Small-town market profile · Missouri
Marshall, MO 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
- 23,265
- −0.3% since 2020
- Households
- 8,053
- Median household income
- $57,931
- +29.5% vs. 2015–2019, before inflation
- Median home value
- $150,500
- Jobs located here
- 9,081
- Highest market score
- 61
- Clothing and shoe stores, #168 of 536 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 23,265 people live in the Marshall area, in 8,053 households. Population estimates show the Marshall area declined 0.3% from 2020 to 2025, against +3.1% for the U.S. The median household income in the Marshall area is $57,931 a year, 28% 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 Marshall area spend the most on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and the least on child care and other personal services (52).
The highest Groundwork market scores in the Marshall area are for clothing and shoe stores (61); dentists and orthodontists (56); and clothing, shoe and laundry businesses (56). The Marshall area ranks #168 of 536 scored small-town markets for clothing and shoe stores.
The Marshall area is made up of one county, Saline County. For its number of households, the Marshall area has the most map listings, relative to the U.S., for gas stations (2.2 times the U.S. rate) and the fewest for clothing, shoe and laundry businesses (41% 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 61 | #168 of 536 | 6 | 7.5 | $2.3M | 180 | Under 3 |
| Dentists and orthodontists | 56 | #214 of 526 | 7 | 8.7 | $1.4M | 145 | 5 |
| Clothing, shoes and laundry | 56 | #222 of 536 | 11 | 13.7 | $1.2M | 142 | Under 3 |
| Salons, barbers and spas | 54 | #223 of 538 | 27 | 33.5 | $256K | 120 | 4 |
| Doctors, dentists and clinics | 53 | #246 of 538 | 55 | 68.3 | $181K | 119 | 18 |
| Bakeries and dessert shops | 51 | #241 of 507 | 5 | 6.2 | $5.3M | 129 | 4 |
| Gyms, studios and classes | 50 | #284 of 535 | 8 | 9.9 | $665K | 100 | Under 3 |
| Hair salons | 49 | #283 of 538 | 16 | 19.9 | $432K | 100 | 3 |
| Gyms | 44 | #319 of 506 | 5 | 6.2 | $1.1M | 82 | Under 3 |
| Convenience stores | 38 | #383 of 529 | 9 | 11.2 | $4.9M | 63 | Under 3 |
| Sit-down restaurants | 38 | #399 of 538 | 48 | 59.6 | $557K | 84 | 13 |
| Grocery and convenience stores | 37 | #404 of 538 | 21 | 26.1 | $2.1M | 63 | 5 |
| Coffee shops and cafes | 36 | #421 of 529 | 9 | 11.2 | $3M | 80 | 4 |
| Real estate agents and brokers | 36 | #446 of 533 | 16 | 19.9 | Index only | 116 | 3 |
| Nail salons | 34 | #308 of 387 | 5 | 6.2 | $1.4M | 83 | Under 3 |
| Restaurants and cafes | 33 | #438 of 538 | 88 | 109.3 | $304K | 82 | 34 |
| Auto repair shops | 33 | #441 of 538 | 22 | 27.3 | $378K | 85 | 16 |
| Physical therapy | 32 | #330 of 400 | 7 | 8.7 | $1.4M | 59 | Under 3 |
| Auto repair and car care | 32 | #440 of 538 | 39 | 48.4 | $213K | 79 | 18 |
| Real estate | 31 | #498 of 536 | 22 | 27.3 | Index only | 106 | 6 |
| Fast food and sandwich shops | 29 | #455 of 537 | 14 | 17.4 | $1.9M | 63 | 16 |
| Pet businesses | 29 | #467 of 527 | 11 | 13.7 | $519K | 59 | 4 |
| Grocery stores | 27 | #439 of 506 | 7 | 8.7 | $6.4M | 68 | 5 |
| Insurance agencies | 25 | #468 of 537 | 17 | 21.1 | $780K | 62 | 8 |
| Pizza | 25 | #487 of 520 | 11 | 13.7 | $2.4M | 48 | 16 |
| Chiropractors | 23 | #412 of 426 | 8 | 9.9 | $1.2M | 52 | 5 |
| Collision repair and body shops | 19 | #375 of 387 | 7 | 8.7 | $1.2M | 39 | 7 |
| Gas stations | 19 | #506 of 536 | 19 | 23.6 | $1.1M | 48 | 16 |
| Child care and preschools | 13 | #442 of 454 | 6 | 7.5 | $407K | 41 | Under 3 |
| Home repair trades | Not scored | Not scored | 4 | 5.0 | $4.7M | 195 | 8 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 5.0 | $1.4M | 56 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 5.0 | $2.5M | 140 | 8 |
| Property management | Not scored | Not scored | 4 | 5.0 | Index only | 45 | Under 3 |
| Spas and skin care | Not scored | Not scored | 4 | 5.0 | $1.7M | 197 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 5.0 | $1.4M | 52 | 4 |
| Car washes and detailing | Not scored | Not scored | 3 | 3.7 | $2.8M | 110 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 3.7 | $447K | 66 | 4 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 3.7 | $1.8M | 88 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 3.7 | $2.8M | 111 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 2.5 | $3.5M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 2 | 2.5 | $9.5M | Too few | 3 |
| HVAC and plumbing | Not scored | Not scored | 2 | 2.5 | $9.5M | Too few | 5 |
| Laundromats | Not scored | Not scored | 2 | 2.5 | $6.9M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 2 | 2.5 | $4.3M | Too few | 12 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 2.5 | Index only | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.5 | $2.9M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.2 | $13.7M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.2 | $8.7M | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.2 | $8.7M | Too few | 12 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.2 | $10M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | 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 |
| Yoga, Pilates and fitness studios | 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 | $8.3M | $1,032 | 108 |
| Gasoline and other fuels | $21.8M | $2,707 | 104 |
| Food away from home | $26.7M | $3,322 | 82 |
| Groceries | $44.5M | $5,528 | 87 |
| Personal care products and services | $6.9M | $858 | 85 |
| Child care and other personal services | $2.4M | $303 | 52 |
| Memberships, classes and admissions | $5.3M | $661 | 67 |
| Medical and dental services | $10M | $1,238 | 96 |
| Pets | $5.7M | $708 | 78 |
| Clothing, shoes and related services | $13.7M | $1,707 | 83 |
| Vehicle insurance | $13.3M | $1,647 | 84 |
| Home repairs, maintenance and insurance | $19M | $2,355 | 78 |
| Lawn care, cleaning and other household services | $8.7M | $1,076 | 76 |
| Rent and homeowner costs | $101M | $12,546 | 75 |
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
- 23,265−0.3% since 2020
- Households
- 8,053
- Median age
- 36.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.9
- Land area
- 756 sq. mi.
- People per square mile
- 31
- Median household income
- $57,931+29.5% vs. 2015–2019, before inflation
- Average household income
- $76,384
- Median home value
- $150,500
- Jobs located here
- 9,081
- Daytime population
- 21,701Residents 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
- Saline County, MO23,231 people
Other markets based in Missouri 12
- St. Louis, MO-IL metro area2,810,850 people
- Kansas City, MO-KS metro area2,218,142 people
- Springfield, MO metro area486,785 people
- Columbia, MO metro area215,014 people
- Joplin, MO-KS metro area203,626 people
- Jefferson City, MO metro area150,437 people
- St. Joseph, MO-KS metro area120,012 people
- Cape Girardeau, MO-IL metro area98,169 people
- Farmington, MO area66,999 people
- Branson, MO area56,529 people
- Warrensburg, MO area54,732 people
- Fort Leonard Wood, MO area53,894 people
Questions
How fast is the Marshall, MO area growing?
Population estimates put the Marshall area at 23,265 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 8,053 households. Against the 2015–2019 survey, median household income rose 29.5%, before inflation.
How much do households in the Marshall, MO area spend?
Households in the Marshall area spend about $101M a year on rent and homeowner costs, $44.5M on groceries and $26.7M 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 108, where 100 is the U.S. average) and lowest on child care and other personal services (52).
Which business types have the highest market scores in the Marshall, MO area?
Of the business types scored in the Marshall area, clothing and shoe stores (61); dentists and orthodontists (56); and clothing, shoe and laundry businesses (56) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #168 of 536 scored small-town markets.
How does the Marshall, MO area compare with the U.S.?
Median household income in the Marshall area is $57,931, 28% below the U.S. median of $80,734. The population fell 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $150,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (2.2 times the U.S. rate) and lowest for clothing, shoe and laundry businesses (41% 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. 29 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.
All markets in Missouri · Every U.S. market · How we measure
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.