Trends · data through September 2026

Retail & consumer trends in Waterloo-Cedar Falls, IA

Iceflower tracks 1,622 stores from 1,317 retail and consumer chains in Waterloo-Cedar Falls, IA. Hobby Lobby grew fastest over the last year, ahead of Goodwill and Advance Auto Parts.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
1,317
Tracked stores
1,622
Consumer panel
130M+

Growth ranking

Fastest-growing tracked retail and consumer chains

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. Hobby Lobby and Goodwill sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 Hobby Lobby - +16.6%
2 Goodwill ▲7 +14.4%
3 Advance Auto Parts ▲3 +10.8%
4 O'Reilly Auto Parts ▲3 +9.1%
5 Kwik Stop - +8.9%
6 Casey's General Store ▲1 +8.3%
7 Kwik Trip - +5.4%
8 AutoZone ▲2 +5.2%
9 Arby's ▲1 +5.1%
10 Dollar Tree - +4.4%
11 Casey's - +4.0%
12 CVS Pharmacy ▲2 +3.8%
13 Scooter's Coffee ▲2 +3.7%
14 Dollar General ▼1 +3.5%
15 Fareway - +3.4%

Store footprint

Store map

1,622 tracked store locations in Waterloo-Cedar Falls, IA, colored by category group. The top 5 chains by store count run 102 of the 1,622 stores (6%); 1,203 of the 1,317 tracked chains have a single store here. 20% of the tracked stores here are in health & beauty, against 15% across Iowa.

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