Trends · data through September 2026

Retail trends in Waterloo-Cedar Falls, IA

Iceflower tracks 274 stores from 219 retail chains in Waterloo-Cedar Falls, IA. Hobby Lobby grew fastest over the last year, ahead of Goodwill and P&K Midwest.

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
219
Tracked stores
274
Consumer panel
130M+

Growth ranking

Fastest-growing tracked retail 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 - +16.5%
2 Goodwill ▲1 +14.3%
3 P&K Midwest - +10.9%
4 Dollar Tree - +4.3%
5 Dollar General - +3.4%
6 Walmart - -2.4%
7 Family Dollar - -2.9%
8 Norbys Farm Fleet ▼1 -45.7%
  • Discount Store
  • Specialty Store
  • Thrift Stores
  • Furniture Store
  • Home Improvement Center
  • Sporting Goods Store
  • Hardware Store
  • Other categories

Store footprint

Store map

274 tracked store locations in Waterloo-Cedar Falls, IA, colored by category. The top 5 chains by store count run 43 of the 274 stores (16%); 201 of the 219 tracked chains have a single store here. 6% of the tracked retail stores here are furniture stores, against 3% across Iowa.

  • Discount Store (39)
  • Specialty Store (18)
  • Thrift Stores (16)
  • Furniture Store (16)
  • Home Improvement Center (14)
  • Sporting Goods Store (13)
  • Hardware Store (12)
  • Other categories

Top tracked chains by store count

  • 1 Dollar General 21
  • 2 Dollar Tree 8
  • 3 Family Dollar 6
  • 4 Goodwill 5
  • 5 Walmart 3
  • 6 Norbys Farm Fleet 3
  • 7 P&K Midwest 3
  • 8 Hobby Lobby 3
  • 9 Greenleaf Tobacco & Vape 3
  • 10 Thompson Shoes 2
  • 11 Bath & Body Works 2
  • 12 Spahn & Rose Lumber Co. 2
  • 13 Flowerama 2
  • 14 Sherwin-Williams 2
  • 15 BMC Aggregates LC 2
  • 16 Menards 2
  • 17 Target 2
  • 18 Trinkets & Togs 2
  • 19 Grain & Thread 1
  • 20 Meyers Nursery 1
  • 21 PPG Paints 1
  • 22 Guns & Gear 1
  • 23 FreedomWorks Fireworks 1
  • 24 The Prairie Bee 1
  • 25 Fiesta Fashion 1
  • 26 Merry's Stitchins 1
  • 27 Caboose Stop Hobbies 1
  • 28 RC Hobby House 1
  • 29 Accretion Discs 1
  • 30 Flora Design Studio 1
  • 31 National Dance Academy 1
  • 32 Mud and Honey 1
  • 33 Pink Luna Co. 1
  • 34 Arona Home Essentials 1
  • 35 Simply Chic 1
  • 36 UnityPoint at Home 1
  • 37 Reverie & Relics 1
  • 38 Studded With Love 1
  • 39 Michaels 1
  • 40 Central Iowa Vapors 1
  • 41 Limited Edition Comics & Collectibles 1
  • 42 Bancroft's Flowers 1
  • 43 Mattress By Appointment 1
  • 44 Furniture and More 1
  • 45 Dew on the Roses Greenhouse 1
  • 46 Benton Building Center 1
  • 47 Cook's Outdoors 1
  • 48 Vintage Iron Co. 1
  • 49 Bob's Guitars 1
  • 50 National Cigar Store 1

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