Small-town market profile · North Dakota
Williston, ND area market data
How the Williston area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 41,767
- +1.4% since 2020
- Households
- 15,154
- Median household income
- $85,595
- −1.8% vs. 2015–2019, before inflation
- Median home value
- $284,800
- Jobs located here
- 25,521
- Highest market score
- 87
- Primary care and pediatrics, #6 of 458 scored small-town markets
A site report maps the competitors on map listings around any address in the Williston area by name and distance, and the households and spending within reach. Or open the report at the center of the Williston 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 Williston area has an estimated 41,767 people and 15,154 households. Between 2020 and 2025, the population of the Williston area grew 1.4%, slower than the U.S. (+3.1%). Median household income in the Williston area is $85,595, 6% above the U.S. median of $80,734. Against the 2015–2019 survey, the median fell 1.8%, before inflation.
Relative to the U.S., household spending in the Williston area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (85).
Of the business types scored in the Williston area, primary care and pediatric clinics (87), pet businesses (82) and HVAC and plumbing companies (78) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #6 of 458 scored small-town markets.
The Williston area is made up of one county, Williams County. Against the U.S., map listings per household run highest for electricians (2.6 times the U.S. rate) and lowest for dentists and orthodontists (40% below the U.S. rate).
All 56 business types in the Williston area
Highest Groundwork market score first. Each score compares the Williston 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 87 | #6 of 458 | 8 | 5.3 | $2.9M | 163 | 5 |
| Pet businesses | 82 | #11 of 527 | 18 | 11.9 | $793K | 90 | 3 |
| HVAC and plumbing | 78 | #18 of 476 | 5 | 3.3 | $9M | 190 | 12 |
| Barbershops | 78 | #38 of 377 | 6 | 4.0 | $2.7M | 145 | Under 3 |
| Grocery stores | 77 | #37 of 506 | 10 | 6.6 | $9.6M | 104 | 4 |
| Doctors, dentists and clinics | 77 | #38 of 538 | 98 | 64.7 | $238K | 156 | 31 |
| Dentists and orthodontists | 76 | #45 of 526 | 12 | 7.9 | $1.9M | 197 | 10 |
| Grocery and convenience stores | 75 | #42 of 538 | 36 | 23.8 | $2.7M | 79 | 5 |
| Fast food and sandwich shops | 72 | #72 of 537 | 16 | 10.6 | $4M | 133 | 30 |
| Convenience stores | 72 | #75 of 529 | 15 | 9.9 | $6.4M | 82 | Under 3 |
| Car washes and detailing | 71 | #69 of 441 | 6 | 4.0 | $3M | 118 | 3 |
| Landscaping and lawn care | 68 | #73 of 399 | 5 | 3.3 | $4.1M | 139 | 14 |
| Pet grooming and boarding | 67 | #69 of 387 | 7 | 4.6 | $2M | 80 | 3 |
| Hair salons | 67 | #77 of 538 | 28 | 18.5 | $584K | 136 | 10 |
| Pizza | 65 | #114 of 520 | 13 | 8.6 | $5M | 98 | 30 |
| Home repair trades | 61 | #128 of 526 | 17 | 11.2 | $2.7M | 109 | 32 |
| Sit-down restaurants | 61 | #159 of 538 | 95 | 62.7 | $681K | 103 | 27 |
| Collision repair and body shops | 60 | #112 of 387 | 5 | 3.3 | $3.6M | 116 | 9 |
| Bakeries and dessert shops | 60 | #141 of 507 | 11 | 7.3 | $5.9M | 142 | 21 |
| Clothing, shoes and laundry | 60 | #186 of 536 | 37 | 24.4 | $888K | 101 | 10 |
| Martial arts and dance studios | 59 | #130 of 378 | 9 | 5.9 | $1.8M | 89 | 3 |
| Chiropractors | 58 | #152 of 426 | 9 | 5.9 | $2.6M | 108 | 9 |
| Clothing and shoe stores | 58 | #205 of 536 | 28 | 18.5 | $1.2M | 92 | 10 |
| Restaurants and cafes | 55 | #215 of 538 | 177 | 116.8 | $366K | 99 | 76 |
| Lawn, cleaning and pest control | 54 | #194 of 481 | 11 | 7.3 | $1.9M | 110 | 35 |
| Gyms | 52 | #237 of 506 | 15 | 9.9 | $1.1M | 83 | 7 |
| Salons, barbers and spas | 52 | #244 of 538 | 66 | 43.6 | $248K | 117 | 23 |
| Insurance agencies | 49 | #270 of 537 | 15 | 9.9 | $1.8M | 140 | 19 |
| Gyms, studios and classes | 49 | #296 of 535 | 28 | 18.5 | $579K | 87 | 10 |
| Physical therapy | 48 | #222 of 400 | 12 | 7.9 | $1.9M | 81 | 7 |
| Nail salons | 46 | #224 of 387 | 9 | 5.9 | $1.8M | 109 | 7 |
| Child care and preschools | 46 | #265 of 454 | 10 | 6.6 | $747K | 75 | 18 |
| Tire shops | 45 | #256 of 431 | 10 | 6.6 | $1.8M | 71 | 6 |
| Auto repair shops | 43 | #351 of 538 | 47 | 31.0 | $380K | 85 | 37 |
| Auto repair and car care | 42 | #354 of 538 | 82 | 54.1 | $218K | 81 | 49 |
| Property management | 41 | #120 of 180 | 5 | 3.3 | Index only | 82 | 13 |
| Real estate agents and brokers | 40 | #382 of 533 | 32 | 21.1 | Index only | 131 | 28 |
| Real estate | 40 | #392 of 536 | 39 | 25.7 | Index only | 135 | 45 |
| Spas and skin care | 39 | #382 of 504 | 22 | 14.5 | $744K | 85 | 5 |
| Gas stations | 37 | #409 of 536 | 37 | 24.4 | $1.2M | 50 | 22 |
| Electricians | 36 | #238 of 295 | 10 | 6.6 | $4.5M | 38 | 20 |
| Coffee shops and cafes | 36 | #426 of 529 | 31 | 20.5 | $2.1M | 56 | 18 |
| House cleaning | Not scored | Not scored | 4 | 2.6 | $5.1M | 80 | 18 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.6 | $5.8M | 186 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.6 | $3.6M | 79 | Under 3 |
| Veterinarians | Not scored | Not scored | 4 | 2.6 | $3.6M | 131 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 2.6 | $4M | 100 | 7 |
| Funeral homes | Not scored | Not scored | 3 | 2.0 | $457K | 67 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 2.0 | $5.9M | 43 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $16.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $10.2M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.3 | $22.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.7 | $23.3M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Williston 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 | $17.8M | $1,177 | 123 |
| Gasoline and other fuels | $43.9M | $2,894 | 112 |
| Food away from home | $64.7M | $4,269 | 105 |
| Groceries | $96.4M | $6,364 | 101 |
| Personal care products and services | $16.4M | $1,080 | 107 |
| Child care and other personal services | $7.5M | $493 | 85 |
| Memberships, classes and admissions | $16.2M | $1,069 | 109 |
| Medical and dental services | $23.3M | $1,537 | 119 |
| Pets | $14.3M | $942 | 104 |
| Clothing, shoes and related services | $32.9M | $2,169 | 106 |
| Vehicle insurance | $26.4M | $1,744 | 89 |
| Home repairs, maintenance and insurance | $45.2M | $2,983 | 99 |
| Lawn care, cleaning and other household services | $20.4M | $1,344 | 95 |
| Rent and homeowner costs | $228.2M | $15,060 | 90 |
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 Williston area
- Population, 2025 estimate
- 41,767+1.4% since 2020
- Households
- 15,154
- Median age
- 33.3
- Homes lived in by their owners
- 53%
- Vehicles per household
- 2.0
- Land area
- 2,078 sq. mi.
- People per square mile
- 19
- Median household income
- $85,595−1.8% vs. 2015–2019, before inflation
- Average household income
- $117,741
- Median home value
- $284,800
- Jobs located here
- 25,521
- Daytime population
- 44,045Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Williston 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 Williston 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 Williston area 1
- Williams County, ND39,555 people
Other markets based in North Dakota 7
- Fargo, ND-MN metro area259,459 people
- Bismarck, ND metro area136,216 people
- Grand Forks, ND-MN metro area103,628 people
- Minot, ND metro area76,484 people
- Dickinson, ND area38,366 people
- Wahpeton, ND-MN area22,955 people
- Jamestown, ND area21,549 people
Questions
How fast is the Williston, ND area growing?
Population estimates put the Williston area at 41,767 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 15,154 households. Median household income fell 1.8% from the 2015–2019 survey, before inflation.
How much do households in the Williston, ND area spend?
Households in the Williston area spend about $228.2M a year on rent and homeowner costs, $96.4M on groceries and $64.7M on food away from home. Set against the U.S., households in the Williston area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on child care and other personal services (85).
Which business types have the highest market scores in the Williston, ND area?
The highest Groundwork market scores in the Williston area are for primary care and pediatric clinics (87), pet businesses (82) and HVAC and plumbing companies (78). The Williston area ranks #6 of 458 scored small-town markets for primary care and pediatric clinics.
How does the Williston, ND area compare with the U.S.?
The median household income in the Williston area is $85,595 a year, 6% above the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $284,800, against $332,700 for the U.S. For its number of households, the Williston area has the most map listings, relative to the U.S., for electricians (2.6 times the U.S. rate) and the fewest for dentists and orthodontists (40% 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. 42 of the 56 business types have a score in the Williston 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 Williston 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.
All markets in North Dakota · Every U.S. market · How we measure
Screening a site or an acquisition in the Williston 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 Williston 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.