Small-town market profile · Nebraska
Lexington, NE area market data
How the Lexington area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 26,255
- +1.1% since 2020
- Households
- 9,981
- Median household income
- $70,652
- +29.1% vs. 2015–2019, before inflation
- Median home value
- $169,200
- Jobs located here
- 12,857
- Highest market score
- 73
- Spas and skin care, #39 of 504 scored small-town markets
A site report maps the competitors on map listings around any address in the Lexington area by name and distance, and the households and spending within reach. Or open the report at the center of the Lexington 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 Lexington area has an estimated 26,255 people and 9,981 households. Between 2020 and 2025, the population of the Lexington area grew 1.1%, slower than the U.S. (+3.1%). Median household income in the Lexington area is $70,652, 12% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.1%, before inflation.
Relative to the U.S., household spending in the Lexington area runs highest on vehicle maintenance and repairs (an index of 136, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Of the business types scored in the Lexington area, spas and skin care studios (73), medical and dental practices (72) and gyms and studios (69) have the highest Groundwork market scores. For spas and skin care studios, that ranks #39 of 504 scored small-town markets.
The Lexington area takes in 2 counties: Dawson County and Gosper County. Against the U.S., map listings per household run highest for tire shops (2.9 times the U.S. rate) and lowest for medical and dental practices (56% below the U.S. rate).
All 56 business types in the Lexington area
Highest Groundwork market score first. Each score compares the Lexington 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 |
|---|---|---|---|---|---|---|---|
| Spas and skin care | 73 | #39 of 504 | 6 | 6.0 | $1.6M | 181 | Under 3 |
| Doctors, dentists and clinics | 72 | #66 of 538 | 37 | 37.1 | $366K | 240 | 28 |
| Gyms, studios and classes | 69 | #60 of 535 | 6 | 6.0 | $1.4M | 205 | 4 |
| Car washes and detailing | 66 | #100 of 441 | 6 | 6.0 | $2.2M | 86 | Under 3 |
| Auto repair shops | 66 | #102 of 538 | 23 | 23.0 | $564K | 127 | 16 |
| HVAC and plumbing | 64 | #97 of 476 | 5 | 5.0 | $5.2M | 110 | 8 |
| Clothing, shoes and laundry | 62 | #161 of 536 | 19 | 19.0 | $990K | 112 | Under 3 |
| Clothing and shoe stores | 62 | #165 of 536 | 14 | 14.0 | $1.3M | 106 | Under 3 |
| Salons, barbers and spas | 60 | #149 of 538 | 35 | 35.1 | $272K | 128 | 8 |
| Real estate | 57 | #169 of 536 | 21 | 21.0 | Index only | 150 | 6 |
| Auto repair and car care | 57 | #204 of 538 | 49 | 49.1 | $265K | 99 | 24 |
| Lawn, cleaning and pest control | 53 | #202 of 481 | 6 | 6.0 | $2M | 118 | 13 |
| Pet businesses | 53 | #232 of 527 | 10 | 10.0 | $801K | 91 | 11 |
| Sit-down restaurants | 52 | #247 of 538 | 53 | 53.1 | $699K | 105 | 21 |
| Home repair trades | 51 | #263 of 526 | 12 | 12.0 | $2.2M | 90 | 17 |
| Hair salons | 51 | #265 of 538 | 22 | 22.0 | $433K | 101 | 7 |
| Dentists and orthodontists | 50 | #256 of 526 | 11 | 11.0 | $1.2M | 125 | 9 |
| Convenience stores | 50 | #287 of 529 | 13 | 13.0 | $4.5M | 58 | Under 3 |
| Collision repair and body shops | 49 | #198 of 387 | 5 | 5.0 | $2.6M | 84 | 6 |
| Optometrists and eye care | 49 | #217 of 400 | 5 | 5.0 | $2.7M | 86 | 3 |
| Chiropractors | 48 | #228 of 426 | 6 | 6.0 | $2.3M | 94 | 6 |
| Child care and preschools | 47 | #259 of 454 | 6 | 6.0 | $616K | 61 | 5 |
| Fast food and sandwich shops | 46 | #317 of 537 | 18 | 18.0 | $2.1M | 67 | 19 |
| Grocery and convenience stores | 46 | #324 of 538 | 28 | 28.1 | $2.1M | 62 | 7 |
| Grocery stores | 45 | #315 of 506 | 8 | 8.0 | $7.4M | 79 | 6 |
| Restaurants and cafes | 45 | #324 of 538 | 115 | 115.2 | $322K | 87 | 46 |
| Real estate agents and brokers | 45 | #330 of 533 | 19 | 19.0 | Index only | 131 | 6 |
| Pizza | 44 | #319 of 520 | 13 | 13.0 | $2.9M | 56 | 19 |
| Coffee shops and cafes | 41 | #365 of 529 | 14 | 14.0 | $2.6M | 71 | 6 |
| Landscaping and lawn care | 40 | #270 of 399 | 6 | 6.0 | $2M | 67 | 9 |
| Bakeries and dessert shops | 39 | #374 of 507 | 14 | 14.0 | $2.6M | 64 | 6 |
| Gas stations | 39 | #391 of 536 | 25 | 25.0 | $1.3M | 55 | 25 |
| Electricians | 35 | #243 of 295 | 5 | 5.0 | $5.2M | 44 | 9 |
| Veterinarians | 34 | #312 of 398 | 5 | 5.0 | $1.6M | 59 | 11 |
| Tire shops | 34 | #339 of 431 | 11 | 11.0 | $1.2M | 47 | 6 |
| Insurance agencies | 33 | #419 of 537 | 17 | 17.0 | $1.2M | 94 | 19 |
| Barbershops | Not scored | Not scored | 4 | 4.0 | $2.4M | 126 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 4.0 | $356K | 52 | 4 |
| Gyms | Not scored | Not scored | 3 | 3.0 | $2.7M | 208 | 4 |
| Nail salons | Not scored | Not scored | 3 | 3.0 | $3.2M | 190 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 2.0 | $9.4M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 2.0 | $9.4M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 2.0 | $4.1M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 2.0 | Index only | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 2.0 | $6.8M | Too few | 6 |
| Roofing and gutters | Not scored | Not scored | 2 | 2.0 | $13.1M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 1.0 | $8M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.0 | $8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.0 | $8.1M | Too few | 4 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| 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 |
| Physical therapy | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Property management | 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 Lexington 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 | $13M | $1,300 | 136 |
| Gasoline and other fuels | $33.1M | $3,314 | 128 |
| Food away from home | $37.1M | $3,712 | 91 |
| Groceries | $59M | $5,915 | 94 |
| Personal care products and services | $9.5M | $954 | 95 |
| Child care and other personal services | $3.7M | $370 | 64 |
| Memberships, classes and admissions | $8.1M | $815 | 83 |
| Medical and dental services | $13.5M | $1,356 | 105 |
| Pets | $8M | $802 | 88 |
| Clothing, shoes and related services | $18.8M | $1,884 | 92 |
| Vehicle insurance | $20.1M | $2,013 | 103 |
| Home repairs, maintenance and insurance | $26.2M | $2,630 | 87 |
| Lawn care, cleaning and other household services | $11.8M | $1,187 | 84 |
| Rent and homeowner costs | $136.2M | $13,642 | 82 |
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 Lexington area
- Population, 2025 estimate
- 26,255+1.1% since 2020
- Households
- 9,981
- Median age
- 38.3
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.3
- Land area
- 1,472 sq. mi.
- People per square mile
- 18
- Median household income
- $70,652+29.1% vs. 2015–2019, before inflation
- Average household income
- $93,728
- Median home value
- $169,200
- Jobs located here
- 12,857
- Daytime population
- 25,770Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lexington 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 Lexington 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 Lexington area 2
- Dawson County, NE24,202 people
- Gosper County, NE2,040 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
- Hastings, NE area40,507 people
- Fremont, NE area37,351 people
- Scottsbluff, NE area36,585 people
- North Platte, NE area34,575 people
- Beatrice, NE area21,629 people
Questions
How fast is the Lexington, NE area growing?
Population estimates put the Lexington area at 26,255 people in 2025, up 1.1% since 2020, slower than the U.S. (+3.1%). It has 9,981 households. Median household income rose 29.1% from the 2015–2019 survey, before inflation.
How much do households in the Lexington, NE area spend?
Households in the Lexington area spend about $136.2M a year on rent and homeowner costs, $59M on groceries and $37.1M on food away from home. Set against the U.S., households in the Lexington area spend the most on vehicle maintenance and repairs (an index of 136, where 100 is the U.S. average) and the least on child care and other personal services (64).
Which business types have the highest market scores in the Lexington, NE area?
The highest Groundwork market scores in the Lexington area are for spas and skin care studios (73), medical and dental practices (72) and gyms and studios (69). The Lexington area ranks #39 of 504 scored small-town markets for spas and skin care studios.
How does the Lexington, NE area compare with the U.S.?
The median household income in the Lexington area is $70,652 a year, 12% below the U.S. median of $80,734. The population rose 1.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $169,200, against $332,700 for the U.S. For its number of households, the Lexington area has the most map listings, relative to the U.S., for tire shops (2.9 times the U.S. rate) and the fewest for medical and dental practices (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. 36 of the 56 business types have a score in the Lexington 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 Lexington 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 Nebraska · Every U.S. market · How we measure
Screening a site or an acquisition in the Lexington 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 Lexington 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.