Key takeaways
- The US publishes some of the world’s best free government data for market research, mainly from the Census Bureau, the Bureau of Labor Statistics (BLS), the Bureau of Economic Analysis (BEA) and the Federal Reserve (FRED).
- For most small businesses the essentials are: who lives in an area (American Community Survey), how many competitors exist (County Business Patterns), what households spend (Consumer Expenditure Survey) and what workers earn (BLS pay data).
- Example: the average US household spent $81,905 in 2025, including $4,142 on food away from home; 17.1% of retail sales were online in Q2 2026.
- Advanton Statistics turns many of these sources into free charts and tables with the source on every page.
The best free US government data for market research comes from the Census Bureau, the Bureau of Labor Statistics, the Bureau of Economic Analysis and the Federal Reserve’s FRED database. Together they tell you who your customers are, what they spend, how many competitors you have, what workers earn and how the market is changing, down to the county or even neighbourhood level. This guide explains the most useful sources and how to apply them.
Updated November 2026.
US government data for market research at a glance
Table of Contents
| You want to know | Best source | Geography | Updated |
|---|---|---|---|
| Who lives in an area: population, income, age, households | Census Bureau, American Community Survey (ACS) | Nation down to census tract | Annual |
| How many businesses of each type exist locally | Census Bureau, County Business Patterns (CBP) | Nation, state, county, ZIP code | Annual |
| Self-employed and one-person businesses | Census Bureau, Nonemployer Statistics | Nation, state, county | Annual |
| Industry sales and detailed business data | Census Bureau, Economic Census | Nation to local areas | Every five years (years ending in 2 and 7) |
| New business applications | Census Bureau, Business Formation Statistics | Nation and state | Monthly and weekly |
| Retail sales and e-commerce | Census Bureau, Monthly and Quarterly Retail Trade | Nation | Monthly and quarterly |
| What households spend | BLS, Consumer Expenditure Survey | Nation and regions | Annual |
| Pay by occupation and area | BLS, Occupational Employment and Wage Statistics | Nation, state, metro area | Annual |
| Jobs and wages by industry and county | BLS, Quarterly Census of Employment and Wages | County | Quarterly |
| Prices and inflation | BLS, Consumer Price Index | Nation, regions, some metros | Monthly |
| Business survival rates | BLS, Business Employment Dynamics | Nation and state | Annual |
| Economy and consumer spending by state | BEA, GDP and personal consumption expenditures by state | State | Annual and quarterly |
| Thousands of economic time series | FRED (Federal Reserve Bank of St. Louis) | Nation, state, metro | Varies |
| Small business profiles by state | SBA Office of Advocacy | State | Annual |
| Business income and tax data | IRS Statistics of Income | Nation and state | Annual |
Know your customers: the American Community Survey
The American Community Survey (ACS) is the Census Bureau’s annual survey of households. It reports population, households, income, age, education, commuting, housing and more, down to small areas, through data.census.gov.
How businesses use it:
- count households in your trade area and their median income;
- find neighbourhoods with many families, retirees, renters or homeowners;
- compare areas before choosing a location.
Tip: for small areas, use the five-year ACS estimates, which are more reliable than single-year figures for small populations.
Count your competitors: County Business Patterns and Nonemployer Statistics
County Business Patterns (CBP) counts business establishments with employees by industry (NAICS code), with employment and payroll, by state, county and ZIP code. Nonemployer Statistics adds businesses without employees, such as sole proprietors.
How businesses use it: see how many restaurants, salons, plumbers or accountants already operate in a county or ZIP code, and compare competition per thousand residents (using ACS population) across areas.
Measure the market: the Economic Census and retail data
The Economic Census, run every five years, is the most detailed picture of US businesses: sales, establishments and employment by industry and area.
For up-to-date trends, the Monthly Retail Trade survey reports sales by kind of business. US retail and food services sales came to about $6.45 trillion in January to September 2026, up 4.7% on a year earlier (US retail sales). The Quarterly E-Commerce report shows online sales were 17.1% of US retail in Q2 2026 (e-commerce share of retail).
Know what households spend: the Consumer Expenditure Survey
The BLS Consumer Expenditure Survey shows how US households spend their money, by category, income level, age and region.
| 2025 figure (average US household) | Value |
|---|---|
| Total average spending | $81,905 (up 4.3% from 2024) |
| Average income before taxes | $110,847 |
| Housing, the largest category | $27,790 |
| Food away from home | $4,142 |
Multiply spending per household by the number of households in your area to estimate local market size. Advanton’s US consumer spending statistics show every category, and the market size estimates multiply it out nationally, for example about $571.6 billion a year on restaurants and takeout.
Plan wages and staffing: BLS pay data
The BLS Occupational Employment and Wage Statistics and the Occupational Outlook Handbook report pay by occupation and area, plus job outlook. In May 2024, the median pay for all US workers was $49,500 a year; plumbers earned a median $62,970 (median pay by occupation).
How businesses use it: set competitive pay, estimate labour costs in a business plan and check how fast an occupation is growing.
Judge risk: business survival data
The BLS Business Employment Dynamics programme tracks how long new businesses survive. About 51.4% of new US businesses are still open after five years (business survival chart). Use it to set realistic expectations and to explain risk management in a business plan.
The big picture: BEA and FRED
- BEA publishes GDP and personal consumption expenditures by state, useful for comparing state economies and spending growth.
- FRED brings together hundreds of thousands of economic time series (sales, prices, employment, interest rates) with instant charts and downloads.
Small business specifics: SBA and IRS
- SBA Office of Advocacy small business profiles summarise each state’s small business numbers, employment and trends.
- IRS Statistics of Income shows business income and deductions by type of business, useful for benchmarking.
How to research a local US market: a worked approach
Example: a dog grooming business choosing between two counties.
- Demand: use the ACS to compare households and median income in each county.
- Spending: use the Consumer Expenditure Survey for what households spend on pets and pet services, then multiply by local households.
- Competition: use County Business Patterns and Nonemployer Statistics to count pet care businesses in each county.
- Competition per household: divide households by the number of competitors; more households per competitor suggests room to grow.
- Costs: use BLS pay data for groomers’ wages in each area.
- Check on the ground: search Google Maps for groomers, read their reviews and compare prices.
The county with more higher-income households per competitor, at similar wage costs, is usually the better first location. For a step-by-step method, see how to calculate market size, and test your numbers with the free Business Idea Reality Check.
NAICS codes for common small businesses
Most US business data is organised by the North American Industry Classification System (NAICS). Find your code first, then use it in County Business Patterns, the Economic Census and Nonemployer Statistics.
| Business | NAICS code |
|---|---|
| Full-service restaurants | 722511 |
| Limited-service restaurants (fast food, counter service) | 722513 |
| Beauty salons | 812112 |
| Pet care services (except veterinary), such as grooming | 812910 |
| Plumbing, heating and air-conditioning contractors | 238220 |
| Roofing contractors | 238160 |
| Painting and wall covering contractors | 238320 |
| Janitorial services | 561720 |
| Offices of certified public accountants | 541211 |
| Advertising agencies | 541810 |
The Census Bureau’s NAICS search lets you look up any code by keyword.
State and local data
Beyond federal sources, many states run their own data portals with business registrations, licences, sales tax data and local economic reports. City and county planning departments often publish population forecasts, development plans and traffic counts, which are useful for choosing a location. Your local Small Business Development Center (SBDC) can also help you find and interpret local market data for free.
Turning the data into a decision
Government data is most useful when you combine it:
| Combine | To learn |
|---|---|
| ACS households × Consumer Expenditure spending per household | Local market size for your category |
| ACS population ÷ County Business Patterns establishments | Competition per resident |
| BLS pay data + your staffing plan | Labour costs |
| Retail and e-commerce trends | Whether your channel is growing |
| Business survival data | Realistic risk and runway planning |
Tips for using US government data
- Match industry codes. Most business data uses NAICS codes; find the right code for your business first.
- Check the year. The Economic Census is detailed but only every five years; combine it with annual and monthly sources.
- Mind margins of error, especially in ACS estimates for small areas.
- Use households, not just population, for consumer spending calculations.
- Cite your sources in business plans (see how to cite Advanton).
Common mistakes
- Using national averages for a local market without adjusting for local income.
- Counting only employer businesses and missing the many one-person competitors (Nonemployer Statistics).
- Mixing different years without saying so.
- Treating survey estimates for tiny areas as exact.
Questions about government data for market research
What is the best free government data for market research in the US?
The Census Bureau’s American Community Survey and County Business Patterns, the BLS Consumer Expenditure Survey and pay data, BEA state data and FRED.
How do I find how many competitors are in my area?
Use County Business Patterns (employer businesses) and Nonemployer Statistics (one-person businesses) by county or ZIP code, filtered by your NAICS industry code.
Where can I find what US households spend?
The BLS Consumer Expenditure Survey; the average household spent $81,905 in 2025.
How do I find income data for a specific area?
Use the American Community Survey on data.census.gov, choosing five-year estimates for small areas.
What share of US retail sales are online?
17.1% in Q2 2026, according to the Census Bureau’s quarterly e-commerce report.
Is US government data free to use commercially?
Yes. Works of the US federal government are generally in the public domain; cite the source.
How often is US government data updated?
It ranges from weekly and monthly (business applications, retail sales, prices) to annually (ACS, Consumer Expenditure Survey) and every five years (Economic Census).
What is a NAICS code and why does it matter?
It is the standard code for classifying businesses by industry. Most US business statistics are organised by NAICS, so knowing your code lets you find the right competitor counts, sales and wage data.
Can Advanton help with US market research?
Yes. Advanton Statistics presents US consumer spending, retail, e-commerce, jobs and pay, and market size data as free charts, with sources on every page.
How we researched this
We reviewed the official sources listed and used Advanton Statistics built from the BLS Consumer Expenditure Survey 2025, BLS pay data for May 2024, BLS Business Employment Dynamics and the Census Bureau’s retail and e-commerce releases for the figures. See our methodology.
Last reviewed November 12, 2026. Startup costs are estimates; check local prices, licensing and tax rules before you commit money.