Small-town market profile · Oklahoma
Durant, OK area market data
Population, household spending and competition for 56 business types in the Durant area, each scored against other small-town markets.
- Population, 2025
- 51,367
- +10.9% since 2020
- Households
- 18,397
- Median household income
- $57,225
- +29.4% vs. 2015–2019, before inflation
- Median home value
- $174,900
- Jobs located here
- 20,991
- Highest market score
- 87
- Lawn, cleaning and pest control, #5 of 481 scored small-town markets
A site report maps the competitors on map listings around any address in the Durant area by name and distance, and the households and spending within reach. Or open the report at the center of the Durant 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 51,367 people live in the Durant area, in 18,397 households. Population estimates show the Durant area grew 10.9% from 2020 to 2025, faster than the U.S. (+3.1%). The median household income in the Durant area is $57,225 a year, 29% below the U.S. median of $80,734. That rose 29.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Durant area spend the most on vehicle insurance (an index of 128, where 100 is the U.S. average) and the least on memberships, classes and admissions (56).
The highest Groundwork market scores in the Durant area are for lawn care, cleaning and pest control companies (87); grocery stores (79); and house cleaning businesses (73). The Durant area ranks #5 of 481 scored small-town markets for lawn care, cleaning and pest control companies.
The Durant area is made up of one county, Bryan County. For its number of households, the Durant area has the most map listings, relative to the U.S., for convenience stores (98% above the U.S. rate) and the fewest for gyms and studios (38% below the U.S. rate).
All 56 business types in the Durant area
Highest Groundwork market score first. Each score compares the Durant 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 |
|---|---|---|---|---|---|---|---|
| Lawn, cleaning and pest control | 87 | #5 of 481 | 8 | 4.3 | $3M | 179 | 16 |
| Grocery stores | 79 | #29 of 506 | 9 | 4.9 | $11.3M | 122 | 4 |
| House cleaning | 73 | #17 of 142 | 5 | 2.7 | $4.8M | 75 | 3 |
| Funeral homes | 73 | #50 of 365 | 5 | 2.7 | $531K | 78 | Under 3 |
| Car washes and detailing | 73 | #63 of 441 | 5 | 2.7 | $3.2M | 129 | Under 3 |
| Veterinarians | 72 | #53 of 398 | 7 | 3.8 | $2M | 73 | 3 |
| Dentists and orthodontists | 72 | #58 of 526 | 9 | 4.9 | $2M | 205 | 11 |
| Collision repair and body shops | 68 | #66 of 387 | 5 | 2.7 | $3.2M | 105 | 4 |
| Chiropractors | 66 | #82 of 426 | 6 | 3.3 | $3M | 126 | 5 |
| Physical therapy | 64 | #100 of 400 | 7 | 3.8 | $2.6M | 108 | 4 |
| Insurance agencies | 63 | #158 of 537 | 29 | 15.8 | $1.6M | 127 | 24 |
| Property management | 60 | #52 of 180 | 5 | 2.7 | Index only | 90 | 5 |
| Home repair trades | 60 | #140 of 526 | 19 | 10.3 | $2.5M | 101 | 34 |
| Gas stations | 60 | #167 of 536 | 29 | 15.8 | $1.8M | 77 | 27 |
| Grocery and convenience stores | 59 | #192 of 538 | 49 | 26.6 | $2.1M | 61 | 6 |
| Pet businesses | 58 | #168 of 527 | 30 | 16.3 | $467K | 53 | 3 |
| Pizza | 56 | #198 of 520 | 16 | 8.7 | $3.7M | 73 | 31 |
| Coffee shops and cafes | 56 | #208 of 529 | 18 | 9.8 | $3.3M | 89 | 7 |
| Gyms, studios and classes | 55 | #215 of 535 | 17 | 9.2 | $595K | 90 | 5 |
| Clothing, shoes and laundry | 55 | #232 of 536 | 38 | 20.7 | $797K | 91 | 9 |
| Clothing and shoe stores | 54 | #242 of 536 | 28 | 15.2 | $1.1M | 85 | 9 |
| Auto repair and car care | 53 | #244 of 538 | 85 | 46.2 | $191K | 71 | 17 |
| Auto repair shops | 53 | #256 of 538 | 50 | 27.2 | $324K | 73 | 12 |
| Hair salons | 52 | #260 of 538 | 40 | 21.7 | $359K | 84 | 5 |
| Fast food and sandwich shops | 52 | #268 of 537 | 27 | 14.7 | $2.2M | 72 | 31 |
| Pet grooming and boarding | 50 | #196 of 387 | 10 | 5.4 | $1.4M | 55 | Under 3 |
| Restaurants and cafes | 47 | #301 of 538 | 222 | 120.7 | $268K | 72 | 68 |
| Sit-down restaurants | 47 | #307 of 538 | 115 | 62.5 | $518K | 78 | 29 |
| Doctors, dentists and clinics | 46 | #316 of 538 | 122 | 66.3 | $149K | 98 | 47 |
| Real estate | 46 | #317 of 536 | 48 | 26.1 | Index only | 120 | 23 |
| Real estate agents and brokers | 46 | #322 of 533 | 40 | 21.7 | Index only | 115 | 13 |
| Optometrists and eye care | 45 | #251 of 400 | 8 | 4.3 | $2.3M | 72 | 4 |
| Primary care and pediatrics | 45 | #283 of 458 | 16 | 8.7 | $1.1M | 64 | 20 |
| HVAC and plumbing | 45 | #290 of 476 | 14 | 7.6 | $3.3M | 70 | 20 |
| Bakeries and dessert shops | 45 | #308 of 507 | 24 | 13.0 | $2.5M | 60 | 7 |
| Barbershops | 44 | #230 of 377 | 10 | 5.4 | $1.4M | 76 | Under 3 |
| Salons, barbers and spas | 44 | #355 of 538 | 81 | 44.0 | $178K | 83 | 10 |
| Nail salons | 43 | #248 of 387 | 11 | 6.0 | $1.3M | 78 | Under 3 |
| Spas and skin care | 43 | #341 of 504 | 20 | 10.9 | $719K | 82 | 3 |
| Gyms | 42 | #347 of 506 | 12 | 6.5 | $842K | 65 | 5 |
| Convenience stores | 42 | #366 of 529 | 29 | 15.8 | $3.5M | 45 | Under 3 |
| Child care and preschools | 39 | #321 of 454 | 11 | 6.0 | $560K | 56 | 14 |
| Tire shops | 37 | #324 of 431 | 13 | 7.1 | $1.2M | 50 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 2.2 | $11.6M | 97 | 14 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.2 | $2.5M | 125 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.6 | $10.1M | 81 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.6 | $5.4M | 39 | 4 |
| Dry cleaners | Not scored | Not scored | 2 | 1.1 | $15.1M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.1 | $12M | Too few | 5 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 0.5 | $24M | Too few | 8 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.5 | $46.6M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.5 | $18.1M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.5 | $10.1M | Too few | 5 |
Household spending in the Durant 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 | $16.2M | $880 | 92 |
| Gasoline and other fuels | $53.6M | $2,911 | 112 |
| Food away from home | $59.5M | $3,237 | 80 |
| Groceries | $101.8M | $5,535 | 88 |
| Personal care products and services | $14.4M | $782 | 78 |
| Child care and other personal services | $6.2M | $335 | 58 |
| Memberships, classes and admissions | $10.1M | $549 | 56 |
| Medical and dental services | $18.1M | $986 | 77 |
| Pets | $14M | $761 | 84 |
| Clothing, shoes and related services | $30.3M | $1,647 | 80 |
| Vehicle insurance | $46.2M | $2,510 | 128 |
| Home repairs, maintenance and insurance | $46.6M | $2,533 | 84 |
| Lawn care, cleaning and other household services | $24M | $1,307 | 92 |
| Rent and homeowner costs | $250.1M | $13,597 | 82 |
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 Durant area
- Population, 2025 estimate
- 51,367+10.9% since 2020
- Households
- 18,397
- Median age
- 38.2
- Homes lived in by their owners
- 64%
- Vehicles per household
- 1.9
- Land area
- 904 sq. mi.
- People per square mile
- 53
- Median household income
- $57,225+29.4% vs. 2015–2019, before inflation
- Average household income
- $74,867
- Median home value
- $174,900
- Jobs located here
- 20,991
- Daytime population
- 49,399Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Durant 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 Durant 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 Durant area 1
- Bryan County, OK48,253 people
Other markets based in Oklahoma 12
- Oklahoma City, OK metro area1,463,267 people
- Tulsa, OK metro area1,037,534 people
- Lawton, OK metro area127,310 people
- Enid, OK metro area62,146 people
- Stillwater, OK area82,972 people
- Shawnee, OK area73,463 people
- Muskogee, OK area66,444 people
- Bartlesville, OK area53,326 people
- Ardmore, OK area48,555 people
- Tahlequah, OK area47,942 people
- Ponca City, OK area43,625 people
- McAlester, OK area43,561 people
Questions
How fast is the Durant, OK area growing?
Population estimates put the Durant area at 51,367 people in 2025, up 10.9% since 2020, faster than the U.S. (+3.1%). It has 18,397 households. Against the 2015–2019 survey, median household income rose 29.4%, before inflation.
How much do households in the Durant, OK area spend?
Households in the Durant area spend about $250.1M a year on rent and homeowner costs, $101.8M on groceries and $59.5M on food away from home. Relative to the U.S., household spending in the Durant area runs highest on vehicle insurance (an index of 128, where 100 is the U.S. average) and lowest on memberships, classes and admissions (56).
Which business types have the highest market scores in the Durant, OK area?
Of the business types scored in the Durant area, lawn care, cleaning and pest control companies (87); grocery stores (79); and house cleaning businesses (73) have the highest Groundwork market scores. For lawn care, cleaning and pest control companies, that ranks #5 of 481 scored small-town markets.
How does the Durant, OK area compare with the U.S.?
Median household income in the Durant area is $57,225, 29% below the U.S. median of $80,734. The population rose 10.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $174,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (98% above the U.S. rate) and lowest for gyms and studios (38% 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. 43 of the 56 business types have a score in the Durant 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 Durant 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 Oklahoma · Every U.S. market · How we measure
Screening a site or an acquisition in the Durant 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 Durant 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.