Median home value
- $200,700
- Jobs located here
- 20,576
- Daytime population
- 33,035Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshall 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 Marshall 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 Marshall area 1
- Lyon County, MN25,503 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
- Faribault-Northfield, MN area67,917 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
Questions
How fast is the Marshall, MN area growing?
Population estimates put the Marshall area at 25,684 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 10,108 households. Against the 2015–2019 survey, median household income rose 30.4%, before inflation.
How much do households in the Marshall, MN area spend?
Households in the Marshall area spend about $140.2M a year on rent and homeowner costs, $60.5M on groceries and $38.8M on food away from home. Relative to the U.S., household spending in the Marshall area runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on child care and other personal services (70).
Which business types have the highest market scores in the Marshall, MN area?
Of the business types scored in the Marshall area, convenience stores (77), bakeries and dessert shops (76) and primary care and pediatric clinics (76) have the highest Groundwork market scores. For convenience stores, that ranks #39 of 529 scored small-town markets.
How does the Marshall, MN area compare with the U.S.?
Median household income in the Marshall area is $75,303, 7% below the U.S. median of $80,734. The population rose 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $200,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for chiropractors (2.6 times the U.S. rate) and lowest for salons, barbers and spas (25% 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. 37 of the 56 business types have a score in the Marshall 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 Marshall 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 Marshall 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 Marshall 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.