Small-town market profile · Nebraska
Hastings, NE area market data
Population, household spending and competition for 56 business types in the Hastings area, each scored against other small-town markets.
- Population, 2025
- 40,577
- −0.2% since 2020
- Households
- 17,059
- Median household income
- $69,510
- Median home value
- $175,200
- Jobs located here
- 18,629
- Highest market score
- 75
- Clothing, shoes and laundry, #67 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Hastings area by name and distance, and the households and spending within reach. Or open the report at the center of the Hastings 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 40,577 people live in the Hastings area, in 17,059 households. Population estimates show the Hastings area declined 0.2% from 2020 to 2025, against +3.1% for the U.S. The median household income in the Hastings area is $69,510 a year, 14% below the U.S. median of $80,734.
Set against the U.S., households in the Hastings area spend the most on vehicle maintenance and repairs (an index of 128, where 100 is the U.S. average) and the least on child care and other personal services (64).
The highest Groundwork market scores in the Hastings area are for clothing, shoe and laundry businesses (75); barbershops (72); and nail salons (71). The Hastings area ranks #67 of 536 scored small-town markets for clothing, shoe and laundry businesses.
The Hastings area takes in 3 counties: Adams County, Clay County and Webster County. For its number of households, the Hastings area has the most map listings, relative to the U.S., for funeral homes (2.8 times the U.S. rate) and the fewest for real estate agents and brokers (60% below the U.S. rate).
All 56 business types in the Hastings area
Highest Groundwork market score first. Each score compares the Hastings 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, shoes and laundry | 75 | #67 of 536 | 24 | 14.1 | $1.3M | 152 | 3 |
| Barbershops | 72 | #56 of 377 | 5 | 2.9 | $3.2M | 171 | Under 3 |
| Nail salons | 71 | #51 of 387 | 5 | 2.9 | $3.2M | 193 | Under 3 |
| Clothing and shoe stores | 71 | #95 of 536 | 20 | 11.7 | $1.6M | 126 | 3 |
| Tire shops | 69 | #87 of 431 | 6 | 3.5 | $3.5M | 140 | 4 |
| Grocery and convenience stores | 66 | #115 of 538 | 29 | 17.0 | $3.4M | 102 | 10 |
| Primary care and pediatrics | 63 | #121 of 458 | 7 | 4.1 | $3.3M | 184 | 25 |
| Spas and skin care | 62 | #128 of 504 | 11 | 6.4 | $1.5M | 167 | 3 |
| Convenience stores | 62 | #159 of 529 | 14 | 8.2 | $7.1M | 91 | Under 3 |
| Salons, barbers and spas | 61 | #131 of 538 | 56 | 32.8 | $288K | 135 | 12 |
| Grocery stores | 61 | #138 of 506 | 7 | 4.1 | $14.3M | 154 | 9 |
| Sit-down restaurants | 61 | #153 of 538 | 77 | 45.1 | $817K | 123 | 31 |
| Pet grooming and boarding | 60 | #120 of 387 | 7 | 4.1 | $1.9M | 77 | 3 |
| Auto repair shops | 57 | #196 of 538 | 44 | 25.8 | $477K | 107 | 26 |
| Gyms, studios and classes | 56 | #192 of 535 | 16 | 9.4 | $867K | 131 | 11 |
| Pet businesses | 55 | #207 of 527 | 18 | 10.6 | $758K | 86 | 9 |
| Restaurants and cafes | 54 | #221 of 538 | 165 | 96.7 | $381K | 103 | 76 |
| Dentists and orthodontists | 54 | #226 of 526 | 17 | 10.0 | $1.3M | 137 | 13 |
| Hair salons | 54 | #227 of 538 | 35 | 20.5 | $460K | 107 | 9 |
| Fast food and sandwich shops | 53 | #250 of 537 | 24 | 14.1 | $2.6M | 86 | 33 |
| Veterinarians | 52 | #189 of 398 | 6 | 3.5 | $2.3M | 84 | 6 |
| Bakeries and dessert shops | 50 | #258 of 507 | 14 | 8.2 | $4.5M | 109 | 11 |
| Collision repair and body shops | 49 | #202 of 387 | 9 | 5.3 | $2.3M | 76 | 6 |
| HVAC and plumbing | 48 | #254 of 476 | 9 | 5.3 | $4.9M | 103 | 19 |
| Landscaping and lawn care | 47 | #211 of 399 | 6 | 3.5 | $3.3M | 114 | 20 |
| Real estate | 47 | #295 of 536 | 27 | 15.8 | Index only | 197 | 29 |
| Real estate agents and brokers | 47 | #297 of 533 | 21 | 12.3 | Index only | 201 | 18 |
| Auto repair and car care | 47 | #303 of 538 | 91 | 53.3 | $231K | 86 | 35 |
| Pizza | 46 | #301 of 520 | 18 | 10.6 | $3.5M | 69 | 33 |
| Gyms | 45 | #308 of 506 | 12 | 7.0 | $1.2M | 89 | 8 |
| Doctors, dentists and clinics | 44 | #333 of 538 | 129 | 75.6 | $178K | 117 | 65 |
| Child care and preschools | 42 | #299 of 454 | 7 | 4.1 | $909K | 91 | 20 |
| Coffee shops and cafes | 42 | #351 of 529 | 20 | 11.7 | $3.1M | 85 | 11 |
| Gas stations | 42 | #359 of 536 | 37 | 21.7 | $1.4M | 61 | 29 |
| Optometrists and eye care | 41 | #277 of 400 | 11 | 6.4 | $2.1M | 67 | 4 |
| Chiropractors | 38 | #304 of 426 | 12 | 7.0 | $1.9M | 80 | 11 |
| Physical therapy | 37 | #303 of 400 | 13 | 7.6 | $1.8M | 73 | 9 |
| Car washes and detailing | 33 | #355 of 441 | 16 | 9.4 | $1.3M | 52 | 5 |
| Lawn, cleaning and pest control | 31 | #423 of 481 | 14 | 8.2 | $1.4M | 85 | 36 |
| House cleaning | 29 | #125 of 142 | 5 | 2.9 | $4M | 63 | 12 |
| Home repair trades | 29 | #477 of 526 | 27 | 15.8 | $1.6M | 67 | 38 |
| Roofing and gutters | 27 | #262 of 288 | 9 | 5.3 | $4.9M | 58 | Under 3 |
| Electricians | 25 | #274 of 295 | 9 | 5.3 | $4.9M | 41 | 19 |
| Funeral homes | 24 | #329 of 365 | 10 | 5.9 | $247K | 36 | 5 |
| Insurance agencies | 21 | #482 of 537 | 41 | 24.0 | $792K | 63 | 33 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 2.3 | Index only | 148 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 1.8 | $4.6M | 229 | 3 |
| Pest control | Not scored | Not scored | 3 | 1.8 | $6.7M | 65 | 4 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $4.5M | 100 | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.2 | Index only | Too few | 6 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $32.1M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $13.9M | Too few | 8 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 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 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Hastings 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 | $21M | $1,230 | 128 |
| Gasoline and other fuels | $53.6M | $3,141 | 121 |
| Food away from home | $62.9M | $3,690 | 91 |
| Groceries | $100M | $5,863 | 93 |
| Personal care products and services | $16.1M | $944 | 94 |
| Child care and other personal services | $6.4M | $373 | 64 |
| Memberships, classes and admissions | $13.9M | $813 | 83 |
| Medical and dental services | $22.9M | $1,345 | 104 |
| Pets | $13.6M | $799 | 88 |
| Clothing, shoes and related services | $32.1M | $1,881 | 92 |
| Vehicle insurance | $32.5M | $1,904 | 97 |
| Home repairs, maintenance and insurance | $44M | $2,579 | 85 |
| Lawn care, cleaning and other household services | $20.1M | $1,176 | 83 |
| Rent and homeowner costs | $230.3M | $13,501 | 81 |
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 Hastings area
- Population, 2025 estimate
- 40,577−0.2% since 2020
- Households
- 17,059
- Median age
- 40.4
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.2
- Land area
- 1,711 sq. mi.
- People per square mile
- 24
- Median household income
- $69,510
- Average household income
- $91,112
- Median home value
- $175,200
- Jobs located here
- 18,629
- Daytime population
- 39,802Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hastings 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 Hastings 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 Hastings area 3
- Adams County, NE31,052 people
- Clay County, NE6,095 people
- Webster County, NE3,360 people
Other markets based in Nebraska 11
- Omaha, NE-IA metro area982,064 people
- Lincoln, NE metro area344,337 people
- Grand Island, NE metro area76,794 people
- Kearney, NE area57,292 people
- Norfolk, NE area48,653 people
- Columbus, NE area45,357 people
- Fremont, NE area37,351 people
- Scottsbluff, NE area36,585 people
- North Platte, NE area34,575 people
- Lexington, NE area26,242 people
- Beatrice, NE area21,629 people
Questions
How fast is the Hastings, NE area growing?
Population estimates put the Hastings area at 40,577 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 17,059 households.
How much do households in the Hastings, NE area spend?
Households in the Hastings area spend about $230.3M a year on rent and homeowner costs, $100M on groceries and $62.9M on food away from home. Relative to the U.S., household spending in the Hastings area runs highest on vehicle maintenance and repairs (an index of 128, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Which business types have the highest market scores in the Hastings, NE area?
Of the business types scored in the Hastings area, clothing, shoe and laundry businesses (75); barbershops (72); and nail salons (71) have the highest Groundwork market scores. For clothing, shoe and laundry businesses, that ranks #67 of 536 scored small-town markets.
How does the Hastings, NE area compare with the U.S.?
Median household income in the Hastings area is $69,510, 14% below the U.S. median of $80,734. The population fell 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $175,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (2.8 times the U.S. rate) and lowest for real estate agents and brokers (60% 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. 45 of the 56 business types have a score in the Hastings 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 Hastings 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 Hastings 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 Hastings 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.