Small-town market profile · Texas
Vernon, TX area market data
How the Vernon area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 12,481
- −2.8% since 2020
- Households
- 4,778
- Median household income
- $54,102
- +19.4% vs. 2015–2019, before inflation
- Median home value
- $89,400
- Jobs located here
- 5,461
- Highest market score
- 43
- Real estate, #344 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Vernon area by name and distance, and the households and spending within reach. Or open the report at the center of the Vernon 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 Vernon area has an estimated 12,481 people and 4,778 households. Between 2020 and 2025, the population of the Vernon area declined 2.8%, against +3.1% for the U.S. Median household income in the Vernon area is $54,102, 33% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 19.4%, before inflation.
Relative to the U.S., household spending in the Vernon area runs highest on vehicle insurance (an index of 131, where 100 is the U.S. average) and lowest on memberships, classes and admissions (52).
Of the business types scored in the Vernon area, real estate businesses (43), real estate agents and brokers (39) and medical and dental practices (36) have the highest Groundwork market scores. For real estate businesses, that ranks #344 of 536 scored small-town markets.
The Vernon area is made up of one county, Wilbarger County. Against the U.S., map listings per household run highest for auto repair shops (2.2 times the U.S. rate) and lowest for medical and dental practices (28% below the U.S. rate).
All 56 business types in the Vernon area
Highest Groundwork market score first. Each score compares the Vernon 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 |
|---|---|---|---|---|---|---|---|
| Real estate | 43 | #344 of 536 | 8 | 16.7 | Index only | 183 | Under 3 |
| Real estate agents and brokers | 39 | #398 of 533 | 7 | 14.7 | Index only | 166 | Under 3 |
| Doctors, dentists and clinics | 36 | #406 of 538 | 29 | 60.7 | $157K | 103 | 9 |
| Gas stations | 35 | #421 of 536 | 10 | 20.9 | $1.4M | 59 | 7 |
| Home repair trades | 33 | #452 of 526 | 9 | 18.8 | $1.3M | 54 | 4 |
| Insurance agencies | 26 | #460 of 537 | 13 | 27.2 | $942K | 75 | 10 |
| Fast food and sandwich shops | 25 | #473 of 537 | 6 | 12.6 | $2.5M | 81 | 11 |
| HVAC and plumbing | 22 | #464 of 476 | 5 | 10.5 | $2.3M | 49 | 4 |
| Coffee shops and cafes | 20 | #519 of 529 | 5 | 10.5 | $3M | 80 | Under 3 |
| Primary care and pediatrics | 17 | #437 of 458 | 6 | 12.6 | $759K | 43 | 6 |
| Grocery and convenience stores | 15 | #515 of 538 | 14 | 29.3 | $1.9M | 55 | Under 3 |
| Grocery stores | 14 | #492 of 506 | 5 | 10.5 | $5.2M | 56 | Under 3 |
| Convenience stores | 14 | #511 of 529 | 8 | 16.7 | $3.2M | 41 | Under 3 |
| Auto repair shops | 13 | #531 of 538 | 23 | 48.1 | $185K | 42 | 7 |
| Restaurants and cafes | 13 | #532 of 538 | 53 | 110.9 | $279K | 75 | 25 |
| Sit-down restaurants | 13 | #533 of 538 | 31 | 64.9 | $477K | 72 | 11 |
| Clothing, shoes and laundry | 11 | #530 of 536 | 15 | 31.4 | $504K | 57 | Under 3 |
| Clothing and shoe stores | 11 | #532 of 536 | 11 | 23.0 | $687K | 54 | Under 3 |
| Hair salons | 11 | #533 of 538 | 12 | 25.1 | $300K | 70 | Under 3 |
| Auto repair and car care | 10 | #533 of 538 | 33 | 69.1 | $129K | 48 | 11 |
| Salons, barbers and spas | 10 | #536 of 538 | 22 | 46.0 | $164K | 77 | Under 3 |
| Collision repair and body shops | 7 | #387 of 387 | 5 | 10.5 | $851K | 28 | 4 |
| Gyms, studios and classes | 7 | #534 of 535 | 8 | 16.7 | $306K | 46 | Under 3 |
| Gyms | 6 | #503 of 506 | 7 | 14.7 | $350K | 27 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 8.4 | $901K | 48 | Under 3 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 8.4 | $1.1M | 116 | 3 |
| Pet businesses | Not scored | Not scored | 4 | 8.4 | $866K | 99 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 8.4 | $1.1M | 42 | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 3 | 6.3 | $4.9M | 119 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 6.3 | $1.4M | 56 | 3 |
| Electricians | Not scored | Not scored | 3 | 6.3 | $3.9M | 33 | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 6.3 | $2M | 120 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 6.3 | $1.2M | 72 | Under 3 |
| Pizza | Not scored | Not scored | 3 | 6.3 | $4.9M | 97 | 11 |
| Veterinarians | Not scored | Not scored | 3 | 6.3 | $1.2M | 42 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 4.2 | $3.8M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 4.2 | $2.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 4.2 | $3M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 1 | 2.1 | $1.4M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 1 | 2.1 | $4.6M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 2.1 | $677K | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 2.1 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 2.1 | $6M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 2.1 | $7.6M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 2.1 | $2.5M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 2.1 | $4.3M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 2.1 | $3.5M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 2.1 | $4.6M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 2.1 | $11.7M | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 2.1 | $3.6M | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Vernon 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 | $4.3M | $890 | 93 |
| Gasoline and other fuels | $14.1M | $2,954 | 114 |
| Food away from home | $14.8M | $3,097 | 76 |
| Groceries | $25.9M | $5,423 | 86 |
| Personal care products and services | $3.6M | $755 | 75 |
| Child care and other personal services | $1.4M | $302 | 52 |
| Memberships, classes and admissions | $2.5M | $513 | 52 |
| Medical and dental services | $4.6M | $953 | 74 |
| Pets | $3.5M | $725 | 80 |
| Clothing, shoes and related services | $7.6M | $1,581 | 77 |
| Vehicle insurance | $12.2M | $2,564 | 131 |
| Home repairs, maintenance and insurance | $11.7M | $2,452 | 81 |
| Lawn care, cleaning and other household services | $6M | $1,263 | 89 |
| Rent and homeowner costs | $63.4M | $13,279 | 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 Vernon area
- Population, 2025 estimate
- 12,481−2.8% since 2020
- Households
- 4,778
- Median age
- 39.6
- Homes lived in by their owners
- 67%
- Vehicles per household
- 2.0
- Land area
- 971 sq. mi.
- People per square mile
- 13
- Median household income
- $54,102+19.4% vs. 2015–2019, before inflation
- Average household income
- $69,486
- Median home value
- $89,400
- Jobs located here
- 5,461
- Daytime population
- 11,849Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Vernon 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 Vernon 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 Vernon area 1
- Wilbarger County, TX12,616 people
Other markets based in Texas 12
- Dallas-Fort Worth-Arlington, TX metro area7,985,590 people
- Houston-Pasadena-The Woodlands, TX metro area7,442,788 people
- San Antonio-New Braunfels, TX metro area2,662,733 people
- Austin-Round Rock-San Marcos, TX metro area2,426,592 people
- McAllen-Edinburg-Mission, TX metro area891,977 people
- El Paso, TX metro area874,182 people
- Killeen-Temple, TX metro area494,360 people
- Corpus Christi, TX metro area448,012 people
- Brownsville-Harlingen, TX metro area426,120 people
- Beaumont-Port Arthur, TX metro area396,827 people
- Lubbock, TX metro area358,708 people
- Waco, TX metro area302,045 people
Questions
How fast is the Vernon, TX area growing?
Population estimates put the Vernon area at 12,481 people in 2025, down 2.8% since 2020, against +3.1% for the U.S. It has 4,778 households. Median household income rose 19.4% from the 2015–2019 survey, before inflation.
How much do households in the Vernon, TX area spend?
Households in the Vernon area spend about $63.4M a year on rent and homeowner costs, $25.9M on groceries and $14.8M on food away from home. Set against the U.S., households in the Vernon area spend the most on vehicle insurance (an index of 131, where 100 is the U.S. average) and the least on memberships, classes and admissions (52).
Which business types have the highest market scores in the Vernon, TX area?
The highest Groundwork market scores in the Vernon area are for real estate businesses (43), real estate agents and brokers (39) and medical and dental practices (36). The Vernon area ranks #344 of 536 scored small-town markets for real estate businesses.
How does the Vernon, TX area compare with the U.S.?
The median household income in the Vernon area is $54,102 a year, 33% below the U.S. median of $80,734. The population fell 2.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $89,400, against $332,700 for the U.S. For its number of households, the Vernon area has the most map listings, relative to the U.S., for auto repair shops (2.2 times the U.S. rate) and the fewest for medical and dental practices (28% 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. 24 of the 56 business types have a score in the Vernon 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 Vernon 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 Vernon 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 Vernon 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.