Small-town market profile · Iowa
Spirit Lake, IA area market data
Population, household spending and competition for 56 business types in the Spirit Lake area, each scored against other small-town markets.
- Population, 2025
- 18,077
- +1.7% since 2020
- Households
- 8,845
- Median household income
- $75,432
- +25.8% vs. 2015–2019, before inflation
- Median home value
- $270,700
- Jobs located here
- 10,412
- Highest market score
- 78
- Convenience stores, #35 of 529 scored small-town markets
A site report maps the competitors on map listings around any address in the Spirit Lake area by name and distance, and the households and spending within reach. Or open the report at the center of the Spirit Lake 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
An estimated 18,077 people live in the Spirit Lake area, in 8,845 households. Population estimates put the population change in the Spirit Lake area from 2020 to 2025 at +1.7%, slower than the U.S. (+3.1%). The median household income in the Spirit Lake area is $75,432 a year, 7% below the U.S. median of $80,734. That rose 25.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Spirit Lake area spend the most on vehicle maintenance and repairs (an index of 125, where 100 is the U.S. average) and the least on child care and other personal services (74).
The highest Groundwork market scores in the Spirit Lake area are for convenience stores (78), primary care and pediatric clinics (76) and medical and dental practices (72). The Spirit Lake area ranks #35 of 529 scored small-town markets for convenience stores.
The Spirit Lake area is made up of one county, Dickinson County. For its number of households, the Spirit Lake area has the most map listings, relative to the U.S., for landscaping and lawn care companies (3.5 times the U.S. rate) and the fewest for medical and dental practices (37% below the U.S. rate).
All 56 business types in the Spirit Lake area
Highest Groundwork market score first. Each score compares the Spirit Lake area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Convenience stores | 78 | #35 of 529 | 7 | 7.9 | $7.8M | 98 | Under 3 |
| Primary care and pediatrics | 76 | #45 of 458 | 6 | 6.8 | $2.1M | 119 | 6 |
| Doctors, dentists and clinics | 72 | #70 of 538 | 47 | 53.1 | $271K | 178 | 25 |
| Auto repair shops | 70 | #75 of 538 | 19 | 21.5 | $558K | 125 | 12 |
| Grocery and convenience stores | 67 | #111 of 538 | 20 | 22.6 | $2.7M | 80 | 5 |
| Auto repair and car care | 66 | #115 of 538 | 36 | 40.7 | $294K | 110 | 17 |
| HVAC and plumbing | 61 | #126 of 476 | 5 | 5.7 | $5M | 105 | 10 |
| Child care and preschools | 61 | #139 of 454 | 6 | 6.8 | $636K | 63 | 3 |
| Hair salons | 58 | #178 of 538 | 21 | 23.7 | $429K | 100 | 5 |
| Dentists and orthodontists | 54 | #227 of 526 | 11 | 12.4 | $1.2M | 118 | 7 |
| Pet businesses | 51 | #272 of 527 | 12 | 13.6 | $641K | 73 | 7 |
| Car washes and detailing | 50 | #220 of 441 | 5 | 5.7 | $2.1M | 84 | 4 |
| Gas stations | 48 | #301 of 536 | 15 | 17.0 | $1.8M | 74 | 17 |
| Grocery stores | 47 | #298 of 506 | 8 | 9.0 | $6.8M | 73 | 5 |
| Fast food and sandwich shops | 47 | #302 of 537 | 15 | 17.0 | $2.4M | 77 | 24 |
| Nail salons | 46 | #228 of 387 | 8 | 9.0 | $1.1M | 67 | Under 3 |
| Gyms | 44 | #323 of 506 | 9 | 10.2 | $942K | 72 | 8 |
| Pet grooming and boarding | 43 | #252 of 387 | 5 | 5.7 | $1.5M | 60 | 4 |
| Spas and skin care | 43 | #342 of 504 | 16 | 18.1 | $564K | 64 | Under 3 |
| Salons, barbers and spas | 43 | #362 of 538 | 47 | 53.1 | $192K | 90 | 9 |
| Sit-down restaurants | 40 | #377 of 538 | 64 | 72.4 | $552K | 83 | 32 |
| Gyms, studios and classes | 39 | #404 of 535 | 18 | 20.4 | $471K | 71 | 8 |
| Bakeries and dessert shops | 38 | #381 of 507 | 12 | 13.6 | $2.9M | 71 | 10 |
| Pizza | 36 | #405 of 520 | 14 | 15.8 | $2.5M | 50 | 24 |
| Home repair trades | 36 | #426 of 526 | 17 | 19.2 | $1.5M | 61 | 25 |
| Clothing, shoes and laundry | 35 | #414 of 536 | 36 | 40.7 | $500K | 57 | 19 |
| Coffee shops and cafes | 35 | #438 of 529 | 18 | 20.4 | $2M | 53 | 10 |
| Electricians | 34 | #251 of 295 | 6 | 6.8 | $4.2M | 35 | 11 |
| Insurance agencies | 34 | #406 of 537 | 13 | 14.7 | $1.2M | 98 | 16 |
| Clothing and shoe stores | 34 | #414 of 536 | 32 | 36.2 | $563K | 44 | 19 |
| Restaurants and cafes | 34 | #432 of 538 | 142 | 160.5 | $249K | 67 | 66 |
| Roofing and gutters | 33 | #237 of 288 | 6 | 6.8 | $4.2M | 49 | 4 |
| Yoga, Pilates and fitness studios | 32 | #98 of 112 | 5 | 5.7 | $1.7M | 42 | 8 |
| Chiropractors | 32 | #369 of 426 | 13 | 14.7 | $981K | 41 | 12 |
| Real estate agents and brokers | 29 | #510 of 533 | 46 | 52.0 | Index only | 51 | 21 |
| Real estate | 29 | #512 of 536 | 54 | 61.1 | Index only | 54 | 26 |
| Lawn, cleaning and pest control | 27 | #446 of 481 | 20 | 22.6 | $563K | 34 | 42 |
| Landscaping and lawn care | 26 | #372 of 399 | 15 | 17.0 | $751K | 26 | 33 |
| Funeral homes | Not scored | Not scored | 4 | 4.5 | $382K | 56 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 4.5 | $2.1M | 105 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 4.5 | Index only | 82 | Under 3 |
| Property management | Not scored | Not scored | 4 | 4.5 | Index only | 57 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 4.5 | $2.6M | 106 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 3.4 | $3.8M | 59 | 9 |
| Physical therapy | Not scored | Not scored | 3 | 3.4 | $4.3M | 177 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.4 | $2.6M | 94 | 3 |
| Barbershops | Not scored | Not scored | 2 | 2.3 | $4.5M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | 5 |
| Laundromats | Not scored | Not scored | 2 | 2.3 | $9M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.3 | $6.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 2.3 | $5.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.3 | $3.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.1 | $10.6M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Spirit Lake area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $10.6M | $1,198 | 125 |
| Gasoline and other fuels | $26.4M | $2,985 | 115 |
| Food away from home | $35.3M | $3,991 | 98 |
| Groceries | $54.3M | $6,141 | 97 |
| Personal care products and services | $9M | $1,020 | 101 |
| Child care and other personal services | $3.8M | $431 | 74 |
| Memberships, classes and admissions | $8.5M | $958 | 97 |
| Medical and dental services | $12.8M | $1,442 | 112 |
| Pets | $7.7M | $870 | 96 |
| Clothing, shoes and related services | $18M | $2,036 | 99 |
| Vehicle insurance | $16M | $1,814 | 93 |
| Home repairs, maintenance and insurance | $25.1M | $2,832 | 94 |
| Lawn care, cleaning and other household services | $11.3M | $1,274 | 90 |
| Rent and homeowner costs | $127.4M | $14,405 | 86 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Spirit Lake area
- Population, 2025 estimate
- 18,077+1.7% since 2020
- Households
- 8,845
- Median age
- 48.9
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 381 sq. mi.
- People per square mile
- 47
- Median household income
- $75,432+25.8% vs. 2015–2019, before inflation
- Average household income
- $102,164
- Median home value
- $270,700
- Jobs located here
- 10,412
- Daytime population
- 20,071Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Spirit Lake 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Spirit Lake area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Spirit Lake area 1
- Dickinson County, IA17,990 people
Other markets based in Iowa 12
- Des Moines-West Des Moines, IA metro area731,120 people
- Davenport-Moline-Rock Island, IA-IL metro area381,503 people
- Cedar Rapids, IA metro area276,624 people
- Iowa City, IA metro area179,200 people
- Waterloo-Cedar Falls, IA metro area168,637 people
- Sioux City, IA-NE-SD metro area144,682 people
- Ames, IA metro area127,134 people
- Dubuque, IA metro area99,030 people
- Mason City, IA area49,982 people
- Clinton, IA area46,268 people
- Burlington, IA-IL area44,680 people
- Muscatine, IA area42,559 people
Questions
How fast is the Spirit Lake, IA area growing?
Population estimates put the Spirit Lake area at 18,077 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 8,845 households. Against the 2015–2019 survey, median household income rose 25.8%, before inflation.
How much do households in the Spirit Lake, IA area spend?
Households in the Spirit Lake area spend about $127.4M a year on rent and homeowner costs, $54.3M on groceries and $35.3M on food away from home. Relative to the U.S., household spending in the Spirit Lake area runs highest on vehicle maintenance and repairs (an index of 125, where 100 is the U.S. average) and lowest on child care and other personal services (74).
Which business types have the highest market scores in the Spirit Lake, IA area?
Of the business types scored in the Spirit Lake area, convenience stores (78), primary care and pediatric clinics (76) and medical and dental practices (72) have the highest Groundwork market scores. For convenience stores, that ranks #35 of 529 scored small-town markets.
How does the Spirit Lake, IA area compare with the U.S.?
Median household income in the Spirit Lake area is $75,432, 7% below the U.S. median of $80,734. The population rose 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $270,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (3.5 times the U.S. rate) and lowest for medical and dental practices (37% below the U.S. rate).
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. 38 of the 56 business types have a score in the Spirit Lake area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Spirit Lake area. It maps the competitors 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.
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Screening a site or an acquisition in the Spirit Lake 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 Spirit Lake 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.