Trends · data through September 2026

Retail & consumer trends in Waterloo-Cedar Falls, IA

Iceflower tracks 1,610 stores from 1,311 retail and consumer chains in Waterloo-Cedar Falls, IA. Goodwill grew fastest over the last year, ahead of Hobby Lobby 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
1,311
Tracked stores
1,610
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. Goodwill and Hobby Lobby sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 G Goodwill logo Goodwill ▲5 +16.5%
2 H Hobby Lobby logo Hobby Lobby - +16.2%
3 A Advance Auto Parts logo Advance Auto Parts ▲3 +11.0%
4 O O'Reilly Auto Parts logo O'Reilly Auto Parts ▲3 +8.4%
5 C Casey's General Store logo Casey's General Store - +7.4%
6 K Kwik Stop - +7.4%
7 K Kwik Trip logo Kwik Trip - +5.1%
8 A Arby's logo Arby's ▲1 +4.5%
9 D Dollar Tree logo Dollar Tree ▲1 +4.1%
10 C Casey's logo Casey's - +3.8%
11 C CVS Pharmacy logo CVS Pharmacy ▲2 +3.8%
12 S Scooter's Coffee logo Scooter's Coffee ▲1 +3.7%
13 D Dollar General logo Dollar General - +3.4%
14 F Fareway logo Fareway - +3.0%
15 A AutoZone logo AutoZone - +2.3%

Store footprint

Store map

1,610 tracked store locations in Waterloo-Cedar Falls, IA, colored by category group.

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