Small-town market profile · Nevada
Elko, NV area market data
How the Elko area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 56,682
- +2.1% since 2020
- Households
- 20,249
- Median household income
- $85,882
- +6.4% vs. 2015–2019, before inflation
- Median home value
- $297,500
- Jobs located here
- 26,741
- Highest market score
- 88
- Martial arts and dance studios, #3 of 378 scored small-town markets
A site report maps the competitors on map listings around any address in the Elko area by name and distance, and the households and spending within reach. Or open the report at the center of the Elko 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 Elko area has an estimated 56,682 people and 20,249 households. Population estimates show the Elko area grew 2.1% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Elko area is $85,882, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 6.4%, before inflation.
Relative to the U.S., household spending in the Elko area runs highest on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and lowest on clothing, shoes and related services (87).
Of the business types scored in the Elko area, martial arts and dance studios (88), pet grooming and boarding businesses (87) and barbershops (86) have the highest Groundwork market scores. For martial arts and dance studios, that ranks #3 of 378 scored small-town markets.
The Elko area takes in 2 counties: Elko County and Eureka County. Against the U.S., map listings per household run highest for gas stations (2.3 times the U.S. rate) and lowest for insurance agencies (46% below the U.S. rate).
All 56 business types in the Elko area
Highest Groundwork market score first. Each score compares the Elko 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 | 88 | #3 of 378 | 6 | 3.0 | $3.6M | 179 | Under 3 |
| Pet grooming and boarding | 87 | #5 of 387 | 5 | 2.5 | $4M | 156 | 3 |
| Barbershops | 86 | #12 of 377 | 5 | 2.5 | $4.1M | 216 | Under 3 |
| Car washes and detailing | 84 | #10 of 441 | 7 | 3.5 | $3.4M | 135 | Under 3 |
| Nail salons | 82 | #9 of 387 | 6 | 3.0 | $3.4M | 204 | Under 3 |
| HVAC and plumbing | 82 | #10 of 476 | 9 | 4.4 | $6.3M | 132 | 11 |
| Child care and preschools | 81 | #13 of 454 | 7 | 3.5 | $1.9M | 189 | 10 |
| Pet businesses | 80 | #12 of 527 | 13 | 6.4 | $1.5M | 174 | 9 |
| Gyms, studios and classes | 80 | #15 of 535 | 25 | 12.3 | $866K | 131 | 5 |
| Home repair trades | 79 | #13 of 526 | 17 | 8.4 | $3.3M | 137 | 24 |
| Salons, barbers and spas | 79 | #14 of 538 | 71 | 35.1 | $287K | 135 | 8 |
| Veterinarians | 79 | #19 of 398 | 6 | 3.0 | $3.3M | 122 | 6 |
| Insurance agencies | 78 | #59 of 537 | 17 | 8.4 | $2.5M | 201 | 14 |
| Roofing and gutters | 77 | #17 of 288 | 5 | 2.5 | $11.3M | 133 | Under 3 |
| Hair salons | 75 | #31 of 538 | 44 | 21.7 | $464K | 108 | 5 |
| Spas and skin care | 73 | #40 of 504 | 15 | 7.4 | $1.4M | 155 | Under 3 |
| Auto repair shops | 71 | #63 of 538 | 37 | 18.3 | $642K | 144 | 29 |
| Gyms | 70 | #54 of 506 | 17 | 8.4 | $1.3M | 98 | 5 |
| Auto repair and car care | 70 | #79 of 538 | 64 | 31.6 | $371K | 138 | 41 |
| Pizza | 69 | #80 of 520 | 13 | 6.4 | $6.2M | 121 | 42 |
| Sit-down restaurants | 68 | #89 of 538 | 113 | 55.8 | $709K | 107 | 32 |
| Primary care and pediatrics | 65 | #117 of 458 | 13 | 6.4 | $2M | 112 | 20 |
| Grocery stores | 63 | #117 of 506 | 10 | 4.9 | $12.3M | 132 | 15 |
| Tire shops | 62 | #132 of 431 | 9 | 4.4 | $2.6M | 105 | 6 |
| Optometrists and eye care | 61 | #122 of 400 | 9 | 4.4 | $2.9M | 92 | 4 |
| Lawn, cleaning and pest control | 61 | #126 of 481 | 12 | 5.9 | $2.2M | 131 | 35 |
| Bakeries and dessert shops | 61 | #134 of 507 | 15 | 7.4 | $5.3M | 129 | 16 |
| Chiropractors | 60 | #140 of 426 | 11 | 5.4 | $2.4M | 99 | 6 |
| Clothing and shoe stores | 59 | #193 of 536 | 24 | 11.9 | $1.5M | 119 | 13 |
| Grocery and convenience stores | 58 | #196 of 538 | 41 | 20.2 | $3M | 88 | 22 |
| Clothing, shoes and laundry | 58 | #201 of 536 | 32 | 15.8 | $1.1M | 129 | 16 |
| Convenience stores | 57 | #215 of 529 | 23 | 11.4 | $5.3M | 68 | 7 |
| Restaurants and cafes | 55 | #218 of 538 | 234 | 115.6 | $342K | 92 | 90 |
| Doctors, dentists and clinics | 53 | #242 of 538 | 136 | 67.2 | $191K | 125 | 68 |
| Real estate agents and brokers | 50 | #264 of 533 | 56 | 27.7 | Index only | 118 | 15 |
| Mortgage brokers and lenders | 48 | #97 of 177 | 8 | 4.0 | Index only | 116 | 9 |
| Coffee shops and cafes | 47 | #299 of 529 | 26 | 12.8 | $3.1M | 83 | 16 |
| Real estate | 46 | #318 of 536 | 71 | 35.1 | Index only | 118 | 32 |
| Gas stations | 45 | #331 of 536 | 51 | 25.2 | $1.2M | 50 | 28 |
| Dentists and orthodontists | 43 | #329 of 526 | 23 | 11.4 | $1.1M | 115 | 22 |
| Fast food and sandwich shops | 43 | #346 of 537 | 44 | 21.7 | $1.8M | 60 | 42 |
| Physical therapy | 42 | #268 of 400 | 13 | 6.4 | $2M | 83 | 12 |
| House cleaning | 41 | #93 of 142 | 6 | 3.0 | $4.4M | 69 | 19 |
| Home inspectors | Not scored | Not scored | 4 | 2.0 | Index only | 34 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 3 | 1.5 | $7.9M | 257 | 3 |
| Electricians | Not scored | Not scored | 3 | 1.5 | $18.8M | 157 | 13 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 1.5 | $8.8M | 300 | 16 |
| Pest control | Not scored | Not scored | 3 | 1.5 | $8.8M | 86 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.5 | Index only | 217 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.5 | $8.7M | 35 | 4 |
| Laundromats | Not scored | Not scored | 2 | 1.0 | $18.1M | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.0 | $11.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.0 | $9.9M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.0 | $10.8M | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 1 | 0.5 | $36.3M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 0.5 | $2.2M | Too few | Under 3 |
Household spending in the Elko 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 | $23.7M | $1,173 | 122 |
| Gasoline and other fuels | $60.9M | $3,008 | 116 |
| Food away from home | $80.1M | $3,956 | 97 |
| Groceries | $122.9M | $6,068 | 96 |
| Personal care products and services | $20.4M | $1,008 | 100 |
| Child care and other personal services | $13.3M | $655 | 113 |
| Memberships, classes and admissions | $21.7M | $1,070 | 109 |
| Medical and dental services | $26M | $1,284 | 100 |
| Pets | $19.9M | $981 | 108 |
| Clothing, shoes and related services | $36.3M | $1,791 | 87 |
| Vehicle insurance | $43M | $2,122 | 108 |
| Home repairs, maintenance and insurance | $56.4M | $2,787 | 92 |
| Lawn care, cleaning and other household services | $26.4M | $1,302 | 92 |
| Rent and homeowner costs | $361.4M | $17,848 | 107 |
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 Elko area
- Population, 2025 estimate
- 56,682+2.1% since 2020
- Households
- 20,249
- Median age
- 36.6
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.1
- Land area
- 21,349 sq. mi.
- People per square mile
- 3
- Median household income
- $85,882+6.4% vs. 2015–2019, before inflation
- Average household income
- $100,957
- Median home value
- $297,500
- Jobs located here
- 26,741
- Daytime population
- 56,947Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Elko 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 Elko 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 Elko area 2
- Elko County, NV54,047 people
- Eureka County, NV1,585 people
Other markets based in Nevada 7
- Las Vegas-Henderson-North Las Vegas, NV metro area2,329,548 people
- Reno, NV metro area563,020 people
- Carson City, NV metro area58,384 people
- Pahrump, NV area54,344 people
- Gardnerville Ranchos, NV-CA area51,239 people
- Fallon, NV area25,805 people
- Winnemucca, NV area17,289 people
Questions
How fast is the Elko, NV area growing?
Population estimates put the Elko area at 56,682 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 20,249 households. Median household income rose 6.4% from the 2015–2019 survey, before inflation.
How much do households in the Elko, NV area spend?
Households in the Elko area spend about $361.4M a year on rent and homeowner costs, $122.9M on groceries and $80.1M on food away from home. Set against the U.S., households in the Elko area spend the most on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and the least on clothing, shoes and related services (87).
Which business types have the highest market scores in the Elko, NV area?
The highest Groundwork market scores in the Elko area are for martial arts and dance studios (88), pet grooming and boarding businesses (87) and barbershops (86). The Elko area ranks #3 of 378 scored small-town markets for martial arts and dance studios.
How does the Elko, NV area compare with the U.S.?
The median household income in the Elko area is $85,882 a year, 6% above the U.S. median of $80,734. The population rose 2.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $297,500, against $332,700 for the U.S. For its number of households, the Elko area has the most map listings, relative to the U.S., for gas stations (2.3 times the U.S. rate) and the fewest for insurance agencies (46% 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. 43 of the 56 business types have a score in the Elko 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 Elko 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 Elko 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 Elko 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.