Small-town market profile · Michigan
Sturgis, MI area market data
How the Sturgis area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 60,968
- +0.1% since 2020
- Households
- 23,620
- Median household income
- $66,425
- +27.5% vs. 2015–2019, before inflation
- Median home value
- $178,300
- Jobs located here
- 19,267
- Highest market score
- 82
- Physical therapy, #11 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Sturgis area by name and distance, and the households and spending within reach. Or open the report at the center of the Sturgis 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
The Sturgis area has an estimated 60,968 people and 23,620 households. Population estimates show the Sturgis area grew 0.1% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Sturgis area is $66,425, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.5%, before inflation.
Relative to the U.S., household spending in the Sturgis area runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (55).
Of the business types scored in the Sturgis area, physical therapy clinics (82), chiropractors (73) and tire shops (73) have the highest Groundwork market scores. For physical therapy clinics, that ranks #11 of 400 scored small-town markets.
The Sturgis area is made up of one county, St. Joseph County. Against the U.S., map listings per household run highest for funeral homes (2.2 times the U.S. rate) and lowest for real estate businesses (56% below the U.S. rate).
All 56 business types in the Sturgis area
Highest Groundwork market score first. Each score compares the Sturgis 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 |
|---|---|---|---|---|---|---|---|
| Physical therapy | 82 | #11 of 400 | 5 | 2.1 | $6.1M | 255 | 3 |
| Chiropractors | 73 | #29 of 426 | 10 | 4.2 | $3.1M | 128 | 4 |
| Tire shops | 73 | #60 of 431 | 5 | 2.1 | $5M | 199 | 4 |
| Clothing and shoe stores | 73 | #71 of 536 | 18 | 7.6 | $2.3M | 184 | 5 |
| Spas and skin care | 71 | #52 of 504 | 9 | 3.8 | $2.4M | 271 | Under 3 |
| Clothing, shoes and laundry | 71 | #90 of 536 | 31 | 13.1 | $1.4M | 154 | 5 |
| HVAC and plumbing | 70 | #53 of 476 | 8 | 3.4 | $7.3M | 154 | 12 |
| Barbershops | 70 | #68 of 377 | 6 | 2.5 | $3.6M | 189 | Under 3 |
| Restaurants and cafes | 70 | #80 of 538 | 172 | 72.8 | $480K | 129 | 88 |
| Pizza | 69 | #83 of 520 | 16 | 6.8 | $5.2M | 102 | 31 |
| Home repair trades | 67 | #72 of 526 | 18 | 7.6 | $3.3M | 134 | 24 |
| Doctors, dentists and clinics | 66 | #125 of 538 | 130 | 55.0 | $235K | 154 | 53 |
| Fast food and sandwich shops | 66 | #125 of 537 | 29 | 12.3 | $2.8M | 93 | 31 |
| Veterinarians | 64 | #98 of 398 | 7 | 3.0 | $2.5M | 93 | 5 |
| Bakeries and dessert shops | 64 | #104 of 507 | 11 | 4.7 | $7.5M | 181 | 12 |
| Nail salons | 63 | #107 of 387 | 8 | 3.4 | $2.7M | 160 | Under 3 |
| Optometrists and eye care | 62 | #113 of 400 | 10 | 4.2 | $3.1M | 98 | 4 |
| Electricians | 60 | #85 of 295 | 5 | 2.1 | $11.7M | 98 | 12 |
| Sit-down restaurants | 60 | #162 of 538 | 90 | 38.1 | $917K | 138 | 45 |
| Dentists and orthodontists | 60 | #168 of 526 | 23 | 9.7 | $1.3M | 135 | 13 |
| Convenience stores | 60 | #179 of 529 | 22 | 9.3 | $6.1M | 78 | 5 |
| Salons, barbers and spas | 59 | #160 of 538 | 86 | 36.4 | $248K | 117 | 10 |
| Collision repair and body shops | 58 | #121 of 387 | 6 | 2.5 | $4.2M | 135 | 10 |
| Primary care and pediatrics | 58 | #160 of 458 | 14 | 5.9 | $2.2M | 123 | 29 |
| Roofing and gutters | 57 | #100 of 288 | 5 | 2.1 | $11.7M | 138 | Under 3 |
| Pet businesses | 56 | #201 of 527 | 29 | 12.3 | $609K | 69 | 5 |
| Real estate | 55 | #195 of 536 | 40 | 16.9 | Index only | 178 | 14 |
| Gyms, studios and classes | 55 | #216 of 535 | 31 | 13.1 | $551K | 83 | 3 |
| Grocery and convenience stores | 55 | #237 of 538 | 45 | 19.1 | $3M | 89 | 16 |
| Real estate agents and brokers | 53 | #217 of 533 | 33 | 14.0 | Index only | 171 | 9 |
| Gyms | 53 | #229 of 506 | 19 | 8.0 | $900K | 69 | 3 |
| Grocery stores | 53 | #242 of 506 | 14 | 5.9 | $9.6M | 104 | 11 |
| Auto repair shops | 53 | #248 of 538 | 54 | 22.9 | $461K | 104 | 30 |
| Coffee shops and cafes | 52 | #245 of 529 | 21 | 8.9 | $3.9M | 106 | 12 |
| Gas stations | 51 | #265 of 536 | 39 | 16.5 | $1.7M | 69 | 23 |
| Pet stores | 45 | #125 of 220 | 6 | 2.5 | $2.9M | 65 | Under 3 |
| Auto repair and car care | 44 | #333 of 538 | 108 | 45.7 | $231K | 86 | 43 |
| Martial arts and dance studios | 43 | #243 of 378 | 10 | 4.2 | $1.7M | 85 | Under 3 |
| Hair salons | 43 | #349 of 538 | 61 | 25.8 | $350K | 81 | 8 |
| Pet grooming and boarding | 40 | #266 of 387 | 11 | 4.7 | $1.6M | 63 | Under 3 |
| Funeral homes | 34 | #289 of 365 | 11 | 4.7 | $315K | 46 | 7 |
| Landscaping and lawn care | 34 | #321 of 399 | 20 | 8.5 | $1.3M | 45 | 12 |
| Car washes and detailing | 34 | #348 of 441 | 17 | 7.2 | $1.5M | 58 | 5 |
| Lawn, cleaning and pest control | 34 | #404 of 481 | 26 | 11.0 | $1M | 61 | 20 |
| Insurance agencies | 34 | #410 of 537 | 35 | 14.8 | $1.1M | 90 | 23 |
| Child care and preschools | 29 | #386 of 454 | 14 | 5.9 | $542K | 54 | 15 |
| Dry cleaners | Not scored | Not scored | 4 | 1.7 | $10.5M | 67 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 1.7 | $6.7M | 104 | 5 |
| Laundromats | Not scored | Not scored | 4 | 1.7 | $10.5M | 84 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 1.7 | Index only | 197 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.3 | $8.3M | 60 | 4 |
| Pest control | Not scored | Not scored | 2 | 0.8 | $13.3M | Too few | 3 |
| Property management | Not scored | Not scored | 2 | 0.8 | Index only | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.8 | $8.5M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $30.6M | Too few | Under 3 |
Household spending in the Sturgis 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 | $24.9M | $1,055 | 110 |
| Gasoline and other fuels | $64.6M | $2,733 | 105 |
| Food away from home | $82.6M | $3,495 | 86 |
| Groceries | $135M | $5,715 | 90 |
| Personal care products and services | $21.3M | $903 | 90 |
| Child care and other personal services | $7.6M | $321 | 55 |
| Memberships, classes and admissions | $17.1M | $724 | 74 |
| Medical and dental services | $30.6M | $1,295 | 101 |
| Pets | $17.7M | $747 | 82 |
| Clothing, shoes and related services | $42M | $1,778 | 87 |
| Vehicle insurance | $39.5M | $1,672 | 85 |
| Home repairs, maintenance and insurance | $58.6M | $2,479 | 82 |
| Lawn care, cleaning and other household services | $26.6M | $1,126 | 80 |
| Rent and homeowner costs | $308M | $13,042 | 78 |
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 Sturgis area
- Population, 2025 estimate
- 60,968+0.1% since 2020
- Households
- 23,620
- Median age
- 40.0
- Homes lived in by their owners
- 76%
- Vehicles per household
- 1.9
- Land area
- 501 sq. mi.
- People per square mile
- 122
- Median household income
- $66,425+27.5% vs. 2015–2019, before inflation
- Average household income
- $81,433
- Median home value
- $178,300
- Jobs located here
- 19,267
- Daytime population
- 52,362Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sturgis 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 Sturgis 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 Sturgis area 1
- St. Joseph County, MI60,969 people
Other markets based in Michigan 12
- Detroit-Warren-Dearborn, MI metro area4,376,828 people
- Grand Rapids-Wyoming-Kentwood, MI metro area1,162,152 people
- Lansing-East Lansing, MI metro area472,669 people
- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Muskegon-Norton Shores, MI metro area175,961 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
Questions
How fast is the Sturgis, MI area growing?
Population estimates put the Sturgis area at 60,968 people in 2025, up 0.1% since 2020, slower than the U.S. (+3.1%). It has 23,620 households. Median household income rose 27.5% from the 2015–2019 survey, before inflation.
How much do households in the Sturgis, MI area spend?
Households in the Sturgis area spend about $308M a year on rent and homeowner costs, $135M on groceries and $82.6M on food away from home. Set against the U.S., households in the Sturgis area spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (55).
Which business types have the highest market scores in the Sturgis, MI area?
The highest Groundwork market scores in the Sturgis area are for physical therapy clinics (82), chiropractors (73) and tire shops (73). The Sturgis area ranks #11 of 400 scored small-town markets for physical therapy clinics.
How does the Sturgis, MI area compare with the U.S.?
The median household income in the Sturgis area is $66,425 a year, 18% below the U.S. median of $80,734. The population rose 0.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $178,300, against $332,700 for the U.S. For its number of households, the Sturgis area has the most map listings, relative to the U.S., for funeral homes (2.2 times the U.S. rate) and the fewest for real estate businesses (56% 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. 46 of the 56 business types have a score in the Sturgis 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 Sturgis 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 Sturgis 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 Sturgis 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.