Trends · data through July 2026

Retail trends in Waterloo-Cedar Falls, IA

Iceflower tracks 174 stores from 121 retail chains in Waterloo-Cedar Falls, IA. Goodwill grew fastest over the last year, ahead of Hobby Lobby and Dollar Tree.

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
121
Tracked stores
174
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. Goodwill and Hobby Lobby sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 G Goodwill logo Goodwill - +16.7%
2 H Hobby Lobby logo Hobby Lobby - +13.7%
3 D Dollar Tree logo Dollar Tree - +13.2%
4 N Norbys Farm Fleet logo Norbys Farm Fleet - +8.3%
5 D Dollar General logo Dollar General - +8.2%
6 U UScellular logo UScellular - +8.0%
7 F Family Dollar logo Family Dollar - +4.2%
8 W Walmart logo Walmart - -1.7%
9 T T-Mobile logo T-Mobile - -7.7%
  • Discount Store
  • Hardware Store
  • Second Hand Shop
  • Electronics Store
  • Clothing Store
  • Department Store
  • Smoke Shop
  • Other categories

Store footprint

Store map

174 tracked store locations in Waterloo-Cedar Falls, IA, colored by category.

  • Discount Store (37)
  • Hardware Store (17)
  • Second Hand Shop (13)
  • Electronics Store (12)
  • Clothing Store (12)
  • Department Store (10)
  • Smoke Shop (10)
  • Other categories

Top tracked chains by store count

More trends

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