Altoona is Iowa’s destination for retail. With one of the area’s highest 2021retail spending totals, our city is drawing consumers from around Greater Des Moines.
TOTAL TAXABLE SALES
$677 MILLION
AVERAGE SALES PER CAPITA
$34,652
Retail Spending is Happening in Altoona. Now.
During 2021, total taxable retail sales in Altoona were over $677 million, an increase of nearly 9% over the last year. Average sales per capita (or how much the average resident spends annually) was $34,652, a 7% increase over the previous year.
AVERAGE SALES PER CAPITA ($) FY2021 |
|
Coralville |
$39,303 |
ALTOONA |
$34,652 |
West Des Moines |
$26,279 |
Cedar Rapids |
$25,385 |
Clive |
$24,764 |
Davenport |
$22,635 |
Urbandale |
$21,233 |
Dubuque |
$21,152 |
Cedar Falls |
$20,475 |
Sioux City |
$19,828 |
Des Moines |
$19,241 |
Council Bluffs |
$19,188 |
Waterloo |
$18,574 |
Ankeny |
$16,589 |
Waukee |
$15,594 |
Ames |
$14,833 |
Marion |
$11,219 |
Bettendorf |
$9,805 |
Johnston |
$8,008 |
Iowa City |
$7,829 |
North Liberty |
$7,013 |
Peer Group Average |
$19,687 |
Polk County |
$19,177 |
State of Iowa |
$13,687 |
The average sales per capita in Altoona is more than double the peer group averageand the State of Iowa.
To benchmark, Altoona is compared to a peer group of 21 cities including West Des Moines, Cedar Rapids, Davenport, and Des Moines. The benchmark comparison found that Altoona ranked 2nd among its peer cities in terms of sales per capita. Additionally, the average sales per capita in Altoona is more than double the peer group average and the State of Iowa.
9% Growth Since 2016
Our Community is Growing. Now.
Population change is another key factor influencing local retail sales performance. Altoona’s population based on the 2020 Census is 19,565, and has increased 30% since 2015. The population in Altoona is growing at a far faster rate than Polk County and the State of Iowa.
Altoona is Where Iowa Plays. Now.
With Altoona’s prime location at the crossroads of America, and the entertainment attractions available, the City brings in over 4 million visitors per year. Altoona has a trade surplus (spending by non-resident visitors) of $391 million per year. This is up 30% since 2016. Altoona’s trade surplus represents 58% of annual retail sales.
We are leaders in retail spending. Now.
While there is no data for retail spending by type of business for individual municipalities, the research does show how Polk County’s retail spending compares to the entire Des Moines MSA (which includes Polk, Dallas, Warren, Madison, and Guthrie Counties), and the state of Iowa. As shown below, Polk County outspends the metro and the state in nearly every category.
| Per Capita Spending by Business Group | Polk County | State of Iowa |
| Apparel | $444 | $306 |
| Building Materials | $1,544 | $1,194 |
| Eating and Drinking | $1,973 | $1,418 |
| Food Dealers | $1,456 | $1,269 |
| General Merchandise | $1,555 | $1,508 |
| Home Furnishing | $867 | $415 |
| Specialty Retail | $1,814 | $1,221 |
| Service | $3,040 | $1,777 |
| Miscellaneous | $1,596 | $1,162 |
| Motor Vehicle | $911 | $735 |
| Utilities and Transportation | $1,331 | $1,210 |
| Wholesale | $2,646 | $1,472 |
60% of Residents
Our people are buying in. Now.
Altoona’s population is primed for retail spending. Consumers aged 25-64 do more spending than other consumers, and consumers aged 45-64 years do the most.
Approximately 60% of Altoona’s population is between the ages of 18-64 years old. Furthermore, 68% of the population in Altoona is over the age of 18.
SOURCES: Iowa Department of Revenue, Retail Sales & Use Tax Annual Report Fiscal Year 2021; US Census Quick Facts; Iowa Data Center