Funeral services · Small-town market · Minnesota
Funeral homes in the Willmar, MN area
Competitor counts, household spending and official business counts for funeral homes in the Willmar, MN area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 62 out of 100: Upper middle
Ranked #104 of 365 scored small-town markets
#5 of 11 scored small-town markets based in Minnesota
- Listings
- 5
- 0 chain locations (0%)
- Official establishments
- 7
- Businesses with payroll, 2023
- Household spending a year
- $2.9M
- On funerals · $164 a household
- Spending per listing
- $577K
- 15% below the U.S.
- Listings per 10k households
- 2.8
- 33% above the U.S.
- Population, 2025
- 44,720
- +2.3% since 2020
See the funeral homes around any address in the Willmar area
The site report maps the funeral homes on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Willmar area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Households in the Willmar area spend about $2.9M a year on funerals, or $164 per household, 15% above the U.S. average. That works out to $577K per home, 15% below the U.S. figure of $679K.
There are 5 funeral homes on map listings in the Willmar area as of September 2026. None of them are chain locations, against 10% across the U.S. That is 2.8 per 10,000 households, 33% above the U.S. rate of 2.1.
Official counts show 7 businesses with payroll classed as funeral homes and funeral services in the Willmar area in 2023. That is one for every 2,515 households, against one for every 8,510 across the U.S.
Between 2020 and 2025, the population of the Willmar area grew 2.3%, slower than the U.S. (+3.1%). The Willmar area scores 62 (upper middle) on the Groundwork market score for funeral homes, ranking #104 of 365 scored small-town markets and #5 of 11 scored small-town markets based in Minnesota.
How the Willmar area compares
The same measures for Minnesota and the whole U.S. Spending per listing divides a year of household spending on all funerals by the funeral homes counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Willmar area | Minnesota | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.8 | 2.2 | 2.1 |
| Spending per listing | $577K | $649K | $679K |
| Households per official establishment | 2,515 | 7,642 | 8,510 |
| Official establishment growth, 2019–2023 | n/a | −0.3% | −1.7% |
| Population growth, 2020–2025 | +2.3% | +2.1% | +3.1% |
| Spending per household on funerals | $164 | $140 | $143 |
| Median household income | $76,592 | $89,062 | $80,734 |
| Groundwork market score | 62 | 49 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 7
- Employees, 2023
- 10
- Annual payroll, 2023
- $509K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 50 chain locations
- Listings at the U.S. rate for this spending
- 4The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as funeral homes and funeral services in the Willmar area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Willmar area
- Population, 2025 estimate
- 44,720+2.3% since 2020
- Households
- 17,603
- Median age
- 39.7
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 797 sq. mi.
- People per square mile
- 55
- Median household income
- $76,592+27.0% vs. 2015–2019, before inflation
- Average household income
- $96,382
- Median home value
- $243,200
- Jobs located here
- 24,957
- Daytime population
- 46,873Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Willmar area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the funeral homes on map listings by name and distance.
Or open the report at the center of the Willmar area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardFuneral homes across Minnesota
Every Minnesota market ranked →The highest-scoring small-town markets in Minnesota for funeral homes, numbered among those based in Minnesota, with the Willmar area marked.
Top small-town markets in Minnesota
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Fergus Falls, MN | 84 | 9 | 3.6 | $525K | +1.6% | #18 of 365 |
| 2Red Wing, MN | 77 | 6 | 3.0 | $545K | +1.3% | #39 of 365 |
| 3Brainerd, MN | 77 | 15 | 3.5 | $493K | +4.3% | #41 of 365 |
| 4Detroit Lakes, MN | 71 | 5 | 3.5 | $477K | +0.9% | #58 of 365 |
| 5Willmar, MN | 62 | 5 | 2.8 | $577K | +2.3% | #104 of 365 |
| 6Austin, MN | 62 | 7 | 4.5 | $360K | +2.3% | #109 of 365 |
| 7Hutchinson, MN | 59 | 5 | 3.3 | $492K | −0.3% | #120 of 365 |
| 8Owatonna, MN | 55 | 6 | 4.0 | $411K | +0.2% | #146 of 365 |
| 9Winona, MN | 51 | 8 | 4.0 | $377K | +1.8% | #174 of 365 |
| 10New Ulm, MN | 47 | 5 | 4.5 | $401K | −1.5% | #189 of 365 |
Other business types in the Willmar area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
- Funeral homes62
Questions
How many funeral homes are in the Willmar, MN area?
As of September 2026, map listings count 5 funeral homes in the Willmar area. None of them are chain locations. The listings count funeral homes, mortuaries and cremation services. Official counts show 7 businesses with payroll classed as funeral homes and funeral services in 2023.
How much do households in the Willmar, MN area spend on funerals?
About $2.9M a year, or $164 per household. That is 15% above the U.S. average (an index of 115, where 100 is the U.S. average). Spread across the 5 funeral homes on map listings, it comes to $577K per home. It is estimated from the incomes of the 17,603 households in the Willmar area and national spending patterns by income.
How does the Willmar, MN area compare with the U.S. for funeral homes?
The Willmar area has 2.8 funeral homes per 10,000 households, 33% above the U.S. rate of 2.1. Spending per home is $577K, 15% below the U.S. figure of $679K. At the U.S. ratio of funeral homes to household spending, the Willmar area would have about 4, against 5 on map listings. There is one business with payroll in the industry for every 2,515 households, against one for every 8,510 across the U.S.
How fast is the Willmar, MN area growing?
Population estimates put the Willmar area at 44,720 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 17,603 households. The median household income in the Willmar area is $76,592 a year, 5% below the U.S. median of $80,734. That rose 27.0% from the 2015–2019 survey, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Willmar area scores 62 for funeral homes (upper middle), #104 of 365 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Willmar area. It maps the funeral homes on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for funeral homes · All 56 business types in the Willmar area
Screening a site or an acquisition in the Willmar area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Willmar area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.