Small-town market profile · Nebraska
Norfolk, NE area market data
How the Norfolk area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 49,228
- +1.1% since 2020
- Households
- 19,617
- Median household income
- $65,968
- +18.2% vs. 2015–2019, before inflation
- Median home value
- $204,700
- Jobs located here
- 24,757
- Highest market score
- 75
- Martial arts and dance studios, #27 of 378 scored small-town markets
A site report maps the competitors on map listings around any address in the Norfolk area by name and distance, and the households and spending within reach. Or open the report at the center of the Norfolk 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 Norfolk area has an estimated 49,228 people and 19,617 households. Population estimates put the population change in the Norfolk area from 2020 to 2025 at +1.1%, slower than the U.S. (+3.1%). Median household income in the Norfolk area is $65,968, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 18.2%, before inflation.
Relative to the U.S., household spending in the Norfolk area runs highest on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Of the business types scored in the Norfolk area, martial arts and dance studios (75), convenience stores (74) and gyms and studios (67) have the highest Groundwork market scores. For martial arts and dance studios, that ranks #27 of 378 scored small-town markets.
The Norfolk area takes in 3 counties: Madison County, Pierce County and Stanton County. Against the U.S., map listings per household run highest for funeral homes (2.4 times the U.S. rate) and lowest for real estate agents and brokers (42% below the U.S. rate).
All 56 business types in the Norfolk area
Highest Groundwork market score first. Each score compares the Norfolk 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 |
|---|---|---|---|---|---|---|---|
| Martial arts and dance studios | 75 | #27 of 378 | 5 | 2.5 | $3.1M | 155 | Under 3 |
| Convenience stores | 74 | #54 of 529 | 12 | 6.1 | $9.5M | 120 | Under 3 |
| Gyms, studios and classes | 67 | #81 of 535 | 23 | 11.7 | $680K | 103 | 4 |
| Nail salons | 63 | #108 of 387 | 8 | 4.1 | $2.3M | 137 | Under 3 |
| Bakeries and dessert shops | 63 | #113 of 507 | 14 | 7.1 | $5.1M | 123 | 9 |
| Spas and skin care | 63 | #120 of 504 | 14 | 7.1 | $1.3M | 149 | 3 |
| Sit-down restaurants | 63 | #137 of 538 | 98 | 50.0 | $726K | 109 | 31 |
| Salons, barbers and spas | 61 | #133 of 538 | 64 | 32.6 | $285K | 134 | 15 |
| Pet businesses | 59 | #151 of 527 | 18 | 9.2 | $851K | 97 | 11 |
| Tire shops | 59 | #151 of 431 | 8 | 4.1 | $2.9M | 114 | 7 |
| Grocery and convenience stores | 59 | #185 of 538 | 36 | 18.4 | $3.2M | 93 | 15 |
| Roofing and gutters | 56 | #110 of 288 | 7 | 3.6 | $7.2M | 85 | 3 |
| Gyms | 55 | #209 of 506 | 16 | 8.2 | $977K | 75 | 4 |
| Hair salons | 55 | #213 of 538 | 40 | 20.4 | $456K | 106 | 11 |
| Property management | 54 | #77 of 180 | 5 | 2.5 | Index only | 94 | 4 |
| Coffee shops and cafes | 54 | #224 of 529 | 21 | 10.7 | $3.4M | 91 | 9 |
| Restaurants and cafes | 53 | #237 of 538 | 205 | 104.5 | $347K | 94 | 82 |
| Veterinarians | 52 | #190 of 398 | 7 | 3.6 | $2.2M | 80 | 7 |
| Gas stations | 52 | #246 of 536 | 29 | 14.8 | $2M | 84 | 34 |
| Optometrists and eye care | 51 | #199 of 400 | 9 | 4.6 | $2.9M | 93 | 6 |
| Mortgage brokers and lenders | 50 | #92 of 177 | 5 | 2.5 | Index only | 134 | Under 3 |
| Funeral homes | 50 | #180 of 365 | 10 | 5.1 | $310K | 46 | 4 |
| Car washes and detailing | 47 | #244 of 441 | 14 | 7.1 | $1.6M | 65 | 4 |
| Auto repair shops | 47 | #312 of 538 | 55 | 28.0 | $416K | 93 | 44 |
| Pizza | 45 | #304 of 520 | 20 | 10.2 | $3.6M | 70 | 42 |
| Primary care and pediatrics | 44 | #287 of 458 | 17 | 8.7 | $1.5M | 86 | 39 |
| Auto repair and car care | 44 | #334 of 538 | 100 | 51.0 | $229K | 85 | 58 |
| Fast food and sandwich shops | 44 | #334 of 537 | 31 | 15.8 | $2.3M | 75 | 42 |
| Landscaping and lawn care | 42 | #254 of 399 | 9 | 4.6 | $2.5M | 87 | 22 |
| Real estate agents and brokers | 42 | #359 of 533 | 35 | 17.8 | Index only | 138 | 14 |
| Lawn, cleaning and pest control | 41 | #308 of 481 | 14 | 7.1 | $1.6M | 97 | 33 |
| Grocery stores | 41 | #344 of 506 | 15 | 7.6 | $7.6M | 82 | 14 |
| Dentists and orthodontists | 41 | #354 of 526 | 25 | 12.7 | $1M | 106 | 19 |
| Clothing, shoes and laundry | 40 | #366 of 536 | 53 | 27.0 | $687K | 78 | 18 |
| HVAC and plumbing | 39 | #346 of 476 | 14 | 7.1 | $3.6M | 75 | 22 |
| Chiropractors | 38 | #308 of 426 | 17 | 8.7 | $1.5M | 64 | 10 |
| Real estate | 38 | #412 of 536 | 48 | 24.5 | Index only | 126 | 24 |
| Clothing and shoe stores | 37 | #386 of 536 | 45 | 22.9 | $809K | 64 | 18 |
| Collision repair and body shops | 36 | #297 of 387 | 11 | 5.6 | $2.1M | 67 | 16 |
| Physical therapy | 36 | #307 of 400 | 17 | 8.7 | $1.5M | 64 | 11 |
| Doctors, dentists and clinics | 32 | #436 of 538 | 221 | 112.7 | $118K | 78 | 85 |
| Home repair trades | 32 | #455 of 526 | 30 | 15.3 | $1.7M | 69 | 49 |
| Electricians | 31 | #264 of 295 | 9 | 4.6 | $5.6M | 47 | 24 |
| Child care and preschools | 27 | #399 of 454 | 15 | 7.6 | $483K | 48 | 27 |
| Insurance agencies | 20 | #490 of 537 | 51 | 26.0 | $693K | 55 | 53 |
| House cleaning | Not scored | Not scored | 4 | 2.0 | $5.7M | 89 | 11 |
| Home inspectors | Not scored | Not scored | 3 | 1.5 | Index only | 33 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.5 | $12.1M | 97 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 1.5 | $5.1M | 201 | 4 |
| Pet stores | Not scored | Not scored | 3 | 1.5 | $5.1M | 113 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.0 | $9.1M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.0 | $11.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 1.0 | $13.1M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.0 | $7.8M | Too few | 4 |
| Pest control | Not scored | Not scored | 1 | 0.5 | $22.8M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Norfolk 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 | $22.9M | $1,165 | 122 |
| Gasoline and other fuels | $58.3M | $2,973 | 115 |
| Food away from home | $71.1M | $3,625 | 89 |
| Groceries | $113.8M | $5,800 | 92 |
| Personal care products and services | $18.3M | $930 | 93 |
| Child care and other personal services | $7.2M | $370 | 64 |
| Memberships, classes and admissions | $15.6M | $797 | 81 |
| Medical and dental services | $26.1M | $1,333 | 103 |
| Pets | $15.3M | $781 | 86 |
| Clothing, shoes and related services | $36.4M | $1,856 | 90 |
| Vehicle insurance | $35.3M | $1,802 | 92 |
| Home repairs, maintenance and insurance | $50.3M | $2,563 | 85 |
| Lawn care, cleaning and other household services | $22.8M | $1,163 | 82 |
| Rent and homeowner costs | $262.4M | $13,375 | 80 |
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 Norfolk area
- Population, 2025 estimate
- 49,228+1.1% since 2020
- Households
- 19,617
- Median age
- 38.9
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.1
- Land area
- 1,574 sq. mi.
- People per square mile
- 31
- Median household income
- $65,968+18.2% vs. 2015–2019, before inflation
- Average household income
- $88,357
- Median home value
- $204,700
- Jobs located here
- 24,757
- Daytime population
- 48,024Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norfolk 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 Norfolk 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 Norfolk area 3
- Madison County, NE35,532 people
- Pierce County, NE7,325 people
- Stanton County, NE5,796 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
- 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
- Lexington, NE area26,242 people
- Beatrice, NE area21,629 people
Questions
How fast is the Norfolk, NE area growing?
Population estimates put the Norfolk area at 49,228 people in 2025, up 1.1% since 2020, slower than the U.S. (+3.1%). It has 19,617 households. Median household income rose 18.2% from the 2015–2019 survey, before inflation.
How much do households in the Norfolk, NE area spend?
Households in the Norfolk area spend about $262.4M a year on rent and homeowner costs, $113.8M on groceries and $71.1M on food away from home. Set against the U.S., households in the Norfolk area spend the most on vehicle maintenance and repairs (an index of 122, 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 Norfolk, NE area?
The highest Groundwork market scores in the Norfolk area are for martial arts and dance studios (75), convenience stores (74) and gyms and studios (67). The Norfolk area ranks #27 of 378 scored small-town markets for martial arts and dance studios.
How does the Norfolk, NE area compare with the U.S.?
The median household income in the Norfolk area is $65,968 a year, 18% 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 $204,700, against $332,700 for the U.S. For its number of households, the Norfolk area has the most map listings, relative to the U.S., for funeral homes (2.4 times the U.S. rate) and the fewest for real estate agents and brokers (42% 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 Norfolk 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 Norfolk 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 Norfolk 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 Norfolk 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.